We are taking a long-term approach and will be continually developing our digital expertise to keep pace and evolve to meet the rising expectations and needs of our audiences, both now and in the future.
Our first phase of digital transformation is to redevelop our consumer websites. Our research has confirmed that people would like to see practical information and inspirational content - imagery, videos and trip ideas to encourage them to visit, so we have taken the opportunity to review our approach. The new consumer website will inspire users on the range of destinations and experiences available, encourage them to find out more either on our site or by directing to partners and wider industry, inform people with key information such as how to get around and reassure them that they will be welcome and safe when they get here.
Alongside this we will be working with editorial decision makers and content creators to get coverage to increase awareness and demand for Britain´s tourism products and experiences, as well as working with the travel trade.
The beta ‘test’ version of our consumer site is now live where you can see the new look and feel. We will be testing and building on this ahead of launching our new website later this year. Ongoing development to improve content and functionality will continue into 2023, along with the introduction of additional language sites.
Similar work is also underway for our industry facing sites. You may have seen the industry survey - a big thank you to those of you who took part it will help inform our new site. It will be going live in 2023.
