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Issue 50 January/February 2012/13 £2.75
Activities and events celebrate English tourism
Organisation predicts rise in visitors By Christina Eccles
VISITBRITAIN has launched its annual review, outlining what the organisation achieved in 2012 and how it will build on these successes in 2013 – and beyond. According to the review, inbound tourism is one of Britain’s greatest success stories and during the past year, contributed £18.7b to the economy. In six of the past 12 months, Britain welcomed a record number of holiday visitors from overseas, meaning about 12m international visitors have chosen the country as a holiday destination. Chairman Christopher Rodrigues said: “This country’s tourism offer is about much more than growth in visitor numbers. Tourism offers not just jobs but careers for life. “Tourism is also a key contributor to a country's image overseas – it influences not just whether people come for a week’s holiday but also what they think of us as a nation, whether they choose to invest in British business and whether they relocate their families to live here and their companies to operate here.” A central focus for 2012 was to use the Olympics to generate world-
wide coverage of Britain’s attractions, a strategy that has resulted in 14,000 positive print and broadcast stories about the UK in the first six months of this financial year, the equivalent of over £1.5b in advertising. VisitBritain’s work as an organisation overseas has also contributed £503m to the UK economy in 201112, while its match-funded marketing with partners has resulted in additional bookings worth £89m. Christopher added: “2012 has shown just what Britain can offer. It has re-energised our image overseas and triggered the desire to visit our country. Our job now is to turn aspiration into action. And the best way to do that is to continue the exceptional levels of collaboration between the industry, the public sector and the Government that we saw in 2012. We also need to keep the extraordinary spirit of the Games Makers alive in our visitor welcome”. For 2013, VisitBritain estimates international tourism will grow by three per cent, meaning almost 1m extra visitors will come to the UK. Their spend is also forecast to reach £19bn for the first time, representing a 2.5 per cent growth. Inbound tourism is also expected to rise by up to six per cent.
England is to take centre stage in 2013 when destinations around the country appear on the big screen in a number of huge cinema releases. Recent and upcoming films which feature English destinations include Great Expectations – starring the Kent marshes – Quartet, set in Hedsor House and Park in Buckinghamshire, Jack and the Giant Slayer featuring Norwich Cathedral and time travelling tale About Time – starring Hollywood actress Rachel McAdams (pictured) – including scenes filmed in Cornwall and London. Credit: s_bukley/shutterstock.com
VISITENGLAND has urged the industry to get involved in English Tourism Week, which takes place from March 1624. The first event last year saw over 500 special activities and promotions celebrating tourism in England and the national tourist board is hoping this year’s celebrations will be even bigger and better. The initiative was designed to inspire people to explore the wealth of attractions and experiences on their doorstep and to become tourism ambassadors for their local area. Chairman of English Tourism Week and The Tourism Society, David Curtis-Brignell said: “The whole year has been a fantastic advert for England, with events like the Diamond Jubilee, Torch Relay and London 2012 Olympic and Paralympic Games shining a light on every corner of the country and prompting a swell of national pride. “English Tourism Week 2013 is the perfect opportunity to harness this ‘feelgood factor’, and promote an industry that is worth £97b to the economy and employs over 2m people.”