This report compares the funding for VisitBritain against other destinations around the world. It finds that, compared to nine other competitor destinations the UK performs poorly in terms of investment in international tourism marketing. Specifically:
• Pre-Covid funding of VisitBritain was 26% below the average of the UK’s competitor destinations.
• The UK only allocated an additional £1.6m per annum (3% of the DCMS tourism budget) to support tourism recovery compared to the average of £126m in competitor destinations.
• Due to a lack of tourism recovery funds, funding of VisitBritain is now 35% below the average of the UK’s competitor destinations.
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8 April, 2025
Representatives from the tourism industry have written to Ellie Reeves MP, Minister with responsibility for[…]
22 March, 2025
The slide deck from the 2025 Tourism Insights Conference held on 18th March 2025.
10 March, 2025
We have published UK Tourism Facts and Figures 2025.
This report collates useful information, stats and[…]
26 February, 2025
Letter from the Tourism Alliance to Andy Burnham in response to his public call for[…]
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