National tourism agency VisitBritain has announced that Hong Kong will host the next Destination Britain event. Up to 50 British companies will have the opportunity to meet with more than 90 buyers at the 5-star JW Marriott hotel located in the heart of Hong Kong above Pacific Place, on 11 - 14 May 2009.

Destination Britain is the biggest business-to-business event of its kind, attracting key travel trade buyers, decision-makers and media from more than 15 markets in the Asia Pacific, Middle East and Africa (APMEA) region. The event offers British tourism businesses a crucial route to market and a unique opportunity to further boost the 3 million visits and £2.4 billion spent in this country by visitors from China, Hong Kong, India, Japan, Malaysia, Australia, New Zealand, Singapore, South Korea, Thailand, South Africa and UAE.

The event will be the perfect platform for VisitBritain to convey to the APMEA audience that there has never been a better time to travel to Britain. The UK tourism industry is busy pulling out all the stops to offer affordable packages without cutting back on the quality of experience.  Sterling also looks as if it will remain weak against other main currencies, for instance Britain is now about 27 per cent cheaper for travellers from Hong Kong and 40 per cent cheaper for the Japanese. In February, VisitBritian in conjunction with BA will be reinforcing this by offering attractive return fares from Tokyo to London starting from 35,000 yen (approx 250 pounds) to overturn the perception that Britain is one of the most expensive destinations to visit.

Garry White, VisitBritain’s Regional Director of Asia Pacific, Middle East and Africa said: “Hosting Destination Britain in Hong Kong in 2009 reinforces the importance of APMEA to Britain’s £114 billion visitor economy. With United Nations World Tourism Organisation (UNWTO) predicting outbound tourism from Asia Pacific will grow 6.5 per cent each year by 2010, Destination Britain is an excellent opportunity for Britain’s tourism industry to increase business from key countries in this region. With ever increasing concerns over the global economy, it is even more important for VisitBritain to help tour operators overcome the challenges the industry is facing and to reinforce Britain’s standing as a world class destination.”

“2009 is the first time Destination Britain has been held in a city location and we look forward to the added benefits and business opportunities that Hong Kong will bring.”