BRITISH TOURIST AUTHORITY TRADING AS VISITBRITAIN ...

VisitBritain and VisitEngland
Annual report and financial statements for the year ended 31 st March 2010
2. VISITBRITAIN
VisitBritain’s vision is to inspire the world to explore Britain and its mission is to build the value of tourism to Britain, working in
partnership with the industry, nations and regions. According to forecasts from a Deloitte report, spending by overseas visitors to
Britain has the potential to increase from £16.5 billion today to £31 billion by 2020. This represents annual growth of 6.5%. In order to
increase overseas visitor spend to all parts of Britain, and improve Britain’s ranking on the destination wish-list for international
travellers, VisitBritain has adopted a four point strategy:
1. Inspiring travellers from overseas to visit and explore Britain.
2. Delivering a global network to support tourism promotion in mature and developing markets.
3. Championing tourism and engaging industry and Government in support of its growth.
4. Maximising the tourism legacy benefits of the 2012 Olympic Games and Paralympic Games.
Where VisitBritain makes a difference
According to ‘The contribution of VisitBritain’ published by Deloitte in March 2010, VisitBritain makes a difference to the UK visitor
economy in three key ways:
1. By injecting over £1.1 billion of revenue into the economy every year through the additional visitor spend directly and
indirectly generated through international marketing and our commercial activities.
2. The export platforms and business services provided by VisitBritain achieve economies of scale for the sector of around
£159 million, significantly reducing costs for many of our partners, public and private.
3. By helping to enhance Britain’s overall image as a country in which to work, invest and do business, thus contributing to
the wider economy.
This translates into supporting 28,000 jobs across Britain.
3. VISITENGLAND
In the past year VisitEngland has moved quickly to initiate a number of important projects to establish the remit for VisitEngland.
Most important of these has been the development of a new Strategic Framework and associated Action Plan for English Tourism
and defining the responsibilities of public agencies and private enterprise in their delivery.
Launched in March 2010 and championed by VisitEngland, working with stakeholders through Partners for England, the
Framework’s aim is to radically shift perceptions – and performance – of the English tourism sector in order to secure a year-on-year
growth rate of 5% over a ten year period.
The Framework’s vision is to maximise tourism’s contribution to the economy, employment and quality of life in England. This is
supported by four parallel but interdependent objectives, all of which impact on VisitEngland’s own business priorities:
Increase England’s share of global visitor markets
Offer visitors compelling destinations of distinction
Champion a successful, thriving tourism industry
Facilitate greater connectivity between the visitor and the experience
The approach of VisitEngland will be to inspire, engage and connect.
inspire, through marketing activities
engage through strategic communications, policy and stakeholder engagement programmes
connect through quality and business development activities
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