AC 3.2

VisitBritain is the organisation which oversees the marketing of the UK as a tourism destination and is funded by the UK government. The extract below gives some information about the organisation and its relationship with other tourism and non-tourism organisations.

Visit Britain

The British Tourist Authority (BTA) currently operates two distinct marketing bodies, VisitBritain (VB) and VisitEngland (VE) and both are funded by the Department for Culture, Media and Sport (DCMS) to promote Britain and England both overseas and at home as a tourist destination and to lead and co-ordinate the domestic marketing of England.

Both marketing bodies work in partnership with the national tourist boards of Northern Ireland, Scotland and Wales to promote an attractive image of Britain/England. The bodies provide impartial tourism information and gather essential market data and produce statistics for the UK tourism industry.

With dedicated staff in 23 offices around the globe, VisitBritain operates in 21 overseas markets. Our overseas offices work closely with British diplomatic and cultural staff, the local travel trade and media to stimulate interest in Britain as a tourist destination.

VisitEngland operates predominantly in the UK and is based in the same offices as VisitBritain in London.

In the UK both VE and VB have strategic partnerships with other organisations, such as the British Council, UK Trade & Investment (UKTI) and Foreign and Commonwealth Office, the British Incoming Tour Operators Association and the British Hospitality Association.

VisitBritain is the trading name for the British Tourist Authority (BTA) which has been in existence since the 1969 Development of Tourism Act, with VisitBritain in its current form standing since 2009 when responsibility for marketing England to the British was passed to VisitEngland.

GREAT Britain Campaign

VisitBritain has been running an ambitious four-year £100 [??] marketing programme, and a multi-million pound GREAT image campaign, working with Government and a vast range of partners, including UK Trade & Investment (UKTI), Foreign & Commonwealth Office (FCO), the British Council and the Department for Culture, Media & Sport (DCMS). 

Activity

Having read the extract, answer the questions below.

1. Which government department funds VisitBritain?
2. Explain the different roles of VisitBritain and VisitEngland.
3. Name one national tourist board with which VisitBritain works in partnership.
4. Name two non-tourism organisations with which VisitBritain and VisitEngland have a strategic relationship.
5. What is the name of the marketing campaign mentioned in the resource?