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Canadian Trade Mission to West Midlands during the Commonwealth Games hosted by VisitBritain in...

... partnership with the West Midlands Growth Company.

The Birmingham 2022 Commonwealth Games, taking place from 28 July to 8 August, is fast approaching and VisitBritain is hosting more than 40 top travel buyers, tour operators and trade media from Australia, Canada and India on educational visits to Birmingham and the West Midlands during the Games, in partnership with the West Midlands Growth Company.

The trade visits, which range from three-to-five days, get underway from 24 July. As well as attending sporting events at the Games, the international buyers are visiting destinations and visitors attractions across the West Midlands, the international buyers are also meeting to do business with British travel trade suppliers and destinations during the Games.

VisitBritain CEO Patricia Yates said:

“We are delighted to be hosting international travel buyers and media to destinations across the West Midlands during the Games, showing that Britain is packed full of fresh and exciting experiences to come and enjoy right now and that our industry is ready to welcome back visitors and provide a first-class experience.

“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.”

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.

The trade visits are part of VisitBritain’s activity in partnership with the West Midlands Growth Company through the Business and Tourism Programme (BATP). VisitBritain is running a three-year programme through the BATP in its major Commonwealth inbound tourism markets Australia, Canada and India to boost awareness of the West Midlands’ tourism offer.

VisitBritain’s activity across Australia, Canada and India has ranged from content partnerships with media, training in-country travel trade and hosting trade and press trips to the West Midlands, to harnessing countdown milestones and showcase events including The Queen’s Baton Relay visits to drive bookings to Britain.

Looking at wider promotion, VisitBritain has been running content internationally including on its dedicated Games’ website: - inspiring visitors with activities and itineraries. Its ‘Welcome to Another Side of Britain’ GREAT marketing campaign is also harnessing the Games to drive visits, alongside this year’s other landmark events including the ongoing celebrations for HM The Queen’s Platinum Jubilee and the ‘Unboxed’ creative events across the UK.


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