TORONTO — VisitBritain is set to host its Destination Britain Americas trade mission, with the goal of driving inbound tourism and strengthening international partnerships.
The event will take place in Riviera Maya, Mexico, from Sept. 10-14, 2025, bringing together British suppliers and top buyers from across Canada, the United States and Brazil.
The three-day mission will connect 53 British tourism suppliers with 47 international buyers, offering an opportunity to highlight the breadth of Britain’s tourism offerings. The event will include one-to-one business appointments, networking events and seminars, designed to build destination knowledge and inspire new itineraries.
“This major trade mission brings our incredibly important Brazil, Canada and USA markets together with British suppliers to do business and drive economic growth. We are shining the spotlight on the fantastic products and experiences on offer across Britain, making sure those are sold internationally, boosting Britain’s economy,” said VisitBritain CEO Patricia Yates, who is leading the trade mission.
Destinations being featured include Bath, Birmingham, Bristol, the Cotswolds, County Durham, Cumbria, Derbyshire, Manchester, Liverpool, Oxfordshire, the Peak District and the West Midlands, along with highlights from Scotland and Wales. “The size of our delegation shows the enthusiasm from British tourism suppliers to do business in these markets and to hear first-hand from buyers on the motivations and trends driving travel to Britain,” added Yates.
British suppliers taking part in the mission represent a cross-section of the tourism industry, including hotels, visitor attractions, transportation providers, retailers, tour operators and sightseeing companies. Said Yates: “We are looking forward to showcasing our warm welcome alongside the great reasons to book a trip to Britain right now.”
The mission also builds on VisitBritain’s international marketing efforts, including the ongoing “Starring GREAT Britain” campaign. Launched earlier this year, the campaign leverages the global popularity of film and television, encouraging travellers to visit destinations that have appeared on screen. Research conducted by VisitBritain shows that nine out of 10 potential visitors would be interested in experiencing film and TV locations during their trip, underlining the value of screen tourism as a driver of demand.
An estimated 983,000 Canadians are expected to visit Britain by year’s end, spending £942 million on their trips. For more information on travel to Britain, go to www.visitbritain.com.
