Guest Comment by Mark Haynes, VisitBritain marketing manager Australia and NZ

Guest Comment by Mark Haynes, VisitBritain marketing manager Australia and NZ
By admin


The London 2012 Games have been a fantastic opportunity to showcase Britain to the world.

Millions of viewers round the world have watched us during the Games – not just the sport but historic sites and venues from Hampton Court Palace to the Olympic Stadium, the creativity and national spirit of the opening and closing ceremonies, the Torch Relay which showed off the countryside around Britain and the Cultural Festival which over 12 million people across the UK attended.

London – and all the host cities and venues – has been a city of celebrations and parties.

But the tourism legacy is not a given and needs to be worked for. The main tourism benefit associated with hosting the games was always recognised to have the potential to capitalise on the unprecedented exposure that the UK is receiving in overseas markets.

Since 2005 we have been planning to use this massive exposure to inspire and encourage more people from overseas to holiday in the UK.

We have worked with international broadcasters, including those here in Australia, to secure additional coverage of Britain, generating programs on countryside, heritage, food, arts and the music scene. We (provisionally) estimate that we will have a value of more than £1.6 billion ($2.5 billion) for the first six months of this year.

We have always known that the tourism benefits of hosting the Olympics are to be generated in the years after the Games. We are in the midst of running our biggest marketing campaign ever. In an 18 month period from September 2011 to March 2013 VisitBritain will have invested around £35 million in our 21 priority markets around the world. The four-year GREAT marketing campaign aims to influence 4.6 million people to choose to visit Britain. This will bring £2.3 billion to the economy.

Before the Games had started, we launched our GREAT campaign in 14 international cities (including Sydney and Melbourne) in nine countries crucial for sending us overseas visitors. The campaign was seen by more than 90 million people and our research indicates it has made people more inclined to come to Britain.

We aim to build on the positive images of the Games seen around the world. On the day the (Paralympics) Games end we will launch a major campaign around the world with airlines, hotel companies and tour operators. The campaign will include offers and deals to make sure that, having seen the best of Games-time Britain on their screens, people book their trip.

And the showcasing of Britain will continue with a full calendar of international sporting events, from the Commonwealth Games in Glasgow and the Ryder Cup in Gleneagles in 2014, to the Rugby World Cup in 2015 and the World Athletics Championships in the new Olympic Stadium in 2017.

Sandie Dawe, chief executive of VisitBritain, said: “Every year overseas visitors contribute £18 billion to the British economy – twice the cost of staging the Games – and we want to make sure that we continue to compete internationally. A gold medal performance will mean growth and jobs across all of Britain in the years ahead.”

Our campaign is for four years, and encouraging more visitors to experience more regions around Britain is our long term goal.
 

Latest News

  • Hotels

Hotel d’Inghilterra completes its extensive restyling

Hotel d’Inghilterra, the historic and unique accommodation landmark in Rome, has completed its rebirth with the iconic property enhancing its charm event further. Located just a few steps from the iconic Spanish Steps and the Via Condotti, the hotel’s innate elegance has been home of international patrons and Roman nobility since the mid 16th century. […]

  • Cruise

Oceania Cruises unveils its new brand value promise to all guests

Culinary- and destination-focused cruise line, Oceania Cruises, has unveiled its ‘Your World Included’  featuring an updated selection of always included amenities. The new offer cements the brand’s promise of ‘Your World, Your Way’ branding and as part of it, all guests will receive included shipboard gratuities for stateroom attendants, butlers, and dining waitstaff automatically in […]

  • Destinations

Adventure World unveils new Canada MAKE TRAVEL MATTER campaign

Adventure World has unveiled a new Canada campaign going beyond breathtaking landscapes and iconic sights and inviting Aussie travellers to MAKE TRAVEL MATTER by giving back to the destinations they explore. Through the innovative MAKE TRAVEL MATTER program, starting this month, travellers can add meaningful experiences to their Canadian adventures. Imagine participating in a wildlife […]

  • News
  • Tourism

Intrepid Adventures launches new travel show on Channel 10

Intrepid Travel has launched a new six-part travel series, Intrepid Adventures, premiering on Channel 10 this Sunday, 8 September. In partnership with creative production house, Sloane Media and the Moroccan National Tourist Office, the program shifts the spotlight from traditional tourist sights to the local guides and communities that bring each destination to life. The […]

  • Luxury
  • News

Luxury Travel Collection reveals ‘Leaders who Lunch’ series

The Luxury Travel Collection (LTC) launched ‘Leaders Who Lunch’ (LWL) with its first event today, bringing together an intimate group of luxury advisors with global luxury partner, Silversea. This new series of intimate, invitation-only lunches will connect influential global senior leaders from LTC’s luxury partner network, with a hand-selected group of members to nurture elevated […]

  • Cruise
  • Travel Agents

MSC Cruises hosts ’Deep Dive on Japan’ webinar

MSC Cruises has announced an exclusive webinar tailored for travel partners that offers an in-depth look at their Japan 2025 itineraries and more. The 20-minute webinar, followed by a 5-minute interactive Q&A session, is designed to provide travel partners with comprehensive insights into the popular destination of the Far-East and top selling itineraries. Japan and […]

  • News

World-first education initiative introduces “Guardian of the Reef” platform

Tourism Tropical North Queensland has partnered with Expedia in the US, UK and Australia to introduce the “Guardian of the Reef”, a world-first platform. Conservation curious travellers can visit the newly launched website and work through a series of short educational videos, each with a coupon reward system to use with Expedia bookings on the […]

  • Cruise

Explora Journeys announces godmother for EXPLORA II

Explora Journeys, the luxury lifestyle ocean travel brand of the MSC Group, has announced that environmentalist Rosalba Giugni as the godmother of their newest ship, the EXPLORA II. The ship’s official naming ceremony will be on 15 September 2024 in Civitavecchia, Italy and marks the latest addition to the Explora Journey’s fleet. It reflects the […]

  • Aviation

Malaysia Airlines launches direct flight to Paris

Malaysia Airlines has announced direct flights to Charles de Gaulle Airport (CDG) in Paris, marking a key milestone in the airline’s European expansion. This route, which will commence on 22 March 2025, represents Malaysia Airlines’ 68th destination, reinforcing its position as the gateway to Asia and beyond. In celebration of the route’s return after nearly […]

  • Hotels

Oasia Resort Sentosa unveils new room category and junior suites

The Oasia Resort Sentosa has unveiled its latest Courtyard Premier rooms and refreshed Junior Suites as well as a staycation offer for pet owners and their furry friends. Located on level two in the Palawan Wing, the 19 Courtyard Premier rooms each span 63sqm with a spacious alfresco area with bean bags and a dining […]

  • Hotels

Park Regis by Prince Singapore debuts under a new brand name following extensive refurbishments

The debut of the Park Regis by Prince Singapore marks the global expansion of Seibu Prince Hotels & Resorts since launching its new global brand identity in April. Following this rebranding of the property and extensive refurbishment, Park Regis by Prince Singapore is an urban oasis that effortlessly encapsulates the essence of its unique bi-culture […]