Structure of tourism in Britain

Britain’s tourism industry is a dynamic affiliation of public and private sector organisations including small- to medium-size enterprises (SMEs); international private businesses (eg. airlines or large hotel chains), as well as Destination Management Organisations (DMOs) at local and regional level.

Four people recreate The Beatle's Abbey Road album cover with guitar cases with flags for Scotland, England, Wales and the Union JackVisitBritain/VisitEngland is a non-departmental public body, funded by the Department for Digital, Culture, Media & Sport (DCMS) through a grant-in-aid (GIA). Take a look at the about us section to find out more about our role, activity and priorities.

The Secretary of State of DCMS is Jeremy Wright MP, who is responsible to the UK Parliament for VisitBritain/VisitEngland’s activities. The Minister with responsibility for tourism is Helen Whatley MP . The UK Government sets the overall strategy, policy and objectives for tourism.

Tourism is a devolved matter. Scotland, Wales and Northern Ireland all have independent tourist boards. The Mayor of London also has a promotional agency – London & Partners. We work closely with all of these organisations.


VisitScotland is the national tourism organisation for Scotland. It has a strategic role as the public sector agency providing leadership and direction for the development of Scottish tourism to get the maximum economic benefit for Scotland. It exists to support the development of the tourism industry in Scotland and to market Scotland as a quality destination.


Visit Wales is the Welsh Assembly Government's tourism team, within the Department for Heritage. Visit Wales has taken over the functions of the former Wales Tourist Board (WTB), with responsibility for the promotion and development of tourism in Wales.


London & Partners is the official promotional agency for London, attracting and delivering value to businesses, students and visitors. It is a not-for-profit public private partnership, funded by the Mayor of London and a network of commercial partners. Their remit is to drive leisure and business visitors as well as bidding to secure major events in London.

Northern Ireland

The Northern Ireland Tourist Board is part of the Department of Enterprise Trade and Investment. Its primary objective is to promote Northern Ireland as a tourist destination.

The Channel Islands

Jersey and Guernsey both have Crown Dependency status but are not part of the United Kingdom. The tourism body on these islands are a department of their respective governments.

There are also a wide number or regional Destination Management Organisations and local authorities with responsibility for tourism to their specific area.