Featuring a lot more than 150 buyers, media and suppliers, including a Canadian contingency, the conference aims to improve happen to be Britain through one-on-one meetings along with seminars on topics like food tourism and insight into today’s travellers, reports Press Today’s Ann Ruppenstein, who’s attending the show.
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A major technique for VisitBritain may be the new articulation of its brand, “I Travel For,” which targets the passion for places, experiences and folks that may be within the destination.
“Essentially what I Travel For does is to be destination based marketing instead, where you’re discussing head to London, head to Birmingham, head to Oxfordshire, we’re not saying that, we’re switching it, we’re saying let’s consider the passions that cause visitors to travel, and match those passions to the traveller,” says Gavin Landry, Regional Director for the Americas at VisitBritain. “That’s what I about Travel For is all, I travel for local flavour, I travel for characters, I travel for the undiscovered.”
Travel to Britain is booming, with a 15% upsurge in visitor volume noted from the united states and Canada, this season and arrivals already on pace going to 2020 targets.
Landry told PressToday the Canadian market is paramount to the destination, which represented 835,000 visits in 2017, because they stay and travel more broadly than Americans longer.
“Canada is really a key market for all of us. I did so the math and something out of 45 Canadians travelled to Britain this past year whereas one out of 90 something Americans travelled to Britain,” he says. “We’re capturing an excellent share of Canadian travellers really. We find Canadians are prepared to go further and deeper in to the national country, they’re ready to drive also, oftentimes they’re visiting relatives and friends and that takes them to places beyond London. The marketplace is intrepid and we like this about them really.”
As for agents, he says becoming certified in the BritAgent specialist program gives them a whole large amount of credibility.
“If the badge is had by you that says you’re a Britain specialist close to your name, that brings a credibility that then pertains to business then,” he says. “Folks shall look at that and say I trust see your face.”
Meanwhile, Sheelagh Wylie, the initial Chief Marketing Officer for the Americas for VisitBritain, says nearly all Canadian travellers stem from BC and Ontario, accompanied by Quebec and Alberta.
“We it&rsquo see in Canada;s essential for all of us to partner with the trade since they already know who’s travelling,” she says. “With the addition of more options beyond London, but these passion points to check out also, if they’re into gardens and houses and castles and the fantastic outdoors, if we’ve more product we’re likely to see more visitation.”
Stay tuned for more within an upcoming edition of Canadian Travel Press.
Pictured at the show are Gavin Landry, Regional Director for the Americas, Visit Britain and Andrew Stokes, Director England for VisitEngland.