“I am thrilled to be leading VisitBritain’s first travel trade mission to Australia in almost a decade,” Nick de Bois stated during the event at Sofitel Wentworth in Sydney. The roadshow is set to continue in Melbourne on Wednesday, followed by Brisbane on Thursday and Friday.
Reflecting on his personal connection to Australia, de Bois shared, “In the past nine years, my wife and I have visited Australia five times. This is my first time here as chair of VisitBritain, and each visit excites me just as much as the first. Honestly, don’t tell anyone back in Britain, but if I hadn’t been born a Brit, I think I would have wanted to be born Australian!”
Australia is currently the UK’s fourth most valuable visitor market, and after achieving record-breaking results in 2023, VisitBritain’s mission seeks to offer a prime opportunity for British travel suppliers and destinations to present their products to Australian buyers and foster new business connections.
“You are the most prized visitors in the world, and we’re committed to seeing even more of you come over and have a great time,” said de Bois.
According to VisitBritain’s latest estimates, Australians are expected to spend a record £1.7 billion (AU$3.3 billion) on trips to the UK this year. The number of Australian visitors is also at an all-time high, with 1.2 million visits in 2023—a 10% increase compared to 2019.
“I know our forecasters back at VisitBritain might be nervous, but I firmly believe we can hit £2 billion within two years, by 2026—it’s entirely achievable.
The growing demand for Britain is evident, but what makes this goal realistic is the deep-rooted relationship between Britain and Australia. The bond between our two countries is something other nations would envy, and we’re in a great position to build on it,” de Bois added.
Thirty-five British tourism suppliers, including destination management companies, are participating in the event. Over the course of the five-day mission, Australian travel buyers and agents will have the opportunity to connect with top British tourism suppliers, exploring the latest products and innovations from across Britain’s tourism industry. Buyers will engage in one-to-one business meetings during the day, with evening sessions dedicated to travel agent training and networking events.
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Many of the British suppliers, visiting Australia for the first time, represent a wide range of services, including hotels, visitor attractions, destination management, and tour and sightseeing operators.
Among the featured participants are Alnwick Castle from England’s North East, Liverpool Football Club Experiences, Historic Royal Palaces, and ABBA Voyage in London. Representatives from VisitScotland, Visit Birmingham & The West Midlands, Visit West (Bath & Bristol), Visit Lake District, Cumbria, and Experience Oxfordshire will also showcase tourism offerings, giving the Australian travel trade industry a comprehensive look at the attractions across Britain’s diverse regions.
“Australian tourists are the most coveted in the world,” de Bois stated. “And I don’t say that lightly. While statistics are important, they don’t tell the whole story. The key reason Australians are so sought after is that they tend to stay longer and, frankly, spend more during their visits.”
“We’re thrilled about this, which is why we’re committed to building these relationships face-to-face, as we’re doing now, and through our partnerships across the trade,” he added.
De Bois also teased an upcoming tourism campaign, “Starring Great Britain,” set to launch in January 2025. The campaign, which will be introduced in the USA, Australia, Germany, France, and the GCC, will invite audiences to “see things differently” through the lens of film and TV. It aims to showcase Britain as a welcoming, dynamic, and diverse destination, encouraging travelers to visit urgently.
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