VisitBritain is to make 70 redundancies in response to last October’s government announcement that its funding was to be cut by 34%.
The organisation plans to trim its overheads by reducing its presence from 35 markets to 21 market overseas, based in 24 key cities.
These markets account for 80% of all inbound tourism.
VisitBritain is also being forced to cut back in the UK and will shave staff in areas such as finance, HR, IT and communications.
Despite this, the organisation says it plans to capitalise on the big events coming up on the calendar, including the royal wedding and the 2012 Olympic Games, to bring about an extra £2 billion in extra visitor spending which should create 50,000 new jobs.
Visit Britain says key features of the changes announced today include:
- a central marketing team that will deliver a global campaign and increase partnerships with commercial companies.
- a continuation of the focus on social media and digital marketing
- a reduction in the level of business tourism activity, as national tourist boards are active in this area
- Relinquishing its lease on its Lower Regent Street premises, which expires next year
Chief executive officer Sandie Dawe said: “This proposed new structure and focus reflects our priorities and is in line with our four-year funding settlement.
“Our goal is to maximise the tourism opportunities of hosting a raft of major iconic events over the next two years. We need to ensure that this clarity of focus is supported by the right structure and skills.
“I have every confidence in the professionalism and passion of my team to deliver on our ambitions and for our partners and the whole tourism industry”.
Consultation with staff is now underway and will be finished in April.
by Dinah Hatch
