Find out more about the campaign with our FAQs.
We are working with the National Lottery on a UK-wide consumer promotion, to support the domestic tourism industry by stimulating demand for off-season domestic day trips to visitor attractions, excursions, tours and theatres. Players of the National Lottery Lotto in the UK will be invited to redeem a £25 voucher code at participating businesses across the UK through the VisitBritain Shop using tickets purchased in October 2021. Only one voucher will be redeemable per customer. The campaign is due to be launched on prime time television during the National Lottery draw. Consumers will be directed to the campaign hub on the VisitBritain Shop that will feature all the participating attractions. The target audience of this campaign is families with a ‘family fun’ angle and pre-nesters (18-34 year olds with no kids).
Attractions, theatres, tours and excursions with an access fee are all eligible to take part, subject to availability and meeting criteria.
To participate suppliers/products must meet the following criteria:
Fit with the target audience and product categories
Have a product which has paid entry/fee
There is no participation fee - you will just need to agree to the standard TXGB and VisitBritainShop Terms and Conditions, which include a small booking fee of 2.5% and a reduced commission rate of 15%.
Run by VisitBritain, the official national tourism agency, the VisitBritain Shop is a trusted place for visitors to discover and purchase a wide range of experiences from all over the UK. Retailing in the UK and 94 markets internationally, in multiple languages and currencies, we have been a trusted route to market for a wide range of brands. With no set up fees and significant reach around the world, it is a great way to reach new customers. Our knowledgeable, multilingual team is here to support you to maximise your exposure and appeal to different markets and customers.
As part of the Tourism Recovery Plan we are supporting businesses that are able to demonstrate they have aligned to Government guidelines and that are committed to reassuring visitors and welcoming them back safely. To participate in the campaign, you therefore need to be a We’re Good To Go participant, to show that your venue is COVID-secure and following Government guidelines. If you would like to take part in the campaign and sign up to We’re Good To Go, it is still open for applications.
We are working closely with VisitScotland, Visit Wales and Tourism Northern Ireland on this campaign and they will be aligning industry communications to encourage sign-up across the UK. If you meet the criteria and are interested in participating you can contact us directly to express your interest at firstname.lastname@example.org and the team will be in touch to progress your application. We will be updating the national tourism organisations regularly on progress and working together to ensure a strong representation of UK product is available for the consumer.
No, but you will need to have availability during the autumn. Via TXGB you will be able to manage your product availability as part of the campaign on-boarding process.
You won’t need to do anything. Businesses will automatically continue to appear on the VisitBritainShop and benefit from another route to market for both domestic and international visitors. However, if you do not wish to continue on the VisitBritain Shop, you will always have the option to opt-out once this campaign has finished and your product will be removed.
Yes, unless you opt-out.
Yes, there is a limit of one voucher per customer to enable as many people to benefit from the campaign as possible.
No, you will not need to do any additional administration. This is a benefit of using the VisitBritainShop to enable us to administer payment directly with the attraction taking part.
This will be made available a week before the campaign launches.
We anticipate all the vouchers will be claimed by National Lottery players within a 2-4-week window. Consumers will get a voucher code from the VisitBritainShop that they need to use within 7 days of activating the code. Consumers will then be able to book a time that suits them, the campaign will encourage them to book immediately.
By connecting to TXGB, you will also have the opportunity to feature on a large number of partner channels, enabling you to easily reach more consumers and drive sales. From TripAdvisor to over 70 destination websites and many unique campaigns, you can make your selections via a simple opt-in process.
No there is no set up or joining fee on TXGB or the VisitBritain Shop. A 15% commission will apply for bookings made through the shop and a 2.5% booking fee for TXGB on each booking you receive through the platform.
No, you do not need to stay connected. You will be able to opt-out of staying on the shop and TXGB after the campaign period is over.
At the moment TXGB and the VisitBritain Shop do not have the capability to identify products which are eligible for gift aid or to generate a gift aid declaration request on behalf of suppliers. This functionality is being looked at for the longer term. If an attraction believes individuals would be eligible for gift aid they could ask them to complete a retrospective declaration on arrival.