Improve our image • GREAT Britain c

Improve our image
• GREAT Britain can act as a long-term image builder for Britain
• VisitBritain will continue to attract private sector partners to deliver the four year, £100 million marketing campaign
• Play to Britain’s strengths – heritage, traditional and contemporary culture – and address perceived weaknesses − natural beauty, food, value, welcome – in advertising and PR work
• Use digital marketing to create ‘ambassadors for Britain’ and augment tactical and image advertising
Work with the travel trade in key markets
• Get Britain on the shelf − in brochures and sold by the travel trade
• Package and promote more areas of the UK to the trade and hence to
overseas visitors
• VisitBritain to deliver a product and distribution strategy which will allow Britain to work with the travel trade both in the UK and overseas to exploit fully GREAT and the tactical advertising campaigns
• Support the promotion of business visits and events in the UK
The travel trade is key to increasing visits from a number of markets. For example, up to 75% of travel bookings in China are still made via the trade.
Improve the range of product on offer
• The UK travel trade and tourist boards will work together to improve further Britain’s product offer to meet the needs of overseas consumers
• A focused strategy to ensure more destinations produce easily packaged, commissionable product which is competitive in international markets
Make it easier to get here
• Encourage development of more air routes between UK regional airports and destinations in key markets to improve connectivity
• Continue to work with FCO, the Home Office40 and other stakeholders to challenge misconceptions about the UK visa regime, and to identify and implement practical improvements to the application process to ensure it is competitive
“Forecast growth in demand to visit Britain from France, Germany, the USA and the BRICs by 2020 could generate more flights than the spare capacity at Stansted and Luton airports can accommodate."