The key function for the division is to act as the strategic brain to support the marketing programme. We also deliver on our statutory duty to advise Government on tourism matters in particular those that affect Britain’s global competitiveness; provide research and insights; communicate with our stakeholders and staff; and lead the industry in times of crisis.

The research team provides a wealth of market insights and intelligence including research, trends and forecasts to help the UK travel industry and strategic partners improve and grow. Our webpages host information on visits and visitor spending by international travellers to the UK, country and trade profiles, and a wealth of economic and demographic data. The team also has responsibility for ensuring that the outcome of marketing and other activity is evaluated.

Another part of the division’s role is to act as a trusted advisor to Government to support the growth of tourism. We aim to empower tourism businesses, tackle market failures and promote best practice in service delivery to enhance the customer experience and maximise repeat business.

The stakeholder communications team’s role is to inform industry and staff about our activities and keep them up-to-date with our news, using clear messages that inspire and engage our stakeholders and put them first. Our communications channels - including the corporate website, networking party, social media and newsletter - help us engage the industry and other stakeholders with our mission, strategy, policies and activities.

The corporate press team work with the national and international media based in the UK to position VisitBritain as the leading authority on tourism.