VisitBritain Partners With DMCs for Promotion

For the first time, VisitBritain has partnered with destination management companies (DMCs) to help promote England’s tourism products overseas.

The partnership includes six DMCs that will help with distribution of the 20 Discover England Fund pilot projects. Abbey Tours, AC Tours, Angela Shanley Associates, E-Voyages, Hotels & More and Jac Travel are the six companies that will assist in the venture.

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“This partnership will boost sales of the fantastic new and existing tourism products on offer in England and increase awareness of the exciting Discover England Fund projects,” said Carol Dray, VisitBritain/VisitEngland commercial director. “From gourmet garden trails in Kent and self-guided app-based tours in the Cotswolds to discovering the Great West Way, this partnership will turn inspiration to visit into bookings.”

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The Discover England Fund is a three-year program that began in 2016 and runs through 2019. The $56 million effort is aimed at improving England’s competitive tourism offerings by building world-class, bookable products and delivering them to the right international customers at the right time.

The goal is to build the domestic market as well as make it easier for visitors to explore the country. International tourism is worth nearly $200 billion to the U.K. economy and creates jobs and economic growth across the region.

VisitBritain and the six DMCs will join together for product development, training, educationals, sales support, incentives and shared marketing.