VisitBritain is reassuring the trade that its marketing efforts will continue after the London 2012 Games with a big focus on the Chinese market.
It says it is already embarking on its largest marketing campaign ever and will have invested around £35 million in an 18-month period promoting Britain.
"That work will now be turbo-charged in China with the announcement of more funds for the GREAT campaign to drive trade and tourism and to treble visitors to 500,000 by 2015," said CEO Sandie Dawe.
"This is rightly a stretching ambition and reaching it will need world-class marketing working hand in hand with Government policy and a committed tourism industry."
She said growth will be achieved by focusing on four key areas:
– Strengthening Britain’s image through the GREAT campaign
– Ensuring a broader range of British product is sold through the travel trade
– Improving the visitor visa process, and
– Increasing flight connections from China to Britain.
"This is a market worth competing for – one we need to regard as a marathon rather than a sprint," she said.
"We will be publishing our growth strategy in the autumn and invite all in the public and private sector alike to work with us on ensuring Britain continues to compete internationally."
VisitBritain’s promise came as UK inbound tour operators urged the Government not to be complacent about the success of London 2012. See earlier story
by Bev Fearis
