£27 million boost for UK tourism
Monday 07 November 2011
UK tourism was boosted today when the Government announced an extra £27 million grant for the VisitBritain organisation.
The money for the national tourism agency will help promote Britain in key overseas markets in a concerted effort to drive greater numbers of visitors over the next four years.
VisitBritain chief executive Sandie Dawe said: "This additional funding means we will be able to run the largest tourism marketing campaign in our history.
"New Yorkers will see our ads in their papers and on the subway as they travel to work, meaning 72% of our target audience there will have a myriad of opportunities to see our campaign. In India and Paris we will also be on cinema screens, while in China we will reach over 15 million potential visitors through a combination of magazines, subway and station ads, as well as using various online platforms."
She went on: "Our targets are ambitious, but inbound tourism is already Britain's third-largest earner of foreign exchange and we know more can be done.
"Our research indicates tourism has the potential to be one of the five fastest growing sectors of the UK in the years ahead, creating new jobs and helping sustain economic growth. Today's significant announcement will go a long way to helping us achieve that aim."
The grant was announced by Culture Secretary Jeremy Hunt as the four-day travel trade exhibition, World Travel Market, opened in London.
Mr Hunt also launched a new campaign, by VisitEngland, to encourage Britons to holiday at home.
"Our ambition is to get the same proportion of people holidaying in the UK as go abroad for their vacation," he said.
The campaign is also expected to bring in £489 million in extra spending by tourists, and 5.3 million more nights away on short breaks.
The scheme will offer a discount of 20.12% off hotel rooms and is backed by a TV advert supported by £4 million from the Government's Olympic budget.
Liam Neeson's Downton dreams
Thriller is set in the secret world of British espionage
Bomber jacket worn by Mary Berry sells out within an hour
Much-loved cartoon character returns - without Sir David Jason
Actress to appear in second series of the hugely popular crime drama
- 2 Scottish independence: What you shouldn't tweet about if you want to avoid jail today
- 3 Scottish independence: Five reasons Salmond is secretly hoping for a 'No' vote
- 4 Isis plan to 'behead random member of the public' in Sydney thwarted by Australian police
- 5 Scottish independence: Andy Murray backs Yes campaign in eleventh hour decision
Thailand beach murders: Thai PM suggests 'attractive' female tourists cannot expect to be safe wearing bikinis
Scottish independence referendum live: Latest news as Scotland votes Yes or No
Scottish independence: Final opinion polls show undecided voters could swing result either way
Scottish independence: Almost half of No voters have felt 'personally threatened' by the Yes campaign
Isis plan to 'behead random member of the public' in Sydney thwarted by Australian police
Daniele Watts: Django Unchained actress detained by Los Angeles police after being mistaken for a prostitute
The political class is doing what Hitler couldn’t – destroying Britain
Scottish independence referendum: A nation divided against itself
Scottish independence: Nationalist leader Jim Sillars threatens pro-union companies with 'day of reckoning' after independence
Scottish independence: David Cameron is becoming the 'George Bush of Britain'
Russia freezes Ukraine into submission: Kiev admits country doesn't have enough fuel for winter
Unpaid Voluntary Position : Reach Volunteering: Promising volunteer Trustee op...
£30000 - £35000 Per Annum: Clearwater People Solutions Ltd: Our client is curr...
£110 - £130 per hour: Randstad Education Reading: Psychology Teacher needed fo...
£85 - £120 per day: Randstad Education Cheshire: Randstad Education are curren...