Growing regional tourism
Opening up overseas opportunities. Encouraging inward investment. Preparing businesses and destinations for international visitors. From Loch Ness to Land's End, we have led the management of a number of funds to grow tourism to various areas across Britain.
Stimulating international demand across the regions
Enhancing Britain’s economy and bolstering the breadth of experiences both international and domestic tourists can enjoy, this year we’ve worked with partners to deliver a range of Government funds across the length and breadth of Britain.
Launched in March 2015, the GREAT UK Challenge Fund saw a £2 million investment from the GREAT campaign budget throughout 2015/16 to create new jobs, seize market opportunities overseas, spark new ideas and build a range of partners worldwide. This initiative was open to eligible parties across education, tourism, trade and investment organisations in the UK. Among the 25 winning bids were Birmingham’s Shakespeare 2016 project, Year of the English Garden, and Sheffield in China – which focussed on the region’s inbound business opportunities.
Acting as secretariat, VisitEngland administered the fund, while final decisions were made by a programme board comprising of the Foreign & Commonwealth Office, the Department for Culture, Media and Sport, the British Council, UK Trade and Investment, VisitBritain, the Devolved Administrations and the Prime Minister’s Office.
Working collaboratively to support regional growth
Alongside the GREAT UK Challenge Fund, we were given the means to run three specific growth funds, to drive development in these regions.
The GREAT Inverness Loch Ness Fund is a four-year campaign to reposition Loch Ness and the Inverness area by increasing awareness and changing perceptions. The Fund aims to stimulate demand for the low season and increase the number of products sold in the travel trade, as well as extend the reach of the GREAT/Moments campaign. Working with VisitScotland and Visit Inverness Loch Ness, VisitBritain's digitally-led strategy encouraged visitors from France, The Netherlands and the USA to explore the area. Through our ‘tips for monster hunters’ digital content and social media activity, we packaged up a range of dramatic landscapes and unusual activities for visitors to experience.
116,000 website visits
14 million unique users reached
Over 7,700 external clicks
2,600 competition entries
£357,000 media spend