VisitBritain launches 'I Travel For' campaign in effort to break 40 million visitor mark in 2018
06 Feb 2018 . BY Tom Anstey
British tourism hit record numbers in 2017, with those figures projected to be topped this year
“I Travel For” is the new message from VisitBritain, which this week launched its tourism campaign for 2018 in a bid to reach record inbound figures.
Using a series of short films and storytelling to highlight the country’s most popular landmarks and attractions, and some of Britain’s less explored destinations, the digital campaign will be promoted through social media between February and April to the UK’s largest and most valuable inbound visitor markets.
As part of the global campaign, VisitBritain is working with a number of commercial partners, including BA and Expedia, targeting countries including Australia, France, Germany, the US and its high-spending markets in China, India and the Gulf region.
“Tourism is one of the UK’s most valuable export industries, driving economic growth and creating jobs right across Britain,” said VisitBritain chief executive Sally Balcombe.
“It's also a fiercely competitive global industry and we're seizing the opportunity to build on the strong growth we have seen, showcasing that Britain is bursting with fun activities, adventure and wonderfully unexpected experiences to come and discover all year round.
“By shining a spotlight and telling the stories of Britain’s exciting and contemporary culture, innovations in food and drink, the beauty of our countryside and vibrancy of our cities, we want to inspire even more international visitors to book a trip right now.”
Overseas visits to the UK are forecast to break through the 40 million mark for the first time in 2018, reaching 41.7 million, up 4.4 per cent on 2017. Spending by overseas visitors to the UK is forecast to reach £26.9bn (US$37.5bn, €30.3bn) in 2018, up 6.8 per cent on 2017.
The ‘I Travel For’ campaign is a continuation of VisitBritain’s ‘GREAT’ campaign, which has proved a roaring success since it launched in 2012 to draw visitors to the UK beyond the London Olympics that year.
The tourism market is currently valued at £127bn (US$177bn, €143bn) a year to the British economy, with the sector creating jobs and boosting economic growth across the UK.
An opportunity to reimagine one of the UK’s most recognisable towers has been formally
opened by Rivington Hark, as St Johns Beacon invites operators and partners to shape its
next phase.
The Grand Hall Experience at St Louis Union Station in St Louis, US, has recently undergone
a major upgrade, involving new projection technology, media servers, and new and refreshed
content.
Bespoke play environment design and manufacturer TouchWood Play has announced that it is
responsible for the creation of a new Kids’ Club on Zuhha Island, Dubai.
While others pour concrete and steel, AStation launches dinosaurs and heroes within weeks —
no construction required. Its outlets are redefining entertainment with cutting-edge,
location-based experiences, transforming plazas, art districts, and heritage sites into
massive Mixed Reality playgrounds.
Together with experts and representatives of the Dutch association de Zonnebloem, theme
park resort Efteling and ride manufacturer Vekoma have developed an innovative concept to
increase inclusivity in theme parks, specifically aimed at guests who use wheelchairs.
German rollercoaster designer and manufacturer Maurer Rides is installing what it describes
as the world’s first interactive indoor rollercoaster featuring Spike technology at the new
Hi Space indoor amusement park in Chongqing, China.
A new $25m flying theatre experience has launched near Niagara Falls, New York State,
exploring 13,000 years of Niagara’s geological and cultural history.
This year marks a significant milestone for Red Raion, the CGI studio that has become a
trusted name in producing immersive content for the attractions industry.
Canolfan Pentre Awel will be a hub of leisure and community wellbeing. Highlights include a
600-square-metre fitness suite, an 8-court sports hall and aquatic facilities
VisitBritain launches 'I Travel For' campaign in effort to break 40 million visitor mark in 2018
06 Feb 2018 . BY Tom Anstey
British tourism hit record numbers in 2017, with those figures projected to be topped this year
“I Travel For” is the new message from VisitBritain, which this week launched its tourism campaign for 2018 in a bid to reach record inbound figures.
Using a series of short films and storytelling to highlight the country’s most popular landmarks and attractions, and some of Britain’s less explored destinations, the digital campaign will be promoted through social media between February and April to the UK’s largest and most valuable inbound visitor markets.
As part of the global campaign, VisitBritain is working with a number of commercial partners, including BA and Expedia, targeting countries including Australia, France, Germany, the US and its high-spending markets in China, India and the Gulf region.
“Tourism is one of the UK’s most valuable export industries, driving economic growth and creating jobs right across Britain,” said VisitBritain chief executive Sally Balcombe.
“It's also a fiercely competitive global industry and we're seizing the opportunity to build on the strong growth we have seen, showcasing that Britain is bursting with fun activities, adventure and wonderfully unexpected experiences to come and discover all year round.
“By shining a spotlight and telling the stories of Britain’s exciting and contemporary culture, innovations in food and drink, the beauty of our countryside and vibrancy of our cities, we want to inspire even more international visitors to book a trip right now.”
Overseas visits to the UK are forecast to break through the 40 million mark for the first time in 2018, reaching 41.7 million, up 4.4 per cent on 2017. Spending by overseas visitors to the UK is forecast to reach £26.9bn (US$37.5bn, €30.3bn) in 2018, up 6.8 per cent on 2017.
The ‘I Travel For’ campaign is a continuation of VisitBritain’s ‘GREAT’ campaign, which has proved a roaring success since it launched in 2012 to draw visitors to the UK beyond the London Olympics that year.
The tourism market is currently valued at £127bn (US$177bn, €143bn) a year to the British economy, with the sector creating jobs and boosting economic growth across the UK.
The Grand Hall Experience at St Louis Union Station in St Louis, US, has recently undergone
a major upgrade, involving new projection technology, media servers, and new and refreshed
content.
Bespoke play environment design and manufacturer TouchWood Play has announced that it is
responsible for the creation of a new Kids’ Club on Zuhha Island, Dubai.
German rollercoaster designer and manufacturer Maurer Rides is installing what it describes
as the world’s first interactive indoor rollercoaster featuring Spike technology at the new
Hi Space indoor amusement park in Chongqing, China.
A new $25m flying theatre experience has launched near Niagara Falls, New York State,
exploring 13,000 years of Niagara’s geological and cultural history.
Dutch theme park Efteling has launched its transformed Efteling Symphonica water show,
which has been redesigned to bring it into line with the park’s sustainability goals.
P&P Projects has announced it is launching a brand-new branch called ThemedMotion that will
specialise in the turnkey development of animatronics and animated figures.
