Our five year strategy

Our new strategy sets our vision for the next half-decade. Working in partnership we will achieve our ambition, united behind a clear mission.  

To make tourism one of the most successful and productive sectors for the UK economy.

Our role, as the national tourist agency, is to enable Britain’s tourism industry to capture its share of global and domestic growth across our nations and regions and make these ambitious forecasts a reality. Our new five-year strategy sets out our agenda, which builds on tourism’s record of success and delivers against an ambitious growth target for Britain - to attract 49 million visits by 2025 spending £35 billion.

This strategy comes at a time of critical importance. The ever-evolving market, changing visitor demands, complex political agenda and increased global competition are having a significant impact on our sector. Our strategy will allow us to adapt and flex to this fast pace of change, adopting an agile and innovative approach.

We will deliver against five clear objectives, to:

  • Grow the value of tourism
  • Drive the dispersal of tourism value across Britain
  • Support productivity optimisation
  • Be the expert body on growing tourism
  • Deliver a clear strategy for England