Britain has set its sights on breaking visitor records and to fulfil this ambition, VisitBritain has recently rolled out its GREAT Campaign. Prior to the Olympics, the Authority had unveiled a four-year £125m marketing campaign targeted at augmenting tourist numbers by an extra 4.6 million. This in rerun would add £2.3 billion to the UK economy by the end of 2015.
The Campaign highlights the best of Britain and is targeting 14 cities in nine countries some of which are Brazil, USA, Germany, India and Australia.
Further, the Authority has teamed up with British Airways wherein £5m will be invested in the US, India, China, Japan and the Middle East encouraging people to spend their festive holidays shopping in Britain.
Laurence Bresh, Director of Marketing at VisitBritain said: “The main event may be over, but the hard work begins now. We’ve captured the world’s imagination on TV screens over the last few weeks, and now is the time to inspire them to come to Britain.”