VisitBritain Targets Australasia for £2B Inbound Spend
VisitBritain connects UK hospitality suppliers with 450 buyers in Australia and New Zealand to expand regional lodging bookings and spend.
The short answer
VisitBritain has launched sales missions in Australia and New Zealand to secure over £2 billion in inbound expenditure. The initiative brings regional UK destinations and hotel suppliers directly to more than 450 buyers across Auckland, Sydney, and Melbourne.
“Travel advisors in Australia and New Zealand shape long-haul travel decisions and hearing first-hand about what visitors want and expect gives our tourism businesses and destinations valuable insights.”
The short version
- VisitBritain is targeting over £2 billion in inbound spending through trade missions across New Zealand and Australia.
- Australia represents the UK's fourth most valuable market, forecast to generate £1.7 billion from 1.1 million trips this year.
- New Zealand travelers are projected to generate £385 million across 275,000 UK visits in 2026.
VisitBritain is leading trade missions across Australia and New Zealand to convert travel demand into over £2 billion in inbound expenditure [1]. The outreach connects British accommodation providers, destinations, and tour operators with over 450 Australasian buyers across Auckland, Sydney, and Melbourne to expand regional itineraries and hotel bookings [1].
What are the itinerary dates and scale of the trade mission?
The campaign launched in New Zealand prior to staging events across Australian commercial hubs [1]. According to eHotelier, VisitBritain opened the program with an Auckland trade workshop commencing on 9 September, attracting over 150 travel agents and advisors [1].
As reported by eHotelier, the delegation then crosses the Tasman Sea for a five-day Australian mission scheduled from 14-18 September in Sydney and Melbourne [1]. Across both cities, dozens of British industry suppliers will meet with more than 300 travel buyers, advisors, and trade media [1]. The itinerary relies on one-to-one appointments, market briefings, and industry roundtables to link lodging operators directly with outbound retail intermediaries [1].
How valuable are the Australian and New Zealand inbound markets?
Australasian visitors constitute long-haul guests who deliver substantial expenditure to the visitor economy [1]. Australia represents the UK's fourth most valuable inbound tourism market, based on research reported by eHotelier [1]. Official estimates indicate Australians will make 1.1 million trips to the UK this year, generating £1.7 billion in visitor expenditure [1].
New Zealand also remains one of the UK's fastest growing source markets in recent years [1]. VisitBritain projects that 275,000 visitors from New Zealand will travel to the UK in 2026, delivering £385 million in trip spending [1]. Combined, travel spending from these two markets exceeds £2 billion [1].
| Source Market | Forecast Visits | Forecast Spend | Market Position |
|---|---|---|---|
| Australia | 1.1 million | £1.7 billion | Fourth most valuable inbound market |
| New Zealand | 275,000 | £385 million | One of fastest growing visitor markets |
Which British destinations and suppliers are participating?
Regional destination management organisations are partnering with lodging suppliers and tour operators to drive international visitors beyond London [1]. Regional groups participating in the roadshow include VisitScotland, Visit Wales, Marketing Manchester, Visit Birmingham & West Midlands, Visit Lake District, and Visit West [1].
Alongside public promotional bodies, private enterprises representing attractions, accommodation providers, tour operators, and destination management companies are attending the events [1]. Their focus during prescheduled meetings is providing product knowledge to travel advisors who shape itineraries across British nations and regions [1].
How does screen tourism factor into the Australasia push?
VisitBritain is aligning its trade missions with the rollout of its global 'Starring GREAT Britain' campaign [1]. The promotional effort uses film and television backdrops to persuade guests to explore widely and prolong their stays in local destinations [1].
According to eHotelier, VisitBritain research indicates that more than 9 out of 10 potential visitors to the UK want to visit filming locations seen on screen [1]. Suppliers are utilizing these screen backdrops during trade appointments to encourage commercial travel partners to market regional bookable packages [1].
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Frequently asked
+What is the primary objective of VisitBritain's Australasia mission?
The mission aims to connect British tourism suppliers and regional destinations directly with Australasian travel buyers, converting long-haul travel demand into over £2 billion in inbound visitor spend across the UK.
+When and where are the trade events taking place?
The program opened with a trade workshop in Auckland, New Zealand, commencing on 9 September, followed by a five-day trade mission running from 14-18 September in Sydney and Melbourne, Australia.
+How much are Australian visitors forecast to spend in the UK?
Australian travelers are forecast to spend £1.7 billion in the UK this year across 1.1 million visits, making Australia the UK's fourth most valuable inbound market.
+What is the inbound forecast for the New Zealand market?
VisitBritain forecasts 275,000 visits from New Zealand to the UK in 2026, with those travelers generating £385 million in trip spending.
+Which regional destinations are participating in the mission?
Participating regional bodies include VisitScotland, Visit Wales, Marketing Manchester, Visit Birmingham & West Midlands, Visit Lake District, and Visit West, alongside private accommodation providers and tour operators.
+What is the focus of the 'Starring GREAT Britain' campaign?
The campaign promotes screen tourism by highlighting film and television locations across Britain, capitalising on research showing that over 9 in 10 potential visitors want to visit locations seen on screen.
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