Highlighting a year of significant changes for the organisation, VisitBritain has today 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.
With a 34 per cent reduction to its budget, and the subsequent closure of nearly half of its international network, the national tourist body has once again outlined how it intends to build on the increased global interest in Britain as a result of hosting London 2012 and reach its goal of attracting an additional 4 million overseas visitors spending an extra £2 billion over the next four years.
Christopher Rodriguez, Chairman of VisitBritain said: “As we enter a unique and truly exciting period in Britain's history, we are committed to making the most of the opportunities presented to us today, tomorrow and into the future. Enduring success depends on the industry, the public sector, VisitBritain and the government all working together as never before to ensure we remain a global leader in an increasingly competitive global marketplace.”
Sandie Dawe, Chief Executive of VisitBritain said: “The last year has been extremely eventful for VisitBritain, where we have created a more focused, streamlined organisation with a clear vision for the future of tourism. Thanks to a revitalised partnership with the industry we can continue to target core markets like the US, as well as focus our efforts on emerging markets - especially those BRIC countries – to bring in new business opportunities which will help us drive revenue, gain greater international exposure and increase the number of visitors who see Britain as their destination of choice.”
As well as the successful celebrity launch of its ‘You’re Invited’ campaign, and the first ever global tour of 3D artwork used to promote iconic UK locations, VisitBritain is now rolling out a series of campaign ads with strategic partners, all carrying the new GREAT Britain branding. GREAT is being used by all 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 over 850 media, resulting in around 24,000 articles or broadcast pieces and securing an advertising cost equivalent of nearly £900 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 BRIC1 markets are attracting a growing following among the sector and there is increasing enthusiasm for what the future might hold.