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<p>His Majesty’s Government works to promote the whole United Kingdom as a destination
for tourists, both domestic and international, working with the devolved governments
and administrations across the UK.</p><p>VisitBritain has in-market teams for Europe,
including France, Germany, Spain, the Netherlands and the Nordics, where they promote
Britain through various campaigns and marketing of Britain’s regional diversity. VisitBritain
also has in-market teams for Australia, Canada and India for the Commonwealth.The
latest figures from VisitBritain’s International Passenger Survey indicate there were
21 million visitors from Europe to the UK in 2022, accounting for 67% of total inbound
visits to the UK and 44% of total inbound spend.</p><p>VisitBritain recently kicked
off the next phase of our GREAT-funded international marketing campaign in France
and Germany to showcase Britain as a dynamic, diverse and exciting destination and
to drive tourism outside of London.</p><p>Each year, VisitBritain welcomes more than
120 international travel trade buyers for a series of educational visits across Britain.
They showcase the latest tourism products to international buyers. Last year, we had
buyers from 16 international markets taking part including France, Germany, Spain,
Italy, the Netherlands, the Nordic countries, Australia, India and Canada.</p><p>VisitBritain
recently hosted ‘Destination Britain India’, its first trade mission to India since
the pandemic. It saw dozens of British industry suppliers from across the nations
and regions meet with 75 top buyers from India. The suppliers included hotels, retailers,
visitor attractions, tour operators, transport providers and local destinations from
across Britain.</p><p>VisitBritain is developing a new multi-million-pound GREAT Britain
marketing campaign for the USA, the UK’s largest and most valuable visitor market,
as well as Canada and Australia, with a focus on screen tourism.</p><p>VisitEngland
is creating a portfolio of nationally supported, strategic and high-performing Local
Visitor Economy Partnerships (LVEPs) to transform the English visitor economy landscape
and appeal more strategically to domestic and inbound visitors. 26 LVEPs have now
been accredited, including VisitEssex which covers the Romford area.</p><p> </p>
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