VisitBritain, the national tourism agency, is set to host over 70 international travel buyers on a series of educational trips across England, Scotland, and Wales, designed to boost the nation’s £34.6 billion inbound tourism economy by 2025. The initiative is aimed at showcasing Britain’s latest attractions, sights, and tours, offering first-hand experiences to global travel professionals from 11 international markets.
From January 30 to February 5, 2026, international buyers will embark on tailored visits that will take them from Bath to Birmingham, Dorset to Durham, and the Scottish Borders to South Wales. By participating in these exclusive educational trips, delegates will get a deeper understanding of Britain’s tourism offerings, enabling them to promote new and exciting products to their customers back home.
The educational visits are part of VisitBritain’s broader strategy to increase inbound tourism and stimulate spending, showcasing the nation’s rich cultural history, natural beauty, and popular attractions. This initiative aligns with the tourism agency’s goal to continue driving growth in the visitor economy, which is projected to be worth £34.6 billion by 2025.
The buyers participating in these educational tours represent a diverse group of global travel professionals from key markets, including the USA, France, Germany, Australia, Brazil, Canada, China, the Gulf Co-operation Council (GCC) countries, Italy, the Netherlands, and Spain. These travel buyers are some of the most influential players in the global tourism industry, and their participation will help amplify awareness of Britain as a premier travel destination.
VisitBritain has worked with England’s Local Visitor Economy Partnerships (LVEPs), Destination Development Partnerships (DDPs), VisitScotland, and Visit Wales to craft four-to-seven-day itineraries tailored to each inbound market. The itinerary will focus on some of Britain’s most iconic and off-the-beaten-path experiences, including historical landmarks, natural wonders, and cutting-edge attractions.
Delegates will also visit cultural hubs like Bath, renowned for its Roman history and Georgian architecture, as well as Dorset and Durham, both home to natural landscapes and medieval landmarks. The Scottish Borders will showcase Scotland’s ancient castles, and South Wales offers spectacular coastal scenery and UNESCO-listed heritage sites.
The importance of these educational visits cannot be overstated, as they directly contribute to the growth of the UK’s inbound visitor economy. With £34.6 billion at stake by 2025, ensuring that the UK remains a top destination for global travelers is crucial for sustaining local businesses, jobs, and the overall economy. By showcasing a range of diverse tourism products and experiences, VisitBritain is helping to drive awareness and encourage international travel to the UK.
The initiative also offers a valuable opportunity for international buyers to meet with local tourism operators, experience Britain’s offerings firsthand, and better understand the needs and desires of their customers. This kind of direct engagement builds stronger relationships between the UK’s tourism businesses and international travel buyers, ensuring that Britain remains competitive in the global tourism market.
The educational trips will take place from January 30 to February 5, 2026, with travel buyers visiting various destinations in England, Scotland, and Wales during this week-long event. The initiative follows a full day of business networking at the Britain & Ireland Marketplace on January 30, 2026, which will be held at the InterContinental London – The O2. The Marketplace is a key event in the UK tourism calendar, bringing together national and regional destinations, tourism products, and international travel buyers for one-on-one business appointments.
By integrating these business appointments with educational trips, VisitBritain provides a comprehensive opportunity for international buyers to learn about new offerings and strengthen their ties with UK tourism providers.
The educational tours will span some of the UK’s most celebrated destinations. In England, delegates will explore the historic city of Bath, the lively cultural scene in Birmingham, and the picturesque landscapes of Dorset and Durham. The Scottish Borders will reveal the ancient castles and rugged beauty of Scotland, while South Wales offers majestic coastlines and world-class heritage sites, making it an ideal destination for nature lovers and history buffs alike.
One of the key objectives of these educational visits is to drive tourism spending in local economies across the UK. As international buyers explore various tourism products, they will not only promote them to their customers but also generate direct benefits for local businesses in the form of increased bookings, more visitors to attractions, and higher spending in retail and hospitality sectors.
By promoting a wide range of destinations and attractions, the educational tours will help ensure that the benefits of tourism are spread throughout the entire UK, from bustling urban centers to remote countryside regions. This distribution of tourism spending will help support jobs and create new opportunities in communities that rely on tourism as an economic driver.
In conclusion, VisitBritain’s educational trips are a crucial part of the UK’s ongoing efforts to promote the country as a top-tier destination for international visitors. By offering firsthand experiences of Britain’s diverse tourism offerings, VisitBritain is ensuring that future visitors will continue to discover the charm, culture, and beauty of England, Scotland, and Wales.
