VisitBritain has been given a financial boost from the government, to the tune of £27 million in extra funding.
Described as a “welcome injection” of cash by Big Hospitality, the extra funding should help the tourist body more effectively promote Britain over the coming years.
A spokesperson for VisitBritain, Sandie Dawe, reacted positively to the news in an official statement. In it, she said: “VisitBritain’s research indicates tourism has the potential to be one of the five fastest-growing sectors of the UK in the years ahead, creating new jobs and helping sustain economic growth.
“Today’s significant announcement will go a long way to helping us achieve that aim. This additional funding means we will be able to run the largest tourism marketing campaign in history.”
The funding comes at a crucial time for VisitBritain, which is likely doing all it can to promote the UK ahead of the Olympic Games 2012 and the Queen’s Diamond Jubilee. Occasions such as these could see millions of people descend upon the nation; hopefully boosting the fortunes of its event spaces, restaurants and hotels.
In order to achieve this, VisitBritain has already ploughed some £100 million into its ‘GREAT’ campaign. According to Marketing Week, the campaign was designed to help Britain’s reputation throughout the world, which was damaged during last summer’s riots in London.
British ambassadors like Jamie Oliver have even signed on to the campaign; joining the likes of Twiggy, Dame Judi Dench and Rupert Everett in promoting the nation.