VisitBritain is ramping up activities in the run-up to Birmingham 2022 Commonwealth Games.
The agency will be hosting more than 40 international travel buyers, tour operators and trade media from Australia, Canada and India.
Visits will range from five-to-eight days and will begin on 25 July. As well as attending sporting events at the Games, the buyers will visit destinations and attractions across the West Midlands.
A ‘Tourism Day’ will also be held on 5 August for the buyers to meet with British travel trade suppliers and destinations.
Activities hosted by VisitBritain are in partnership with the West Midlands Growth Company through the Business and Tourism Programme (BATP).
It is part of the programme of events at the UK House, The Commonwealth Business Hub, led by the Department for International Trade.
Commonwealth Games Minister Nigel Huddleston said:
“The Commonwealth Games are an excellent opportunity to showcase Birmingham and the Midlands to the world.
“Our activity working with international buyers and tourism companies is a crucial part of our legacy plans to ensure the benefits of the Games are felt in the region for many years to come.”
VisitBritain CEO Patricia Yates said:
“Working with the international trade, building product knowledge and ensuring they are ready to sell Britain, is crucial to driving bookings and spending.
“We also want to broaden travel itineraries, encouraging visitors to stay longer, explore further and boost visits across the shoulder seasons, supporting local businesses and economies.
“We know there is pent-up demand for travel and major sporting events are a proven tourism draw.
“The Games, set to be watched by a global audience of hundreds of millions, will also show our hospitality and a warm welcome to the world as well as Britain’s ability to host events of the highest calibre.”
West Midlands Growth Company Chief Executive Neil Rami said:
“There is surely no better way to truly get to know a destination than by experiencing it in person.
“Working with our VisitBritain colleagues in the UK and across the Commonwealth, we have created several exciting and varied multi-day West Midlands itineraries for our international trade and media visitors, which show off the very best of the region’s cultural, culinary, accommodation and sporting highlights.
“Following a challenging period for our tourism businesses, the Birmingham 2022 Commonwealth Games will provide a once-in-a-lifetime opportunity to present the West Midlands to a huge worldwide audience.”
For more information, go to VisitBritain.com.
Subscribe now and follow Travel Pursuit UK on our travel social media for all must-see travel updates published daily in UK’s brand new, travel trade publication.
