£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.
- 1 Apple has installed security backdoors on 600m iPhones and iPads, claims security researcher
- 2 UK pirates will get four warning letters a year
- 4 Is Gideon Levy the most hated man in Israel or just the most heroic?
- 5 Israel-Gaza conflict: Deadly flechette shells 'used by Israeli military in Gaza Strip’
Hacking Trial: Rebekah Brooks, Raisa and a new twist in the saga of a horse fit for a Prime Minister
Israel-Gaza conflict: Palestinian death toll now exceeds 500 – but Israel fights on
Income tax league: Revealed - the UK towns where people pay the most and least tax
Israel-Gaza conflict: Deadly flechette shells 'used by Israeli military in Gaza Strip’
Malaysia Airlines MH17 crash: Blogger captures footage ‘showing BUK missile launcher that shot down jet’ now back in Russia
Malaysia Airlines flight MH17 crash: 'Nine Britons, 23 Americans and 80 children' feared dead after Boeing passenger jet is 'shot down' near Ukraine-Russia border
Malaysia Airlines MH17 crash: Vladimir Putin is given 'one last chance' to end hostilities in Ukraine
The 'scroungers’ fight back: The welfare claimants battling to alter stereotypes
The truth about conspiracy theories is that some require considering
Malaysia Airlines MH17 crash: Ukrainian military jet was flying close to passenger plane before it was shot down, says Russian officer
Malaysia Airlines MH17 crash: victims’ bodies bundled in black bags and loaded onto trains
Competitive: The Green Recruitment Company: Job Title: Scheme Manager (BREEAM)...
Flexible, depending on experience: The Green Recruitment Company: Job Title: T...
£850 - £950 per day: Orgtel: Programme Director - Conduct Risk - Banking - £85...
£100 - £110 per day: Orgtel: Project Coordinator/Order Entry Hampshire