VisitBritain review details outlined

The terms of review of how VisitBritain can best deliver on four core strategic objectives for the years 2008/9 to 2010/11 have been hammered out with the Department for Culture Media and Sport.

This follows culture secretary James Purnell indicating budget cuts for the national tourism agency In advance of the 2012 Olympic Games in London.

The review of how to market England at home and overseas will build on the Partners for England initiative and work with the VisitEngland Board.

Marketing Britain overseas will look at the “appropriate balance of online expenditure and overseas representation and the relative importance of individual markets”.

It will also take into account the role played by local and regional marketing, particularly in short-haul markets, and “examine how best to leverage this to ensure the most effective use of funds” to promote Britain.

The review of key national tourism issues will look at areas such as sustainable tourism, the visitor experience and infrastructure where a national leadership and co-ordination role is called for.

The review of the delivery of tourism benefits from the 2012 Games will develop a detailed implementation plan in association with the travel industry that builds on the Olympic tourism strategy and identifies the resources needed from the public and private sectors to “deliver the tourism legacy”.

VB chairman Christopher Rodrigues will chair the review overseen by the board of VisitBritain and has been charged to report back to DCMS ministers by early summer 2008.

A review committee will be established consisting of members of the Board as well as three independent members, including Richard Lambert, director general of the CBI, and Nicholas Holgate, COO of DCMS.

Rodrigues said: “I welcome the opportunity to review and prioritise our strategic ambitions for the next three years, building on our core goals of extending our reach, delivering leadership and maximising efficiency and effectiveness.

“We will capitalise on the opportunities of new and developing markets in an increasingly web-enabled world and the delivery of the tourism benefits of the London 2012 Olympic Games and Paralympic Games across the whole of the UK.”

VisitBritain chief executive Tom Wright said: “Our review process engages key stakeholders and we will continue to consult widely – with the regional and national tourist boards, other public agencies such as public diplomacy partners, key industry groups and the private sector.

“I would encourage the industry to participate in this review to shape our future direction and am confident that we will together deliver a strategy that enables VisitBritain to continue to deliver for all sectors of our £85 billion industry.”

Tourism minister Margaret Hodge added: “This is a great opportunity for VisitBritain to future-proof its position as a key player in promoting the UK tourism industry. It will help to ensure the industry reaps the benefits of London hosting the 2012 games.”

by Phil Davies

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