VisitBritain Unveils £6.5 Million Value-led Campaign

VisitBritain has unveiled a three-year strategy to boost the UK’s inbound market as well as develop cohesion between the government and the regional bodies. The new position will begin with a £6.5 million campaign to promote the UK’s value for money, as well as its free access to national museums and galleries.

The weakened pound could lead to Britons taking five million more holidays in their own country this year, VisitBritain executive chairman Christopher Rodriguez told a gathering of top officials today. It would also result in an increase in the number of overseas visitors to the UK, he added VisitBritain.

The British Tourism Framework Review, commissioned by the Department of Culture, Media and Sport in 2007, found that VisitBritain must strive harder to coordinate British tourism policy.

The review says VisitBritain should act as a cooperative overseas agency supporting the five brands of Britain, England, London, Scotland and Wales as equal partners.