The Government has also confirmed its commitment to continuing the GREAT campaign to build brand Britain, with a budget of £60 million. We are currently putting in our bid for 2021/22 and are hopeful that we will secure a similar pot to this year for tourism promotion.
This has been a tough spending round across Government and we are pleased that we have secured a small additional uplift. Tourism continues to be recognised by Government with the publication of the Global Travel Taskforce report which includes recommendations for a five-year international tourism recovery plan and a flagship overseas marketing campaign.
Our focus is to drive immediate tourism recovery by building back visitor spend as quickly as possible and supporting you, the industry.
As ever, VisitBritain and VisitEngland have distinct priorities:
- For VisitBritain, to stimulate demand to drive the quickest return of international visitor spend
- For VisitEngland, to support the recovery of the English tourism sector, ensuring it is ready to welcome back visitors
We also have shared priorities:
- To be the authority on tourism: delivering our statutory role to provide expert advice and insights to industry and Government
Now we have clarity on our funding, we need to work through the detail of how we deliver these priorities and focus on those areas where we can add the most the value.
We are keen to ensure we are meeting the needs of the tourism industry. We would welcome your views on how we can best work together to build British tourism. Please email industry.relations@visitbritain.org with your feedback by Monday 7 December 2020.
In the meantime, our commitment is to work with you to ensure that tourism rebounds to once again become one of the most successful sectors of the UK economy. We look forward to working with you over the coming months.
