Case Study: Visittbritain/Visit England

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Tourism in England In today’s competitive global tourism market every country needs to stand out to attract overseas visitors. ‘Visit Britain/Visit England’, is the national tourism agency, a non-departmental public body funded by the Department for Culture, Media & Sport. It 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. VisitBritain/VisitEngland are legally constituted as the British Tourist Authority (BTA) under the Development of Tourism Act 1969 The aims of the organization are to: • Build awareness of Britain’s attractiveness as a tourism destination among those who have not yet visited …show more content…

Since 2011, the organization have been running an ambitious four-year £100 million match funded marketing programme, and a multi-million pound GREAT image campaign, working with Government and a vast range of partners, including Department for International Trade, Foreign & Commonwealth Office (FCO), the British Council and the Department for Culture, Media & Sport (DCMS). Through the campaign, in 2015/16 they have generated: • Over £800 million in additional visitor spend by overseas visitors • £12.7 million in partner funding (cash and in kind) for our inbound activity. • Continuing to fly the banner for GREAT Britain Whether it’s rock concerts on rooftops, interactive soundwalls or worldwide ad campaigns, over the past four years the GREAT campaign has helped draw record-breaking numbers of people to Britain. The story of GREAT journey is one of a £100 million public/private tactical marketing campaign and a multi-million pound image campaign promoting Britain through the themes of culture, heritage, sport, music, countryside, food and

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