A £5 million international marketing campaign has been announced by Tourist chiefs to help lure foreign visitors back to Britain.
In the wake of terrorist attacks, the numbers from America alone plunged about 60 percent in September.
“Timing is critical if we are to maintain and raise Britain’s profile as a desirable tourism destination,” said the BTA’s chief executive Jeff Hamblin.
He went on: “Our recent visit to New York proved to us that there is still a strong market for international travel when the time is right.”
The authority’s campaign centres on what are perceived to be Britain’s four key strengths – great countryside, great heritage, great cities and great sport.
The other countries being targeted are Germany, France, Belgium, Ireland, The Netherlands and Canada.
Key tourism companies, including airlines and hotels, have pledged to work in partnership with the BTA to address the challenges now faced by the UK inbound industry.
The announcement of the initiative follows the publication yesterday of the BTA’s 2000-01 annual report, in which the authority said that the terrorist attacks and the effect of the foot-and-mouth crisis would result in a £2.5 billion dip in overseas tourist revenue in 2001.
The United States of America is one of the seven international markets that the British Tourist Authority is targeting in the campaign.
No comments yet.
Sorry, the comment form is closed at this time.