VisitBritain launches luxury sector guide

VisitBritain has launched a new guide for the luxury sector at the International Luxury Travel Market (ILTM) event in Shanghai, China. 

Launched at the organisation’s exhibition stand on June 1, this is the first time the national tourism agency has produced a specific luxury handbook – Luxury Britain – to be published in both English and Chinese.

The guide includes the top 10 must-see hidden gems across the UK, and VisitBritain said it will form the “cornerstone” of all luxury activity across its business to business network, used by the global travel trade to build their British product offer.

New research from the tourist board also revealed that visitors from some of Britain’s most influential and high spending markets have high interest in “experiencing luxury Britain”.

In the latest Nations Brand Index Survey (2014), 20,000 consumers from 20 key countries were asked a range of questions to measure perceptions across a number of subjects. When asked where respondents would like to visit ‘if money was no object’, Britain was placed in fifth position out of 50 nations, up three places since 2010.

Joss Croft, marketing director, said: “When you think about Britain you think of a luxury that is founded on craftsmanship, innovation and creativity – perfected over the years and founded in our heritage. It is quintessentially British, personalised and genuine.

“Our new Luxury guide, along with our largest ever stand presence at ILTM Asia, will reveal the best of British luxury, from sleeping in a castle and learning the art of royal etiquette, or taking your place in a VIP box on Wimbledon’s Centre Court. Britain’s got it all.”

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VisitBritain’s top ten hidden luxury gems for 2015:

1.    Coast around Scotland on the Hebridean Express
2.    Tee off at Royal Lytham golf course
3.    Spend a night at Ruthin Castle in Wales
4.    Experience Royal Ascot in your own private box
5.    Bathe at the Thermae Bath Spa
6.    VIP Wimbledon tennis experience
7.    Learn the art of etiquette with HRH Princess Katarina at the Mayfair Hotel
8.    Brunch and Bellini’s aboard the Belmond British Pullman from London to Norfolk
9.    Create your own personalised fragrance at Floris London
10. Enjoy opera in the English countryside at Glyndebourne[/box]