National tourism agency VisitBritain has unveiled a new multi-million pound international campaign for 2023 in a bid to drive tourism to Britain.
The first phase of the ‘See Things Differently’ campaign – with a budget of £9.8 million – will run until early spring and focus on markets including the US, Canada, Gulf Cooperation Council (GCC) countries, France, Germany and Spain.
In Europe and the GCC the spot ‘Spilling the Tea on GB’ will be released, playing on Britain’s love of tea through destination images and short films. From surfing and graffiti to hunting the Loch Ness Monster, the ad intends to show visitors that ‘whatever your cup of tea, we’ve got it.’
In Canada and the US, the ‘Fake (Br)it Till You Make It’ campaign will highlight the ‘richness of Britain’s regional diversity’. The phased advertising campaign gets underway in March.
The launch of VisitBritain’s campaign comes as overseas visitor spending in the UK continues to grow this year. The brand believes that spending in the UK in 2023 will total £29.5 billion, up 4% on the all-time spending high of £28.4 billion in 2019. VisitBritain also estimates 35.1 million inbound visits to the UK, 86% of 2019 levels.
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“We know there is pent-up demand for travel and that tourism is also a fiercely competitive global industry,” VisitBritain CEO Patricia Yates said. “Our priority is to build on the recovery we have seen, competing hard in markets where we are seeing strong growth, tapping in to motivations for travel now to drive bookings.
“All eyes are on Britain this year and by telling the story of our dynamic destinations and diverse culture, along with a warm British welcome, we’re inspiring visitors to discover more, stay longer and explore year-round, supporting local businesses and economies.”
