A £10 million international push to drive inbound tourism to the UK is highlighting cities hit hard by the absence of foreign visitors during the pandemic.
The ‘Welcome to Another Side of Britain’ campaign by VisitBritain also highlights messages of welcome and reassurance.
The promotion across international markets features short-films and branded city-focused content across social media channels, digital display advertising and print media.
Content also drives online traffic to the national tourism agency’s website using #lovegreatbritain with ideas and links to city activities, visitor attractions and experiences highlighting ‘another side of Britain’.
Cities featured include Bath, Birmingham, Brighton, Bristol, Cambridge, Cardiff, Glasgow, Edinburgh, London, Liverpool, Oxford, Manchester and York.
VisitBritain will work with the travel trade in international markets to drive bookings as the UK gears up for a year of landmark events, including the Queen’s Platinum Jubilee and the Birmingham 2022 Commonwealth Games.
The global campaign was unveiled in Dubai by culture secretary Nadine Dorries.
British Tourist Authority chair Dame Judith Macgregor said: “We are delighted to launch our new global marketing campaign in Dubai, in support of the wider programme of events for UK National Day at Expo Dubai.”
“The GCC [Gulf Co-operation Council] is a very important inbound tourism market for the UK and we know there is pent-up demand for travel.
“As well as offering messages of welcome and reassurance, we are shining the spotlight on Britain’s vibrant and diverse cities.
“Telling the stories of our renowned heritage with a modern twist, profiling our buzzing contemporary culture and innovative food and drink scene, we are showing that Britain is full of fresh and exciting experiences to come and enjoy right now.”