ETOA Webinar | Britain and Ireland – Trends and Prospects for 2026
Ahead of Britain & Ireland Marketplace 2026, join this insightful session as we examine the key challenges and emerging opportunities influencing inbound tourism to the UK and Ireland. Tom Jenkins is joined by an expert panel to discuss the latest trends and prospects for the 2026 season and beyond.
Topics include:
- Inbound tourism performance in 2025 and projections for 2026–2027
- Source markets and traveller preferences
- What international visitors are seeking in accommodation, experiences, and destinations
- Factors shaping the future of tourism to Britain and Ireland
The panellists for this discussion:
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Neil Aulton, Head of Strategy & Insights, Tourism Ireland
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Lesley Whitehill, Senior Insight Tourism Manager, VisitScotland
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Rebecca Cox, Head of Research, Visit Wales
Panellists presentations
Britain & Ireland Marketplace returns to London on Friday 30th January 2026, bringing together the networks of ETOA, UKinbound and VisitBritain as well as and the national and regional destinations across the UK and Ireland. Join us for this key B2B workshop providing a platform connecting international buyers with tourism suppliers and destinations from across the region