How to boost Britain’s £7 billion tourism industry

VISITBRITAIN, in partnership with Association of Leading Visitor Attractions, is to launch research to identify how the tourism industry can work together and market the UK’s greatest asset abroad.

The Leveraging our Heritage and Culture report 

will determine current global perceptions of 

Britain’s culture and heritage and look at how 

marketing can entice even more visitors, both 

repeat and first-timers.

The report is the result of research conducted amongst 1,500 respondents across Britain’s three largest tourism source markets: the US, Germany, and France.

Britain’s culture and heritage, a £7 billion industry supporting 100,000 jobs, encompasses a broad range of attractions and locations. Previous research shows that perceptions of Britain’s culture are high, ranking fourth for culture and fifth for historic buildings out of 50 nations. Britain also ranks highly for the competitiveness of our cultural resources, coming third in this respect in the World Economic Forum’s ranking of 140 countries.

According to the international passenger survey, of the 33 million visitors to Britain last year, half included a trip to a museum, around 40% visited a castle and just over one quarter went to an art gallery.

The research findings reported in Leveraging our Heritage and Culture show that Britain performs well on tangible and national heritage. More than half (53%) of respondents state culture and heritage as their main motive for visiting Britain, with 73% of French and 70% of Germans agreeing. Out of seven markets, Britain ranked second for ‘historic buildings’, pipped to the post by Italy. 

The report also highlighted that there is a thirst for more information about how to explore more of Britain’s culture and heritage with suggestions of heritage-specific itineraries, based on different themes and regions of Britain. 

They also suggested that more information on how to get around the country and what to see outside of London would be beneficial.

Go Holiday news : www.govillasandcottages.co.uk
All your holiday needs: IN PRINT - ON-LINE - DiGiMAG - SMARTPHONE -TABLET - BLOG - TWITTER - G+ - FACEBOOK