BRITISH TOURIST AUTHORITY TRADING AS VISITBRITAIN ...

VisitBritain and VisitEngland
Annual report and financial statements for the year ended 31 st March 2010
12. OUTCOMES AGAINST DCMS FUNDING AGREEMENT TARGETS 2009/10
TARGETS: GROWING THE VISITOR ECONOMY
Incremental Spend and Return on Investment: Britain
International at least £995 m
Incremental Spend and Return on Investment:
England
International and Domestic £200m
Press and PR Activity
Generate advertising equivalent value of:
Britain £830m and
England £20m
Visits to VisitBritain’s family of websites
25m visits
Increase the Number of Accommodation Providers in
Quality assessment scheme
to 65% of qualifying businesses
RESULTS
Data for incremental spend and return on investment is not
available when the Annual Report and Accounts is
published. VisitBritain has agreed with DCMS that it can
report these results separately in the autumn.
Advertising Press / PR activity results will also be reported
in the autumn.
VisitBritain received 26.7m visits to its family of websites
62% of accommodation providers in England are members
of accommodation quality assessment schemes.
79% of non-serviced accommodation (Self Catering
and Parks)
47% of serviced accommodation (Hotels and Bed &
Breakfasts)
VisitEngland is addressing several issues in order to meet
its future targets to grow its quality assessment schemes
including recognising local and company specific
assessment schemes which meet minimum standards.
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