Travel Reference
In-Depth Information
CASE STUDY
VisitBritain
Introduction
VisitBritain is the UK's National Tourism Orga
n
is
a
tion (NTO) responsible for marketing Britain to the rest of
the world and England to the British. Its mission
i
s to:
'Build the value of tourism to Britain, working in p
a
rt
n
ership with the industry and nations and regions in
order to increase visitor spending to all parts of Britain
a
nd improve Britain's ranking on the destination wish
list for international travellers.'
VisitBritain has its headquarters in west London and employs
a
pproximately 250 staff across 36 countries.
VisitBritain's goals
The organisation has specifi c goals for each of its fi ve key stakeholde
r
s:
1.
Overseas customer - to promote Britain overseas as a tourist destinat
i
on, generating additional tourism
revenue throughout Britain and throughout the year;
2.
Domestic customer - to grow the value of the domestic market by encour
a
ging key audiences to take
additional and/or longer breaks in England;
3.
Governments - to provide advice to government on matters affecting tourism and contribute to wider
government objectives;
4.
Strategic tourist board partners - to work in partnership with the devolved administrations and the
National and Regional Tourist Boards to build the British tourism sector;
5.
Staff - to achieve all goals by making effi cient and effective use of resources and
b
y being open,
accessible, professional, accountable and responsive.
VisitBritain works in partnership with Visit Wales, Visit Scotland and the Northern Ireland Touri
s
t Board to
promote an attractive image of Britain. It provides tourist information and gathers essential market intelligence
for the UK tourism sector. It is working to showcase Britain and maximising the tourism benefi ts in th
e
run-up
to the 2012 Olympic and Paralympic Games and beyond.
Funding
VisitBritain is funded from the public purse by the Department for Culture, Media and Sport (DCMS) to
promote Britain overseas as a tourist destination and to lead and co-ordinate England's tourism marketing.
Its government grant to fund the promotion of Britain overseas in 2010-11 is approximately £32.6 million.
