VisitBritain is hosting 21 American travel agents in the UK this week, thanks to a partnership with a leading US tour operator which aims to showcase British cuisine and culture.
Avanti Destinations has worked with the tourism board create bookable itineraries, called ‘Local Flavours in Britain’.
The agents will be the first to experience the itineraries, spending nine days on foodie-based educational trips in Cornwall, Cumbria, London, Yorkshire, Cardiff and Edinburgh.
Patricia Yates, VisitBritain director, said: “We want to shine the spotlight on the exciting food and drink experiences available right across our nations and regions and inspire more US visitors to book a trip right now.
“The USA is one of Britain’s most valuable markets and through our relationships with commercial partners across the globe, we are seizing the opportunity to build on strong growth and continue to provide a world-class experience for the millions of visitors who travel here every year.”
The agents will be welcomed with an exclusive gala dinner hosted at the Houses of Parliament in London on Thursday November 8.
VisitBritain recently launched a USA Tourism Advisory Board with travel industry specialists, including Avanti Destinations, that will share their expertise to strengthen Britain’s role as a destination.
The US is the UK’s most valuable inbound visitor market for tourism spending.
In 2017 there were a record 3.9 million visits to the UK from the US, an increase of 13% compared to 2016, with US visitors spending a record £3.6 billion, up 9% on 2016.
Home page picture credit: ©VisitBritain/Chris Orange