New study reveals holiday habits of Brits

New study reveals holiday habits of Brits

Thursday, 30 June 2016 14:00

Modern Bri...

Thomas Cook partners with GP Smartphone app

Thomas Cook partners with GP Smartphone …

Thursday, 30 June 2016 11:00

Thomas Cook, in partnership with Now Healthcare Group, is offering Now GP – an app connecting holidaymakers with UK-based GPs while abroad.

Taber Holidays offers taste of Denmark with new tour options

Taber Holidays offers taste of Denmark w…

Thursday, 30 June 2016 08:00

Offering holidaymakers a real taste of Denmark, Taber Holidays’ new ‘A Taste of Skåne and Copenhagen’ tour explores the region through its cuisine.

Advantage asks 'What's on your bucket list?'

Advantage asks 'What's on your bucket li…

Wednesday, 29 June 2016 14:00

The Advantage Travel Partnership has launched its mid-season campaign promoting Bucket List inspiration through a joined up B2B and B2C approach.

UK visitor arrivals to Tenerife increase by 20%

UK visitor arrivals to Tenerife increase…

Wednesday, 29 June 2016 11:00

The latest figures from the Tenerife Tourism Corporation indicate that more than 800,000 visitors from the UK travelled to Tenerife between January and May this year, representing an increase of...

New wildlife officers trained to support MARINElife day trips with Condor Ferries

New wildlife officers trained to support…

Wednesday, 29 June 2016 08:00

The team from wildlife charity, MARINElife has been training a new batch of volunteers on Condor Ferries' fleet, as they prepare for a busy summer season of wildlife spotting on...

Universal Orlando unveils new water park for 2017

Universal Orlando unveils new water park…

Tuesday, 28 June 2016 14:00

Volcano Bay is to become Universal Orlando’s third theme park when it opens at Universal Orlando Resort on June 1, 2017.

New daily Toronto service from Air Transat

New daily Toronto service from Air Trans…

Tuesday, 28 June 2016 11:00

Air Transat has announced that it is to increase flights to Toronto this winter by offering a daily service from November to April, meaning the airline will fly year-round daily...

Baby 'dragons' born at Postojna Cave

Baby 'dragons' born at Postojna Cave

Tuesday, 28 June 2016 08:00

Postojna Cave has announced that two of its 23 remaining proteus salamander eggs have hatched and that the ‘dragon babies’ can be seen by visitors just in time for the...

Are Brits spending more than they bargained for on all-inclusive holidays?

Are Brits spending more than they bargai…

Monday, 27 June 2016 14:00

Almost half of package holidaymakers will be heading abroad on all-inclusive trips this year, but changing habits mean most of them will find their trip costs far more than they...

Free door-to-door transfers from Fred. Olsen Cruise Lines

Free door-to-door transfers from Fred. O…

Monday, 27 June 2016 11:00

Fred. Olsen Cruise Lines has released a new brochure, entitled ‘The World at Your Doorstep’, which highlights 24 sailings in 2017/18 that are available to book (up to July 31)...

Virgin Trains’ new executive chef James Martin serves up sweet surprise

Virgin Trains’ new executive chef James …

Monday, 27 June 2016 08:00

Award winning chef James Martin was recently on board Virgin Trains serving up treats from his new seasonal menu to surprised customers in a newly refurbished First Class Carriage.

New stores opening at Mall of America

New stores opening at Mall of America

Friday, 24 June 2016 14:30

Located in Bloomington, Minnesota the Mall of America attracts more than 40 million visitors annually and offers visitors the chance to shop designer brands at 520 stores with no sales...

ABTA issues statement on results of EU Referendum

ABTA issues statement on results of EU R…

Friday, 24 June 2016 09:29

With the result of yesterday’s referendum announced, and the British people voting to leave the EU, ABTA has released this statement:

Alaska debut in Funway's new US brochure

Alaska debut in Funway's new US brochure

Friday, 24 June 2016 08:00

Funway has issued its latest USA brochure which offers 180 pages of holidays, bookable for travel until December 31.

New accommodation options in Slovenia from Balkan Holidays

New accommodation options in Slovenia fr…

Thursday, 23 June 2016 11:30

Balkan Holidays is featuring three new four-star hotels in Kranjska Gora as part of its new seven-night walking holidays packages this summer.

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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