VisitBritain runs ‘Audacious Kingdom’ campaign in France ahead of Paris 2024

As the spotlight shifts to France for the Paris 2024 Olympic and Paralympic Games, VisitBritain has been leveraging this global event to promote the UK as a premier travel destination. The ‘Audacious Kingdom’ campaign, part of the GREAT Britain marketing initiative, aims to captivate French visitors to ‘See Things Differently’ by showcasing Britain’s diverse, thrilling attractions and a warm, inviting spirit.

The campaign introduced ‘Alfie,’ a computer-generated English concierge who reveals top spots for an unforgettable holiday in Britain. Alfie’s insider tips highlight exhilarating outdoor adventures, cutting-edge culinary spots, and vibrant cultural experiences, presenting Britain as a contemporary and exciting destination.

‘France is a very important inbound visitor market for the UK. Our latest campaign harnesses the excitement of the Summer Olympic and Paralympic Games in Paris to show French visitors that Britian is filled with sporty, outdoor adventures to come and enjoy now, alongside highlighting our culinary and cultural offer,’ said VisitBritain Country Manager, France & Benelux, Severine Tharreau. ‘From surfing our wild coastlines to exploring our bustling cities packed with foodie experiences, we’re showing French visitors there are audacious experiences to discover in Britain as well as promoting our warm British welcome.’

Running until July 11, the multi-media campaign used various channels, including social media, digital TV, and electronic billboards at Gare du Nord in Paris, where Alfie appears as a 3D figure offering holiday tips. The campaign drives traffic to a dedicated French website featuring ideas, activities, attractions, and experiences under the hashtag #lovegreatbritain, encouraging visitors to discover more, travel further, and stay longer. VisitBritain collaborates with TripAdvisor in France to convert interest into immediate bookings.

VisitBritain also recently hosted six French influencers on a four-day trip across Britain, highlighting sporty and outdoor experiences. Olympic medallist Desiree Henry welcomed the group to London’s Olympic Park before they embarked on adventures like mountain biking in Northumberland, archery by Loch Lomond in Scotland, and coasteering in North Wales. The influencers documented their experiences on social media to inspire more French visitors to explore Britain.

In another promotional effort, VisitBritain partnered with Marketing Liverpool to showcase Britain’s food, drink, and cultural offerings at the International Bordeaux Wine Festival from June 27 to 30, where Liverpool was the official guest city. The events featured musical performances by Liverpool artists, culinary demonstrations by top British chefs, and a reception with French travel trade and media aboard one of the festival’s famous tall ships.

VisitBritain’s latest forecast projects that the UK will welcome 3.6 million visits from France in 2024, with those visitors expected to spend GBP1.9bn.

VisitBritain partners with The National Lottery to boost domestic tourism

VisitBritain has announced a partnership with the National Lottery to launch a new campaign aimed at promoting domestic tourism in the UK.

The move comes as Britons are increasingly looking at staycations as a cost-effective option for the summer. The campaign supports the UK’s domestic tourism industry by stimulating demand for domestic day trips to visitor attractions and experiences including heritage sites, gardens, zoos and aquariums, theme parks, farm parks, tours and excursions.

The campaign offers £25 vouchers to National Lottery players, which can be redeemed for entry tickets to hundreds of participating tourist attractions and experiences across the country.

VisitBritain CEO Patricia Yates said: ‘VisitBritain is delighted to once again be supporting the National Lottery Days Out campaign. With the summer holidays fast approaching, this timely promotion will support more of us to get out and explore the wonderful visitor attractions and experiences here on our doorstep, enjoy a great day out with family and friends and boost local economies up and down the country.’

Adam Chataway, Head of Partnerships at The National Lottery, said: ‘The National Lottery is thrilled to join forces with VisitBritain once again to offer our players the opportunity to see some amazing attractions across the UK this summer, either free or at a hugely discounted price. A huge number of major attractions and historical locations have been funded by The National Lottery over the years and the £25 vouchers are a great way to say a huge ‘thank you’ to our players for supporting culture and heritage across the UK.’

Running from July 3 to September 30, the promotion aims to encourage Britons to explore and enjoy the various attractions available in the UK during the summer months. Players can claim the free vouchers by entering their National Lottery game reference number at the VisitBritain Shop website.

UK travel businesses registered ‘We’re Good To Go’ to get global ‘Safe Travels’ stamp

VisitBritain has said that tourism businesses in the UK registered to the ‘We’re Good To Go’ industry standard scheme will automatically receive the international ‘Safe Travels’ stamp from the World Travel & Tourism Council (WTTC).

