VisitBritain's Ritushri Dhankher on her career path in the industry and the vital role of advisors
Can you tell us a little bit about yourself and how long you’ve been in the travel industry?
I moved to Canada with my family from Delhi, India, in 2019 — a move I sometimes feel I had manifested long before it happened, as I always had a quiet desire to live here. I feel very fortunate to be part of this dynamic industry, working closely with travel trade and aviation partners across Canada. With more than 17 years of experience in tourism, including a strong foundation in public relations and media, my journey with VisitBritain began in India in late 1999. Since then, I have remained deeply passionate about promoting Britain as a destination.
Did you always know you wanted to be in travel or did you almost pursue another career?
I majored in English Literature and began my career in events and client servicing soon after university. I did not always know I would work in travel, but I was always drawn to the idea of working with a consulate or international organisation. When I saw an advertisement for the British Tourist Authority — now VisitBritain — as it was opening its first office in India, I remember thinking, “This is it.” That opportunity brought together my interests in culture, communication and international engagement, and ultimately led me into travel and tourism.
Beyond London, where are Canadians travelling this year?
A key priority for VisitBritain is encouraging Canadian travellers to explore more of Britain’s nations and regions beyond London. Encouragingly, Canadians already show strong interest in regional travel, with London accounting for only 35% of Canadian visitor nights. This year, we are especially excited by the growth in direct connectivity from Toronto to destinations across Britain, which is helping make regional itineraries more accessible and appealing.
Regionality is well driven by our Starring GREAT Britain campaign that showcases the real filming locations from our favourite film and tv shows across Britain. Filming locations drives visitors to explore beyond London. 87% Canadian travellers are interested in these UK film/tv locations.
What are some of the new routes launched from the Canadian market and why are they exciting?
In May, WestJet relaunched its Toronto-Glasgow service, creating a convenient gateway for Canadians to discover Scotland. With 16% of Canadian visitors already spending time in Scotland, improved connectivity has real potential to support continued visitor growth, regional dispersal and spend.
We also saw the launch of WestJet’s direct seasonal Toronto-Cardiff service, which positions Cardiff as an exciting gateway to Wales and nearby regions of South West England. The route has generated strong interest, and we are working with Visit Wales, WestJet and Cardiff Airport to support Canadian buyers and travel advisors in developing robust, bookable Wales itineraries.
Northern England is another important area of focus. We are engaging Canadian trade partners and UK destination partners to spotlight the North East of England, Yorkshire, Cumbria, Liverpool, parts of the West Midlands and the Peak District. With Air Canada announcing year-round direct Toronto-Manchester service, there is a significant opportunity to disperse Canadian travellers even further across Britain’s regions and inspire richer, multi-destination itineraries.
What’s something many people may not know about you?
Many people may not know that I had dreamt of living in Canada long before it became my home. My career in the travel and tourism industry has taken me across countries and roles, but in many ways, Canada feels like the place where several personal and professional aspirations came together.
Do you believe in the role of the travel agent?
Yes, absolutely. Travel advisors are the pulse of our industry. They have their ears to the ground and understand what Canadian travellers are looking for — often before broader trends fully emerge. As the first point of contact for many travellers, they bring invaluable market insights that help us better understand consumer needs, refine our approach and support the trade more effectively.
At VisitBritain, travel advisors are an essential part of how we bring Britain’s nations and regions to life for Canadian travellers. Each year, we organise agent educationals across Britain in partnership with airline partners, host trade workshops in key Canadian cities with Canadian buyers and select UK partners, and keep advisors informed through monthly trade newsletters, webinars and destination presentations. All of this is designed to help them sell Britain with greater confidence, depth and inspiration.
This September, we will engage 10 travel advisors on a familiarization trip to Wales in partnership with Visit Wales, WestJet, Cardiff Airport, RIT Vacations and DHTour. The goal is to equip and inspire these advisors with first-hand destination knowledge so they can confidently position Wales as a compelling, bookable destination for Canadian travellers.
What advice would you give to travel agents today?
Keep up the great work. Sign up for every opportunity to gather more destination insights. Keep yourself updated and adapt to new technologies that will help improve your business.
Are you team window or aisle? Carry-on or checked bag?
Most of my life I have been a window person but the last few years, I have understood the importance and the freedom of the aisle. Always checked bag. I need to have my options.
Do you keep track of how many countries you’ve visited? If so, what’s your number?
Haven’t really kept track but for the purpose of the question, I counted and it’s around 10.
If you had to sing karaoke tonight, which song would you pick?
Top three in no particular order – Starship’s ‘Nothing’s Gonna Stop Us Now’, Guns N’ Roses’ ‘Sweet Child O’Mine and Police’s ‘Every Breath You Take’.
What do you do for fun when you’re not working?
Long drives to quirky cafes, dance and binge watch Netflix.
Do you have anything else you’d like to share that we haven’t touched on yet?
One thing I would add is the important role trade media plays in our industry. Trade media is a vital connector — helping keep the travel community informed, spotlighting newsworthy developments, and championing the work, partnerships and successes happening across the market. For destination organisations like VisitBritain, that support is invaluable in helping us share our story, amplify key messages and celebrate the impact of our work with the Canadian travel trade.
