Britain on target for £100m tourism marketing fund

Britain is close to reaching the £100m marketing fund target for a new tourism campaign designed to boost visitor figures and create 50,000 jobs, according to the Department for Culture, Media and Sport.

Britain on target for £100m tourism marketing fund
Britain on target for £100m tourism marketing fund

The government called on British businesses last August to help create the marketing campaign to boost tourism around the royal wedding, the Queen’s Diamond Jubilee and the London Olympic and Paralympic Games.

The four-year marketing initiative aims to deliver one million extra overseas visitors each year, boost visitor spending in the UK by £2bn and create 50,000 new jobs.  

Growth markets
 

It will target new growth markets in Asia and Latin America, along with established markets in Europe and the US.  

British Airways, DFDS Seaways, Lastminute.com, P&O and Radisson Edwardian are among the companies that have pledged cash and payment in kind to help match the £50m of public money committed by Visit Britain.   

Royal wedding  

Prime Minister David Cameron said: "A royal wedding, Her Majesty’s Diamond Jubilee and the London Olympic and Paralympic Games offer us a once-in-a-lifetime opportunity to promote this country as the perfect tourist destination."  
Visit Britain chief executive Sandie Dawe said: "Britain is poised to host an unprecedented series of events over the next few years. This will offer us a golden opportunity to showcase ourselves to the world."      

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