Be part of the action at Arundel Castle this summer

Be part of the action at Arundel Castle this summer

Wednesday, 25 May 2016 11:35

Arundel Ca...

HRS invests in Australian business travel specialist

HRS invests in Australian business trave…

Wednesday, 25 May 2016 11:27

Global hotel solutions provider HRS has invested in Australian company The Lido Group through a strategic partnership, thus continuing its global expansion.

ʻLiveʼ video campaign from Tunisian National Tourist Office

ʻLiveʼ video campaign from Tunisian Nati…

Wednesday, 25 May 2016 09:37

The Tunisian National Tourist Office has announced a new project to offer a new perspective on Tunisia.

Costa Cruise launches new itineraries

Costa Cruise launches new itineraries

Tuesday, 24 May 2016 15:14

Costa Cruises is to launch a new two-week itinerary on Costa neoClassica that will allow travellers to discover the colours of India and the beaches of the Maldives during the...

10th anniversary of Europe’s original wild flower festival

10th anniversary of Europe’s original wi…

Tuesday, 24 May 2016 12:06

As one of Europe’s greenest countries, Slovenia will explode with colour once again this spring as the Bohinj International Wild Flower Festival celebrates its 10th anniversary with the theme ‘Wild...

Freerunning champ checks out world's largst cruise ship

Freerunning champ checks out world's lar…

Tuesday, 24 May 2016 11:09

Royal Caribbean has revealed a 90-second extreme film, designed to give passengers the ultimate virtual tour of the world’s largest cruise ship, Harmony of the Seas.

Vienna Tourist Board presents world premiere in London this spring

Vienna Tourist Board presents world prem…

Monday, 23 May 2016 10:56

For the first time, the renowned Summer Night Concert performed by world famous orchestra, The Vienna Philharmonic, in the gardens of Schönbrunn Palace will be broadcast live to London.

May half term at the Treasure Houses of England

May half term at the Treasure Houses of …

Monday, 23 May 2016 10:42

The Treasure Houses of England, a series of fine stately homes, castles and palaces, have a wealth of activities to keep all the family amused throughout the May half term....

Virgin Trains is official travel partner for Lost Village Festival 2016

Virgin Trains is official travel partner…

Monday, 23 May 2016 10:28

Virgin Trains has discounted fares for festival goers travelling on the East Coast mainline to this summer’s Lost Village Festival.

Explore your senses with Le Saint-James at La Cité du Vin

Explore your senses with Le Saint-James …

Monday, 23 May 2016 10:14

Relais and Chateaux gastronomic hotel Le Saint-James is offering a one-night package to invite guests to embrace the culture of Bordeaux, with a short break celebrating French wine and gastronomy.

Earn more commission with Elite

Earn more commission with Elite

Friday, 20 May 2016 12:00

The Elite Travel Group has launched an initiative under its ‘Exclusively Elite’ banner which offers members the opportunity to earn higher commission levels from selected principals on a monthly basis.

Globe Travel Centre launches 'The Great Indian Cook Off Tour'

Globe Travel Centre launches 'The Great …

Friday, 20 May 2016 08:30

Specialist tour operator, Globe Travel Centre has launched 'The Great Indian Cook Off Tour', an exclusive culinary tour where five couples go on a journey across five exotic destinations in...

Atlantis Paradise Island extends double cash rewards incentive

Atlantis Paradise Island extends double …

Thursday, 19 May 2016 15:00

Atlantis Paradise Island Resort and the Nassau Paradise Island Promotions Board (NPIPB) have extended their double cash rewards offer, meaning agents can now earn double cash rewards of up to...

Earn 12% commission from Exotic Journeys

Earn 12% commission from Exotic Journeys

Thursday, 19 May 2016 13:00

Exotic Journeys International is offering 12% commission on all published fixed departure tours in 2016/17 along with 25% savings on two and three week trips to India from now until...

TTNG announces commitment to cruise with 2016 conference

TTNG announces commitment to cruise with…

Thursday, 19 May 2016 11:00

The Travel Network Group (TTNG) has demonstrated its on-going commitment to the cruise sector with the announcement that it will be hosting its second Cruise Conference later this year.

‘Just for Adults’ weeks with Neilson

‘Just for Adults’ weeks with Neilson

Thursday, 19 May 2016 08:30

Neilson is offering adult-only Beachclub holidays. Ideal for clients looking to relax in a child-free environment, the ‘Just for Adults’ weeks take place at the Seaside Beachclub in Ortakent from...

Brand Britain is stepping on the gas. In the run up to next year's double-header of the Olympics and the Queen's jubilee, the country's tourism boards have recently announced a spate of marketing pushes designed to get overseas tourist bookings flooding in. Things kicked off with something of a false start back in August, with a celebrity-fronted campaign by Visit Britain. However, as a direct effect of the recent unrest and rioting that occurred in British cities Visit Britain was led to pull overseas advertising of its new campaign, which featured such national treasures as Dame Judi Dench and Jamie Oliver.

Reacting with admirable speed, Visit Britain stated that they would monitor the tone and extent of media coverage abroad and allow the advertising to return to the overseas market when it feels the situation has calmed. Recent events already appear a little distant and are not expected to recur and but it is still too early to predict the real effect on tourist levels.

Next off the blocks came Visit England - announcing its biggest ever marketing push, which is planned to land next year in conjunction with the Diamond Jubilee celebrations and, of course, London 2012 to capitalise on a sense of national pride. It's important of course not to ignore that the reputation of the country can also have been damaged among its own residents, and given the recent growth of the 'staycation', the UK's own residents may need to be given reasons to celebrate and holiday in their own country, as well as overseas audiences.

Taking the bronze on launch is David Cameron's newly announced Great Britain campaign – focused on attracting overseas tourism. Again, this one leverages the celebrity angle to communicate the message of Cool Britannia 2011, employing Henry VIII, Branson, Cambridge, Wallace and Gromit. There's even mention of The Beatles. To my mind, it's a shame that the campaign focuses on such well known overseas British icons rather than the less celebrated tourist attractions which make the country such a vibrant destination. If people already know what you have and choose not to come then telling them again about the same stuff, in self congratulatory mode too, probably won't cut it.

Personally, I'm not convinced that I'm not sure that £500,000 spend will do much when the intention is to bring in four million visitors from across the globe; £500k won't even buy a dozen full pages in major US newspapers. The audience for this is undoubtedly the audience that are disenchanted with the financial situation here in the UK. Judging from comments on the Daily Mail website from readers 'makes you proud to be British' and 'This is a Great campaign! Britain was Great, and still IS.' They may be working – at least on the home front. But to get four million Americans to come to the UK, I remain unconvinced.

Given the country tourism boards are now carrying the torch for Britain both overseas and domestically, it is however critical that all travel brands benefitting directly or indirectly from UK tourism look to boost their investment in marketing now – otherwise cut-through may well be lost in the noise. In particular, this activity needs to show how Britain not only delivers quality service across a range of cultural and entertainment areas but does so at a price that is competitive with the rest of Europe and indeed the world. Any short changing on spend and a reliance on Visit Britain, Visit England or the government itself to save the UK's tourism revenues is both short term and short sighted.

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