Industry rises to Government’s challenge
From right to left- Christopher Rodrigues, VisitBritain Chairman, John Penrose MP, Tourism Minister, Paul Mansi, Chief Operating Officer Radisson Edwardian Hotels, Simon Johnson, Passenger Services Director, P&O Ferries, David Cameron, Prime Minister, Sandie Dawe, CEO VisitBritain, Willie Walsh, BA CEO, Ed Kamm, CEO Lastminute.com, John Crummie, Managing Director DFDS Seaways
Britain’s tourism industry gave itself a pat on the back at a reception yesterday over its efforts to raise £50 million towards a marketing campaign.
Last August, the Government pledged £50 million through VisitBritain for a marketing push if the sum could be matched by the private sector.
British Airways, DFDS, lastminute.com, P&O and Radisson Edwardian have already pledged cash and payment in kind and will be founding partners.
The £100 million campaign is designed to boost tourism around the forthcoming Royal Wedding, The Queen’s Diamond Jubilee and The London Olympic and Paralympic Games.
Full details of the four-year marketing campaign will be unveiled in the spring.
VisitBritain refused to say how much of the £50 million had now been raised by the public sector.
“A number of other firms are in talks as we speak – but revealing their names and numbers would be commercially unwise,” said a spokesman.
VisitBritain chief executive Sandie Dawe said: “The excellent response we have received already shows the huge appetite that British companies have for working together to grow our overseas tourism business. Yet today represents only the start. The names announced so far are just the first raft of our ‘founding’ partners.
“There will be plenty of opportunity for more companies to sign up to the campaign – which will put Britain on the wish list of the fast growing Asian and Latin American markets, and revitalise our appeal in core markets such as near Europe and the USA.
“Britain is poised to host an unprecedented series of events over the next few years. This will offer us a golden opportunity to showcase ourselves to the world, and to work with partners, to present compelling offers and reasons to visit now.”
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.
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