VisitBritain strikes tourism deal with American Express

VisitBritain has struck up a partnership with American Express as it looks to encourage an extra four million overseas visitors to Britain each year.

The deal will allow the national tourism agency, and its partners, to reach millions of American Express card holders around the world with offers and travel information.

It is part of a £100m marketing programme to raise the profile of Britain as a travel destination. Over the next four years VisitBritain aims to increase visitors' spending in the UK by £2bn.

American Express will promote the country through a website called UK Inspiration, which will host offers and "insider knowledge" from some of the UK's most influential fashion, food, entertainment and travel bloggers.

Laurence Bresh, director of marketing at VisitBritain, said: “This partnership gives us the opportunity to showcase Britain and to present ideas and offers which encourage potential visitors to travel now. Partner marketing deals such as these are key to providing an international platform for tourism destinations and businesses across Britain.”

VisitBritain and American Express will promote the partnership through joint marketing, public relations and social media activity and the use of American Express foreign exchange outlets.

Mark Roper, vice president and general manager UK merchant services at American Express, said: “With the world’s eyes on Britain following the Royal Wedding, there has never been a better time to encourage tourists from around the world to experience the best the UK has to offer."

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