Last month we attended Showcase Britain, VisitBritain’s flagship international business-to-business (B2B) event held in London.
This event provides regions and nations with the opportunity to update over 120 hosted international travel buyers. Businesses then meet with buyers in a series of 1-2-1 appointments the next day at ETOA’s Britain and Ireland Marketplace workshop.
A programme of familiarsation trips is a key part of this event. Buyers are offered the opportunity to participate in several trips to experience new products and itinerary ideas first-hand, with the goal of generating new business sales across the UK.
In September last year, we successfully secured grant funding to host three market-specific fam trips for buyers from Brazil, the Gulf Cooperation Council, and India.
The three trips took place in January and featured visits to over 40 businesses such as Rosebank Distillery, Abbotsford House and The Burrell Collection across nine areas including:
Showcase Britain fam trip at Famously Hawick in the Scottish Borders.
Collaboration is at the heart of what we do. So working alongside regional partners including Edinburgh Tourism Action group, Glasgow Life and Visit Inverness was key to developing local networking events as part of the trips.
For the buyers from India we also worked with Destination North East England to develop a cross-border itinerary.
Feedback from buyers was overwhelmingly positive with many saying that it was an exceptional learning experience that will lead to new programme developments. Here's what our buyers had to say:
“Thank you for the well organised fam trip, it was very well balanced between site inspections/show rounds and attractions offering a glimpse of what Scotland has to offer with a beautiful abundance of nature. Thank you for bringing the sun out in Scotland and showing us the beautiful nature and landscapes.”
“An unforgettable familiarisation trip to Scotland! I had the opportunity to immerse myself in Scotland’s stunning countryside, explore its historical landmarks, and uncover the incredible stories and legends that make this country so unique. From majestic castles to breathtaking landscapes, every stop was filled with awe and wonder.
What made this journey even more special was the chance to learn from some of the best in the industry and share these experiences with fellow travellers. The trip was a perfect blend of fun, friendship, and professional insights that I’ll cherish for years to come.
A huge thank you for making this trip so memorable, enjoyable, and efficient. The knowledge I gained will help showcase Scotland as one of the top destinations for travellers. I’m excited to share what I’ve learned with my network as we continue creating unforgettable travel experiences for all.”
