Infinity Holidays has partnered with VisitBritain on a new campaign aimed at inspiring Australian travellers to explore Britain beyond the major gateways through curated self-drive itineraries.
The initiative focuses on regional destinations and lesser-known experiences, spanning England, Scotland and Wales, and is designed to give travel advisors ready-made products to expand their UK offerings.
Four fully bookable itineraries have been developed as part of the campaign:
- North East England and Scottish Borders covering York, Durham, Newcastle, Hexham, Carlisle, Dumfries and Edinburgh, with experiences including guided city tours, castles, whisky tastings and scenic drives.
- The Midlands and Southern Wales featuring Cardiff, Swansea, the Brecon Beacons, Worcester, Stratford-upon-Avon, Birmingham, Ironbridge and the Peak District, highlighting literary heritage, distilleries, dark sky reserves and historic sites.
- Scotland: Aberdeen, Angus, Dundee and Edinburgh, focused on the Highlands, castles, golf heritage, distilleries and coastal scenery.
- North West England and North Wales, from Manchester to Chester via the Lake District, Liverpool, Wrexham and Conwy, combining music, sport, heritage towns and national parks.
Infinity Holidays business leader Jo Rendall said the partnership aims to drive growth in the British market through the trade.
“This partnership with VisitBritain is an exciting opportunity to grow the British market with our travel agent network. By showcasing new products and hidden gems, we’re helping agents inspire travellers to see more than just the major cities,” Rendall said.
Infinity Holidays marketing manager Ashleigh O’Reilly said the campaign will also support advisors with tools to confidently sell the itineraries.
“By providing in-depth itineraries, marketing assets and webinars, we’re equipping agents with the knowledge to sell unique British experiences that their clients will remember,” O’Reilly said.
VisitBritain country manager for Australia and New Zealand Kristen Angus said strong demand from Australian travellers is expected to continue.
“With nearly 1.27 million Aussie visits forecast to contribute a record £1.87 billion to the UK economy in 2026, we’re excited to encourage travellers to stay longer and discover more of Britain year-round,” Angus said.
Marketing assets including social media tiles, flyers, detailed itineraries and agent webinars will be rolled out during the campaign to support advisor engagement.
