Summary of VisitBritain's research relating to how welcoming Britain is perceived to be by overseas residents, how welcoming Britain actually is for visitors from overseas, and it also discusses the importance of providing a first-class welcome for visitors and what can be done to make experiences better.

Culture and heritage is the most important part of Britain’s tourism offering as it touches every visitors’ trip to Britain. VisitBritain estimates that culture and heritage attracts £4.5bn worth of spending by inbound visitors and underpins more than 100,000 jobs in Britain.

Additionally, it is the single most important motivation for city trips. Whilst most wouldn't classify themselves as cultural tourists, 57% of respondents from 20 countries agreed that history and culture are strong influences on their choice of holiday destination. According to the Nation Brands Index, in terms of Culture, the UK is perceived to be the fourth best nation out of fifty.

This Executive Summary provides key headlines spanning the entire Culture and Heritage Topic Profile.

This introduction to the Culture and Heritage Topic Profile discusses the importance of Culture and Heritage to inbound tourism, both as a motivator to visit Britain and its contribution to the visitor economy.

Britain’s rich history and heritage continue to be strong drivers in attracting visitors.  Britain is seen as a world-class destination in terms of its built heritage, ranked 4th out of 50 nations in the Nation Brands Index (2009). Almost all nations and age groups see Britain’s built heritage as a priority if they were to visit Britain, however, it may not provide visitors with a sense of urgency to visit now, so it is important to add an exciting twist to market.

Britain is ranked 7th out of 50 nations in terms of its cultural heritage (NBI) and is most highly regarded in countries that have ancestral or historical links with Britain. Britain’s museums and pubs are key strengths. Britain’s royal heritage plays a crucial role and is strongly associated with Britain and Performing Arts and Cultural Events are considered to be a hidden opportunity.

Britain is ranked 4th out of 50 nations in terms of having an interesting / exciting contemporary culture (NBI, 2009), and 4th in terms of its vibrant and exciting cities. Amongst the youth market, the UK is seen as a great destination for music, fashion and alternative scenes.  Contemporary Cultural activities often appeal more to particular age groups or nationalities than others which means it is important to understand your audience when marketing these sorts of activities.