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VisitEngland has announced that it will formally separate from VisitBritain, creating an independent body for England which will put it on par with other UK nations.
This is one of the main recommendations in the Government’s Triennial Review of tourism bodies VisitEngland and VisitBritain, which was laid before parliament by Helen Grant MP, the Minister for Sport and Tourism.
The review recommends a new focus for VisitEngland on supporting the development of competitive and engaging tourism experiences.
James Berresford, VistEngland’s chief executive, said that the announcement has given VisitEngland the role it “always wanted” and that it will be leading strategic development across the industry to ensure England’s tourism offer is “compelling”.
He said that the new role will take VisitEngland beyond marketing and involve it in helping to shape the nature of the English offer.
Berresford said: “England has amazing tourism assets but they must be made available and presented in a way that meets people’s aspirations and to a standard that is comparable with other leading overseas tourism markets. This is essential to make sure people choose our country over others.
“Our concentration of support for developing new tourism experiences will be a catalyst for the next generation of world class leisure and business tourism offerings.”
The review also recommends that VisitEngland manages a ‘challenge fund’ in order to support the development of competitive tourism experiences that will increase visitor numbers across London and all regions of the country.
VisitEngland and VisitBritain will work closely on this area of work, with VisitBritain assessing the international appeal of tourism experiences and promoting them to overseas markets, with VisitEngland focusing on the domestic market.
