Our Mission: Building the value of tourism to Britain and in England
VisitBritain was formed on 1 April 2003. It builds the value of tourism by creating world-class destination brands and marketing campaigns and by building partnerships with – and providing insights to – other organisations with a stake in British tourism.
VisitBritain works with the following stakeholder groups:
- Overseas Customer: Promoting Britain overseas as a visitor destination, to generate additional tourism revenue throughout Britain and throughout the year
- Domestic Customer: Growing the value of the domestic market by encouraging British residents to take additional and/or longer breaks in England, thereby growing the value of the domestic market.
- Tourism Industry: Helping the British tourism industry address international and domestic markets more effectively.
- Government: Providing advice to Government and devolved administrations on matters affecting tourism.
- Strategic Partners: Working in partnership with the devolved administrations and the national and regional tourist boards to build the British tourism industry.
- Staff: To achieve all goals by making efficient and effective use of resources and by being open, accessible, professional, accountable and responsive.
