Who we are and what we do

Developing world-class English tourism product
Inspiring the world to explore Britain
Growing tourism across the nations and regions
£127bn
Tourism contributes £127bn a year to the British economy

Developing England’s tourism product. Promoting Britain worldwide. Boosting visitor spend. Tourism is worth around £127 billion a year to the British economy and as the national tourism agency, we’re here to ensure tourism continues to contribute and thrive across our nations and regions.

 

Building the value of tourism

A non-departmental public body funded by the Department of Culture Media and Sport (DCMS), we play a unique role in increasing the value and volume of tourism exports, developing England and Britain’s visitor economy.

We have dual roles to work with a wide range of partners in both the UK and overseas to grow inbound tourism across the nations and regions of Britain and to produce world-class English tourism product.

Our corporate priorities for 2016/17 include:
  • Developing and implementing a new organisational strategy
  • Developing and delivering the Discover England Fund
  • Delivering and amplifying the GREAT #OMGB marketing campaigns
  • Implementing a coherent digital and content strategy for Britain and England
  • Building our commercial capabilities across retail and product development
  • Deepening our partnership relationships
  • Establishing a clear strategy and role in the business visits and events sector

 

Developing world-class product

Our VisitEngland activity is focused on the development and delivery of the Discover England Fund, announced by the Government in November 2015. This aims to drive inbound visits and spend, and support the domestic market through the delivery of world-class, stand-out, bookable tourism products.

Our extensive network connects us with a global audience across four regions – Europe; the Americas; Asia Pacific, Middle East & Africa (APMEA), and China & North East Asia – serviced by offices around the world. Across these markets we build relationships with local trade, media and commercial partners, as well as implement a broad range of relevant, timely and local campaign strategies to maximise return. This activity is based on our customer insight, our knowledge of the barriers to inbound tourism growth and our solutions for addressing them.

Boosting appeal and building aspiration

Digital is at the heart of our marketing, focussing on content creation, curation and distribution for England and Britain. Working as a key partner on the GREAT Britain campaign – both internationally and domestically – our work boosts Britain’s appeal as a tourism destination, improving its ranking in the eyes of international travellers, and increasing visitor spending in all parts of Britain. This marketing activity is supported by our work with the international travel trade and intermediaries to ensure that customers can easily book regional destinations.

Facts about British tourism
  • Tourism is Britain’s 7th largest export industry
  • Tourism is worth £127 billion to the British economy
  • Tourism supports 3.1 million jobs, 9.6% of total jobs in 2013
  • Inbound tourism contributed £26.2 billion to the British economy in 2015
  • British residents spent £19.6 billion on 102.7 million overnight trips in England in 2015
#OMGB campaign to encourage Brits to holiday at home
#OMGB campaign to encourage Brits to holiday at home
300 buyers meet 300 suppliers at ExploreGB 2016
300 buyers meet 300 suppliers at ExploreGB 2016
Inspiring the world to explore Britain through #OMGB
Inspiring the world to explore Britain through #OMGB

Driving success through market insight

Our work is informed by our knowledge of both domestic and international markets and customers. By offering world-class insights, trends and performance analysis across sectors, we provide suppliers with the research they need to create inspirational marketing activity, shape better-targeted products and strengthen their tourism businesses.

As well as working closely with destinations across the nations and regions, we act as a route to market for small tourism businesses through our travel trade, digital and retail activities and provide advice and support to tourism providers in England on setting up and growing their tourism business.

From 2016/17, business visits and events are a priority area for England and Britain where we will be working to grow the sector by promoting its world-class destinations and venues, and driving more targeted international business events into the UK.

Collaborating globally

We have a track record in building private sector partnerships to multiply Government’s investment, driving growth in retail and leveraging the supply-side both domestically and internationally. Alongside this, we engage proactively with public diplomacy partners, VisitScotland, VisitWales, London & Partners and destination organisations to ensure we deliver on our targets to drive the regional growth of inbound tourism.

What’s more, we act as a trusted advisor to Government and industry on tourism issues, particularly those that affect the UK’s international competitiveness; we provide policy solutions, market intelligence and customer insights.

Where our funding comes from:
  • In 2016/17 our core Grant-in-Aid from the DCMS is £19.6 million for VisitBritain and £6.9 million for VisitEngland
  • We administer £40 million the Discover England Fund over 3 years (2016/17-2018/19)
  • As a trusted partner in the GREAT campaign, we have been allocated £23.3 million GREAT funding for 2016/17
We have a track record in building private sector partnerships, driving growth in retail and leveraging the supply-side, both domestically and internationally.