Association of Leading Visitor Attractions

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06 Jun 2013

'Great Image' campaign to generate £200m of tourism spend

Latest figures from VisitBritain show that Britain’s global appeal as a tourist destination is benefiting from its £25m image campaign, resulting in a potential £200m of additional visitor spending in the UK over the next two years.

VisitBritain found that the Great image tourism campaign - which targeted 14 major cities in nine countries – is performing well on the international stage, especially when benchmarked against competitor tourist boards.

Great tourism activity aimed to achieve high levels of “reach and recall” – 72 per cent of the audience in target cities recall seeing the Great campaign.

The report also outlines that the campaign is continuing to increase the number of people actively considering visiting the UK in the next year because of the images – 23 per cent of those who recall the campaign plan to visit in the next year as opposed to 11 per cent of those who do not recall the campaign.

Analysis of the first year of VisitBritain’s Great activity has revealed that it has potentially delivered an additional 422,000 visits from the target cities such as Australia, Brazil, Canada, China, France, Germany, India, Japan and the USA.

The findings also indicate that the campaign is helping to showcase the whole of Britain. Across all of the survey cities, people strongly agreed that the promotional work made them want to visit places outside of London.

Culture Secretary Maria Miller said: “We need to keep up the momentum, and continue to increase both the number of visitor numbers and the amount of money they spend here.

“The tourism industry has a key role to play in delivering economic growth and the GREAT campaign remains at the heart of the sector’s strategy.”