Launched last year by VisitEngland in partnership with the tourism boards of Northern Ireland, Scotland and Wales, The ‘We’re Good To Go’ scheme has been recognised by the WTTC as meeting its international global standardised health and hygiene protocols and for its role in supporting the recovery of the UK tourism sector.

Starting today, Friday 26 February, ‘We’re Good To Go’ registered businesses in the UK can log into their online account to download the Safe Travels stamp. The WTTC stamp enables travellers to recognise destinations around the world which have adopted global standardised protocols – so they can experience ‘Safe Travels.’ The protocols for the WTTC’s global Safe Travels stamp were designed with the World Health Organisation and the Centers for Disease Control and Prevention guidelines’ and developed alongside leading industry associations and international organisations.

VisitBritain CEO Sally Balcombe said: ‘We are delighted that businesses certified to We’re Good To Go can also automatically register for the WTTC’s global Safe Travels stamp, recognising the standard of protocols and processes we have in place in the UK. This is also testament to the hard work and commitment of tens of thousands of businesses right across the country who have adapted and innovated to safely meet new ways of working and are already ‘good to go’.

‘This international stamp sitting alongside our We’re Good To Go mark also serves to reinforce that ‘ring of confidence’ for visitors that UK tourism businesses, attractions and destinations have clear processes in place to welcome them back safely as travel restrictions are lifted.

WTTC President & CEO Gloria Guevara said: ‘We are pleased to see VisitBritain, the tourism agency for one of the world’s most popular destinations, implementing enhanced health and safety measures that are in line with our global protocols, to ensure safe travel, and we are delighted to recognise its efforts through the WTTC Safe Travels stamp.’

More than 44,000 businesses across the UK are registered on to the ‘We’re Good To Go’ industry standard confirming their adherence to the latest Government and public health guidance, have carried out a COVID-19 risk assessment and have the required processes in place to aid social distancing and cleanliness, reassuring customers, staff and local residents.

VisitBritain announces Group Day Travelcards for group travel in London

Visitors travelling on London’s transport network can now use the new Group Day Travelcards, from Transport for London (TfL), available for purchase online, VisitBritain has announced.

Available for groups of 10 or more people, Group Day Travelcards allow visitors and tourists to use a variety of different modes of transport when travelling in London, and are available online for the first time.

Group Day Travelcards are valid on Tube, DLR, London Overground, TfL Rail and most National Rail services within London fare zones 1 to 6. They can also be used on all London Bus services and on trams.

VisitBritain Commercial Director Carol Dray said: ‘Navigating a new city can be stressful, especially when you’re travelling in a large group, so we’re thrilled to be making this process easier by giving visitors the option to purchase their Group Day Travelcards online and begin exploring London’s fantastic sights from the moment they arrive.

‘The Group Day Travelcard is a ‘must have’ pass for any large group traveling on London’s extensive transport network, which not only offers easy access to many of the city’s attractions but also puts the rest of Britain within easy reach.’

Transport for London Director of Marketing Chris MacLeod said: ‘London is a fantastic place to visit any time of the year. Our partnership with VisitBritain will ensure customers travelling to London can now buy Group Day Travelcards online in advance, allowing them to start exploring all that the Capital has to offer more quickly.’

Group Day Travelcards can be used after 9.30am weekdays as well as anytime at weekends and national holidays at the cheaper price of £8 per adult and £4 per child. This compares with £12.10 and £6 for individual adults and children with a standard Day Travelcard. Groups must travel together when using the Group Day Travelcard.

Available for buying online from the TfL Visitor Shop, which VisitBritain operates on behalf of TfL, visitors travelling in groups can get their cards before their trip and can use them as soon as they arrive in London. Group Day Travelcards are also available to buy from ticket machines at Tube stations across London. Travel trade partners can also purchase these discounted tickets directly on the website, VisitBritain said in its release.

VisitBritain prepares for ExploreGB – the world’s largest B2B tourism event

VisitBritain is preparing for its new annual flagship international event, ExploreGB, which will debut at Ascot Racecourse from February 25-26, 2015.

ExploreGB aims to present and promote Britain and the island of Ireland to the largest possible audience of international buyers. British and Irish tourism suppliers and destinations attending the event will have the opportunity to meet and do business with up to 250 select international travel buyers from over 37 countries, including Germany, Brazil, China and the US.

VisitBritain’s acting CEO, Keith Beecham, said: ‘Our goal is to make ExploreGB the world’s largest and most influential B2B tourism event promoting Britain and the island of Ireland. Tourism Ireland will be an important strategic partner for this task, adding value in multiple ways.

Working together will allow us to maximise opportunities and having Irish suppliers in attendance further strengthens the quality of our international buyers, providing a wider offering.’

