Select Committee on Culture, Media and Sport Written Evidence


Memorandum submitted by VisitBritain

INTRODUCTION TO VISITBRITAIN

  VisitBritain promotes Britain as a tourism destination to the rest of the world—and since 2003 has promoted England to the British. The body aims to build the value of tourism by creating world-class destination brands and marketing campaigns supported by a network of 23 offices active in 35 overseas markets. VisitBritain works closely with the British Council and others to avoid duplication and ensure best value is obtained from public funds by working in partnership through the Public Diplomacy Board.

  VisitBritain generates £1.1 billion every year in incremental export earnings for the British economy, which supports over 27,000 fulltime equivalent jobs—contributing approximately £200 million for the Exchequer through VAT and Air Passenger Duty receipts alone. Through efficiencies and rationalisation, VisitBritain is expanding its presence into new markets that demonstrate the greatest potential for growth—firstly Russia, Poland, China and South Korea, and secondly Malaysia, Thailand, Mexico, Czech Republic, Hungary, Turkey and Greece. Domestically, VisitBritain generates approximately £50 million in additional domestic tourism expenditure. Since April 2005, VisitBritain no longer actively promotes a "Britain brand" in Ireland, the Netherlands, France or Germany—while VisitScotland, the Wales Tourist Board, Visit London and VisitBritain's England Marketing team are now focusing on the individual brands of Scotland, Wales, London and England, thereby freeing up VisitBritain resources for new and emerging markets.

  The flagship Britain and London Visitor Centre at 1 Regent Street as a "one stop shop" for international and domestic visitors seeking information and advice on Britain and London, and is operated by VisitBritain in conjunction with the London Development Agency and private sector partners.

HERITAGE, CULTURE AND THE VISITOR ECONOMY

Comparative Research

  Research work has always demonstrated that Culture and Heritage remain the main appeal of any consumer interest in Britain—both internationally and domestically.

  The best current comparative measure for this is the Anholt-GMI Nation Brands Index, which measures the power and appeal of a nation's brand image and then plots it against those of other nations. VisitBritain is actively involved in the Index, which demonstrates how consumers around the world see the character and personality of 25 different nation brands. In August 2005 the Index revealed that Britain remains high in the league table of nations ranked according to heritage. In Britain's most important market, the US, Americans rank the UK in 2nd position behind Italy for being rich in both built and historical heritage. This proves to be the case in most markets—both short-haul (the Dutch place the UK 9th ) and even new markets likely to be a major focus of work in the future (the Chinese rank the UK as 6th ).

International and Domestic promotion

  In this context of scoring well on heritage with potential visitors, VisitBritain therefore promotes Britain's heritage assets and plays on cultural ties in countries where this has a particular marketing resonance, ranging from the most important markets for British tourism (the US, EU members) to some of the newest growth markets (China, India).

  Internationally, VisitBritain is undertaking a series of initiatives to ensure that Britain's contemporary and traditional culture is harnessed to attract potential visitors. The work of teams in VisitBritain overseas offices, supported by on-territory and global campaigns and press/PR activity provide an effective worldwide platform for our heritage partner cities, attractions and events. One of the most effective tools has been the Great British Heritage Pass, co-ordinated by VisitBritain for over 30 years. The Pass promotes over 600 gardens, monuments, royal residences, stately homes, castles and other historic attractions to over 27,000 visitors a year—and VisitBritain has now teamed up with the Leisure Pass Group to re-launch the Pass using new marketing techniques and improved technology.

  Domestically, the new opportunities to experience the depth of our vibrant cities, developing landscapes and urban regeneration provide VisitBritain with scope to engage with British residents. VisitBritain is working to ensure that our built heritage, diverse cultures, museums, events and sports heritage are being promoted in the right way—providing access to visitors throughout the year. The recently launched "England CityCulture" campaign should lead to increased numbers of British residents enjoying our heritage, culture and architecture.

Heritage and Culture Sector Club

  The work of VisitBritain must be in tune with the tourism industry and our stakeholders in both the private and public sectors—national museums and galleries, National Trust, English Heritage, the Heritage Lottery Fund and small niche operators. To this end, in 2005 VisitBritain established a new Culture and Heritage Sector Club for these organisations, which meets regularly and advises VisitBritain on all culture and heritage marketing activities. It also provides the opportunity for those attending to share best practice and their latest research findings.

  The club is working on a number of projects including the development of new culture and heritage microsites, research into possible new Passes, organising information-sharing workshops and attending and participating in key culture and heritage sector conferences and meetings. The group has just published a trade-focused Cultural Tourism Advisory Guide.

Heritage Lottery Fund and English Heritage

  The Select Committee is likely to consider the roles, responsibilities and funding for the Heritage Lottery Fund and English Heritage.

  VisitBritain works closely with range of private and public sector partners—and as such, we commend the work, building, servicing and investment put into attractions and the community by the Heritage Lottery Fund and English Heritage.

  The Heritage Lottery Fund has invested some £3.3 billion in 18,000 awards over the last 10 years—including support for all of the top 10 free heritage attractions in Britain. Since its launch, the step-change in support for a sector high on potential but low on funding has been an asset to heritage and tourism. As a result, VisitBritain can promote distinctive and visual heritage projects that then excite interest in potential visitors. New and refurbished projects have appeared up and down the country, enriching the physical and cultural fabric of the built environment as well as maritime, industrial, transport and natural heritage. This increases the diversity of Britain's tourism offer, creating new potential opportunities to attract visitors and bringing much needed fresh investment into the visitor economy. Together with the work of English Heritage in providing 300 sites free to the public (as well as lesser-known activity to look after buildings, monuments, areas, and archaeological remains), we now have a vibrant and effective heritage sector which is an asset to British tourism.

  Of course, VisitBritain would welcome increased heritage funding. Opportunities that might be provided from the Comprehensive Spending Review 2007 to improve heritage and tourism should be grasped, and we expect the Department for Culture, Media and Sport to work to ensure that this happens—it could prove vital if we are to meet the Government and industry's aim of growing the tourism industry from £74 billion to £100 billion by 2010. However, the division of roles and responsibilities between English Heritage and the Heritage Lottery Fund has worked well for tourism and there seems no compelling reason for changing it.

26 January 2006





 
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