Our global network

Providing international insight
Building valuable relationships
Improving businesses’ global reach

Understanding international customers. Building partnerships. Selling Britain effectively. Our global network, serviced by offices around the world, connects us with customers worldwide.

Taking Britain to the world

We understand markets and customers, and we have an international network which supports Government, strategic partners and offers business support more widely. We are investing more in our network so that staff in our global network can work more flexibly across more markets. Our international operations consists of four regional hubs: Europe, Americas, Asia Pacific, Middle East and Africa (APMEA), China and North East Asia - serviced by offices around the world and managed by four regional Directors (based in London, New York, Dubai and Beijing respectively).

How our network works

Our network has built relationships with local trade, media and commercial partners and executed relevant, timely and local campaigns.

The network has focused on delivering growth through a series of regional strategies using our local knowledge and expertise. We translated regional trends into meaningful insight to deliver incremental visitor growth for Britain’s regions and nations.

 

Our regional priorities

The following sub sections set out our region-specific strategies.

Americas

  1. Growth - Increase new and repeat visitors from all markets by focusing on key segments, top performing regions, and cities with new routes, where appropriate.
  2. Product - Work with key market intermediaries and the UK industry to develop a wide range of bookable regional and seasonal products; expanding distribution and driving conversion while working with the product team to identify consumer-driven demand gaps and facilitate new product packaging.
  3. Partnership - Establish ourselves as a trusted and valued Government partner - supporting its post-Brexit agenda in Canada and also its ambitions in the USA and Brazil.
  4. Digital & Social - Extend activity across partnerships, content, digital, B2B, social and PR to be fully integrated and maximise our ability to deliver strategic goals, building on the strength of broader initiatives such as the GREAT campaign and the Discover England Fund.

 

Europe

  1. Growth - Drive regional economic growth, especially in shoulder and off-peak seasons. We will focus on converting best prospect segments to choose Britain, delivering compelling relevant content at critical points on the customer journey, driving them ultimately to purchase.
  2. Product - Develop a pipeline of future reasons to travel to Britain by identifying new products that can support regional and seasonal spread objectives. Make it easier for key intermediaries to sell new products (such as those being developed by the Discover England Fund) and identify opportunities to sell existing and new markets.
  3. Partnership - Leverage the reach of key commercial partners to extend our reach and the impact of our activity to amplify British tourism messages.
  4. Digital & Social - Extend fully integrated activity across partnerships, content, digital, B2B, social and PR. Build on the strength of broader initiatives such as the GREAT campaign and the Discover England Fund.
Tourism bilateral as part of UK China P2P
Tourism bilateral as part of UK China P2P
Destination Britain SE Asia
Reaching the trade at Destination Britain SE Asia
Advising industry at VIBE London
Sharing market advice with the UK industry

Asia Pacific, Middle East and Africa (APMEA)

  1. Growth - Our work will grow Britain’s market share, improve its competitive position for long term growth and establish Britain as a highly inspirational and welcoming destination through top of the class marketing campaigns.
  2. Product - Increase in regional and seasonal product distribution in the markets to provide more choices for customers along the planning, shopping and booking cycle, work with the product team to identify gaps and facilitate new product packaging.
  3. Partnership - Extend our reach and drive incremental conversion to Britain, by deepening existing partnerships and developing new tourism partnerships. Support the Government’s post-Brexit agenda in Commonwealth markets and its ambitions in the Gulf Cooperation Council territories.
  4. Digital & Social - Integrate content, digital and social media to increase our reach throughout the customer journey.

 

China and North East Asia

  1. Growth - Grow Britain’s market share, improve its competitive position for long term growth and establish Britain as a highly inspirational and welcoming destination through top of the class marketing campaigns.
  2. Product - Work closely with key market intermediaries and the UK industry to develop a wide range of bespoke, bookable regional and seasonal products that are appealing to China & NEA, while expanding distribution and driving conversion through effective trade network, digital channels and event platforms.
  3. Partnership - Focus on existing key commercial partnerships while nurturing new partnerships for brand, content, digital and conversion. We will champion tourism through strengthened Public Diplomacy Partnerships in the region and expand our reach and impact as a valued and integrated part of Government.
  4. Digital & Social - By harnessing the power of digital and social channels (especially in China),we will amplify the impact of marketing, trade and partnership activities. This will be achieved by reacting to changing consumer trends and engaging key target segments proactively throughout the customer journey.
  5. Barrier - Continue to lower travel barriers by developing and supporting more routes to Britain, especially those flying into the nations and regions. We will continue to work with UK Visas and Immigration to improve Britain’s competitiveness of visa services in China.