In 2016/2017 our activity resulted in £872 million in additional visitor spend
In 2016/17 we locked in £20 million in cash and in-kind contributions from partners
For every £1 invested in us we generated £20 in additional visitor spend
The past year has seen VisitBritain/VisitEngland deliver for British tourism.
In addition to our core grant-in-aid of £19.4m for VisitBritain and £7m for VisitEngland, we have continued to benefit from GREAT funding, working alongside the Department for International Trade, the British Council and the Foreign and Commonwealth Office. That pot of money is essential to us, providing us with an additional £22.8m to market Britain as a GREAT place to visit. The exchange rate drop of 16% over the past two years has made our delivery in international markets even more challenging when we are buying in foreign currencies.
Working together to generate additional visitor spend
In 2016/17, our international and domestic marketing activity generated £872m of additional visitor spend across the nations and regions of Britain. This means that for every £1 invested in us, an additional £20 is spent and benefits the economy.
2016/17 also saw us continue to build on powerful partnerships, generating £20m in private sector investment across our core marketing.