Britain’s GREAT campaign to be ‘turbo-charged’ in China
VisitBritain is reassuring the trade that its marketing efforts will continue after the London 2012 Games with a big focus on the Chinese market.
It says it is already embarking on its largest marketing campaign ever and will have invested around £35 million in an 18-month period promoting Britain.
"That work will now be turbo-charged in China with the announcement of more funds for the GREAT campaign to drive trade and tourism and to treble visitors to 500,000 by 2015," said CEO Sandie Dawe.
"This is rightly a stretching ambition and reaching it will need world-class marketing working hand in hand with Government policy and a committed tourism industry."
She said growth will be achieved by focusing on four key areas:
– Strengthening Britain’s image through the GREAT campaign
– Ensuring a broader range of British product is sold through the travel trade
– Improving the visitor visa process, and
– Increasing flight connections from China to Britain.
"This is a market worth competing for – one we need to regard as a marathon rather than a sprint," she said.
"We will be publishing our growth strategy in the autumn and invite all in the public and private sector alike to work with us on ensuring Britain continues to compete internationally."
VisitBritain’s promise came as UK inbound tour operators urged the Government not to be complacent about the success of London 2012. See earlier story
by Bev Fearis
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
Phocuswright reveals the world's largest travel markets in volume in 2025
Higher departure tax and visa cost, e-arrival card: Japan unleashes the fiscal weapon against tourists
Cyclone in Sri Lanka had limited effect on tourism in contrary to media reports
Singapore to forbid entry to undesirable travelers with new no-boarding directive
Euromonitor International unveils world’s top 100 city destinations for 2025