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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