BusinessEurope.com 8 August, 2004
Britain's tourism industry has been given a major boost with a report from VisitBritain showing that 12.5 million visitors travelled to the UK in the first half of this year.
The figures show a rise of 13% on the same period last year, making it the 'best ever' January to June period.
During the three-month period from April to June 2004, strong year-on-year growth has been recorded from the traditional markets of North America, up 20%, and Western Europe, up 11%.
The most significant increase, however, was driven by visitors from Eastern Europe and long haul destinations in the 'Rest of World' region, which has risen 29%.
VisitBritain markets Britain to the rest of the world, providing a consumer database and multi-partner campaigns focusing on touring, city breaks and good living in order to raise the profile and appeal of Britain and stimulate bookings.
"Despite greater competition from new destinations, changes in global travel trends and the challenges of the past few years, visitors continue to be drawn by Britain's unique appeal," said Kenny Boyle, VisitBritain's director of international marketing.
Visitor spending for the year-to-date saw a rise of 9%, although VisitBritain points out that, at 5% down on 2000, spending for the year-to-date has yet to return to levels prior to the food and mouth outbreaks and September 11.
"Anecdotal evidence from our partners in the industry suggests that much of the increased growth in this month's figures is coming from new and emerging markets - such as China and Russia - than from the traditionally high-spending North Americans," added Boyle.
"Many of our competitors are already ahead of Britain in making significant investments in such markets." |