VisitBritain is set to showcase the best of British tourism during its first trade mission to Australia since 2016. Led by Chairman Nick de Bois CBE, the five-day event will take place from September 9 to 13, 2024, in Sydney, Melbourne, and Brisbane. This mission brings together top British travel trade and industry suppliers with leading Australian buyers to foster business connections and explore new opportunities.
The trade mission marks a significant milestone for VisitBritain, aiming to capitalize on the strong growth in inbound tourism from Australia. This growth is projected to generate a record £1.7 billion for the UK economy in 2024. The mission will feature one-to-one business meetings, allowing Australian travel buyers to engage directly with British suppliers, learn about the latest products and innovations, and expand their business portfolios.
Nick de Bois CBE, Chairman of VisitBritain, expressed his excitement about leading the mission, stating, “I am delighted to be leading VisitBritain’s first trade mission to Australia in nearly a decade. This is a timely and valuable opportunity to harness the strong growth we’re seeing from this incredibly important inbound visitor market. This mission is a major milestone for us to reconnect with the travel trade across Australia, broaden itineraries, and drive spending into local economies.”
The British delegation includes a diverse range of suppliers, from hotels and visitor attractions to destination management companies, retailers, and tour operators, representing the breadth of the UK’s nations and regions. Delegates will also participate in networking events and agent training sessions, aimed at converting Australian interest in Britain into bookings.
VisitBritain will further engage delegates with updates on its upcoming multi-million pound ‘Starring GREAT Britain’ campaign, set to launch in early 2025. The campaign leverages the appeal of screen tourism, inspiring visitors to explore more of the UK and stay longer. Recent research by VisitBritain revealed that 86% of Australians interested in visiting the UK are keen on exploring film and TV locations during their trip.
The Australian market has shown remarkable growth, with a record 1.2 million visits from Australia to the UK in 2023, a 10% increase from 2019. VisitBritain’s latest estimates project Australian visitors to spend a historic £1.7 billion in the UK this year, highlighting the enduring friendship and strong connections between the two countries.
