The United Kingdom’s (UK’s) national tourism agency has set up its first trade mission to Australia since 2016 to boost UK tourism.
The trade mission is part of VisitBritain’s strategy to promote the UK as a top holiday destination for Australian travelers.
The event will bring together British tourism suppliers and Australian travel buyers from 9 to 13 September in Sydney, Melbourne, and Brisbane.
The trade mission will involve one-on-one and panel meetings between UK tourism businesses and Australian travel companies.
These meetings will showcase new products and services, creating opportunities for Australians to explore more of the UK.
Participating British suppliers include hotels, attractions, destination management companies, retailers, and tour operators nationwide.
Delegates will also network with top Australian travel agents to promote British tourism and generate bookings.
As the travel industry recovers from the pandemic, VisitBritain sees Australia as a key market for boosting tourism.
Focusing on screen tourism
Australian visitors have shown increased interest in exploring the UK, making this trade mission a vital opportunity to strengthen connections.
VisitBritain Chairman Nick de Bois CBE emphasized that this is a major step in reconnecting with the Australian travel industry.
“The enthusiasm from British tourism suppliers to do business with Australia is clear,” he said in a media release.
One of the highlights of the mission is promoting VisitBritain’s upcoming ‘Starring GREAT Britain’ campaign, set to launch in early 2025.
This campaign will focus on “screen tourism,” where visitors explore locations featured in movies and TV shows.
VisitBritain’s research shows that of Australians interested in visiting the UK, 86 percent want to see sites from film and TV shows.
The campaign also aims to encourage Australian travelers to visit different UK regions and not just popular spots like London.
By encouraging Australian travelers to stay longer and spend more, VisitBritain aims to support local economies across Britain.
Building on the UK and Australia’s long-standing history
VisitBritain’s trade mission in Australia also aims to strengthen cultural and historical ties between the UK and Australia.
These long-standing connections make Australia a natural tourism partner for the UK.
“The friendship between our countries runs deep,” said de Bois, highlighting the significance of this partnership.
This mission is a significant opportunity for both British and Australian tourism businesses.
It’s not just about returning to normal after the pandemic but about ensuring that Britain stays a top choice for Australian travelers.
Both sides are eager to maximize this chance to boost tourism.
De Bois noted that the large UK delegation shows the vital interest of British tourism suppliers in doing business with Australia.
They want “to hear first-hand from buyers on the motivations and trends driving outbound travel,” the VisitBritain CEO said.
Record-breaking Australian visitor numbers for UK tourism
This trade mission comes as Australian tourism to the UK is reaching new heights.
In 2023, the UK welcomed 1.2 million Australian visitors, a 10 percent increase from 2019.
These visitors spent a record £1.6 billion, making Australia the fourth most valuable visitor market for the UK, up from fifth place in 2019.
This exceeded 2019 levels by 36 percent and up 43 percent from the previous year, 2022.
This growth is expected to continue, with Australian tourists potentially contributing £1.7 billion to the UK economy in 2024.
This plays a significant role in VisitBritain’s prediction of a robust year for inbound tourism.
According to the agency, the UK is expected to welcome 39.5 million international visitors, a five-percent increase from 2023.
Spending by international visitors is also projected to grow, reaching £34.1 billion, up seven percent from 2023.
While the United States remains the UK’s largest inbound market, the recovery of key markets like Australia signals a positive outlook.
Optimistic future of UK tourism and travel
VisitBritain’s strategic effort is designed to boost UK tourism and could serve as a model for initiatives in other markets.
The mission reflects optimism about the future of British tourism and its appeal to international visitors.
The introduction of the UK Electronic Travel Authorization (ETA) for Australian visitors is expected to simplify travel and improve security in the UK.
Both the ETA and the efforts of VisitBritain aim to encourage more spontaneous trips and boost UK tourism.
As the travel world evolves, these will be vital in ensuring that tourism between the UK, Australia, and other countries continues to thrive.