Travel companies sponsoring VisitBritain campaign

Hotel News - 06/01/2011

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VisitBritain, the UK’s national tourist board, has announced the first five companies that agreed to help match £50 million in funding the government is providing for the four-year marketing campaign. The campaign is expected to kick off around the time of the upcoming Royal Wedding.

Airline British Airways, online travel firm Lastminute.com, ferry firms P&O and DFDS, and hotels chain Radisson Edwardian have signed up to provide money and other support for VisitBritain’s latest marketing campaign. Other firms contributing to the scheme are expected to be announced.

The government funding is aimed at helping to boost tourism in Britain around several upcoming events. They start with the the Royal Wedding, which takes place on 29 April and continue with The Queen’s Diamond Jubilee, the London 2012 Olympic Games and the Paralympic Games.

VisitBritain is hoping the campaign will help boost overseas visitor numbers by one million. It is also hoped that visitor spending in Britain will rise by £2 billion and that 50,000 new jobs will be created in tourism over the four years of the campaign.

PM David Cameron said the government had set a challenge last year for UK companies to help it develop the UK’s best ever tourism marketing campaign. The aim was to create a campaign that would make the UK a must-see travel destination for visitors from the new growth markets in Latin America and Asia, as well as core markets such as Europe and the USA.

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