VisitBritain

VisitBritain’s Hosted Buyer Programme: driving sales and regional growth through travel trade

Our Hosted Buyer Programme for 2025-2026 connects British tourism suppliers with around 100 international buyers from key markets face-to-face.

Photo by: VisitBritain/Kevin Moran Photography

Delegates networking at a trade event

About the programme

Through bespoke familiarisation trips and targeted B2B events, selected travel trade experience Britain’s tourism product first-hand to boost their ability sell more Britain around the world.   

With over 78% of global visitors booking through intermediaries, the travel trade play a critical role in shaping consumer travel choices and promoting Britain.  

We nurture relationships with international travel trade in key markets to grow and develop their products, packages and itineraries, driving inbound visitors to explore destinations across England, Scotland and Wales and grow Britain’s visitor economy. 

Familiarisation trips

To equip buyers with the knowledge to sell Britain and drive inbound sales, hosted buyers will take part in familiarisation trips across the nations and regions of Britain. These trips, delivered in partnership with VisitScotland, Visit Wales and VisitEngland, alongside  Destination Development Partners (DDPs) and Local Visitor Economy Partnerships (LVEPs) in England, showcase regional experiences, broaden itineraries and spark fresh business opportunities.  

Each itinerary is tailored for each market to highlight fresh product and package ideas and broaden travel itineraries across the seasons and across the nations and regions. See below on how you can get involved. 

  • Inbound market

  • Regions visited

  • France

  • East/West Midlands

  • Germany

  • North West England

  • Italy

  • Bristol and South Wales

  • Netherlands and Belgium

  • South West England

  • Australia and New Zealand

  • Wales and Cheshire

  • Gulf Cooperation Council (GCC)

  • Oxfordshire, Cotswolds and Shakespeare’s England

  • China

  • Manchester Gateway Region

  • Spain

  • Northumberland and Scottish Borders

  • Canada

  • North East England and Yorkshire

  • Brazil

  • Birmingham, Bath and Windsor

  • USA

  • West England, Cotswolds and Oxfordshire

Meeting international travel trade

Working in partnership with ETOA (European Tourism Association), we are connecting international buyers with UK suppliers at two events.

Global European Marketplace (GEM) - Friday 31 October 2025 

 We will be bringing selected buyers from South Korea, Japan, the Nordics and India. Register now.

Britain and Ireland Marketplace (BIM) - Friday 30 January 2026 | In partnership with UKinbound

We will be bringing selected buyers from at least 10 key markets to meet and do business. Register now. 

Get involved

Interested in hosting buyers through the Hosted Buyer Programme? 

  • Businesses in Scotland and Wales should contact VisitScotland/Visit Wales  

  • Businesses in England should reach out to their local DDP/LVEP.  

  • National organisations that cover multiple regions contact us by emailing: [email protected]  
     
    To meet with hosted buyers, register for GEM on 31 October 2025 and BIM 30 January 2026.  

To find out more about the Hosted Buyer Programme, email  [email protected]