Our annual performance and reporting
Our annual performance and reporting
Attracting more visitors, increasing spend, strengthening the economy: as a focused and highly effective agency, our activity really counts. Explore how we consistently exceed targets set by the UK Government, add value to the English and British tourism industry, and contribute significantly to the economy.
Our key achievements
VisitBritain generated £1.26 billion in additional visitor spend between April 2021 and July 2023 from our international and domestic marketing.
£210 million boost to the UK economy from VisitBritain’s ‘See Things Differently’ marketing campaigns in Europe, the Gulf Cooperation Council (GCC) and the USA from March to July 2023.
VisitBritain and VisitEngland generated at least £7.6million in additional funds.
£20.9 million in direct return from the VisitBritain Business Events Growth Programme from 2018 to 2022.
England Business Events referred 374 new requests for proposals to English cities and suppliers, worth a potential £269.2 million in delegate spend.
To date, 73 of these events have been won or confirmed worth £33.9 million.
33 Local Visitor Economy Partnerships (LVEPs) accredited.
217,000 unique users to VisitEngland’s Business advice pages.
400+ English SMEs supported with Taking England to the World training to help businesses reach international markets.
Annual reports
Browse our accounts and figures in these statutory reports.
Our latest Annual Review
VBVE Annual Review 2023-24.pdf
Learn more about our activity from 2023/24 including our key campaigns, work with Local Visitor Economy Partnerships and Destination Development Partnerships pilots, and our events for international travel trade.
Rebuilding international visitor value
In 2023, we launched our new multi-million pound international GREAT campaign to drive tourism to Britain. ‘See Things Differently’ positions Britain as a dynamic, diverse and welcoming destination, and focuses on countries where we are seeing strongest recovery – including the US, Canada, Gulf Cooperation Council (GCC) nations, France, Germany and Spain.
In Europe and the GCC, the campaign plays on Britain’s affinity with tea. ‘Spill the tea’ taps into motivations for immediate travel based on our latest research. In Canada and the US we showcase Britain’s regional diversity, sharing a warm welcome in a range of regional accents, encouraging visitors to come and experience these destinations for themselves.
Our research and insights
Explore how our work influences visitor trends, spend and sentiment, by browsing the latest quarterly data for Britain overall and by area. Includes market forecasts, the conditions impacting tourism, and Britain’s competitive position.
About us
Our role is to drive a thriving tourism industry, creating economic prosperity across Britain. Discover how we intend to achieve this through our corporate priorities, and learn more about our structure, senior team and global reach.
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