The national tourism agency VisitBritain is preparing to host more than 120 international travel trade professionals for educational visits across the UK as part of its flagship ‘Showcase Britain’ event. This initiative coincides with the launch of its global screen tourism campaign ‘Starring GREAT Britain’, showcasing film-and-tv inspired experiences.

Travel trade representatives from 17 international markets will engage in visits throughout England, Northern Ireland, Scotland, and Wales, focusing on the latest tourism products and experiences available.

Expected attendees hail from notable markets including the USA, Australia, India, and Germany.

Tourism Minister Chris Bryant remarked: “Thanks to our stunning scenery, heritage, and world-class screen industries, many of the unforgettable moments that have grabbed our attention at the cinema were filmed in the UK.”

He emphasized the need to attract more visitors to British locations made famous by film and TV.

CEO Patricia Yates added: “With the upcoming launch of our ‘Starring GREAT Britain campaign, now is the perfect time to roll out the red carpet and welcome international buyers to Britain.”

The event features tailored itineraries developed in partnership with local tourism agencies and culminates with official visits lasting three to five days. Inbound tourism is anticipated to generate an estimated £32.5 billion for the UK economy in visitor spending by 2024.