Canada helping to drive record growth in the U.K., says VisitBritain

Destination Britain North America trade event set for Sept. 7 – 10

TORONTO — Some 70 industry suppliers and more than 50 top buyers from North America are set to attend VisitBritain’s Destination Britain North America trade event, led by VisitBritain Chairman Nick de Bois CBE.

More than 2,500 one-to-one business appointments are set to take place during the three-day trade fair, being held in San Francisco from Sept. 7 – 10. North American travel buyers and media will have the chance to connect with British tourism suppliers to learn about the latest products and innovations on offer from across Britain’s tourism industry.

The British suppliers include hotels, visitor attractions, destination management companies, tour and sightseeing operators and local destinations spanning the length and breadth of the nations and regions.

“VisitBritain’s flagship Destination Britain North America trade event has been a catalyst for new business for more than a decade and I am delighted to be leading this year’s mission,” said de Bois. “North America is driving tourism’s recovery in the UK and this is a timely opportunity for British travel suppliers and destinations to get their tourism products and services in front of top buyers and do business, boosting bookings. It is also a valuable chance to promote our messages of warm welcome and to hear first-hand from buyers on the motivations and trends driving outbound travel from North America.”

He added: “As well as showcasing Britain’s exciting tourism products and innovations, our focus is on broadening travel itineraries, encouraging visitors from North America to explore further through our regional gateways, come year round and to stay longer, boosting local economies.”

VisitBritain Executive Vice President for the Americas, Australia and New Zealand Paul Gauger said: “It is a true pleasure to have our Chairman, Nick de Bois CBE, leading us at Destination Britain North America this year. Working closely with international travel trade is crucial to selling travel to Britain and our priority now is to build on the strong recovery we have seen. This event is a great opportunity to bring together many of our industry partners to strengthen connections and share first-hand experience of the outstanding and varied tourism products on offer, ready to surprise and delight visitors on their next trip to Britain.”

As well as doing business, delegates and media will hear about international travel market trends alongside seminars from London & Partners VisitEngland, VisitScotland and Visit Wales to boost knowledge of Britain as a visitor destination and drive urgency to visit.

Visitors from the USA, the UK’s largest and most valuable inbound tourism market, spent a record £6 billion in the UK in 2022, up 42% on 2019.

Canadian visitors also set a record for spending in the UK, £934 million in 2022, up 27% on 2019. This strong growth has continued into 2023. Flights bookings from North America to the UK are currently tracking up 15% compared to 2019.

VisitBritain has been making the most of this momentum with its multi-million pound GREAT Britain marketing campaign in Canada and the U.S., launched earlier this year.

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