International Missions Programme 2027-2029
Intro
Our International Missions and Events Programme connects British tourism businesses with international buyers, creating commercial opportunities that drive bookings, increase visitor spend and support jobs and economic growth across Britain’s nations and regions.
With 78% of inbound visitors booking through intermediaries, building strong relationships with the international travel trade is essential to getting British tourism products into market and converting international demand into business.
Working closely with regional partners and Mayoral Strategic Authorities, we target priority markets and buyers with the greatest potential to deliver growth. Our programme helps businesses develop new commercial relationships, secure distribution channels and bring new tourism products and itineraries to international audiences, encouraging visitors to explore more of Britain, stay longer and spend more.
Each event is tailored to its market, bringing together trade-ready British suppliers and relevant international decision-makers through targeted business meetings, networking and market insights. By connecting international demand with regional tourism opportunities, we help businesses grow, strengthen local visitor economies and support the longer-term case for investment in Britain’s tourism offer.
Proposed Programme 2027-2029
All events listed are subject to change. All prices and locations are indicative and subject to vary; final prices and locations will be confirmed once the event is confirmed.
Expressing interest does not register your company or guarantee a place at the event, you will be notified once event registrations open. If you have any questions email [email protected].
2027-2028
| Event Name | Location | Event Date | Indicative price | Description | Status |
|---|---|---|---|---|---|
| China, Japan & South Korea Mission 2027 | Hongkong and Shenzhen (China) | 16-18 May 2027 | £4500 +VAT per primary delegate | The mission will connect UK suppliers with carefully selected buyers, key stakeholders and commercial partners. This is also where VisitBritain’s local team adds most value to overcome language and cultural barriers, sharpen international-readiness and to build key relationships required to convert demand into bookings. | Express interest |
| Destination Britain Americas 2027 | North or South America | 16-19 September 2027 | £6700-7720+VAT per primary delegate | Destination Britain Americas is VisitBritain’s flagship travel trade event that takes place in North America. This is a 4-day event, including 3 core days of 1-2-1 appointments between British tourism suppliers (e.g., destinations, hotels, experiences, attractions) and tour operator buyers (product development managers, contracting specialists, tour designers) and travel media from the Americas region (the United States, Canada, and Brazil). The goal of this event is to connect British tourism suppliers with key travel trade in the Americas to drive tourism product development and growth to the regions of Great Britain (England, Scotland, and Wales). Markets involved: US, Canada, Brazil | Express interest |
| India Mission 2027 | Jaipur & Kerala (India) | w/c 8 November 2027 | £3700-£4500+VAT per primary delegate | This trade mission connects UK tourism businesses with leading Indian travel trade partners through a programme of pre-scheduled business meetings, networking and market engagement activities. Bringing together approximately 100 Indian buyers to meet with UK suppliers, the event aims to strengthen trade partnerships, generate new business opportunities and promote Britain’s diverse tourism offer to support continued growth from the Indian market. Markets involved: India | Express interest |
| Nordics Mission 2028 | Stockholm (Sweden) | 8-9 February 2028 | £1100-£1800+VAT per primary delegate | This event provides a valuable platform for UK tourism suppliers to connect directly with leading tour operators, wholesalers and product managers from Sweden, Norway and Denmark. This is an excellent opportunity to build new business relationships, strengthen existing partnerships, and showcase your products, experiences and destinations to key travel trade professionals actively selling Britain. You will gain valuable insights into the Scandinavian market, understand current trends and buyer needs, and position your business for future growth across the region. Markets involved: Sweden, Norway, Denmark, Iceland | Express interest |
2028-2029
The Missions programme 2028-2029 will be officially launched in December 2027.
The programme for the year will include:
Brazil Mission 2028 (Q1)
US and Canada Travel Advisors Workshops (Q2)
Australia & New Zealand Workshop (Q2)
Destination Britain Asia (Q3)
If you want to find out more about these events or ask any questions please email [email protected]. Feel free to explore more of the travel trade resources here.
