The British Tourist Authority (BTA) operates under the brand names VisitBritain and VisitEngland. Its mission is to raise Britain’s profile, increase the volume and value of tourism exports, and develop England’s visitor economy. Funded by the UK Government’s Department for Culture, Media and Sport (DCMS), it functions as a non-departmental public body.

VisitBritain delivers international consumer marketing campaigns across multiple markets, under the GREAT Britain campaign. VisitBritain develops international relationships and deepens the understanding of Britain’s global customers to effectively sell Britain as a destination. VisitBritain gathers market intelligence, works closely with the travel trade, secures partners on-territory, and oversees public diplomacy liaison.

VisitEngland’s role is to enable a robust and sustainable visitor economy in England. To achieve this, VisitEngland provides advice, resources and training to tourism businesses, destinations, and associations – helping them to strengthen their proposition and reach new customers.