THE British Tourist Authority is to
follow up its ‘Only in Britain’ campaign next year with another high-profile
marketing drive in key countries.
The
BTA is working to keep major partners such as British Airways, BAA and Hilton
on side, as they all helped fund the £40 million ‘Only in Britain. Only in
2002’ initiative.
New
chief executive Tom Wright said: “There will be new campaigns next year. We
have built up contacts with partners and we want to keep the momentum going.”
Wright,
who has spent the past two months travelling the world visiting BTA offices, officially
took over from Jeff Hamblin at the beginning of the month.
He
said it will be 2003/04 before the UK sees a big return in visitors, but added
numbers were now on an “upward spiral”.
He added: “The Jubilee, World Cup and Commonwealth
Games have all helped visitor levels and the low-cost airlines are bringing in
more people.”