As the national tourism agency – a non-departmental public body funded by the Department for Digital, Culture, Media & Sport (DCMS), VisitBritain/VisitEngland* plays a unique role in building England’s tourism product, raising Britain’s profile worldwide, increasing the volume and value of tourism exports and developing England and Britain’s visitor economy.
Working with a wide range of partners in both the UK and overseas, our mission is to grow the volume and value of inbound tourism across the nations and regions of Britain and to develop world-class English tourism product to support our growth aspirations.
Developing world-class English tourism product
Our VisitEngland activity is focused on the development and delivery of the Discover England fund, announced by the Government in November 2015, which aims to drive inbound visits and spend and support the domestic market through the delivery of world-class, stand-out, bookable tourism products.
We implement differentiated marketing strategies to maximise return in all of them. These strategies are based on our customer insight, our knowledge of the barriers to inbound tourism growth and our solutions for addressing them.
Inspiring the world to explore Britain
Digital is at the heart of our marketing, with a focus on content creation, curation and distribution for England and Britain. Working as a key partner on the GREAT Britain campaign – both internationally and domestically – our work boosts Britain’s appeal as a tourism destination, improving its ranking in the eyes of international travellers, and increasing visitor spending in all parts of Britain. This marketing to drive the aspiration to travel is supported by our work with the international travel trade and intermediaries to ensure that customers can easily book regional destinations. #OMGB - Great Britain - Home of Amazing Moments is our key marketing campaign for 2016/17.
From 2016/17, business visits and events are a priority area for England and, at a Britain level, working across Government to deliver key industry sector events.
A trusted partner and advisor
Our work is informed by our knowledge of both domestic and international markets and customers. By offering world-class market insights, trends and performance analysis across sectors, we provide the industry with the research they need to build their tourism business and encourage marketing that’s inspirational and relevant, alongside better targeted product development.
VisitBritain/VisitEngland has successfully built private sector partnerships to multiply Government’s investment, driving growth in retail and leveraging the supplyside both domestically and internationally. Alongside this, we engage proactively with public diplomacy partners, as well as with the nations and regions to ensure we deliver on our targets to drive the regional growth of inbound tourism.
We act as a route to market for small tourism businesses through our travel trade, digital and retail activities and provide advice and support to tourism providers in England on setting up their tourism business, as well as destinations.
As a trusted advisor to Government and industry on tourism issues, particularly those that affect the UK’s international competitiveness, we provide policy solutions, market intelligence and customer insights.
In 2016/17 our core Grant-in-Aid from the DCMS is £19.6 million for VisitBritain and £6.9m for VisitEngland.
We have been allocated £40m for the Discover England over 3 years (2016/17-2018/19) and as a trusted partner in the GREAT campaign, £22.8m GREAT funding for 2016/2017.
* VisitBritain/VisitEngland are legally constituted as the British Tourist Authority (BTA) under the Development of Tourism Act 1969.