VisitBritain to roll out global marketing campaign in 2011

The board has predicted that several events in 2011, such as the Royal Wedding, the Queen's Diamond Jubilee and the run up to the 2012 Olympics, will attract 300,000 more visitors to the UK.

The board plans to capitalise on these events and showcase Britain in a global marketing campaign, targeting America, Europe, and developing tourism markets such as India and China.

Visitors to the UK are expected to rise by 1% to 30 million next year. Spend in tourism is expected to hit £17.2bn, an increase of £0.34bn.

In October, VisitBritain partnered with British Airways to launch a £1.6m jointly funded campaign to target markets that traditionally provide fewer visitors to the UK. Promoting a "classic" image of Britain, the campaign focused on themes of heritage, sport, fashion and food.

VisitBritain plans to launch the marketing activity in spring 2011.

This article was first published on marketingmagazine.co.uk