Recommendation 17

HM Government Rejected

The Government does not intend to increase VisitBritain’s marketing budget at present. VisitBritain operates in a competitive environment, where they are majority funded by a grant-in-aid from central UK Government - receiving £18.73m in 2022–23 from the GREAT campaign, while VisitEngland/VisitBritain core funding is £83.2m over financial years 2022–23, 2023–24 and 2024–25 (£27.5m, £27.8m and £28m respectively). As such, the Government has ensured that funding is effectively budgeted to promote regional and seasonal spread, attract inward investment, and rebuild international visitor value. VisitBritain is prioritising the promotion of regional destinations through a number of measures. Last year’s National Lottery Days Out Campaign encouraged day trips to attractions around the country during the shoulder season, where over 200,000 vouchers were redeemed. This year, VisitBritain will host educational visits that will see international buyers visiting regions across the UK and learning more about what the UK has to offer. Furthermore, VisitBritain will host ExploreGB Virtual 2023 - their flagship global event bringing together global hand-picked buyers and the best of the UK leisure travel trade. Especially designed for UK travel trade suppliers interested in international development opportunities, this virtual event is free of charge to attend and will allow suppliers to engage with international key buyers specifically interested in leisure tourism products/ experiences, and in expanding their UK portfolio.