Tourism: EU Nationals

Department for Digital, Culture, Media and Sport written question – answered on 20th January 2023.

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Photo of Greg Knight Greg Knight Conservative, East Yorkshire

To ask the Secretary of State for Digital, Culture, Media and Sport, what steps she is taking to promote British holiday destinations to tourists from the EU.

Photo of Stuart Andrew Stuart Andrew Assistant Whip, The Parliamentary Under-Secretary of State for Digital, Culture, Media and Sport, Parliamentary Under-Secretary (Department for International Trade) (Minister for Equalities)

The government promotes Britain as a holiday destination to tourists from the EU through VisitBritain, the national tourist board. VisitBritain is active in a number of EU countries with in-market teams based in offices in Berlin, Amsterdam, Madrid, Milan, Paris, and Stockholm.

In February, VisitBritain is launching GREAT’s ‘See Things Differently’ tourism campaign in France, Germany, and Spain with the aim of demonstrating a welcoming, dynamic and diverse story of Britain.

Later this month, VisitBritain is hosting educational trips for international trade buyers across Britain. The delegations include trade buyers from France, Germany, Netherlands, Italy, and Spain.

VisitBritian also leads ongoing engagement with the travel trade in Europe, including tour operators and agents, to increase bookable Britain products and promote their sales. This is done via destination training activities such as webinars, and the organisation of sales events in European markets to connect UK tourism businesses with European buyers.

VisitBritain also undertakes year-round engagement with targeted media outlets in EU markets to pitch stories, as well as a year-round programme of blogger/influencers trips to all parts of Britain, aligned to priority messages and themes.

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