VisitBritain Outlines Plans to Build on Success of Olympic Year
VisitBritain launched its 2012 annual review, outlining what it was able to achieve for tourism and the U.K. economy in 2012 and how it will build on 2013 and beyond. Inbound tourism is one of Britain’s business great success stories. It is the nation’s third-biggest earner of foreign exchange -- during the past year it has contributed £18.7 billion ($30 billion) to Britain’s economy, a 5 percent rise in nominal terms and a record. In six of the past 12 months, Britain has welcomed a record number of holiday visitors from overseas, meaning around 12 million international visitors have chosen Britain as a holiday destination.
A central focus of the year was to use the Olympic Games to generate worldwide coverage of Britain’s attractions, a strategy that has resulted in 14,000 positive print and broadcast stories about the U.K. in the world’s media in the first six months of this financial year, the equivalent of over £1.5 billion ($2.4 billion) in advertising. VisitBritain’s work as an organization overseas has also contributed £503 million ($807 million) to the U.K. economy in 2011-12, while its match-funded marketing with partners has resulted in additional bookings worth £89 million ($143 million).
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