VisitBritain aims to boost the profile of the British countryside with the launch of a three-year ‘Countryside is GREAT’ campaign designed to grow international visits and spend across the country.
The campaign – in partnership with third party enthusiasts – is intended to position Britain’s countryside as a place to enjoy modern culture, top quality food and world-class accommodation in a beautiful landscape in an effort to allow the UK to compete with the likes of the Bavarian Alps and the Grand Canyon.
It is hoped that the scheme will generate extra visitor spend of £70m and create 1,296 new jobs by 2018.
To deliver the campaign VisitBritain has joined forces with The National Parks, The Forestry Commission, The Canal and River Trust and Hertz Cars, as well as DCMS, DEFRA and the national tourist boards.
Tourism Minister Helen Grant said, "We have some of the most outstanding areas of natural beauty in the world and this £3m 'Countryside is GREAT' campaign will champion rural Britain so that more tourists come and experience it for themselves.
"We are enjoying record tourism growth in the UK but I want us to do all we can to keep up this momentum and encourage people to explore the very best of Britain across the nations and regions, helping to generate more growth and create more jobs as part of our long-term economic plan."
VisitBritain research shows that a wide range of visitors already enjoy our countryside offer. In 2013 a significant proportion of visitors from New Zealand (43 per cent), Australia (41 per cent), Canada (33 per cent), China (32 per cent), UAE (29 per cent) and Germany (27 per cent) all explored Britain’s countryside and villages.
'The Countryside is GREAT' campaign hopes to build on this interest and show potential visitors what is on offer, where to find great experiences and most importantly, how to get there.
VisitBritain will feature bespoke, curated countryside itineraries, experiences, services and packages on ‘The Countryside Collection’ campaign website and across print media. VisitBritain brand ambassadors will also share their own chronicled countryside experiences, from zip-lining in Wales to champagne cruising on a Scottish loch, or sampling local produce in an award-winning gastro pub after a coastal walk.