With the forthcoming removal of most restrictions on International Travel, The Government and VisitBritain has announced a new £10m marketing campaign in Europe and the USA. The campaign will be based around events such as the Queen’s Platinum Jubilee, the Commonwealth Games in Birmingham and Unboxed: Creativity in the UK (formerly Festival UK 2022). It’s worth noting that this funding is part of the existing allocation to VB as the final CSR settlement has yet to be confirmed.
VisitBritain’s multi-million pound campaign will spotlight cities across the UK including London, Edinburgh and Cardiff which have been hit hard by the lack of international visitors.
It will encourage visitors to see another side of Britain promoting new and exciting experiences such as kayaking on London’s iconic River Thames, Edinburgh’s famous Fringe Festival and sampling some of the world’s finest gins at Cardiff Distillery.
VisitBritain CEO Sally Balcombe said:
“We know there is pent up demand for travel and our priority is to build back demand for Britain and visitor spending as quickly as possible, competing hard for international visitors who contribute billions to our economy.
As well as messages of welcome and reassurance, we’re shining the spotlight on our vibrant and diverse cities. Telling the stories of our renowned heritage with a modern twist, our buzzing contemporary culture and innovative food and drink scene, we are showing that Britain is packed full of fresh and exciting experiences to come and see today.
This year’s landmark events, set to be global tourism draws, also present exciting and timely opportunities to highlight once-in-a-lifetime experiences that visitors can only have here, and to promote our welcome and creativity to the world.”