VisitBritain gears up for 2015

VisitBritain gears up for 2015
By Daisy Melwani


Great Britain’s peak tourism body has reflected on a successful 2014, which saw a record number of tourists visit the country and record inbound visitor spend achieved. Speaking at the ExploreGB conference late last week, VisitBritain’s chief executive Sally Balcombe (pictured below) announced a $21.7 billion inbound spend, a 3% increase on 2013’s high water mark, as well as 34.8 million foreign arrivals, which was a rise of 6% on 2013’s figure.

Elsewhere, perceptions of Great Britain remained high. “Every year Anholt carry out a global survey on the Nation’s Brand Index. This gauges how people think about Britain and 49 other countries. We are now ranked third globally as a tourism destination,” Balcombe said. Great Britain also ranked fourth overall for its sporting offering and 20th overall for natural beauty.

Looking ahead, VisitBritain announced a positive forecast for 2015, stating it expected the volume of inbound tourism to grow a further 2.5% and the volume of inbound spend to rise 4.5%.

Balcombe said that the tourism body will continue to focus on growth and will maintain its GREAT campaign in seven key markets moving forward. Another key aim is to encourage visitors to explore Great Britain’s regions, with a focus on rural tourism and seeing its constituent nations.

Autumn 2015 will see the launch of a culture campaign focusing on contemporary culture and city life, covering film and TV, performing arts and music. A major campaign focused on the upcoming James Bond film Spectre will run over October and November.

The travel trade will also be a focus with a new and improved BritAgent program commencing this month. The refresh will see increased interactive capabilities, engagement and rewards for travel agents. An itinerary builder will also be available later in the year. “VisitBritain delivers a full range of B2B events, including overseas trade missions and participation in World Travel Market, ITB Berlin, ILTM Asia and other travel trade events,” Balcombe added.

Latest News

  • Tourism

Global tourism roars back to life with APAC leading the way

The global tourism industry is roaring back to life as international arrivals are up 16 per cent compared to 2023, a resurgence is largely fuelled by the Asia Pacific region particularly Australia, ForwardKeys reported at the World Travel & Tourism Council Global Summit in Perth. While the region still lags pre-pandemic levels, the current pace […]

  • Aviation
  • Tourism

Travel in Oceania could add $166 billion to the regional economy and 1.1m jobs

A new report by the World Travel & Tourism Council reveals that Oceania’s travel and tourism sector could inject an additional US$112BN (AU$166.4) to the region’s economy by 2034, bringing the total contribution to a record-breaking US$336BN. According to the report, in collaboration with VFS Global and launched today at WTTC’s 24th Global Summit in […]

  • Conferences
  • First Nations
  • Tourism

WA leverages Indigenous heritage as a key topic at WTTC Global Summit in Perth

Western Australia has leveraged its Indigenous heritage to be one of the key topics of the annual World Travel & Tourism Council Global Summit being held in Perth (Boorloo). “Indigenous tourism has immense potential, empowering communities to be in control of their own stories and their own economic futures now that is regenerative tourism tomorrow,” […]

  • Aviation

Delta Air Lines opens the premium Delta One Lounge at LAX

Delta Air Lines has opened the Delta One Lounge at LAX, following the opening of the one at JFK in June 2024, bringing the premium lounge experience to the West Coast. The second Delta One Lounge, adjacent to the Delta Sky Club at terminal three and seats nearly 200 guests, is directly connected to the […]