STRATFORD-UPON-AVON — After a brief lesson in Latin, I find I’ve been stabbed in the back. “Et tu, Brutè?” I utter, as I clutch my chest.

I’ve been enlisted by a demanding Tudor Schoolmaster to re-enact, in Latin, perhaps one of the most famous lines ever written, while feigning death.

The scene of the crime? Shakespeare’s Schoolroom and Guildhall in Stratford-upon-Avon, England, where I’m touring, along with a small group of Canadian travel advisors, on this VisitBritain FAM trip, co-hosted by British Airways and Tour Partner Group UK (TPG).

It’s one of several fascinating activities we’re having on this ‘Charming English Sojourn’ trip, exploring Oxford, Cotswolds, Stratford-Upon-Avon, Warwick and London.

We start on a high: visiting Oxfordshire’s Blenheim Palace, the birthplace of Sir Winston Churchill, and the seat of the Duke of Marlborough (yes, there’s still a Duke – and a Duchess). If you’ve seen the film The Favourite, starring Olivia Colman, Rachel Weisz and Emma Stone, you may recall the massively influential effect that Sarah, the first Duchess of Marlborough (played by Weisz), had on Queen Anne (Colman).

These halls have seen it all, from Sarah’s remodelling of British politics in the 18-century to the making of the most important prime minister of the 20th century. Churchill or not, its rooms and gardens are among the most spectacular in Great Britain, and have served as a backdrop for TV’s The Diplomat and Bridgerton, as well as the James Bond flick Spectre and Mission Impossible: Rogue Nation. Later, an after-dark ‘Oxford on screen’ walking tour in the historic university town reveals more locations, from classic crime dramas Inspector Morse and Endeavour to Harry Potter and Saltburn.

“THE ULTIMATE INFLUENCER OF HIS DAY”: SHAKESPEARE

Like the Duchess, Shakespeare was his day’s ultimate influencer, feeding public thought through his plays. And England is still very amused. The set-jetting trend is far from waning, and with the current release of Hamnet, the screen adaptation of Maggie O’Farrell’s book of the same name about the bard’s early family life with his wife Anne Hathaway, Stratford should be girding its loins for a new wave of visitors who want to connect with these storied locations.

“Working with the Canadian travel trade is a priority and film and screen tourism is a significant draw for visitors to Britain,” says Ritushri Dhankher, national travel trade & aviation manager, Canada. “Almost a third of potential visitors are keen to visit locations used in filming and seen-on-screen; and more than a third of visitors consider ‘visiting locations from my favourite TV/film shows filmed on location in Britain’ as a dream activity to do in Britain.”

On the edge of The Cotswolds in south-central England, Stratford is part of a dreamy region designated as an Area of Outstanding Natural Beauty.

Hathaway’s cottage, more than 500 years old, is still open to visitors, as is the restored half-timbered house William Shakespeare grew up in.

“Tour Partner Group is a leading DMC specializing in Northern Europe,” says Emmanuelle Spriet, executive consultant with TPG UK, who helped create this FAM trip itinerary. “Our key destinations are the UK, Ireland and the Nordic countries.”

TPG also has extensive experience working with the Canadian market. “In fact, we are proud members of CATO and ACTA, as part of our ongoing commitment to delivering service excellence to Canadian travellers,” she adds.

Tour Partner Group has a team of 500 destination experts with offices in London, Dublin, Edinburgh and Copenhagen, and the company handles leisure groups, FIT and MICE travel.

“We work with travel agents (with net rates) and tour operators who receive preferential rates (to enable them to sell to travel advisors competitively),” says Spriet.

MODERN PASTIMES

It wouldn’t be England without a tipple of gin, and I need to recover from my untimely ‘death.’ A short walk down the Stratford high street is Judith’s House of Spirits and Shakespeare’s Distillery. Judith was one of William and Anne’s children, and it was the house she lived in when she had her own family. We have a chance to taste locally-crafted gins and rums under the rafters of the restored home.

Of course, there were plenty of modern pastimes to be had. En route from Blenheim to some of the most charming countryside towns, there’s a stop at Bicester Village, a high-end shopping and dining complex that features fashion’s bold-faced names: Brit brands Burberry and Mulberry mingle with Christian Dior and Yves Saint Laurent; the busiest Pret a Manger in England is here (if you know, you know) but popular Italian eatery Cecconi’s and beloved chef Ottolenghi both have restaurants in the ‘village.’ The bookable VIP Apartment allows guests to enhance their shopping experience with buying assistance, and quiet spaces to sip Champagne, relax and refuel for their next buying spree.

Speaking of Champagne, we began the trip flying from Toronto to London in British Airways business class, complete with welcome champers. We’re now capping it off with a booking for the VIP London Eye Champagne Experience, on the city’s Southbank and the river Thames.

The sun is about to set, and as we board our private (and still moving!) Ferris wheel car and curve skyward, we see London in all her glory. Glowing gold and pink, Westminster and Parliament, with its majestic Elizabeth Tower and Big Ben in the near distance, the Tower and London Bridges and the dome of St. Paul’s, it’s only fitting we toast the closing of the day and the end of our trip with some bubbles, poured by our personal host. Cheers!

TRAVEL ADVISOR RESOURCES: VISITBRITAIN, TPG & BRITISH AIRWAYS

Travel advisors will find plenty of helpful info at VisitBritain’s Travel Trade site, and check out the Resources site for the travel trade, for more destination content. Agents can also sign up for VisitBritain’s Canadian travel trade newsletter. The VisitBritain Shop gives agents access to more than 500 visitor experiences, transportation and tourist products. Plus agents can request the latest list of travel trade discount codes, via email at VBShopTrade@VisitBritain.org.

VisitBritain also recently relaunched its travel advisor training program, BritAgent PRO Sales Companion, now with enhanced mobile sales enablement through TravPRO Mobile. The revamped program provides travel advisors with resources to deepen their knowledge and effectively promote destinations across England, Scotland and Wales.

Agents interested in working with Tour Partner Group UK (TPG) will find a range of guaranteed departures, all of which can be booked directly at TPG’s Guaranteed Departure Portal – Tour Partner Group. Also of note: TPG has also recently joined TravelSavers and Ensemble. For FIT, Groups or MICE requests, email info@tourpartnergroup.com.

Travel agents can also take advantage of the many tools available at the British Airways Travel Partner Connect portal, says Jaime Fair, British Airways’ key account manager for leisure, Canada.

BA’s trade platform provides comprehensive information on a wide range of British Airways products, including: fare details, seat maps, baggage policies, lounge access information and route maps showcasing where BA flies. The airline also provides access to its content through several channels, including its GDS partners, consolidator platforms, NDC channels and technology partners.

Good to know: BA will start rolling out free WiFi connectivity starting in 2026, for all customers, whichever cabin they’re travelling in. Visit the British Airways Travel Partner Connect site.

Lead image caption: Travelweek joined a group of Canadian travel advisors for VisitBritain’s FAM co-hosted by British Airways and Tour Partner Group UK (TPG). The group gathered for a quick pic at Warwick Castle.