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VisitBritain has launched a new three-year ‘Countryside is GREAT’ campaign, designed to increase international visits and spend in Britain’s countryside.
It is hoped the campaign will generate extra visitor spend of £70m and create 1,296 new jobs by 2018.
VisitBritain said the campaign will position Britain’s countryside as a place to “enjoy modern culture, top quality food and world-class accommodation in a beautiful landscape”, with the story told by third party “enthusiasts”.
Britain’s ‘natural beauty’ has been overlooked compared to other international destinations. According to the 2014 Anholt-Gfk Nation Brand Index, Britain is currently ranked 20th out of 50 countries for being ‘rich in natural beauty’.
Despite this, research from VisitBritain shows that a wide range of visitors already enjoy Britain’s countryside offer. In 2013 a significant proportion of visitors from New Zealand (43%), Australia (41%), Canada (33%), China (32%), UAE (29%) and Germany (27%) all explored Britain’s countryside and villages.
The regions featuring in the first year of the campaign are the Scottish Highlands, Peak District, Cotswolds, Cornwall, Pembrokeshire, North Wales, Warwickshire, Lake District and Yorkshire, with a focus on visitors from the USA and Germany.
Sally Balcombe, chief executive of VisitBritain, said: “We want to encourage our international visitors to experience more of Britain. Enjoying the beautiful landscape is one of the key drivers for holiday choice for international visitors second only to offering good value for money.
“Britain has stunning national parks and world heritage sites to rival our competitors but they are currently being overlooked by many of our overseas visitors.”
Helen Grant, the government’s Tourism Minister, said: “We have some of the most outstanding areas of natural beauty in the world and this £3m Countryside is GREAT campaign will champion rural Britain so that more tourists come and experience it for themselves.”
