The United Kingdom’s (UK’s) tourism agency, VisitBritain, had exciting plans to promote the country during the upcoming Olympics in France.
With the world watching the Olympic Games, VisitBritain launched an exciting tourism campaign to promote the UK.
The national tourism agency aims to highlight the best of the UK’s offerings, attracting more visitors and boosting the tourism industry.
This ranges from sporty outdoor adventures like surfing to exploring the bustling cities packed with food experiences.
It also showcases the UK’s rich cultural heritage, stunning landscapes, and vibrant cities to a global audience.
“There are audacious experiences to discover in Britain as well as promoting our warm British welcome,” VisitBritain Country Manager France & Benelux Severine Tharreau said in a news release.
The Olympics present a unique opportunity to capture the attention of millions of people around the world.
The UK tourism campaign aims to inspire visitors in France to choose the UK as their next travel destination.
VisitBritain’s latest forecast shows that the UK is set to welcome 3.6 million visits from France in 2024.
Those visitors are expected to spend £1.9 billion on their UK trips.
Virtual reality for UK tourism campaign
The multi-media marketing campaign, which ran until early July, targeted potential tourists through social media, TV, and outdoor ads.
The campaign also made use of creative marketing strategies to engage potential tourists.
One of the standout features of the campaign is the use of VR technology.
“Alfie,” a computer-generated English concierge, guided visitors to the best spots for a fun holiday in Britain.
It also shares holiday tips for exciting outdoor adventures, innovative food spots, and vibrant cultural experiences.
Potential visitors can virtually explore famous landmarks like the Tower of London, Stonehenge, and Edinburgh Castle from home.
This immersive experience is designed to spark curiosity and excitement about visiting the UK in person.
The campaign will highlight iconic UK destinations such as London, Edinburgh, and the Lake District.
It also promoted lesser-known gems like the Cotswolds and the Scottish Highlands.
The agency hopes to appeal to a broad audience by showcasing a range of attractions.
This includes history buffs, nature lovers, adventure seekers, and food enthusiasts.
Collaborating with various partners
The campaign also drives online traffic to a dedicated French website with ideas and activities, visitor attractions, and experiences.
VisitBritain is working with TripAdvisor in France to convert the interest into immediate bookings.
In June, VisitBritain organized a four-day tour for six French social media influencers, focusing on Britain’s outdoor and athletic offerings.
Olympic medalist Desirèe Henry met the group at London’s Olympic Park before embarking on their journey across the country.
They engaged in activities such as mountain biking in Northumberland, archery near Scotland’s Loch Lomond, and coasteering in North Wales.
Throughout their adventures, the group shared their thrilling experiences on social media platforms.
VisitBritain and Marketing Liverpool were also present at the International Bordeaux Wine Festival last June.
Liverpool was an official guest city at the French festival to promote its musical offerings and talented chefs.
These collaborations seek to inspire potential visitors to explore more of Britain’s diverse landscapes and activities.
UK tourism campaign to boost visitor numbers
According to the VisitEngland 2023 Attractions Survey, visitor numbers are slowly growing but remain below pre-pandemic levels.
Overall visits to attractions in England increased by 11 percent in 2023 compared to 2022.
However, this growth rate was slower than the previous two years, with visitor numbers still 28 percent lower than in 2019.
The slow recovery highlights the tourism industry’s ongoing challenges after the COVID-19 pandemic.
VisitEngland Director Andrew Stokes said it’s good to see continued growth in visits to England’s wonderful attractions.
“There remains ground to be covered to get our sector back to pre-pandemic levels,” he added.
The survey revealed that international tourism and school field trips fueled growth in 2023.
Visits from overseas tourists to English attractions surged by 80 percent compared to 2022.
On the other hand, domestic visits experienced a slight two percent decline from the previous year.
Most regions in England saw a modest increase in admissions, ranging from four to eight percent.
London, however, stood out with a significant 26 percent growth, primarily attributed to the influx of international visitors.
Despite this substantial percentage increase, the overall volume of visits to London’s attractions remains 22 percent down compared to 2019.
The survey also revealed which attractions are currently the most popular among visitors.
Historical sites, outdoor attractions, and family-friendly destinations continue to draw significant crowds.
The top paid-for attractions include the Tower of London, Kew Gardens, and Chester Zoo.
The British Museum, National Gallery in London, and Tate Modern topped the list of free attractions in England.
UK tourism forecast
VisitBritain’s campaign to promote the UK during the Olympics in France aims to attract more tourists and boost the tourism industry.
VisitBritain aims to inspire a global audience to visit the UK by showcasing its diverse attractions and using innovative marketing strategies.
The latest statistics on visitor attractions show a slow but steady recovery, with historical and outdoor sites remaining popular.
As the tourism sector adapts to new preferences, the future looks promising for UK tourism.