Britain needs a clear and impactful tourism brand. The point of a tourism brand is to provide differentiation, consistency and durability in destination marketing. National branding and tourism promotion is becoming an increasingly competitive arena and Britain faces new and different challenges in a fast changing world. Furthermore, Britain has a unique period of opportunity with a potential ‘Golden Decade of Sport’ with the London 2012 Games as the jewel in the crown.

Britain is in the fortunate position of holding an extremely strong brand that performs well in terms of tourism and culture. The country’s chief assets remain its history and heritage, the stories behind them, its contemporary culture and, importantly, its people (NBI 2009).

Britain has created authentic positive associations and distinctiveness surrounding this fascinating history and contemporary culture. However, we cannot simply rest on our laurels and must take active steps to address some of our present challenges - such as conveying a greater sense of welcome and providing reasons why visitors should come to Britain.

The three words at the heart of the essence that define Britain as a tourist destination are Timeless, Dynamic and Genuine. In turn, they describe the Place, the Culture and People of Britain. We use people at the heart of brand and marketing. These three essence words, woven together, give a real sense of the nature of the experience that tourists expect. Rich in history but with stories to tell; a real warmth and informality of spirit combined with a spark and dynamism that gives Britain its unique sense of place.

Timeless 
Britain is a country enriched by its history. Where castles and palaces invite you to uncover the past; and the cities and countryside bring to life the stories, the myths and the legends of long ago. A country which has inspired some of the world’s most famous writers, poets and innovators and a landscape filled with the houses, gardens, theatres and factories where they lived and worked. An exciting and timeless place that brings history right up to date.

Genuine
Britain is full of interesting and charming people. Down to earth friendly individuals who will chat to you in a pub... street performers who will make you laugh... eccentric characters with a story to tell... festival-goers happy for you to sit on their shoulders...taxi drivers who know the very best places to go...and everywhere the open and welcoming communities that make Britain such an easy and genuine place to be.

Dynamic
Britain is a stimulating place to be. Cities buzzing with the arts. Shops filled with fashion. Fields turned into music festivals. Parks where you can kick a ball about. Beaches where you can surf (if you’re brave enough!). Forests with miles of cycle trails. Villages with quirky traditions. And pubs where you can soak up all the atmosphere. A country that stimulates all the senses - and everywhere the shops, galleries, stadiums, museums, pubs and clubs where you can experience it all first hand.

In addition, a Britain Brand narrative sums up Britain ‘in a nutshell’:

Britain is a stimulating and exciting place to be. A place of constant reinvention where castles host music festivals, museums hold fashion shows, country houses are transformed into spa hotels and where you’ll find world renowned historic landmarks right next door to modern art galleries and restaurants. Not just one country but three, each with their own character and traditions, but connected by a common spirit and people who are genuine, down to earth, interesting and quirky. A country that will host the Olympic and Paralympic Games in London in 2012 and also invites you to experience the character and charm of the whole of Britain, right now.