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26 May 2004

VisitBritain launches Enterprise Unit

Tourism marketing organisation, VisitBritain, has established a new Enterprise Unit to improve links with the tourism industry.

The unit has been created to provide more focused support and exploit the commercial expertise available through VisitBritain’s core activities, as well as helping the industry better understand the organisation’s marketing strategies and objectives.

Being headed by interim manager, Nick Caiger-Smith, the initiative includes a series of new clubs which will allow the industry to share intelligence, product development news, best practice and co-ordinated activity on special interests in tourism.

The unit will also provide a set list of products and services which business can tailor to their own needs.

Tom Wright, chief executive of VisitBritain, said: “A recent industry survey indicates that VisitBritain is already respected as a professional, hardworking and responsive organisation, which provides creative and effective campaigns to boost tourism.

“However, many organisations expect us to develop a greater understanding of their own strategies and objectives, to more closely match our products and services to their objectives and to tailor our communication much more succinctly.”

The unit was launched at the Museum of London on 20 May as VisitBritain unveiled its progress and achievements over the year since its creation, to tourism executives and marketers from across Britain.

The senior management team discussed opportunities to build partnerships with key stakeholders in both the public and private sectors to help the British tourism industry grow by a third by 2010.

Wright said at the event: “The future of British tourism is increasingly positive with year to date figures among the best ever. Looking ahead, our plans include the launch of a series of international marketing campaigns designed to further boost visits and spend.

“The City Breaks, Touring and Good Living initiatives will play a key role in VisitBritain’s marketing strategies over the next three years and will provide significant opportunities for the industry.

“In the domestic market, the successful activity of 2003/4 continues with the launch of three new product themes, alongside autumn 2004 and spring 2005 enjoyEngland campaigns. This activity is supported by the England brand, which unites tourism businesses in positioning England as a country that will surprise and delight British visitors.” Details: www.visitbritain.com


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