VisitBritain forms largest ever partnership with US travel company
VisitBritain has signed a joint marketing deal with one of the largest travel companies in the US in order to woo American tourists.
It hopes the partnership with The Travel Corporation, which owns the Trafalgar and Insight Vacations brands, will help it reach its target of 1 million more visitors a year from the US and Canada by 2016.
Between December 2012 and November 2013, 3.5 million travellers from North America visited the UK.
VisitBritain said this was the "largest agreement of its kind for VisitBritain in the US market to date".
"It will encompass multi- channel marketing targeting both the travel agency community and consumers through 2016," it added.
The main partnership activities launch in February 2014 nationwide and will focus on culture, heritage and countryside themes.
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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