Transforming our digital estate

29 November 2022

In an ever-more-digital world, the way people are searching for and consuming information is changing, and as part of our strategy to grow the UK visitor economy we want to ensure that we are reaching the right people in the right way and at the right time. We are continually developing our digital expertise to meet the expectations and needs of our current visitors and the visitors of the future, and are currently redeveloping our websites.

The first phase will be the launch of our new global consumer website offering visitors a better digital experience that is simpler to navigate, with greater use of images and video to inspire visitors to choose Britain. This is in response to our research that has confirmed that people would like to see more inspirational as well as regional, seasonal and dynamic content.

The new website will be built around practical information and things to do, whilst reassuring our visitors they will be welcome and safe, and providing signposting to partner and industry sites.

What to expect from the new website?

Here is the test version of our new website, ahead of its official launch later this year.

It features a new navigation menu that will allow users to find the content that is most relevant to them more quickly and more easily. The content itself is in a new format, with articles and editorial content on Things to do, Seasonal highlights and Events featuring links to appropriate destination and product information, rather than individual destination pages. By embedding attractions, destination and theme specific content across the new site, we will not only be able to prioritise information that is most sought after by the visitors, but also encourage increased traffic to DMO and industry sites.

Now is a good opportunity to review the existing links to your areas, as well any links from your websites pointing towards our websites. Please let us know if you’d like to update any of the links to your destination or attractions that are currently available on the test version of our website by emailing our content team


We also welcome your content ideas, latest news, events and opportunities as well as any visual assets to support our new approach. Please keep us up-to-date by emailing

The new site will be available in multiple languages - English, French, German, Italian, Spanish, Dutch and Arabic. The new global website is set to launch in English by the end of the year with additional languages to follow next year. Ongoing developments to improve existing and create new content, as well as functionality of the new website, will take place over the coming months.

This new design and analytics will allow us to understand the performance of individual pages and sections of our new website. We would like to work together with you to understand what visitors do once they leave our site via a link to your site so that we can continue to optimise that journey together and meet their needs.  

As always, we are grateful for your ongoing support and we look forward to working with you to encourage more visitors to choose Britain.

For any website related updates or enquiries, please email