Britain's competitiveness

A group white water rafting

Few British industries are as strong as travel and tourism, and few have such growth potential.

The market place for global tourism is getting tougher. The growth in global travel over the last two decades means that Britain is competing against more destinations for a larger number of potential visitors.

Find out how the world views Britain and read our tourism growth strategy for Britain, as well as see tourism's potential role in creating jobs and economic growth.

Inbound COVID-19 sentiment tracker

Girl sitting on a bench next to her bike looking out over the ocean
In partnership with Visit Wales, VisitScotland and London & Partners, we commissioned research to understand international consumer sentiment towards international travel during the COVID-19 pandemic.

The London 2012 Olympic & Paralympic Games – putting destination Britain centre stage

The global exposure that Britain enjoyed in 2012 provided an unprecedented opportunity for VisitBritain to ensure that the whole of the UK visitor economy benefited from the 2012 Games.

Britain's visitor economy facts

Smiling waiter wearing apron and holding a tray standing at an outdoor table of a restaurant in York, North Yorkshire, England.
Find out the central role tourism plays in creating new jobs across Britain.

Britain’s image overseas

 A man jumping across a stream making an ascent of Pen yr Ole Wen, Snowdonia, Wales
Discover how the world views Britain.

Britain's welcome

Smiling woman with red hair standing behind the bar of a pub in York, North Yorkshire, England.
Britain’s welcome to overseas visitors

Final Mile best practice guidelines

An old steam train drives through the country side
Download best practice guidelines for developing the final mile from transport to attraction.,