VisitBritain and VisitEngland to refocus resources

Both VisitBritain and VisitEngland have recently announced sweeping changes to the way they are organised to reflect the reduction of budget allocation.

According to Sandie Dawe, Chief Executive of VisitBritain, the focus will be put on those areas most likely to produce best results and will be centred on delivering the Britain marketing programme together with the private sector; target investment towards the markets offering best prospects for immediate returns; continue to deliver insights, trends and industry performance research; and maintain the advisory role to the government.

The areas that will see a reduction in activity are business tourism, which will be entrusted to the national tourist boards; the dedicated brand delivery and design function, which will be discontinued; and the provision of tourist information in London, which will be handed over to another, as yet unidentified agency in 2012. Similarly, HR, IT and finance services will continue to be shared with VisitEngland.

James Beresford, CEO of VisitEngland announced a complete review of the agency’s operations and a restructuring of the business to reflect the changes to the tourism landscape and meet the Government’s goals for domestic tourism. As a result, resources will be concentrated on marketing, insights, partnerships and business developments.

VisitEngland also announced a major bid it submitted to the Regional Growth Fund (a new £1.4bn three-year fund that will operate across England to stimulate private sector-led sustainable economic growth and employment) towards a three year marketing campaign in partnership with local areas and the private sector to encourage more UK residents to take breaks in England.

Both VisitBritain and VisitEngland are optimistic as to the opportunities offered by the Royal Wedding, the London 2012 Olympic & Paralympic Games, the Diamond Jubilee and other events to boost tourism figures in the next few years.