6th Jan 2011 - 00:00
Abstract
The British tourism industry has responded extremely positively to the Government’s challenge, set last summer, to create a marketing fund of more than £100 million to boost tourism around the forthcoming Royal Wedding, The Queen’s Diamond Jubilee and The London Olympic and Paralympic Games.
The four-year marketing campaign, full details of which will be unveiled in the spring, aims to deliver: • 1 million extra overseas visitors a year; • £2 billion more visitor spending the UK; and • 50,000 new jobs across the country. Companies including British Airways, DFDS (ferries), lastminute.com, P&O and Radisson Edwardian have pledged cash and payment in kind to help match the £50 million of public money already committed by national tourism agency, VisitBritain. At a Reception in Downing Street to thank those already involved, Prime Minister David Cameron said: "This year and next will see the eyes of the world focused on Britain as never before. A Royal Wedding, Her Majesty's Diamond Jubilee and of course the London Olympic and Paralympic Games offer us a once-in-a-lifetime opportunity, not just for national pride and celebration, but also to promote this country as the perfect tourist destination, helping to create 50,000 new jobs and bring £2 billion more visitor spending to the UK. "Last year we challenged British businesses to help us put together the best tourism marketing campaign ever for Britain – something that will make us the must-see destination for visitors from new growth markets in Asia and Latin America, as well as core ones like Europe and the USA. The response has been magnificent, with pledges of cash and kind from companies that mean we are well on the way to our target." Secretary of State for Culture, Olympics, Media & Sport Jeremy Hunt added: "This is Britain's moment. A wonderful and unprecedented opportunity to tell the world that we are well and truly back in business, and that there is no better place to take a holiday, not just in order to be part of the big-ticket events of the next two years, but to enjoy everything else we have to offer. "British companies have dug deep to back us in promoting this idea. And I hope that others will pitch in too – to become part of the global launch to market Britain as quite literally the greatest show on earth."