VisitBritain is set to welcome over 70 international travel buyers from 11 countries, aiming to enhance the UK's inbound tourism sector, valued at an estimated £34.6 billion in 2025. From 30 January to 5 February, these buyers will embark on educational tours across England, Scotland, and Wales, experiencing the nation's tourism highlights firsthand. These visits are designed to promote Britain's newest attractions and experiences in international markets. Before the tours, buyers will attend the Britain & Ireland Marketplace on 30 January at the InterContinental London – The O2, facilitating networking and business appointments with UK and Irish tourism representatives. This initiative underscores VisitBritain's commitment to driving growth in the tourism sector by fostering international partnerships and promoting the UK's rich cultural heritage.