England is a unique destination and a real powerhouse in global tourism. It represents 84 per cent of the total UK visitor economy, is worth £97billion, and supports in excess of 2 million jobs.
VisitEngland is the country’s national tourist board. Its role is to grow the value of tourism by working in partnership with the industry to deliver inspirational marketing campaigns and to provide advocacy for the industry and our visitors. The organisation’s work is underpinned by robust research and customer insights.
The work of VisitEngland’s team provides leadership for the industry and one of the key objectives is to grow the sector’s value to the economy and to the community. By leading on the marketing of England as a destination to domestic and established overseas markets and through championing the visitor experience, VisitEngland intends to increase the value of the nation’s tourism by 5% per annum over the next ten years. This will in turn provide around 250,000 new jobs.
In consultation with the industry, VisitEngland launched the first national tourism strategy for England in ten years. England: A Strategic Framework for Tourism 2010-2020 is a blueprint for growth and aims to maximise tourism’s contribution to the economy, employment and quality of life in England.
VisitEngland is a relatively small organisation but it works with partners throughout the country to achieve an ambitious programme of marketing and tourism development. While dealing with a range of daily issues, such as responding to requests for advice from government, the industry or stakeholder organisations, the VisitEngland team also manages business support and research functions and leads on a wide number of development and marketing activities.
VisitEngland activity is organised through four key specialisms.
• Research and insights – providing data, intelligence and analysis to the industry and to government, industry communications and maximising the potential of London 2012 for England.
• Integrated marketing - a number of campaigns have been developed working with both commercial and public sectors, including TV, press and digital promotions.
• Business support- including implementation of national quality standards, modernisation of visitor information in the lead up to 2012 and championing the visitor experience.
• Partnerships - working with a range of partners throughout the country to ensure successful delivery of the Strategic Framework and forging national commercial partnerships to optimise routes to market.
VisitEngland shares an offices in Victoria with VisitBritain and the two organisations share central services such as IT, HR, finance and payroll.