The British Tourist Authority (BTA) is the national tourism agency and an accredited non-departmental public body (NDPB) funded by the Department for Digital, Culture, Media & Sport (DCMS), and trades under the name of Visit Britain/Visit England (VB/VE). The British Tourist Authority is a global organisation with 300+ people based in 18 different countries and has a diverse culture. The People and Talent team (P&T) enable the teams to work efficiently and productively through engagement and development.
VisitBritain/VistEngland 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. At the core of our 5-year plan is our people strategy focusing on ensuring that VisitBritain truly is the best place to work within tourism. We are committed to growing and developing our people at every opportunity, ensuring everyone in our team has the right skills and knowledge to succeed.
Marketing Britain internationally and England domestically is a key part of our role. Our key audiences are the small, medium and large tourism industry organisations, consumers, staff, government. Digital channels are fast becoming our most important channel of communications and thus transformation of our estate and use of broader digital channels in our marketing is key to our future success and ability to support our industry.
The digital team sits within the global marketing team but also works across all divisions and markets of BTA.
Visit Britain has embarked on a programme of change as part of our corporate priority to deliver digital transformation. Within this, the Digital team are leading the Digital Customer Experience Programme (DCXP).
This programme will deliver a new digital estate to improve the experience we deliver to customers via our digital channels, and meet expectations users today have when engaging with modern brands. DCXP will deliver new websites for the organisation, alongside an integrated technology platform including a new content management system (CMS) and digital asset management system (DAM). The programme will also design and introduce new ways of working and processes, and set us up to enable future innovation. DCXP comprises several interdependent and parallel tracks of work, with contractual and other deadlines to consider.
The digital team are also responsible for maintaining our existing digital estate and channels such as email and SEO, including working with various other teams domestically and internationally to ensure we maintain required standards, comply with legislation, ensure platforms are secure and enable us to continue to service our audiences and support our marketing and communications activities.