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VisitBritain has unveiled its Annual Review and encouraged tourism operators across the UK to take advantage of the opportunities that lie ahead in what will be a critical period for the industry. The national tourism agency has reaffirmed its intention to build on the increased global interest in Britain as a result of hosting London 2012 and attract an additional 4 million overseas visitors spending an extra £2 billion over the next four years.
Christopher Rodrigues, Chairman of VisitBritain said: “We are in a truly exciting period for the tourism industry, with record numbers of holiday visitors coming to Britain and an opportunity next year to showcase Britain and London to the world. While that is encouraging, we must recognise that we are operating in an increasingly competitive global marketplace, so we must all work together as never before to ensure British tourism continues to punch above its weight and moves further up the world rankings.”
Sandie Dawe, Chief Executive of VisitBritain said: “The last year has been extremely eventful for VisitBritain, we restructured to create a more streamlined organisation with a clear focus on two things: marketing and competition. Thanks to a revitalised partnership with the industry we can continue to target core markets like the US, as well as emerging markets – especially those BRIC countries – to bring in new business which will help us drive revenue, gain greater international exposure and increase the number of visitors to Britain.”
As well as the successful celebrity launch of the ‘Great Britain You’re Invited’ marketing programme, the first ever global tour of 3D artwork was used to mark the start of offers from VisitBritain’s commercial partners being rolled out in key overseas markets. This all carries the new GREAT Britain branding, which is being used by UK government agencies overseas as part of a drive to unify the promotion of Britain as a place to visit, study, invest and do business.
Global media exposure also plays an important role in inspiring the international visitor to take a trip to Britain. Last year VisitBritain’s highly successful visiting journalist programme hosted nearly 1000 media, resulting in over 23,000 articles or broadcast pieces, and securing an advertising cost equivalent of around £850 million.
The review was launched as a record number UK tourism operators took part in the VisitBritain International Business Exchange (VIBE) in London. Along with interest in established inbound markets such as the US, France and Germany, the burgeoning BRIC markets are attracting a growing following among the sector and there is increasing enthusiasm for what the future might hold.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
