Slow progress for VisitBritain

Slow progress for VisitBritain
By admin


Britain needs to do a better job of “selling its story” to Australians in its continuing quest to develop regional product and entice tourists to venture beyond London.

VisitBritain overseas network director, Keith Beecham, said efforts are being stepped up to encourage UK suppliers to “internationalise” product for Australia, and other markets.

The tourism agency said it also needs the help of the Aussie trade to identify what type of experiences their customers are demanding.

But he admitted that progress on encouraging UK suppliers to look to international markets – a problem he identified last year – has been slow.

“We are having to work really hard with the UK trade to get them to understand why they should be internationalising their product and making it available in our source markets,” Beecham said.

Speaking to Travel Today at Destination Britain in Kuala Lumpur, Beecham said it will adopt the global Countryside is Great campaign in Australia through the trade.

“What we need to do better is tell our story and we’ll do that through the Great Countryside campaign,” he said. “We need to be saying to Australia that we want you to come and explore London but then get out and about. It’s about London and beyond.”

With no budget to run a concerted marketing campaign, stepping up its engagement with consumers through social channels will be VisitBritain’s priority in Australia, as well as creating partnerships with the trade.

The local office will identify experiences that are in demand, particularly among the baby boomer, or so-called Silver Stylers market.

“We’ll find out what experiences motivate them and present the British product that delivers those experiences,” Beecham said.

He said there remained misconceptions among the UK trade that the majority of Australian visitors to the UK were either backpackers or visiting friends and relatives.

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