A worldwide tourism network to sell Britain

Providing international insight
Building valuable relationships
Improving businesses’ global reach
Global
Our extensive network, serviced by offices around the world, connects us with customers worldwide

Offering expert knowledge of international markets and customers, our overseas network is an invaluable resource for destinations and businesses across our nations and regions – providing them with all they need to tap into the inbound tourism market.

Extending our global audience

Global map showing our overseas network offices

From Stockholm to Seoul our on-the-ground overseas network and targeted remote activity enables us to identify and maximise opportunities to grow inbound tourism to Britain; in existing markets where appeal is already strong and in newer, buoyant markets with real potential to drive up visitor numbers and spend in the longer-term.

Whether it’s leveraging brand and media partnerships, working in collaboration with local, regional and national organisations, or continually building our market knowledge and insights, our regional teams’ support the businesses and destinations that make up the UK tourism industry, building the value of inbound tourism in Britain.

This work has helped amplify Britain’s tourism proposition, by connecting businesses big and small with the international travel industry, trade and media. With ever-growing insight on a growing portfolio of inbound markets, we’re well placed to provide advice to travel businesses and destinations wanting to attract an increasing number of international customers.

Working closely with overseas travel trade, and the UK travel industry, we’ve continued to enhance the range of national and regional products and itineraries available in trade and operator programmes as well as through OTAs (online travel agents).

Our overseas network activity supports inbound tourism to Britain by:
  • Gathering market intelligence on key inbound tourism markets
  • Providing support and advice to tourism providers across the UK
  • Acting as a route to market for small businesses
  • Providing market specific content, retail activities and opportunities
VisitBritain staff and travel trade at the opening of Visitbritain's Guangzhou China office
Opening of our new office in Guangzhou, China
Bollywood Britain campaign with Turkish Airlines and Shaandaar
Examples of German and French supplements for Countryside is Great
Countryside is GREAT supplements in key markets

Widening our networks

In recognition of its value and importance for the UK industry, this year we’ve invested more in developing our network to ensure its fit for purpose – restructuring the way we work into four consolidated hubs with central teams that can be flexed across a wider range of markets. Heading up each hub, a number of senior team members have already been put in place to drive forward our work around partnerships and public diplomacy engagement in each market.

Love is GREAT tweet showing a couple outside Big BenAlongside this, our ‘Rest of the World’ approach signals the beginning of an exciting strategy that will help us connect with growing secondary markets across the globe. This will see us working together with Government partners overseas and in London, to increase our understanding of the potential that new regions can offer to UK inbound tourism, as well as opening up opportunities to leverage partnerships, growth and diplomatic relations.

Along with GREAT partners, VisitBritain continues to play a leading role in GREAT Challenge Fund (GCF). Thanks to GCF the past year has seen VisitBritain extend existing marketing campaigns across our global network to draw more tourists to Britain, increasing the wealth and influence of the UK. Highlights include a project in the USA promoting HMG’s LGBT equality policy in 11 American cities and online under the umbrella of Love is GREAT and #OMGB Home of Amazing Moments and amplifying the British Council’s 2016 Shakespeare Lives campaign in China, Hong Kong, India, Russia, Spain and the USA. Where opportunities arise, activities have involved strategic and destination partners - for example, working with FCO, Department for International Trade, Marketing Manchester and Manchester’s Investment agency Midas, we ran a series of Northern England focused promotional activities based around Manchester United and Manchester City’s summer football tour in China. We continue to grow our input into GCF initiatives, with 14 tourism-related bids already confirmed this financial year.

Tailored to the needs and conditions of their markets, each of the four network hubs has a different focus:

The Americas
  • Reverse the decline in visitors from the US
  • Revitalise our brand proposition in North America to build business across our British regions
  • Build on growth in Latin American markets

 

Europe
  • Boost regional travel from all core near-European markets with new and repeat business
  • Build relationships with commercial partners to create a range of products for potential customers, which will in turn drive conversions
  • Change perceptions of Britain through compelling content and raise awareness of reasons to ‘travel now’

 

Asia, The Middle East & Africa (APMEA)
  • Build on partnerships, with particular focus on carriers, to open up distribution and promotional opportunities across Asia
  • Create compelling content that targets core reasons for travel across platforms and channels
  • Understand and address barriers to travel

 

China and North East Asia
  • Lay plans for long-term investment in key growth markets in China
  • Focus on engaging our Government’s partners across China
  • Tap into key media influencers and brand partners to create and drive compelling content
  • Understand and address barriers to travel
Our new ‘Rest of the World’ approach signals the beginning of an exciting strategy that will help us connect with growing secondary markets across the globe.