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FIVE AGENTS have just returned to Australia from a wide-ranging educational famil, part of a major promotion hosted by VisitBritain.

More than 120 international travel trade buyers from 16 international markets got the opportunity to take part.

They enjoyed a mix of three- to five-day itineraries to destinations across England, Wales and Scotland, showcasing the latest tourism products.

The ‘Aussie five’ were hosted on a bespoke itinerary throughout London and Scotland to experience first-hand the latest products, hospitality and accommodation in these two popular destinations.

“Working with the international travel trade is crucial to ensuring they are ready to sell Britain, as well as to broadening travel itineraries, encouraging visitors to explore further and stay longer,” said Patricia Yates, VisitBritain CEO.

“From the beauty of our coast and countryside to the exciting variety of our cultural attractions to our world class dining and accommodation, buyers will experience first-hand the warmest of British welcomes and the outstanding and varied tourism products on offer.”

The educational visits come as VisitBritain gears up to host its flagship global trade event, ExploreGB Virtual, from February 27 to March 2.

VisitBritain is also set to launch a new GREAT Britain marketing campaign this month to drive bookings, inviting visitors to ‘See Things Differently’, showcasing Britain as a dynamic, exciting and inclusive destination.

The campaign is also capturing major events in 2023 including the Coronation of King Charles III in May and Liverpool hosting the Eurovision Song Contest, on behalf of Ukraine, also in May.

Australia recently reclaimed its place as the UK’s fifth most valuable international source market.

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