VisitBritain/VisitEngland Background Developing England’s tourism product. Promoting Britain worldwide. Boosting visitor spend. Tourism is currently worth £127 billion to Britain’s economy and as Britain’s seventh largest export industry, inbound tourism’s economic contribution is currently valued at £26.2 billion. As the national tourism agency – a non-departmental public body funded by the Department for Digital, Culture, Media & Sport (link is external)
(DCMS), VisitBritain/VisitEngland* 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.
Working with a wide range of partners in both the UK and overseas, our mission is to grow the volume and value of inbound tourism across the nations and regions of Britain and to develop world-class English tourism product to support our growth aspirations.
Developing world-class English tourism product
Our VisitEngland activity is focused on the development and delivery of the Discover England fund, announced by the Government in November 2015, which aims to drive inbound visits and spend and support the domestic market through the delivery of world-class, stand-out, bookable tourism products.Collaborating globally
We implement differentiated marketing strategies to maximise return in all of them. These strategies are based on our customer insight, our knowledge of the barriers to inbound tourism growth and our solutions for addressing them.
In 2016/17 our core Grant-in-Aid from the DCMS (link is external) is £19.6 million for VisitBritain and £6.9m for VisitEngland.
We have been allocated £40m for the Discover England over 3 years (2016/17-2018/19) and as a trusted partner in the GREAT campaign, £22.8m GREAT funding for 2016/2017.
* VisitBritain/VisitEngland are legally constituted as the British Tourist Authority (BTA) under the Development of Tourism Act 1969.
GREAT Britain Campaign
Since 2011, VisitBritain has 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 UK Trade & Investment (UKTI), Foreign & Commonwealth Office (FCO), the British Council and the Department for Culture, Media & Sport (DCMS). For further information on the Campaign click here.
Our image and tactical campaigns work hand in glove - our image campaign drives the aspiration to travel and our tactical campaign converts that aspiration into bookings. For further information on the GREAT Campaign click here.
For the GREAT Brand Assets please visit brand.great.gov.uk
Who can use the site?
VisitBritain is now available as collections and each collection is permissions based making them visible to users who have the permissions to view them. Unrestricted assets are visible prior to login but unusable until logged in. Users will land on the Collections that are relevant to the permissions granted upon login © symbol indicates who owns the images and videos (assets).