VisitBritain to focus on campaigning

VisitBritain's comms chief has revealed that the body is to focus more of its budget on campaigns, following the Prime Minister's promise to boost British tourism.

VisitBritain: campaigning move
VisitBritain: campaigning move

In a speech last Thursday, David Cameron pledged to make Britain one of the world's top five tourist destinations. He said the £115bn-a-year tourism sector was 'fundamental' to rebuilding the UK's economy.

Following Cameron's comments, VisitBritain's director of strategy and insights Patricia Yates said: 'We're refocusing VisitBritain, making sure we put the maximum money into the campaign pot.

'We can deliver on what the prime minister said and get Britain competing.'

Yates added that the quango planned to develop a new tourism strategy, once Secretary of State for Culture, Olympics, Media and Sport Jeremy Hunt confirmed its budget.

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