Britain has almost reached the £100m marketing fund target set for a new tourism campaign, designed to boost visitor numbers and create jobs.
Last year, the government called on British businesses to become part of a marketing campaign which aims to boost tourism to fill event spaces around Britain during big events such as the Royal wedding, the Queen’s Diamond Jubilee and the London Olympic and Paralympic Games.
According to the Department for Culture Media and Sport, the four year marketing campaign aims to deliver one million extra visitors from overseas each year in addition to boosting visitor spending in the UK by £2bn. It is hoped the marketing initiative will also create 50,000 new jobs across the country.
Visit Britain’s chief executive Sandie Dawe told CIT Magazine: “Britain is poised to host an unprecedented series of events over the next few years. This will offer us a golden opportunity to showcase ourselves to the world.”
British Airways, P&O and DFDS Seaways are among the companies that have pledged cash and made payments to contribute to the £50m of public money already committed by Visit Britain. The money will be used to target new growth markets in Asia and Latin America in addition to the more established markets in Europe and the US.
Prime Minister David Cameron said: “A Royal wedding, Her Majesty’s Diamond Jubilee and the London Olympic and Paralympic Games offer us a once-in-a-lifetime opportunity to promote this country as the perfect tourist destination.”