New British Organization Set to Boost Tourism in England

April 4, 2003

New British Organization Set to Boost Tourism in England
A newly developed organization called VisitBritain is combining the resources of the British Tourist Authority and the English Tourism Council to market England within Britain and throughout the rest of the world. VisitBritain was officially launched at the British Travel Trade Fair in Birmingham on April 1.

VisitBritain plans to build a domestic marketing campaign set to last several years that will encourage British residents to tour destinations within England. Additionally, VisitBritain’s immediate priority will be to reassure international travelers about visiting Britain even in the current political climate. The marketing plan will be aimed at valuable long haul destinations such as the United States.

VisitBritain will employ 450 staff, 60 percent of whom will be headquartered overseas in Britain’s key tourism markets. The organization will receive grant funds from the Department of Culture, Media & Sport.