Who we are
Introduction
We are the British Tourist Authority (BTA), operating under the brand names VisitBritain and VisitEngland. As the national tourism agency, our mission is to raise Britain’s profile internationally, grow the volume and value of tourism exports, and support the development of England’s visitor economy. We work in partnership with organisations of all sizes and across sectors.
Funded by the UK Government’s Department for Digital, Culture, Media and Sport (DCMS), we are a non-departmental public body, established under the Development of Tourism Act 1969.
VisitBritain drives economic growth from international tourism, ensuring that every nation and region of Britain benefits. Through strategic campaigns and partnerships, we inspire global audiences to choose Britain as their next destination.
VisitEngland leads the regenerative growth of England’s visitor economy. Working closely with Local Visitor Economy Partnerships (LVEPs), we help destinations develop and deliver their local growth strategies and support the English tourism sector to thrive and compete on the international stage.
Together, we serve as a trusted adviser to both industry and Government, providing robust research and actionable insights on the visitor economy.
Where we work
VisitBritain and VisitEngland actively support a regenerative and resilient tourism sector. VisitBritain is active in 21 international markets, promoting the nations and regions of Britain to deliver economic growth. VisitEngland focuses on strengthening England’s visitor economy, working across the regions in partnership with LVEPs.
Our purpose and 2030 vision
Our purpose
Drive a thriving tourism industry, creating sustainable economic growth across Britain.
Our 2030 Vision
To support the regenerative growth of the tourism industry across the nations and regions, enriching the visitor experience, local communities and the UK economy.
Our corporate priorities for 2026 to 2027
VisitBritain: grow international demand to Britain's nations and regions
Deliver regional growth through international campaigns and partnerships, telling the stories of Britain’s nations and regions.
VisitEngland: coordinate regional partners to deliver place-based growth
Strategically support England’s regions to drive growth through domestic marketing, best practice and insights.
We also have shared priorities which are:
Be the authority for the visitor economy
Work with stakeholders on a shared agenda for visitor economy growth and provide data and insights that enable smarter decision-making.
Deliver operational excellence
Have the right people, capabilities, systems and governance that help the organisation deliver its strategic priorities.
Our team
Meet the Board members for the BTA Board and the VisitEngland Advisory Board, and our senior management team. These are the people who decide our overall direction – working within a framework agreed by government – and monitor our performance against government targets. We meet six times per year and publish the minutes from our recent board meetings.
