VisitBritain is rolling out the red carpet for more than a dozen North East Asian VIPs to showcase the diverse tourism experiences that can be enjoyed across English destinations, driving growth into regional economies.
During two distinct programmes, travel media from South Korea (25 June – 3 July) and tour operators from Japan (2 – 9 July) are exploring the tourism highlights in Bath; the Cotswolds; East of England; Manchester; Nottingham; Oxford; and the Peak District. The visits have been designed to offer guests an insight into England’s regions, giving them the opportunity to create features for publications including Harper’s BAZAAR Korea, ELLE Korea and Allure, or to develop new itineraries for the Japanese travel market.
The programmes also celebrate Britain’s improved connectivity with North East Asia. Virgin Atlantic recently introduced a daily service between London Heathrow and Incheon International Airport in Seoul, and Turkish Airlines has launched a new route from Tokyo to London Stansted via Istanbul.
Japan and South Korea are important inbound markets. According to VisitBritain’s forecasts for 2026, the UK is expected to welcome 276,000 visits from Japan this year, an increase of 18 per cent on the 2025 estimate. Japanese tourists are predicted to spend £323 million, up 24 per cent on the previous 12 months. Some 204,000 visits from South Korea to the UK are forecast in 2026, with visitor spending expected to reach £243 million, increases of 27 and 33 per cent respectively on 2025’s estimates. Both Japanese and South Korean tourists stay longer and spend more than the global average visitor to the UK.
Paul Gauger, Deputy Director for the Americas, Asia and Australia/New Zealand for VisitBritain, said:
“This is an excellent opportunity to welcome key media and travel trade representatives from North East Asia as we shine a spotlight on the very best tourism experiences across some of our English regions.
“From the timeless beauty of Bath and stunning landscapes of the Peak District to the rolling hills of the Cotswolds and the rich culture of Cambridge, there’s no better substitute to see and explore all of our great places than in person.
“Working closely with our Local Visitor Economy Partnership (LVEP) colleagues, we have carefully shaped itineraries for our Japanese and South Korean guests so that they can sell our wonderful destinations to their customers and readers, spreading visitor spending across our nations and regions.”
Both Japanese and South Korean visitors to the UK enjoy visiting cultural attractions, with Japanese travellers also keen on history, heritage and fine dining. South Koreans like to explore a different culture from their own. Their top activities while in the UK include dining in restaurants, visiting famous buildings and shopping.
The two programmes have been devised to include iconic attractions, as well as hidden gems from across the regions. Highlights include exclusive access to the Thermae Bath Spa in Bath; a private guided tour and afternoon tea at Chatsworth House & Gardens; a private tour of King Charles III’s Highgrove Gardens; a trip to Daylesford Organic in the Cotswolds; shopping at Bicester Village; dinner at The Cavendish at Baslow, hosted by Claire Ward, Mayor of the East Midlands; and a chauffeured College Backs punting tour in Cambridge.
To celebrate VisitBritain’s Starring GREAT Britain screen tourism campaign, guests will also visit Wollaton Hall in Nottingham, the exterior for Wayne Manor in The Dark Knight Rises; Blenheim Palace and the Bodleian Libraries in Oxfordshire and Lavenham in Suffolk, backdrops for the Harry Potter film series.
Principal supporting partners for the visits include London Stansted Airport, Turkish Airlines and Virgin Atlantic. Itineraries have been developed in partnership with Visit Cambridge; Cotswolds Tourism / Cotswolds Plus LVEP; Experience Oxfordshire; Visit East of England; Visit Essex; Visit Nottinghamshire; Visit Peak District & Derbyshire; and Visit West.