Showcase Britain 2025
VisitBritain/Kevin Moran Photography/Paul Cocksedge Coalescence (2023)
Showcase Britain
Showcase Britain 2025 is our annual international business-to-business (B2B) hosted buyer programme. The programme gives destinations and tourism suppliers the opportunity to connect and do business with over 100 influential hosted international travel buyers. It enables these buyers to make new connections and experience new products first-hand to build product knowledge and get those products on the itineraries of future visitors, driving growth from tourism across the nations and regions.
This year, in connection with our Starring GREAT Britain campaign, our itineraries have been designed to highlight some of our many destinations which have inspired or been featured in films and TV shown across the world. Our latest research shows that more than 9 out of 10 potential visitors to the UK are keen to visit a film or TV location during their trip. From The Da Vinci Code’s enigmatic Rosslyn Chapel to Durham Cathedral, featured in films including Harry Potter, Avengers and Alien 3, our buyers this year will be seeing how film and TV can be a powerful motivator for tourism.
BIM
As part of their trip, buyers will be at our Showcase Britain event, taking place at Hampton Court Palace on 23 January. They will receive an update on our latest research and insights and meet and hear an update from VisitEngland, VisitScotland, Visit Wales, and London & Partners, who will be giving them product updates and expert advice.
This is followed by a day at Britain and Ireland Marketplace (BIM), organised by European Tourism Organisation (ETOA) in partnership with VisitBritain and UKInbound, where they will have pre-arranged 1-2-1 appointments with top UK suppliers, offering the perfect platform to expand their networks.
Research into our key markets
We host regular international market webinars, designed to keep you informed about Britain’s key inbound demographics. Hear our specialists share their comprehensive insights on what’s happening in our key inbound markets attending Showcase Britain. Our in-market experts share consumer and trade perspectives, and any upcoming activities and opportunities. Dates for 2025 webinars will be shared in the new year.
Register to hear about upcoming events
We will be releasing our calendar of events for 2025/26 soon. To be kept updated with all our opportunities and industry news, visit our ‘Working with us’ section of the page and subscribe to our fortnightly newsletter for all the details.
