BRITISH TOURIST AUTHORITY TRADING AS VISITBRITAIN ...
BRITISH TOURIST AUTHORITY TRADING AS VISITBRITAIN ...
BRITISH TOURIST AUTHORITY TRADING AS VISITBRITAIN ...
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VisitBritain and VisitEngland<br />
Annual report and financial statements for the year ended 31 st March 2010<br />
OUTCOMES AGAINST DCMS FUNDING AGREEMENT TARGETS 2008/09<br />
TARGETS: GROWING THE VISITOR ECONOMY<br />
Incremental Spend: Britain International at least £995 m<br />
Incremental Spend: England<br />
International and Domestic £200m<br />
Press and PR Activity<br />
Generate advertising equivalent value of:<br />
Britain £819m and<br />
England £20m<br />
Visits to VisitBritain’s family of websites<br />
19m visits<br />
Increase the Number of Accommodation Providers in<br />
Quality assessment scheme<br />
to 65% of qualifying businesses<br />
RESULTS<br />
Incremental Spend: Britain £1,109m<br />
Incremental Spend: England £ 257m<br />
Advertising equivalent value achieved:<br />
Britain £5.1bn<br />
England £ 20m<br />
VisitBritain received 26.5m visits to its family of websites<br />
54% of accommodation providers in England are members<br />
of accommodation quality assessment schemes.<br />
62% of non-serviced accommodation (Self Catering<br />
and Parks)<br />
50% of serviced accommodation (Hotels and Bed &<br />
Breakfasts)<br />
VisitEngland is addressing several issues in order to meet<br />
its future targets to grow its quality assessment schemes<br />
including recognising local and company specific<br />
assessment schemes which meet minimum standards.<br />
Advertising equivalent value achieved of £5.1bn is significantly in excess of the £819m target because our traditional<br />
methodology is susceptible to changes in key drivers. The most significant of these is broadcast activity. Our methodology<br />
values broadcast at advertising equivalent rate for the whole broadcast with the result that lengthy or syndicated<br />
programming attracts a very high advertising equivalent value. The value is also susceptible to changes in advertising cost<br />
through the economic cycle. From 2009/10 we are adopting a new methodology which will adjust the value of broadcast<br />
based on audited rates and aligning more closely with maximum ad times. In addition we will also set targets relating<br />
to opportunities to see (audience reach) and relevance which are not affected by cost of advertising. Our targets for<br />
2009/10 are 2bn & 4/5 respectively.<br />
Sandie Dawe, MBE<br />
Chief Executive<br />
VisitBritain<br />
7 th July 2010<br />
21
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