VisitBritain calls for £6.5million from Government

VisitBritain will today call on the government to inject £6.5million to help run a major international and national campaign to promote tourism in Britain.

Visit britain: rolling countryside
Visit britain: rolling countryside

The national tourism agency has already raised £6.5million from its own cash and industry donations, and is asking the Government to match that figure.

VisitBritain director of strategy and insights Patricia Yates said that if the group secures the funding, it will then ask the industry for more, potentially taking the pot up to £16 million.

Yates said: ‘We know that the prime minister was interested, following the tourism summit we held in Liverpool. He was talking about supporting tourism, and how important tourism is to the country.’

VisitBritain will hold a stakeholder event today that will include over 200 representatives of the industry as well as tourism minister Barbara Follett.

The campaign would focus on the fact that Britain has never been so affordable because of the current exchange rates. It will launch in March domestically and April internationally - specifically Europe, USA and APMEA.

The campaign will be heavily PR-led through locally-delivered campaigns.

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