National tourism agency VisitBritain launches in February a new global campaign for 2018 to boost inbound tourism to Britain.
The campaign ‘I Travel For…’ uses short films and story-telling to shine the spotlight on unexpected experiences and less-explored destinations in Britain, alongside its globally renowned and iconic landmarks and attractions.
Based on VisitBritain’s global research into people’s motivations, passions and inspiration for travel including adventure, fun, relaxation, discovery, culture, food and drink and the unexpected, the campaign uses these motivators to create tailored content, which is then shared by target audience on Facebook and Instagram globally.
The digital campaign targets at 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.
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% on 2017. Spending by overseas visitors to the UK is forecast to reach £26.9 billion in 2018, up 6.8% on 2017.
France, Germany and the US made up 29% of all inbound visits to the UK in 2016 and 28% of spending.
