7 Nov 2011

VisitBritain receives £27m injection of funding

Message from Sandie Dawe MBE, Chief Executive, VisitBritain

Secretary of State announces additional funding for Britain image marketing campaign

I am delighted that the Secretary of State for Culture, Olympics, Media and Sport, Jeremy Hunt, has today announced that the Government is investing up to £40 million in promoting Britain overseas for business, study and tourism.

VisitBritain is to receive £27 million of this sum to mount an image campaign in selected priority markets. This will be in addition to the existing four-year, £100 million match-funded marketing campaign we are running to capitalise on the international attention Britain will receive during 2012. In total this amounts to the largest tourism marketing campaign in our history.

This initiative is part of the 'GREAT' campaign launched by the Prime Minister in September to show the world that Britain is a great place to visit, to live, to invest and to do business with. Working with UK Trade & Investment, the British Council and the FCO, we will be taking the 'GREAT' brand into some of the most dynamic, fastest-growing and economically important cities across the world to encourage a greater number of people to come and experience all that Britain has to offer.

Alongside the images broadcast as a result of the Diamond Jubilee and the London 2012 Games, an inspirational image campaign will now support the tactical advertising we are running with our industry partners. Our marketing will press home the message of welcome and invitation as well as stress how 'GREAT' our culture, heritage, sport and shopping are, for a holiday experience like no other.

Over the next four years, we aim to attract an extra 4.6 million visitors, spending an additional £2.3 billion across the country and supporting the creation of almost 60,000 new jobs.

This is great news for British tourism and I look forward to working with you to drive greater numbers of visitors to Britain and to secure growth for the future. Details of the campaign are still being discussed with Ministers and will be announced shortly.

Yours sincerely

Ms Sandie Dawe MBE
Chief Executive, VisitBritain

Original article: VisitBritain