Ritushri Dhankher named national travel trade & aviation manager at VisitBritain Canada

Ritushri Dhankher has been promoted to national travel trade and aviation manager for the Canadian market at VisitBritain, PAX has learned.

Dhankher first joined VisitBritain in 2001 when the organization was known as the British Tourist Authority (BTA). She started in the first BTA office in India and joined VisitBritain’s Canada office in December 2022.

“The travel trade and aviation in the Canadian market is dynamic and there is so much potential for destination growth,” said Dhankher, who was previously a communications and travel trade executive at the organization. “I’m definitely looking forward to some successful roadshows, new trade engagements and airline associations for 2025-26.”

READ MORE: Lights, camera, travel: VisitBritain launches screen tourism campaign in T.O.

In her new role, Dhankher will support Canada's travel trade and aviation partners to increase awareness, availability, and sales of regional British travel products. 

“We work with stakeholders and partners to initiate joint activities to increase visitor arrivals and spend,” said Dhankher, who officially starts her new role on April 23.

Also key to her position is U.K. industry engagement, offering advice, insights and sharing potential opportunities, such as regional workshops, B2B missions and events.

Visitor spending increases

Canada remains an important market for Britain with one million visits annually and spend of £970 million.

VisitBritain says its ongoing priority is to grow international visitor value, positioning Britain as a welcoming, dynamic and diverse destination, prioritizing regional and seasonal dispersion.

READ MORE: Visitor spending to the U.K. set to increase on 2024 levels: VisitBritain

VisitBritain’s overall forecast for spending by international visitors in the UK in 2025 is £33.7 billion, up seven per cent on the spending predicted in 2024, with a record 43.4 million visits forecasted, up five per cent forecasted on 2024.

VisitBritain’s Starring GREAT Britain screen tourism campaign is another priority as research shows that more than nine out of ten potential visitors to the U.K. would be keen to visit film and TV locations during a trip. 

The spotlight on U.K. travel has been amplified in recent weeks with the launch of Virgin Atlantic’s new non-stop service between London Heathrow and Toronto Pearson. 

The U.K.-based airline’s last appearance in Canada was more than ten years ago, in 2014, when it flew out of Vancouver.

Virgin Atlantic and WestJet have also expanded their codeshare agreement, strengthening connections from Canada to the United Kingdom and beyond.

Ritushri Dhankher can be reached at Ritushri.Dhankher@visitbritain.org.

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