VisitBritain cautiously predicts rosier 2011
Wednesday, 23 Dec, 2010
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VisitBritain is predicting tourism to the country will increase by more than 300,000 visitors in 2011, thanks to improving economic conditions and the strong pound.
The agency also namechecks the royal wedding in 2011, the queen’s diamond jubilee and the London Olympics in 2012 as major opportunities for Britain to reinforce its image as a tourist destination.
It says 2011 will see 30 million inbound travellers, a rise of 1% year on year, and they will spend £17.2 billion, an increase of 2% compared to 2010. This however, is still much less than 2006 when visitors spent £18.4 billion at 2010 prices.
VisitBritain says the stats show that the global recovery is robust in Asia but still fragile in Europe and North America – the two areas that make up 85% of Britain’s inbound visitors.
There’s also good news for the business community, with 4% more business travellers arriving in Britain in the year to October 2010.
Campaigns to be rolled out next year to coincide with the nation’s big events include a luxury focus encouraging high net-worth individuals to visit. VisitBritain will also showcase St Andrews, where Kate Middleton and Prince Williams met, and Anglesey in North Wales where they plan to live as newlyweds.
The agency also plans a Party on the Pier event on March 12 as part of the fifth annual British Tourism Week where piers around the country will host simultaneous celebrations.
Chief Executive of VisitBritain Sandie Dawe said: “We are looking forward to an exciting and challenging 2011. The eyes of the world will be on Britain as we host the royal wedding and momentum will build as we near the 2012 Olympic and Paralympic Games.
“We plan to roll out our new campaign this spring with our industry partners, inviting the world to visit Britain. Our aim is to get Britain on the radar of those who have never travelled here and also to reinvigorate our appeal in core markets such as the USA and near Europe.”
by Dinah Hatch
Dinah
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