National tourism agency VisitBritain has launched a new global campaign for 2018 to boost inbound tourism to Britain. The campaign ‘I Travel For…’ uses short films and storytelling to shine the spotlight on unexpected experiences and less-explored destinations in Britain, alongside its iconic landmarks and attractions.
The digital campaign kicked off internationally with a launch film on Facebook and Instagram, followed by a series of films and images promoting destinations across Britain. The digital campaign, which will run from February to April, launched across social media channels in Britain’s largest and most valuable inbound visitor markets, including Australia, France, Germany and the US, and its high-spending markets, including China, the GCC and India.
VisitBritain Chief Executive Sally Balcombe said: “Tourism is one of the UK’s most valuable export industries, driving economic growth and creating jobs right across Britain. It is also a fiercely competitive global industry and we are seizing the opportunity to build on the strong growth we have seen, showcasing that Britain is bursting with fun activities, adventure and wonderfully unexpected experiences to come and discover all year round.”
Overseas visits to the UK are forecast to break through the 40-million mark for the first time in 2018, reaching 41.7 million, up 4.4 per cent on 2017. Spending by overseas visitors to the UK is forecast to reach £26.9 billion in 2018, up 6.8 per cent on 2017.