Britain's competitiveness

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.

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.

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.