More than 120 international travel trade buyers are to take part in a series of UK educational visits organised by VisitBritain.
The hosted visits are part of the national tourism agency’s ‘Showcase Britain’ event, which gets underway with a networking event at the Tottenham Hotspur Stadium in London on January 26.
The buyers will also attend the Britain & Ireland Marketplace (BIM) the following day before heading off on three to five-day itineraries to destinations across England, Wales and Scotland.
They are attending from 16 international markets including the US, France and Germany as well as from Australia, Belgium, Brazil, Canada, China, Japan, Gulf Co-operation Council countries, India, Italy, the Netherlands, Nordic countries, South Korea and Spain.
All the trips include London before covering visits to destinations including Manchester, Liverpool and the Lake District; Bath, Bristol and the Cotswolds; Newcastle and Northumberland; Cambridge; Somerset; the West Midlands; the English Wine Region; Edinburgh; Cardiff and other regions of Scotland and Wales.
VisitBritain chief executive Patricia Yates said: “We are delighted to be showcasing Britain to international buyers to drive bookings.
“From the beauty of our coast and countryside to the exciting variety of our cultural attractions to our world class dining and accommodation, buyers will experience first-hand the warmest of British welcomes and the outstanding and varied tourism products on offer.
“Working with the international travel trade is crucial to ensuring they are ready to sell Britain, as well as to broadening travel itineraries, encouraging visitors to explore further and stay longer.”