Visitors to UK not spending enough
VisitBritain is launching a series of campaigns in a bid to get high-spending visitors to the UK.
Figures released by the Office of National Statistics show record visitor figures for the period March to May of this year, but it is not being matched by equal increases in visitor spend.
In March to May 2004, a total 6.54 million visitors came to the UK, up 22% from the same period last year and up 3.6% on 2000, considered the last ‘normal’ year. Spend reached £2,710 million in the same period, up 10% year-on-year but down 10% from 2000.
Part of the campaign to boost visitor numbers is the launch of So British magazine, targeted at a high-spending US market. The consumer lifestyle magazine, launched last week by celebrity chef Gordon Ramsay, will feature luxury British brands like Asprey, Harrods, Barbour and Wedgwood. It will include celebrity views on the best parts of the UK and carry details of events from Britain’s social and sporting calendar.
The magazine will also be distributed among wealthy travellers in “emerging market” like Russia and selling on some news stands.
Chief executive of VisitBritain Tom Wright said: “The individuality of our culture and unique appeal of our people, makes Britain a highly attractive choice for those seeking superlative service and quality across the board. So British will help secure Britain’s reputation among the top luxury destinations in the world and lead the way in encouraging the discerning American visitor to Britain’s shores.”
So British is part of a £500,000 campaign in the US called Good Living, aimed at positioning Britain as a luxury destination.
Report by Ginny McGrath
Ginny McGrath
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