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Our annual performance and reporting

Discover our return on investment, campaign reach and contribution to the economy – and download our annual reports.

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

We generated an additional visitor spend of £673 million in 2022 to 2023, as a result of our activities from April 2021 to June 2022.

With an investment of £16,790,111, our international ‘Welcome to Another Side of Britain’ campaign generated an incremental value of £190,593,728 – equivalent to 193,712 additional visitors, and over 3,500 jobs created.

In 2022, our Business Events Growth Programme approved 27 applications for business events in 12 cities, with a potential value of £57 million.

Our ExploreGB Virtual event saw 4,000 online B2B meetings take place between UK suppliers and international travel trade, to promote products and destinations.

The VisitEngland Awards for Excellence 2022 achieved an AVE of £626,000 and reached 12 million people on social media.

In 2022, our free Taking England to the World training helped 419 businesses in England learn how to reach international visitors. We received 100% positive feedback.

Our latest Annual Review

PDF

VB Annual Review 2022 - 2023

Learn more about our activity from 2022 to 2023 – including our key campaigns, Destination Development Partnerships pilot, and international networking events.

Download (64.46 MB)

Rebuilding international visitor value

In February 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

Getty Images

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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.

Annual reports

Browse our accounts and figures in these statutory reports.

22-23 VisitBritain/VisitEngland Annual Report

Download (6.53 MB)

21-22 VisitBritain/VisitEngland Annual Report

Download (1.86 MB)

20-21 VisitBritain/VisitEngland Annual Report

Download (5.91 MB)

19-20 VisitBritain/VisitEngland Annual Report

Download (4.62 MB)

18-19 VisitBritain/VisitEngland Annual Report

Download (2.64 MB)

17-18 VisitBritain/VisitEngland Annual Report

Download (4.05 MB)

About us

VisitBritain

Groups of people sitting at tables discussing business at Destination Britain China

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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