VisitBritain set to lead trade mission in Australia & a trade workshop in New Zealand

The five-day Australian trade mission, going to take place from September 14-18, 2026, in Sydney and Melbourne. The trade workshop in Auckland, New Zealand will held on September 9. 

VisitBritain leading a major trade mission to boost inbound tourism and visitor spending in Australia and New Zealand. The five-day Australian trade mission, going to take place from September 14-18, 2026, in Sydney and Melbourne, expects dozens of British travel trade and industry suppliers meet with more than 300 buyers and advisors from Australia to do business, with trade media also in attendance. It is preceded by a trade workshop in Auckland, New Zealand, underway from September 9, with more than 150 travel agents and advisors set to attend. 

One-to-one business meetings are set to take place during the mission and workshop, giving top Australian buyers the chance to connect with British suppliers and destinations, learn about the latest products and innovations on offer and explore new business opportunities.

Destinations including VisitScotland, Visit Wales, Experience Oxfordshire, Marketing Manchester, Visit Birmingham & West Midlands, Visit Lake District and Visit West are joining the mission, alongside tourism businesses representing attractions, accommodation providers, tour operators and destination management companies from across Britain.

VisitBritain CEO Patricia Yates said, “This major trade mission brings our very important Australasian markets together with British suppliers to do business, shining the spotlight on the fantastic products and experiences on offer and getting those sold in international markets, boosting Britain’s economy.

“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. From our vibrant cities and world-class attractions to our history, heritage and contemporary culture, we’re showcasing the very best of regional Britain to the people who influence travel bookings every day,” she added. 

Alongside business appointments, VisitBritain is hosting travel advisor engagement events, market briefings and industry roundtable discussions, supporting British suppliers to build relationships with travel trade partners and convert demand for Britain into future bookings. 

The trade mission and workshop come as VisitBritain continues to roll out its global ‘Starring GREAT Britain’ screen tourism campaign. The campaign is harnessing the powerful draw of film and tv locations to inspire more visitors to choose Britain, discover more and stay longer, driving visitor spending into local destinations. VisitBritain’s research shows that more than 9-out-of-10 potential visitors to the UK are keen to visit locations used in filming and seen-on-screen during their trip. 

Australia is one of the UK’s most important inbound markets, its fourth most valuable. VisitBritain’s latest estimates show Australians are forecast to spend GBP 1.7 billion on their trips across the UK this year. The number of Australian visits to the UK is forecast to reach 1.1 million.

New Zealand has been one of the UK’s fastest growing visitor markets in recent years. VisitBritain’s latest forecast for 2026 is for 275,000 visits from New Zealand to the UK this year, with those New Zealanders forecast to spend GBP 385 million on their trips.

As well as its trade missions and workshops, VisitBritain continues to work closely with industry and partners in market to promote the outstanding tourism offer and experiences that visitors can only have in Britain.