VisitBritain Named Premier Partner of WTM London 2026

VisitBritain and WTM London Join Forces for 2025

The upcoming 2025 edition of WTM London, renowned as one of the globe’s most prominent travel and tourism events, will feature VisitBritain as its premier partner. This collaboration marks a strengthened alliance between the UK’s national tourism agency and the event organizer, RX. The partnership aligns with the UK Government’s ambitious goal of increasing international visitor numbers to 50 million annually by 2030, exceeding the 2024 forecast of nearly 43 million tourists.

With this objective in mind, VisitBritain will showcase a robust presence alongside WTM London, which expects to attract travel professionals worldwide. This strategic partnership highlights the significance of tourism to the national and local economies, positioning Britain as a must-visit destination on the world map.

Economic Impact and Industry Collaboration

The CEO of VisitBritain emphasized the event's role as a catalyst for business growth within the travel sector, underscoring the UK’s capabilities in hospitality, high-caliber event hosting, and an unparalleled welcoming spirit. As international visitors are projected to spend over £34 billion within the UK in 2025, the spotlight will be on tourism’s profound economic contributions and its potential to stimulate prosperity across diverse regions of the country.

WTM London’s Event Director highlighted that Britain has hosted the event for 45 years, generating over £200 million for London’s economy in 2024 alone. He noted that this event presents an essential platform for VisitBritain to promote what the UK’s nations and regions can offer, propelling the government’s visitor number targets forward.

Tourism Campaigns and Visitor Engagement

During WTM London, VisitBritain plans to unveil and promote its “Starring GREAT Britain” screen tourism campaign. Leveraging the pull of popular films and TV shows, this initiative encourages tourists to explore Britain’s film and TV locations, inspiring over 90% of potential visitors interested in such experiences. The campaign extends from vibrant cities to captivating countryside settings, all threaded by the country's iconic media landmarks.

This move taps into the growing trend of screen tourism, offering visitors the chance to walk in the footsteps of their favourite characters while enjoying the country’s rich culture and hospitality scene. The campaign is designed to boost tourism by enhancing British screen industries' global reputation, creating immersive visitor experiences and furthering economic growth.

Partnerships and Market Reach

VisitBritain’s role at WTM London is strengthened by its partnership with UKinbound, underlining the collaborative approach to linking UK tourism suppliers and destinations with a global network of travel professionals. This synergy assists in expanding the international market’s access to authentic tourism products and experiences throughout Britain’s diverse regions.

WTM London's vast attendance of more than 40,000 travel experts, with over 80% coming from overseas, significantly fuels the uptake of inbound tourism, responding to the continually rising demand for travel to the UK.

Historical Context of VisitBritain and UK Tourism Promotion

The entity now known as VisitBritain was originally established as the British Tourist Authority under the Development of Tourism Act of 1969. Over the years, it has evolved into the principal marketing agency promoting both domestic and international tourism across the country. It works in close cooperation with national organizations like VisitEngland, VisitScotland, VisitWales, and the Northern Ireland Tourist Board, creating a united front to boost tourism appeal nationwide.

Currently, tourism in the United Kingdom is overseen by the Department of Culture, Media and Sport, with VisitBritain playing a central role in marketing strategy development and execution. The organization aims to increase the value of tourism through carefully crafted destination branding, strategic partnerships, and innovative marketing campaigns, adapting continuously to dynamic market demands.

UK Tourism Sector Overview

Prospects for British Tourism and International Travel

Tourism remains a critical growth sector for the UK, contributing significantly to the economy and employment. With ongoing investments in marketing and infrastructure, including strategic initiatives like promoting screen tourism and enhancing visitor experiences nationwide, the UK continues to strengthen its global tourism appeal.

Looking ahead, the international tourism forecasts suggest a steady increase in visitor numbers, fuelled by appealing cultural offerings, iconic locations featured in global media, and a warm, hospitable environment. Events like WTM London play a pivotal role in sustaining this trajectory by connecting tourism stakeholders worldwide and spotlighting the UK’s diverse destinations and activities.

The Role of Maritime Tourism

Though this partnership and tourism promotion focus on broad travel, Britain’s coastal and maritime destinations benefit indirectly from the rise in visitors. The increasing allure of UK lakes, rivers, and coastal regions naturally boosts interest in sailing, yacht charters, and boat renting. As the visitor numbers grow, so do opportunities for travelers to explore these waters, invigorating marine tourism activity and supporting local economies near popular marinas and beaches.

Wrapping Up

The collaboration between VisitBritain and WTM London for the 2025 event highlights a dynamic phase in Britain’s tourism industry, focused both on increasing visitor numbers and on enriching experiences through creative campaigns like Starring GREAT Britain. The anticipated influx of tourists—spurred by effective marketing and global industry partnerships—is set to further energize the UK’s travel economy.

For those intrigued by the splendid destinations of the UK, including its coastal charms and boating opportunities, the growth of international tourism means more access to memorable experiences. From vibrant city tours to relaxing days by the water, the interplay of land and sea travel offers a rich palette of activities.

To explore yacht charters, boat rentals, and authentic sailing adventures around the UK’s renowned waterfronts, GetBoat.com stands out as an ideal platform. It is an international marketplace catering to diverse tastes and budgets in the boating and yachting sphere, perfectly complementing the expanding tourism landscape of Britain.