Niall Gibbons, CEO for Tourism Ireland, a partner for ExploreGB, added: ‘We are delighted to be part of the inaugural ExploreGB in 2015, which will provide another important platform for Tourism Ireland and our Irish industry partners to showcase and sell Ireland to key international travel buyers. We already work closely with VisitBritain, particularly in long-haul markets like China and India, to target people travelling to Britain and encourage them to visit the island of Ireland as part of their trip, and vice versa.’

In its first year, ExploreGB will be held in London – and subsequently will alternate annually between London and other regions within Britain. The event will be followed by extensive familiarisation trips around Britain for international delegates.

More than 150 British tourism suppliers have already registered for ExploreGB 2015, including hotel groups, transport companies, visitor attractions and retail outlets. Prices start from £795 for the two-day workshop.

VisitBritain is UK’s national tourism agency, responsible for marketing Britain worldwide and developing Britain’s visitor economy. VisitBritain’s ExploreGB partners include the tourism trade association UKinbound, as well as regional tourist boards VisitEngland, VisitWales, VisitScotland, London & Partners as well as Tourism Ireland.

 

VisitBritain announces success of GREAT campaign

VisitBritain, the UK body tasked with developing tourism in the nation, has announced that its GREAT international promotional campaign is bearing fruit in increased tourism spend.

The GREAT tourism campaign cost £25 million and is focussed on garnering interest from travellers in 14 major cities in nine countries around the globe. Predictions for its success estimate an additional inbound tourism spend of £200 million over the next two years.

A survey in the target cities that was carried out to gauge the effectiveness of the campaign has revealed that an impressive 72 percent of those questioned had recalled seeing the promotion, and 23 percent of respondents that were aware of the promotion said that they intended visiting the UK within the next year, compared to 11 percent of those that had not been made aware of the campaign. Estimating the GREAT campaign’s success in hard figures reveals that it potentially lured 422,000 extra visitors from the target cities.

Respondents also confirmed that the promotion had encouraged them to visit destinations in the UK other than the nation’s main tourist centre, London.

VisitBritain is predicting that the 31 million visitors that descended on the UK in 2012, spending £18.6 billion, will increase to 40 million a year by 2020, with the spend increased to £31.5 billion.

Maria Miller, the UK’s culture secretary, said, ‘The GREAT campaign has been fantastic, encouraging overseas visitors to come and experience the very best of Britain. We need to keep up the momentum, and continue to increase both the number of visitor numbers and the amount of money they spend here. The tourism industry has a key role to play in delivering economic growth and the GREAT campaign remains at the heart of the sector’s strategy.’

 

VisitBritain promotes UK in India

VisitBritain, the British tourist authority responsible for promoting tourism to the UK, is currently undertaking its annual trade event, VisitBritain India Mission 2013, in New Delhi and Mumbai, India.

The mission is intended to help UK-based travel companies and organisations that are involved in UK tour packages, attractions and the promotion of specific destinations to make new contacts with over 200 agents from all over India. India is a specific target for VisitBritain, due partly to the massive potential for inbound travel from Indian nationals that are keen to visit their friends and relatives in the UK. According to recent figures, 2012 was a record year for such visits, as well as a more general tourist in-flow from India.

355,000 Indian residents visited Britain in 2012 and spent a total of GBP318 million, doubling the number that visited in 2000, and that figure is expected to grow again this year. VisitBritain is targeting an additional 150,000 Indian visitors by 2020, representing a 40 percent increase and taking the annual total to over half a million.

VisitBritain’s overseas network director, Keith Beecham, commented, ‘The popularity of visits to loved ones and family members played a huge part in tailoring the content for our 2013 India mission. We will help foster relations with key trades who can help us achieve our ambitious targets for visitors from the region. We’re putting family friendly British businesses in front of decision makers, generating growth from a high spending region. Our research also suggests that potential visitors want to see more than just London and the Indian Trade mission will look to educate the industry, making sure they know all there is to know about Britain.’

 

VisitBritain Partners with British Airways for The Big British Invite

VisitBritain, the official tourism website for Great Britain, is partnering with British Airways, a UK-based airline company, as part of its marketing strategy following the 2012 London Olympics.

The agency has budgeted for a marketing expenditure of GBP13.5 million by partnering with airlines, hotel companies and tour operators, to offer bargains for overseas travellers.

In its new phase, the campaign will be offering advertising aimed at travellers in the US, India, China, Japan and the Middle East. The agency will be investing GBP5m in its partnership with British Airways to persuade travellers to visit Britain for Christmas shopping and to avail of the January sales, with a special offer from British Airways. The campaign is running from now until March 2013.

The agency has also announced a shopping campaign with Virgin Australia, with a combination of digital, radio, print and trade advertising.

