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“We are refreshing our successful global
#OMGB ‘Britain, Home of Amazing
Moments’ campaign with stunning content
from across our nations and regions to
inspire visitors to put Britain at the top
of their ‘wish list’, and working with
commercial partners across the travel
industry to ensure that inspiration to visit
is converted into bookings, boosting the
economy and jobs across our nations and
regions.”
VisitBritain’s ‘Home of Amazing Moments’
campaign is being launched on a rolling
cycle globally from the autumn.
China moved into Britain’s top 10 most
valuable inbound visitor markets for the
first time last year with visits up 46% to
270,000 and spend up 18% to £586 million.
VisitBritain launched a digital marketing
campaign across China earlier this month
in partnership with Hainan Airlines and
Tunui.com, one of China’s leading online
travel agents, to make it easier to book a
holiday to regional Britain.
Spend from inbound visits from the US,
Britain’s most valuable inbound market,
topped £3 billion last year, the first time
a single visitor market has broken the
£3 billion spending mark. VisitBritain is
launching a new marketing push in the US,
as well as France and Germany, Britain’s
three largest and most valuable inbound
visitors markets, through a partnership
with Expedia from October.
The #OMGB ‘Home of Amazing Moments’
campaign is part of the UK Government’s
global GREAT Britain campaign, which
showcases the very best of what Britain
has to offer as a place to visit, study and
do business.
Just last month UK Prime Minister Theresa
May launched a ‘Tourism Action Plan’
to ensure that Britain remains a top
destination for visitors from across the
globe.
Last year set a record for inbound tourism
to Britain on visits and spend with 36.1
million visits, 5% up on 2014, and spending
up 1% to £22.1 billion.
Inbound tourism is worth more than £26
billion to the UK economy.