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VisitBritain vows to ramp up overseas marketing
In the light of last week’s criticism of the organisation by inbound tour operators and DMCs, VisitBritain confirmed that they will shortly be embarking on overseas marketing campaigns to drive business into the country during 2022.
In response to an enquiry by TravelMole, ‘VisitBritain is developing its international marketing plans aligned to the UK Government’s refreshed GREAT Britain campaign announced earlier this year. ‘
“VisitBritain’s immediate priorities are to drive back demand and visitor spending as quickly as possible and its international marketing will target visitors that show the greatest commitment and intent to visit Britain, including the experience-driven ‘buzz-seeker’ audience, driving visits into 2022,” it said.”
Rob Russell, CEO of the AC Group said: “This just further raises concerns that Visit Britain is completely out of touch with what people come to UK for and what worries me is that this is at a time when we are supposed to be working towards recovery. Surely sense dictates that if you want to get back the level of business you previously had you don’t try and do something new – you get back to doing what was working so well (2019 was a record year of visitors to the country) and you do that again. As an example, The Tower of London and our many castles and heritage sites are crying out for support and the return of international visitors, surely Visit Britain should be promoting and focussing their efforts on this area of our business rather than a niche such as buzz seekers”.
Many other operators drew attention and contrasted it with Visit Scotland as it launched a new initiative ‘The Inbound Operator Collaborative Marketing Fund’.
The fund and the surrounding support focuses on pandemic recovery and will aim to enable eligible destination management companies and tour operators based in Scotland develop to market responsible tourism to and around Scotland from international visitors.
These application forms for funding will go live on 23 September at 12pm.
Learn more about : Visit Britain ( N. America ) Visit Britain ( Asia Pecific ) Visit Britain ( United Kingdom )
TravelMole Editorial Team
Editor for TravelMole North America and Asia pacific regions. Ray is a highly experienced (15+ years) skilled journalist and editor predominantly in travel, hospitality and lifestyle working with a huge number of major market-leading brands. He has also cover in-depth news, interviews and features in general business, finance, tech and geopolitical issues for a select few major news outlets and publishers.
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