The ‘The Big British Invite’ campaign features British people inviting tourists to visit Britain for its scenery and experiences. The ambassadors for the campaign include Alan Kingshott, chief yeoman warder of the Tower of London, and Ed Burstell, managing director of Liberty’s.

Christopher Rodrigues, the chairman of VisitBritain, said, ‘This summer has shown what the country can do when we are united in a common cause. This country showed passion, professionalism, drive and energy to stage the best ever Olympic and Paralympic Games. The test now is whether we can maintain this to create wealth and jobs through a major tourism drive.

This consultation with the industry, the public agencies and multiple Government departments that care about tourism and impact on its success has been designed to identify shared priorities and potential partnerships. International tourism is a growth industry but the global marketplace is getting tougher as other countries have recognised the potential of the sector. Britain can succeed if we focus – aligning priorities, investment and activity.

Tourism is the industry that can deliver the economic legacy of the 2012 Games. It is an industry that can deliver jobs quickly – right across Britain and at all skills levels – and much needed economic growth. Every GBP40,000 spent by overseas visitors to Britain can create a new job. International tourism is our third-largest earner of foreign exchange and contributed GBP3.1 billion to the nation’s coffers directly in taxation in 2011.’

 

VisitBritain to Entice International Visitors to UK

After completing a successful 2012 Olympic campaign, VisitBritain, the official tourism website for Great Britain, is strengthening its growth strategy for promoting the UK as a tourist destination.

The agency is hopeful of attracting around 40 million visitors by 2020, a 3 percent increase year on year, which is expected to generate GBP8.7 billion in additional foreign exchange to the country, and create around 200,000 more jobs. The agency is currently in a consultation with various other agencies, and public organisations to decide how to make the country more tourist friendly.

Christopher Rodrigues, the chairman of VisitBritain, said, ‘This summer has shown what the country can do when we are united in a common cause. This country showed passion, professionalism, drive and energy to stage the best ever Olympic and Paralympic Games. The test now is whether we can maintain this to create wealth and jobs through a major tourism drive.

This consultation with the industry, the public agencies and multiple Government departments that care about tourism and impact on its success has been designed to identify shared priorities and potential partnerships. International tourism is a growth industry but the global marketplace is getting tougher as other countries have recognised the potential of the sector. Britain can succeed if we focus – aligning priorities, investment and activity.

Tourism is the industry that can deliver the economic legacy of the 2012 Games. It is an industry that can deliver jobs quickly – right across Britain and at all skills levels – and much needed economic growth. Every GBP40,000 spent by overseas visitors to Britain can create a new job. International tourism is our third-largest earner of foreign exchange and contributed GBP3.1 billion to the nation’s coffers directly in taxation in 2011.’

Currently the UK welcomes 31 million global visitors every year from across the world, earning around GBP115 billion a year from tourism. Tourism is a major part of the UK economy, responsible for supporting around 2.6 million jobs.

 

VisitBritain pull multi-million campaign after ‘Brecon Beacon’ typo

The national tourism agency VisitBritain may be advised to double-check the spelling of promoted destinations, the next time they roll out a multi-million pound advertising campaign.

An eagle-eyed commuter in New York spotted the misspelling of Wales’ ‘Brecon Beacons’, instead the beauty spot had been spelt: ‘Breacon Beacons’.

The embarrassing glitch occurred on the latest campaign advertising ‘Great’ Britain – which aims to remind tourists around the world what is great about Britain, including this years major events: the Olympics and the Diamond Jubilee.

A member of the public uploaded the mistake onto the Internet, after it was spotted on a New York subway.

Mark Di-Toro from VisitBritain said: “This stems from an earlier version of the Brecon Beacons creative.

“The mistake was picked up before the launch of the campaign in London and was subsequently amended”.

However some of the images, which weren’t amended, were used by their advertising agency in America.

He added: “It’s a regrettable mistake which will not be repeated, but we have so much more to come from our £125 million advertising programme, which will act to inspire the world to visit Britain”.

VisitBritain’s marketing campaign will cost around £125 million in total, and will run over the next four years. £25 million has been spent on the current ‘Great’ poster campaign globally.

The adverts have been created to increase the current figure of tourists who visit Britain each year, bringing in an extra 4.2 million people.

Elizabeth Daniels, the managing director of Brecon Beacons Holiday Cottages revealed her delight after finding out VisitBritain had chosen to market the area.

However she said: “It is an enormous shame that potential travellers from New York will be googling Breacon by mistake”.

Although advertisers have been let off gently this time, as search engines correct the misspelling of ‘Breacon Beacons’.

Article by Charlotte Greenhalgh