VisitBritain to focus on new markets
VisitBritain is to target new and developing markets such as Mexico with increased investment to attract more tourists.
The tourist office has identified 11 areas to develop in 2006-07 including China, India, eastern European and south east Asian countries which are already outpacing many of Britain’s traditional tourism markets.
Identifying these markets as highlighting a “significant opportunity” for inbound tourism, VisitBritain unveiled two new strategies designing to boost the “tourist economy” from £74 billion a year towards £100 billion by 2010.
Chief executive Tom Wright said: “The strategies will help convert growing consumer interest about visiting Britain to ‘action’ by providing services that will help customers not only ‘look’ at all the destination offers, but also to book, travel, stay, tell and keep in touch.”
His comments came as the organisation revealed a 2% downturn in visitors from North America to 3.75 million in the first 10 months of the year over the same period in 2004. Visitors from western Europe were up 11% to 16.32 million and those from the rest of the world rose by 16% to 5.42 million. Overall expenditure in the period was up 8% to £11.9 billion.
This gave a total in the January-October period of 25.5 million visitors, up 10% on the first 10 months the previous year. There was a total of 27.7 million visitors in 2004.
Referring to the impact of the July terrorist attacks on London, Wright said: “Although international visitors appear to be less seriously affected by 7/7, the events of the summer are still having an impact on overnight and day trips taken by British people.”
He added: “The inbound tourism industry is a vital component of Britain’s national economy. International consumers spend £13 billion ‘buying’ British tourism – that’s more than they spend buying crude oil, vehicles, or food, beverages and tobacco from us.
“Hitting our £100 million target will be a tough challenge, against some formidable competitors. Government and the commercial sector must continue to make long term investment if we are to fully realise the potential of the visitor economy.”
Report by Phil Davies
Phil Davies
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 
Germany new European Entry/Exit System limited to a single airport on October 12, 2025
Airlines suspend Madagascar services following unrest and army revolt
Qatar Airways offers flexible payment options for European travellers
Air Mauritius reduces frequencies to Europe and Asia for the holiday season
TAP Air Portugal to operate 29 flights due to strike on December 11