The government is pumping in an extra £90 million to support VisitBritain’s ‘Great’ international tourism promotional campaign over the next two years.
An additional £45 million is to be allocated in 2014/15 and £45 million in 2015/16 – a significant increase on this year’s allocation of £30 million.
VisitBritain’s share of the funding will see the tourism agency continue to market Britain internationally using the GREAT image campaign, which has potentially generated an extra £200 million of inbound visitor spend.
The addition funding was revealed today as VisitBritain forecast another record-breaking year for tourism in 2014.
The agency’s forecast of an increase of nearly 2% in overseas visitor numbers will result in record breaking visitor spend of around £21.5 billion, representing growth of 4.2% in nominal terms.
VisitBritain predicts that the volume of visits will return to pre-global financial crisis record levels of 2008 with 32.6 million arrivals in 2014.
Latest figures show that in the first ten months of 2013 the number of visits from overseas was 6% up on the same period of 2012, while visitor spending was up by 12% in nominal terms.
The GREAT campaign was launched by government in 2011 to capitalise on the Diamond Jubilee and Britain hosting the OIympic and Paralympic Games in 2012.
It promotes Britain internationally as a place to visit and do business and has featured stars including David and Victoria Beckham, Andy Murray, Helena Bonham Carter and Vivienne Westwood.
In its 2014 forecast, VisitBritain expects to see continued strong growth from emerging markets, particularly Malaysia, South Korea, China and Mexico.
While the World Cup in Brazil in 2014 may soften demand for outbound travel from the country, any change is unlikely to have a measurable impact on aggregate visits or spend in Britain, as Brazil currently represents around only 1% of total market demand, according to VisitBritain.
Chief executive Sandie Dawe said: “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.”
Tourism minister Helen Grant added: “Millions of people flock to British shores every year and our tourist attractions are world class.
“Tourism is a key plank of our economy, helping to drive growth and promoting Britain on the world stage.
“After a record 2013, we want to do even better in 2014 that’s why we are committing an additional £90 million to our fantastic Great campaign – to showcase the very best of Britain in key international markets, encouraging visitors to come and experience it for themselves.”