Britain's culture and heritage is world renowned.  Our Culture and Heritage Topic Profile (pdf) is now available, giving a wealth of insight and understanding into built heritage, cultural heritage, and contemporary culture.

Download the Executive Summary for the Culture and Heritage Topic Profile or the recent presentation used in our webinar. Alternatively use the links below to download the complete pdf document or individual chapters, depending on your interest in each:

• The Complete Culture and Heritage Topic Profile 
  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.

• Culture and Heritage Topic Profile - Introduction
  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.

• Culture and Heritage Topic Profile - Built Heritage
  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.

• Culture and Heritage Topic Profile - Cultural Heritage
  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.

• Culture and Heritage Topic Profile - Contemporary Culture 
  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.

• Culture and Heritage Topic Profile - Appendix
  Here you will find information on the sources used to produce the Culture and Heritage Topic Profile as well the calculations used to determine the value Culture and Heritage contributes to the Visitor Economy.  The Appendix also contains information on how to get in touch with key contacts at VisitBritain relating to topics covered in Topic Profile (i.e. London 2010, the Premier League or Film Tourism).

Foresight Articles

• Foresight issue 72
  The October 2009 edition of Foresight considered the importance of Monarchy for inbound tourism to Britain.

• Foresight issue 56 
  The June 2008 edition of Foresight showcased results from the DCMS 'Taking Part Survey' - a survey that helps us understand the true importance of Britain's cultural and heritage assets to domestic tourism.

• Foresight issue 48 
  The October 2007 edition of Foresight looked at results of a VisitBritain sponsored question included in the International Passenger Survey that looked at activities undertaken by inbound visitors, including many that feature cultural and heritage attractions.

• Foresight issue 43
  Foresight issue 42 
  The April and May 2007 editions of Foresight examined results from VisitBritain sponsored questions included in the Nations Brand Index that asked overseas residents about the perception of different types of potential holiday activity on offer in Britain and how likely they would be to participate in each activity were they to visit.

• Foresight issue 29 
  The March 2006 edition of Foresight looked at the importance of the National Lottery to UK tourism through its support for cultural and heritage assets.