VisitBritain unveils multimillion-pound tourism campaign

National tourism agency VisitBritain has launched a multimillion-pound international campaign for 2023 to drive inbound tourism to Britain.

Using the slogan ‘See Things Differently’, the marketing push showcases Britain as a “dynamic, diverse and exciting destination”, said the tourist board.

The first phase of the 2023 campaign, with a budget of £9.8 million, runs until early spring with a focus on markets where VisitBritain is seeing strong recovery including the US, Canada, the Gulf Cooperation Council (GCC) countries and European markets including France, Germany and Spain.

In Europe and the Gulf, the theme of ‘Spilling the Tea on Great Britain’ highlights the British love of tea, showing visitors that “whatever your cup of tea, we’ve got it”.

In Canada and the US, the campaign, called ‘Fake (Br)it Till You Make It,’ highlights Britain’s regional diversity (pictured).

Later in March, a series of short films sees Brits sharing a warm welcome in local accents and dialects.

Patricia Yates, VisitBritain chief executive, said: “Our priority is to build on the recovery we have seen, competing hard in markets where we are seeing strong growth, tapping into motivations for travel now to drive bookings.

“All eyes are on Britain this year and by telling the story of our dynamic destinations and diverse culture, along with a warm British welcome, we’re inspiring visitors to discover more, stay longer and explore year-round, supporting local businesses and economies.”

The campaigns will also highlight events in 2023 including the coronation of King Charles III and Liverpool hosting the Eurovision Song Contest, on behalf of Ukraine, both in May.

VisitBritain has called for tourism businesses, attractions and destinations to get involved by sharing local experiences that promote a different side of Britain across their own channels using #lovegreatbritain.

The latest VisitBritain forecast for 2023 is for overseas visitor spending in the UK to reach £29.5 billion, up 4% on the all-time spending high of £28.4 billion in 2019.

It estimates there will be 35.1 million inbound visits to the UK, 86% of 2019 levels.

Pictured: Manchester campaign image by Nadine Sykora