Maximising the power of digital
From transforming our digital offer so we meet the challenges of today’s landscape, to reaching more users with more relevant content, we refined, focused and strengthened our digital approach in 2015/16 to increase engagement and drive bookings.
Transforming our digital approach for international audiences
Our award-winning digital platforms for both consumers and industry have long played a key role in our global marketing strategy, helping us to cut through the crowded digital landscape. In an increasingly competitive digital world, 2015/16 saw continued progress with our digital transformation programme, as we worked to renew our existing websites with a single platform to help entice overseas visitors to book a break in Britain, encouraging them explore our nations and regions further.
Our new consumer website visitbritain.com launched in March 2016, bringing together content from the existing website, our blog and LoveWall, all of which achieved a total of 22 million page views in 2015/16. A responsive, intuitive site, visitbritain.com showcases destinations to an international audience, inspiring travel by sharing the breadth of things there are to do across Britain and providing practical information about how to do them.
Driving quality traffic through improved usability
This year we also built on the strengths of our consumer website visitengland.com, providing visitors with ideas for family holidays, short breaks and days out in England. To showcase our campaigns and destination information, we developed a series of topical hubs, themed around popular activities and main break types such as music and the countryside. We also carried out usability changes and an acquisition drive to increase quality traffic to the site with results already showing a 521% increase in organic visits compared to last year, a drop of 16% in bounce rate to our English destinations page and a growth in acquisition of visitors from organic search to our new topical hub pages of over 50%.
Supporting industry to attract domestic and international visitors
A source of powerful tools to support, advise and connect with the sector, the website continues to provide valued information on domestic and inbound tourism performance, customer insight, marketing opportunities and resources for destinations and businesses of all kinds.
2016 also saw the launch of our new VisitBritain international trade website and supplier directory, offering the travel trade free insight, advice and support building packages and itineraries for their customers. The site also enables UK tourism suppliers to promote their businesses, adding imagery and social media links to paint a fuller picture of what they have to offer.
22 million page views across VisitBritain consumer channels
Nearly 390,000 video views on our YouTube channel
Over 148 million people reached through our international social channels
Nearly 19 million emails sent to our international consumer database