Britain campaign targets inbound visitors

We saw visitors flood into Britain this summer for the Olympic and Paralympic Games - now the next stage of a marketing campaign is underway to ensure they keep coming.

VisitBritain launched its £125 million GREAT campaign before the Games as part of a four year plan aiming to bring an extra 4.6 million overseas visitors to Britain, bringing a potential £2.3 billion to the UK economy.

The campaign has targeted 14 cities in nine countries including the USA, India, Australia, Germany and Brazil, with new research showing that 75 per cent of travellers in these countries would now consider a holiday in Britain.

Laurence Bresh, director of marketing at VisitBritain, said: ‘The main event may be over, but the hard work begins now.

‘Britain's image and reputation around the world is riding high. This next stage of our GREAT campaign aims to convert worldwide interest into increased bookings. We've captured the world's imagination on TV screens over the past few weeks, and now is the time to inspire them to come to Britain.’