'Welcome to Another Side of Britain' campaign launched to drive inbound tourism

Our £10 million ‘Welcome to Another Side of Britain’ campaign extends messages of welcome and reassurance and demonstrates a diverse, dynamic Britain ready for visitors in 2022.

We have launched a multi-million pound international marketing campaign to help the hard hit visitor economy build back stronger as we enter a year of landmark events. 

‘Welcome to Another Side of Britain’ increases consideration and urgency to visit Britain by emphasising its modern, vibrant offerings. The campaign places a spotlight on cities which have been hit hard by these decreases in spend, and uses major upcoming events such as HM The Queen’s Platinum Jubilee, the Birmingham 2022 Commonwealth Games and ‘Unboxed’ as springboards to build excitement around Britain as a destination.

The campaign focuses on city activities, city visitor attractions and experiences highlighting ‘another side of Britain’ - from a rooftop afternoon tea in Liverpool to the Edinburgh Festival Fringe, from sailing in a hot tub down the Thames in London to gin tasting at Cardiff Distillery. The campaign has launched with a mix of short films and branded city-focused content across social media channels, digital display advertising and print media.This content will use #lovegreatbritain to drive traffic towards visitbritain.com where details about these experiences are available.

Paid elements of the campaign are running across the UK’s major European short-haul markets including France, Germany, Italy, the Netherlands and Spain, as well as the United States. We are using our global channels to amplify the campaign message and target visitors that our consumer research shows have the greatest commitment and intent to travel internationally in 2022. We are also working to extend our reach and drive bookings through partnerships with British Airways in the USA, and TripAdvisor across all European markets.

The campaign was formally launched by The Rt Hon Nadine Dorries MP, Secretary of State for Digital, Culture, Media and Sport (DCMS) at a VisitBritain reception on 9 February in Dubai, UAE. The event was hosted by BTA chair Dame Judith Macgregor and including top travel trade and tourism industry representatives from the GCC and India, was in support of the wider programme for UK National Day at Expo Dubai. See the press release for more information.

Get involved in the ‘Welcome to Another Side of Britain’ campaign by downloading our toolkit

Tourism businesses, visitor attractions and destinations are invited to join the campaign by downloading and using our assets. Read more about this opportunity on our dedicated page and download the industry toolkit to get involved.