VisitBritain Corporate Objectives
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.
VisitBritain’s four-point strategy to increase overseas visitor spend to all parts of Britain and improve Britain’s ranking as a global destination is to:
1. Inspire travellers from overseas to visit and explore Britain;
2. Deliver a global network to support tourism promotion overseas;
3. Advise Government and the industry on tourism, particularly on issues that affect our global competitiveness;
4. Maximise public investment through partner engagement and commercial activity.
VisitEngland Corporate Objectives
VisitEngland is the National Tourist Board for England. It exists to ensure that tourism in England thrives. It does this by:
1. Leading and driving forward the quality, competiveness and sustainable growth of England’s visitor economy by providing intelligence, co- ordinated marketing and strategic direction for the visitor economy;
2. Undertaking its work in partnership with others and actively encouraging greater collaboration between the different sectors involved in the visitor economy; and
3. Supporting its partners at national and local level to achieve economic growth and increase investment and employment by encouraging the development of excellent visitor experiences and effective business practices.