VisitBritain conducted a familiarization trip for Japanese travel companies from July 2 to 9.
The itinerary included Manchester, the Peak District, Nottingham, Cambridge, and Lavenham. Participants experienced the culture, nature, and cuisine of destinations across England, with the aim of developing travel products for the Japanese market and increasing visitor numbers to regional areas.
In the Peak District, the program included a private guided tour of Chatsworth House and Gardens and afternoon tea. In Cambridge, participants took a private punting tour around the College Backs. They also visited filming locations for The Dark Knight Rises and the Harry Potter film series in Nottingham and Suffolk.
VisitBritain forecasts that visitor numbers from Japan to the United Kingdom in 2026 will increase by 7% year on year to 249,000, while spending will rise by 13% to £294 million. Japanese travelers tend to stay longer and spend more during their trips than the average international visitor to the United Kingdom. They are said to enjoy visiting cultural attractions during their stay and to have strong interest in history, cultural heritage, and high-quality food experiences.
Paul Gauger, Deputy Director for the Americas, Asia and Australia/New Zealand, commented: “This familiarization trip for Japanese travel companies was an excellent opportunity to showcase the outstanding tourism experiences offered by regions throughout England. From the beautiful natural landscapes of the Peak District to Cambridge’s rich culture, it is particularly important for visitors to experience these attractions firsthand. We also worked closely with partners in each region’s Local Visitor Economy Partnership (LVEP) to create appealing itineraries for Japanese visitors. We hope this will enable Japanese travel companies to market the appeal of these regions as travel products, helping to spread visitors across the United Kingdom and increase tourism spending in local areas.”
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