Australians are some of the most coveted tourists in the world, VisitBritain believes, and the country makes no secret of its desire for many more of them.
A veritable ‘Barmy Army’ of tourism, made up of 36 suppliers and destinations from across the Kingdom, is in Australia this week for VisitBritain’s first trade mission to this market since 2016.
By his own words, VisitBritain Chairman Nick Du Bois will never tire of expressing his love for the numbers Australia is providing as the fourth-largest inbound source market for the United Kingdom.
“The reality is the UK is the top destination for Australians when they come to Europe.
“More than 1.2 million visitors from Australia in 2023, spending £1.6 billion for the British economy and vitally spreading that money right across the regions and nations of the United Kingdom, as only Australians do.”
The forecast for 2024 is even more promising, Du Bois added, with 1.7 million Aussies expected to touch down in the UK this year, and a goal of hitting £2 billion in annual spend from this market in the next few years is within reach.
