VisitBritain has released the list of hosted buyers (subject to amendments) attending March Marketplace (MAMA) and has surpassed their target by 20 percent. The 180 buyers attending Day 1 of MAMA, known as the Hosted Buyers Marketplace (HBM), represent an impressive array of markets. Germany, North America, China, India, and the Netherlands make up half of the attendees alongside a broad range of operators from countries as diverse as Poland, Brazil, and the UAE.

The higher-than-expected turnout is seen as a ringing endorsement of the event by Chief Executive of VisitBritain, Sandie Dawe.

“The workshop is proving extremely appealing,” she said, “This gives our hosted buyers an opportunity to meet with the maximum number of UK suppliers in one day. This fits well with our GREAT campaign and shows that Britain has enormous global appeal.”

The European Tour Operators Association (ETOA), with a long track record in running targeted workshops, will provide the platform for such a broad range of buyers and diverse interests. Suppliers will be able to prioritize up to 15 companies they would like to meet in a full day of pre-scheduled appointments. HBM is rounded off with a drinks reception and gala dinner, both included in the event and offering a perfect way to end a busy day.

Day 2 of MAMA sees the now-established Britain and Ireland Marketplace (BIM), also held at Wembley Stadium.

Tom Jenkins, Executive Director of ETOA, acknowledged the key role of VisitBritain in the event. “I think VisitBritain has done an outstanding job sourcing these buyers from markets both established and emerging. That they have exceeded their targets by 20 percent shows how effective the GREAT campaign is proving,” he said.

As well as VisitBritain, MAMA is partnered by UKInbound, the British Hospitality Association (BHA), the Coach Tourism Council (CTC), the British Educational Travel association (BETA), London and Partners, Visit England, Visit Scotland, and Travel GBI.