The government has committed an additional £90m in funding toward VisitBritain’s GREAT campaign, securing the successful campaigns continuation for another two years.
It comes as the tourism agency predicts a bumper 2014 with overseas visitor numbers expected to rise 2 per cent with a combined spend of £21.5bn. This dovetails with an increase in the overall volume of visits to pre-crisis levels in 2008, with 32.6m arrivals expected.
Sandie Dawe, chief executive at VisitBritain said: “Government investment in the millions will bring tourism returns in the billions. This year is set to be a record – it just goes to show what can be achieved with a clear strategy and cooperation across all the major Government agencies promoting Britain overseas.”
Minister for Tourism, Helen Grant, added: “Millions of people flock to British shores every year and our tourist attractions are world class. Tourism is a key plank of our economy, helping to drive growth and promoting Britain on the world stage. After a record 2013, we want to do even better in 2014 and that’s why we are committing an additional £90 million to our fantastic GREAT campaign - to showcase the very best of Britain in key international markets, encouraging visitors to come and experience it for themselves.”
The government’s funding commitment comes after figures highlighted the success thus far of the GREAT campaign, which has contributed to what could be the highest recorded spend by visitors in Britain ever over the course of 2013.