Tourism set for £5m marketing drive

LONDON - The British Tourist Authority is investing £5m in an international marketing campaign to encourage visitors back to the UK following a 20% drop in tourist spending as a result of the foot-and-mouth crisis and terrorist attacks on the US.

The industry stands to lose around £2.5bn this year. Tourist spending was originally forecast at £13bn in 2001 but is now expected to drop by 20% to £10.8bn.

The campaign, which will break in January and run for three months, will have a strong "reassurance message" and focus on the UK's four "key strengths: great countryside, great heritage, great cities and great sport."

Initially the US, Canada, Germany, France, Belgium, Ireland and the Netherlands will be targeted. Funds will be relocated from a £14.1m grant provided by the government following the foot-and-mouth crisis. The campaign will also be backed by the Queen's Golden Jubilee celebrations and the Commonwealth Games.

In 2000, there were 25.2m visitors to the UK, including more than 4m from the US, the largest group.

The BTA will be working with the government organisation COI Communications when agencies pitch for the contract. Key tourism companies, including airlines and hotels, have pledged to work in partnership with the BTA for the campaign.

Tourism is one of the largest industries in the UK, worth approximately £63.9bn in 1999. It accounts for between 2.8% and 3.9% of GDP and employs 1.9m people.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.

Sylvia Westall, recommends

BTA tourist website

Read more

You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

Become a member of Campaign from just £51 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now