VisitBritain announces future tourism targets

VisitBritain hopes to attract 40m visitors a year to the country by 2020, delivering £21bn in additional spend.
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VisitBritain hopes to attract 40m visitors a year to the country by 2020, delivering £21bn in additional spend.

International tourism already delivers £18bn each year to the economy, twice the cost of staging the London 2012 Olympic Games.
 
The bureau is embarking on its largest marketing campaign ever and in an 18-month period it will have invested around £35m promoting Britain.
 
VisitBritain’s CEO Sandie Dawe said: “The Games have showcased a vibrant and welcoming Britain around the world. The national agency has well developed plans to turn the millions of people who have seen Britain on their screens into visitors who want to come and share in the experience.
 
“Our history and culture is a key attraction for international visitors. We are already in discussions on how we can ensure that the cultural and tourism industries work closely together to increase Britain’s appeal as an international destination.”
 
The bureau has released further funds to focus on the Chinese market, it plans to attract 500,000 Chinese visitors by 2015.
 
“We believe that delivering growth in China will involve four key areas,” said Dawe.
 
Those areas are:

  • Strengthening Britain’s image through the campaign
  • Ensuring a broader range of British product is sold through the travel trade
  • Improving the visitor visa process
  • Increasing flight connections from China to Britain.

“This is a market worth competing for, one we need to regard as a marathon rather than a sprint,” said Dawe.
 
Do you have a news story for CN? Email: vcarley@mashmedia.net

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