Britain sees record-breaking inbound tourism for first half of 2014Travelandtourworld.com

HBAAInbound tourism to Britain for the period January to June 2014 has broken all previous records, according to new figures from the Office for National Statistics ONS.

The number of inbound visits to the country increased 8% year-on-year to 16.4 million. June also broke the record for the number of visits from overseas, at 3.18 million, up 10% from the same month in 2013. Spending for the month was also up 4%, setting a new record spend of £1.97b.

Holiday visits to Britain in June accounted for 44% of trips at 1.4 million, setting a fifth monthly record for holiday visits so far this year, and 12% up on the same month in 2013. Business visits also increased up 6% year-on-year, although they are not yet as high as 2008 levels.

The majority of visitors come from within the European Union, but visits from the rest of the world Asia Pacific, Middle East, Latin America and Africa were also up 2%. David Edwards, head of research and forecasting at national tourism agency VisitBritain, said: “Tourism is an essential part of the wider success of our economy and these first six months have set us up for what could be another record year for inbound tourism.” He also said that the number of visits from emerging markets in Asia and Latin America was “hugely positive”. Minister for tourism Helen Grant said: “It’s fantastic that Britain’s tourism industry is performing so strongly with a record number of visits for 2014 so far and highest ever spend for June.

It shows the government’s tourism strategy is working – creating more jobs, encouraging greater spend and growing the economy.” The head of hospitality and leisure at Barclays Bank, Mike Saul, also commented on the results, attributing the year’s success to increased spending from emerging economies, along with high spending from the US, France and Germany. “The UK’s fine heritage, world-leading attractions and vibrant retail offering continue to attract increasing numbers of overseas visitors,” he said. “With industry leaders signalling increased marketing spend this year at the expense of more aggressive pricing, the industry is currently experiencing an upturn in fortunes.” The results come just three months after the ONS announced record inbound tourism levels for 2013.

via Britain sees record-breaking inbound tourism for first half of 2014Travelandtourworld.com.

VisitBritain adopts innovative sound campaign to lure tourists | Travel Daily ME

English: Wimbledon Championships

English: Wimbledon Championships (Photo credit: Wikipedia)

VisitBritain has come up with an innovative way of luring tourists. The sounds of some famous links to Britain such as pouring of a cup of tea, a black cab beeping and chimes of Big Ben are all being used in a new TV and interactive online advert.‘Sounds of GREAT Britain’ is a GBP 2.5 million global film campaign, commissioned by VisitBritain has been launched across key markets of USA, Brazil, China, India, Gulf states and throughout Europe.Joss Croft, marketing director at VisitBritain said: “We want to involve people in creating their own British experience – first online where they can become the director of their own bespoke tourism ad, and then in reality following their individual journey across Britain according to their own interests and inspirations.”The advert’s soundtrack – Feel the Love – which pieces the audio experience together has been supplied by BRIT band, Rudimental. Traditional British sounds and activities are set against the soundtrack, representing a modern, contemporary Britain.The advert features a whole range of landmarks, people, locations and experiences, including a Dartmouth Steam Train, sound of a Wimbledon tennis crowd, glamour of The Goring, buzz at LoveBox festival and striking medieval fortification at Caerphilly Castle.

via VisitBritain adopts innovative sound campaign to lure tourists | Travel Daily ME.

Enhanced by Zemanta

Attracting Tourists Beyond Gateway Cities: Marketing London Plus Example – Skift

Among the big travel marketing challenges every country faces is moving tourists beyond the gateway cities that they arrive in — to other parts of the country — and spread the economic benefit of tourism more equally instead of just the popular hubs. This is also the crux of the tension between national and state/regional tourism boards, as we wrote about here previously, citing the example of Tourism Australia and STOs in the country.

Another interesting and related new project comes from VisitBritain, on delivering more “regional spread” of tourists across the country beyond the gateway city of London. It recently commissioned research agency Olive Insight to conduct a study into why many visitors do not go beyond London, what the barriers are, and also what attracts those that do go beyond London to do so.

via Attracting Tourists Beyond Gateway Cities: Marketing London Plus Example – Skift.