VisitBritain shines a spotlight on the ‘unexpected’

VisitBritain has launched a global inbound tourism marketing campaign, using the tagline ‘I Travel For…’.

The marketing push aims to “shine the spotlight on unexpected experiences and less-explored destinations in Britain”.

The digital campaign begins with a launch film on Facebook and Instagram. It will be on social media channels from February to April in Britain’s largest and most valuable inbound visitor markets including Australia, France, Germany and the US – and its high-spending markets including China, the Gulf and India.

Sally Balcombe, VisitBritain chief executive, said: “Tourism is one of the UK’s most valuable export industries, driving economic growth and creating jobs right across Britain.

“It is also a fiercely competitive global industry and we are seizing the opportunity to build on the strong growth we have seen, showcasing that Britain is bursting with fun activities, adventure and wonderfully unexpected experiences to come and discover all year round.

“By shining a spotlight and telling the stories of Britain’s exciting and contemporary culture, innovations in food and drink, the beauty of our countryside and vibrancy of our cities, we want to inspire even more international visitors to book a trip right now.”

The campaign follows VisitBritain’s global research about people’s motivations for travel including adventure, fun, relaxation, discovery, culture, food and drink and the unexpected.

As part of the global campaign, VisitBritain is working with its commercial partners British Airways and Expedia.

Overseas visits to the UK are forecast to break through the 40-million mark for the first time in 2018, reaching 41.7 million – up 4.4% on 2017.

Spending by overseas visitors to the UK is forecast to reach £26.9 billion in 2018, up 6.8% on 2017.