Developing world-class English tourism product and inspiring the world to explore Britain

2015/2016 Highlights

Delivering results

As a result of our activity, in 2015-16 international visitors spent over £800m, with a further £97.2m spent by domestic visitors.

Chairman's foreword

Collaborative working is central to our strategy to deliver an ever more appealing and competitive tourism offering for international and domestic tourists.

CEO statement

Every £1 the Government invests in us for international marketing, has resulted in an overseas visitor spending £23 here in Britain.

Inspiring the world to explore

From harnessing the power of social sharing to working with a wide range of partners, our campaigns have encouraged visitors explore the nations and regions.

People meeting at Explore GB 2016

Building connections, building trade

We have helped UK suppliers reach overseas markets and the international trade sell more of Britain.

Poster showing partnership with Turkish Airlines

Leveraging powerful partnerships

From strategic relationships to commercial collaborations with high profile brands, we continued to build a wide-range of partnerships in 2015/16.

An aerial night view of Britain with lines of light flowing in representing inbound flight paths

Driving demand for events

We've promoted England’s destinations and venues and launched the Event Support Fund to drive international business events to the UK.

Domestic tourism on the rise in 2015

Record-breaking visitor spend, the highest domestic trip numbers since 2012 and increased job creation in the tourism sector. From consumer confidence to changing travel behaviours, a wide range of factors have driven England’s tourism industry to success this year.

Young boy holding a hawk

Discover England Fund

£3m worth of funding has already been allocated for year one bids and round two criteria announced.

Inbound tourism performance

A record year: unmatched visitor levels. Uplift across all trip types. Soaring inbound visitor spend. 2015 saw Britain’s inbound tourism industry thrive.

Our #OMGB campaign hub

Maximising the power of digital

Our digital approach in 2015/16 increased engagement and drove bookings.


About us

Who we are and what we do

We have dual roles to grow inbound tourism across the nations and regions of Britain and to produce world-class English tourism product.

A worldwide tourism network to sell Britain

Our overseas network is an invaluable resource for destinations and businesses across the nations and regions.

Board and senior team

Meet the BTA board, VisitEngland advisory board and the VisitBritain/VisitEngland senior team (as at October 2016).

Screenshot of VB Shop

Building sales and boosting visits

Social travel summit

Generating positive PR and improving perceptions

Sally Balcombe and Hilton apprentices

Sharing our expertise to grow tourism

English Tourism Week 2016

Supporting a thriving English tourism industry