VisitBritain is welcoming more than 70 international travel buyers from 11 countries to enhance the UK’s inbound tourism sector, valued at approximately £34.6 billion in 2025. From January 30 to February 5, these buyers will participate in educational tours throughout England, Scotland, and Wales, visiting key tourist attractions.

Participants include representatives from the USA, France, Germany, Australia, Brazil, Canada, China, various Gulf Cooperation Council (GCC) countries, Italy, the Netherlands, and Spain, who will explore regions like Bath, Birmingham, Dorset, and the Scottish Borders. These tours aim to promote Britain’s latest attractions to the international market.

This initiative is part of VisitBritain’s larger strategy to bolster the economy by supporting local attractions and hospitality entities. CEO Patricia Yates highlighted the importance of showcasing the richness of Britain’s tourism offerings, stating, “Our in-country teams have collaborated with our nations and regions to create itineraries that emphasize Britain is brimming with new and thrilling experiences ready to enjoy.”

The tours will also include film and television elements linked to VisitBritain’s successful ‘Starring GREAT Britain’ campaign, which has generated $217 million (£217 million) in additional spending by international visitors since its launch in January 2025.

Before the tours commence, buyers will attend the Britain & Ireland Marketplace on January 30 at the InterContinental London – The O2, aiming to facilitate networking and business connections with UK and Irish tourism stakeholders. This process emphasizes VisitBritain’s commitment to increasing growth in the tourism sector through international partnerships and the promotion of the UK’s rich cultural heritage.