Reviving Global Tourism: Britain’s Heritage Takes Center Stage. At this year’s illustrious World Travel Market (WTM) in London, a stand has emerged as the beacon of the event. Titled ‘Heritage in Britain’, the stand is a spectacular amalgamation of the most iconic British heritage sites – a melting pot of historic edifices, majestic gardens, artistic marvels, and more. This isn’t just any ordinary assembly; it signifies the heart of British allure that continues to enrapture global travellers.

Recent surveys* suggest that the charm of British heritage and culture remains unrivalled, accounting for the most significant motivation behind global visits to the UK. With twelve cornerstone organizations anchoring this sentiment at WTM – including powerhouses such as the Historic Royal Palaces, Royal Collection Trust, English Heritage, and St Paul’s Cathedral, to name a few – the atmosphere is electrifying.

These organizations are not merely resting on their past laurels. Even after grappling with the multifaceted challenges of recent years, they’ve witnessed robust growth. For some, visitor counts have even surpassed those of 2019.

Prospective visitors have a smorgasbord of reasons to explore the treasures of the ‘Heritage in Britain’ consortium. Whether it’s the masterpieces at the National Gallery, the historic legacy of Shakespeare’s Globe, or the serene beauty of the Royal Botanic Gardens Kew, the offering is diverse and rich. Moreover, a slew of grand plans awaits heritage enthusiasts in 2024/2025. A sneak peek includes:

• Blenheim’s homage to fashion with the ‘Icons of Fashion’ exhibit and the celebration of Churchill’s 150th birth anniversary.
• Historic Royal Palaces’ groundbreaking endeavour to champion biodiversity by transforming the Moat at the Tower of London.
• Old Royal Naval College’s centennial tribute to cinema in 2025.
• English Heritage restored the captivating Belsay Hall and Castle grounds in Northumberland.
• And much more.

Patricia Yates, the dynamic CEO of VisitBritain, beautifully encapsulates the essence of this heritage movement: “Britain seamlessly intertwines history and heritage with contemporary vibrancy. Our diverse array of attractions, from age-old castles to state-of-the-art galleries, are pivotal to our global tourism proposition. The millions of visitors we receive annually underscore this sentiment. The WTM provides an unparalleled platform for these attractions to forge global partnerships, elevating Britain’s heritage and cultural narrative in 2024 and beyond.”

For those eager to immerse themselves in this British renaissance, a rendezvous awaits at stand N9-401 during the World Travel Market event from 6th to 8th November 2023 at London ExCeL.

Written by: Jill Walsh

==================================