International tourists the centre of new Visit Britain campaign: 'Home of Amazing Moments'
We British think of ourselves as a warm and welcoming bunch. Visit Britain's latest campaign is hoping to build upon this perception with its new campaign: 'Home of Amazing Moments' where overseas visitors are encouraged to document their experience on Social Media.
The three month digital & print campaign has kicked off across four markets, Brazil Germany, France and the US this week. Culture Secretary John Whittingdale said:
At the forefront of driving international tourism is 'a sense of atmosphere and emotion'. Well that's what recent research from the national tourism agency has discovered. The promise of a cultural significant trip was not in dispute, nor why the campaign is being introduced. It seems we lack the necessary je ne sais quoi when it comes to the promise of an immersive and sensory experience.
The aim is to encourage overseas visitors to our shores with the guarantee of leaving breathless, emotive and overwhelmed by their experiences then to transfer those feelings onto social media ' which will, in theory, entice the next round of tourists considering Britain as their next destination.
Split into two phases, the campaign beings with a drive pushing people in the direction of the website. The site is essentially an archive of varying mediums showcasing Britain as an adventurous and enjoyable county to visit.
The campaigns second stage which will begin in April of this year and its subsequent success relies upon the initial bombardment of encouragement culminating in a widespread euphoric outpouring of unique moments and experiences of tourists.
Recent research conducted by Visit Britain highlighted the influence social media has on Britain as a destination for overseas visitors. It's no shock 89% of tourists used social media during their holiday. With a further 70% admitting social media posts by friends or colleagues made them want to visit a certain destination.
Research by Visit Britain indicates a rise to 36.7m visitors during 2016 which is an increase of 3.8% on 2015. Spending by overseas visitors is also predicted to increase 4.2% on last year with almost £23 billion forecast.
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