VisitBritain targets Asia
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Keith Beecham who is currently gm Asia Pacific for VisitBritain but soon to become regional director for the region told TD yesterday that VisitBritain plans to place more emphasis on its Asian markets going forward.
VisitBritain currently has offices throughout Asia including in China, Tokyo, Hong Kong, India and Singapore and over the past wo years has successfully started arketing operations in Malaysia nd Thailand with plans for further expansion into countries including the Philippines,
Indonesia, Brunei and Vietnam. Beecham said these will be a virtual presence through the web rather than the opening of more offices and said VisitBritain’s relationship with travel agents in Asia was fundamental to its success through the distribution of British product to the market.
Beecham also said VisitBritain already has existing partners in several Asian countries through British Embassies or Consulates there which it will use to leverage its position. VisitBritain’s segmented approach to marketing will also cater to the diverse countries in the Asia, Beecham said.
For example in Japan, one of Britain’s most important Asian markets, the newly retired market is an important segment so VisitBritain is promoting packages focusing on the heritage and countryside of Britain.
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