Delivering results

Building England’s domestic market
Attracting international visitors to Britain
Contributing to the economy
£800m+
In 2015/16 overseas visitors spent an additional £800m+ in the nations and regions of Britain as a result of our activity
£12.7m
In 2015/16 we locked in £12.7m in cash and in-kind contributions from partners for our inbound tourism activity
£97.2m
In 2015/16 Brits holidaying at home spent an additional £97.2m as a result of our Holidays at Home are GREAT campaign
£2m
In 2015/16 we secured £2m in-kind support for our Holidays at Home are GREAT campaign

Stronger together

Crowd watching balloons and fireworks at night Throughout 2015, VisitBritain and VisitEngland worked on building their respective cases for the Spending Review and Autumn Statement which would determine their funding from 2016/17 onwards. The financial settlement outlined in the Spending Review for both VisitBritain and VisitEngland, with core budgets unchanged, an extra £40 million for the Discover England Fund and an uplift in the GREAT monies was a great outcome, and a real endorsement of the value of the tourism sector.

VisitBritain/VisitEngland highlights film
Holidays at Home are GREAT Shaun the Sheep and friend
Holidays at Home are GREAT campaign 2015
#OMGB GREAT Britain - Home of Amazing Moments campaign

Working together to generate additional visitor spend

Holidays at Home are GREAT Shaun the Sheep on the beachIn 2015/16 our international marketing and B2B activity generated £800 million in additional visitor spend across the nations and regions of Britain, rising beyond the ambitious targets set. Meanwhile, our Holidays at Home are GREAT campaign (in partnership with VisitScotland, Visit Wales and Northern Ireland Tourist Board) to encourage Brits to holiday in the UK, is on track to reach £97.2 million.

2015/16 also saw us continue to build on powerful partnerships and instigate new relationships, generating over £12.7 million in private sector investment across our core marketing and GREAT campaign activity for Britain. For England last year we drew in over £2 million in match funding to drive our Holidays at Home are GREAT campaign.

 

The financial settlement outlined in the Spending Review for both VisitBritain and VisitEngland, with core budgets unchanged, an extra £40 million for the Discover England Fund and an uplift in the GREAT monies, was a great outcome.