VisitBritain launches global campaign to boost inbound tourism

Britain’s tourism agency, VisitBritain, is today launching a new multi-million dollar global campaign to relaunch inbound tourism as Britain gears up for a year of action. Nadine Doris, Secretary of State for Digital, Culture, Media and Sport (DCMS), has launched Great Britain’s £10m international marketing campaign ‘Welcome to another side of Britain’.

British cities

The International VisitBritain campaign focuses on British cities hard hit by the absence of international visitors, and on a welcome message. VisitBritain is also focusing on major events that will attract global tourism this year, such as the Platinum Jubilee of King Elizabeth II, the 2022 Commonwealth Games in Birmingham, and ‘Unboxed’, a festival of creativity across Britain.

Sally Balcombe, CEO, VisitBritain, said: “We know there is a growing interest in travel and our priority is to get UK demand back and visitor spending back up as quickly as possible, working hard to accommodate international visitors who contribute billions to our economy.”

“In addition to the welcome message, we highlight our vibrant and diverse cities. By telling the stories behind our famous heritage and famous attractions with a modern twist, our vibrant modern culture and our innovative food and drink choices, we show that Britain is brimming with new and exciting experiences for you to enjoy now.”

“This year’s milestones, such as the Platinum Jubilee of Queen Elizabeth II, the Commonwealth Games and groundbreaking ‘Unboxed’ events, provide well-timed opportunities to showcase the once-in-a-lifetime experiences visitors can only experience here, and warmly welcome us and foster our creativity to the world.”

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The International VisitBritain campaign kicks off this week with a mix of short films and city-focused content through social media, digital advertising and print media. The content will also visit online for Stimulating ideas and connections to city activities, visitor landmarks and experiences that show “another side of Britain” with #lovegreatbritain. From afternoon tea on the rooftop in Liverpool to the Edinburgh Festival Fringe, from sailing in the hot tub on the Thames in London to tasting gins at a Cardiff distillery.

The campaign is being operated in key European markets of the United Kingdom, including France, Germany, Italy, the Netherlands and Spain, as well as in the United States. All other international markets support VisitBritain’s activities through its digital channels. VisitBritain is also working with partners such as British Airways in the US and TripAdvisor in Europe to expand the campaign and increase bookings.

VisitBritain invites tourism organisations, visitor attractions and destinations across the UK to participate in the campaign and suggests a selection of campaign and branding materials that can be downloaded from the VisitBritain website.

To boost tourism spending, the campaign targets visitors who, according to a consumer survey conducted by VisitBritain, have the greatest intention to travel internationally by 2022. More than half of travelers surveyed by VisitBritain in 13 markets who plan to travel internationally in the next 12 months have not booked or decided to After where to go. This provides a valuable opportunity to influence the choice of destination.

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The VisitBritain ‘Welcome to Another Side of Britain’ campaign, which will run until the end of March 2022, is part of the British government’s new GREAT campaign.

Sophie Baker

"Award-winning music trailblazer. Gamer. Lifelong alcohol enthusiast. Thinker. Passionate analyst."

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