Product development

Who is it for?

The VisitBritain Product Development and Distribution team’s role is to work alongside the UK tourism industry to develop a range of world-class bookable product across a number of themed product areas, to attract more tourists to Britain.

  • Food & Drink
  • Rail
  • Gateways
  • Luxury

Our aim is to assist suppliers with the development of their products, and facilitate the inclusion of these products in intermediary programmes (e.g. tour operators, online travel agents).

We are also seeking intermediaries (online and offline) and Destination Management Companies for development and distribution opportunities related to these areas, as outlined below.

In addition, to these themes we support the Discover England Fund projects, to help and advise them from concept stage to delivery.




Free of charge


If you product falls into one of our themed areas below, then please contact us so that we can discuss how we can help you with the development of your product.  We are seeking businesses related to our current themes who offer bookable products and experiences and are interested in increasing international tourists.

Free of charge (for suppliers)

  • Inclusion in a themed itinerary, showcases or supplier directory on the VisitBritain trade website
  • Opportunities to promote your product through our various trade communication channels and international events
  • Provide guidance and advice on next steps for reaching international tourists via the travel trade

We are also keen to hear from intermediaries interested in developing new product areas and themes within Britain.  If you are looking to develop new areas within your programme then contact us to see how we can put you in touch with relevant suppliers

Free of charge (for intermediaries)

  • Introduction to product area and information and contacts for relevant trade-ready product suppliers
  • Inspirational itineraries and product showcases for our themed product areas
  • Supporting collateral and assets, such as video, imagery and trade-ready information
  • Coming soon… thematic Britagent training modules to educate sales staff

Food and drink

A three-year cross-government initiative between VisitBritain and the Department for Environment, Food and Rural Affairs (DEFRA) to raise awareness of Britain’s high quality food and drink tourism experiences in selected food hubs.  Initial food hub regions are London, Devon & Cornwall, Yorkshire and Scotland, and we now have in development additional regions of South East England, Cumbria and Wales. Working with the local businesses in each food hub VisitBritain are creating a number of bookable itineraries incorporating both flagship attractions alongside food experiences.


A cross government initiative working with the rail industry (Rail Delivery Group (RDG) and Train Operating Companies (TOC)) to develop new bookable products encouraging international visitors to explore Britain by rail. Working with Destination Management Organisations and local attractions to find solutions for the ‘final mile’ which is the final journey from the station to the attraction. In addition, VisitBritain work closely with RDG to promote the BritRail pass through a distribution of International Sales Licensees (ISLs) globally and provide tools to support the industry including content, assets and training materials.


Focusing initially on product development around the airport regions of Birmingham, Bristol, Manchester and Newcastle, to encourage inbound tourism to these regions and the surrounding areas. Looking forward we will also be focusing on the product offering around the London airports

Each Gateway and surrounding area will have a number of trade ready bookable/commissionable itineraries developed.

For more information, to register interest, and for any queries regarding product development and distribution please contact:

Suzy Faulkner – Head of Product Development & Distribution

+44 (0) 207 578 1185