UK Tourism to See Major Boost with Increased Government Funding for Marketing
The GREAT campaign, designed to grow tourism in Britain, has been given a £90m funding boost from the Government over the next two years.
Sandie Dawe, Chief Executive at VisitBritain which coordinates campaign marketing that promotes the UK internationally, commented: "Government investment in the millions will bring tourism returns in the billions. This year is set to be a record - it just goes to show what can be achieved with a clear strategy and cooperation across all the major Government agencies promoting Britain overseas."
Initially, the GREAT campaign was launched by the Government in September 2011 to capitalise on the UK hosting the Olympics in 2012 as well as the Queen's Diamond Jubilee. Marketing activity centres on promoting Britain internationally as a top place to visit and do business in, such as using iconic British celebrities like Andy Murray, Helena Bonham Carter, Vivienne Westwood and David Beckham as ambassadors.
Earlier this year, a survey commissioned by VisitBritain of 15,000 potential visitors revealed that the GREAT campaign is already proving successful - respondents who recalled seeing the campaign were found to be twice as likely to visit the UK than those that did not (23% compared with 11%).
The Government has now pledged to allocate £45 million to the GREAT campaign in 2014/15 and £45 million in 2015/16, representing an allocation increase of £30 million compared to 2013.