VisitBritain to cut overseas network
VisitBritain is to cut its overseas network after its budget was slashed as part of the Government’s spending cuts.
It is also being forced to further reduce its overheads, but it has pledged to keep its Olympic tourism strategy on track.
The Department for Culture, Media and Sport set a new, lower four-year budget for the tourism agency of £26.5 million in 2011/12 reducing to £21.2 million in 2014/15. This compares with the current year’s grant in aid of £28.8 million.
In real terms, after accounting for inflation, it amounts to a 34% reduction.
Chairman Christopher Rodrigues said: "“This Government understands the value VisitBritain brings to Britain’s tourism industry, but this is tough love. Visit Britain will respond to the settlement by further cutting overheads and reducing its physical network overseas to retain as much money as possible for our global marketing effort."
“It is less than two years until the eyes of the world will be on the opening ceremony of the London Games. We have a great chance to use the unprecedented level of media exposure that the event will bring to boost Britain’s image abroad.
Speaking from Malta where he is addressing the ABTA conference he added: "We are determined to do our utmost, despite this reduced funding, to grasp that opportunity and are already in discussions with ministers about how to create the strongest possible campaign around the 2012 Olympic and Paralympic Games to promote this country as a tourism destination working in partnership with the private sector."
A stoic Rodrigues revealed that, in spite of the budget cuts, he was a fan of the Prime Minister, saying the David Cameron constituted a ‘step change’ in government support for VistiBritain.
VisitBritain chief executive Sandie Dawe added: "While this is a significant reduction in our funding, it does not change our objectives, which remain sound. These are: inspiring the world to visit and explore Britain, delivering a global network capable of promoting Britain; championing the tourism industry and creating a sustained increase in UK tourism as a result of the Olympics.
"Our aim now is to tighten our focus clearly onto the UK’s key markets: ones that are already delivering for us and those emerging markets that are key to our future. We will use new technology including our award-winning suite of multi-lingual websites, social media platforms and international public relations expertise to maintain our global footprint as well as a staffed presence in key locations.’’
VisitBritain currently employs 250 staff and has a presence in 30 countries.
By Linsey McNeill & Dinah Hatch
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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