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Insight & Opinion

VisitBritain: Britain perceived as ‘Welcoming’

Author: Luke

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New research commissioned by VisitBritain has revealed that Britain is perceived as ‘Welcoming’ by the global community.

The research, which was conducted off the back of the London 2012 Games, shows that internationally, the UK’s ‘Overall National Brand’ was improved by the hosting of the Olympic and Paralympic Games.

Covering 6 core categories, 50 of the world’s leading nations are ranked in the Nations Brands Index (NBI).

Conducted before and after the Games, Britain’s ‘Welcome’ status experienced the biggest jump moving from 12th place to 9th (after Games). This climb is the first time the UK has been ranked in the top 10.

Other key findings from the NB1:

  • 63% said the Olympics had increased their interest of visiting for a holiday
  • 75% of those who saw coverage agreed they wanted to see more than London
  • 73% agreed that Britain offered outstanding venues for watching live sport
  • 70% said Britain has lovely countryside
  • 58% agreed that Britain has a wide variety of world cuisines on offer

“London’s hosting of the Games, the amazing opening and closing ceremonies and the warmth of welcome shown to our international visitors have combined to boost our global image,” Sandie Dawe, chief executive of VisitBritain commented.

“With our partners we have taken every opportunity to promote Britain to overseas audiences through our GREAT marketing campaign, our digital activity on Facebook and Twitter and by inviting foreign travel journalists to write about Britain. This work is now paying off with post Games visitor figures significantly up on last year, and prospects for 2013 looking strong.

“Britain is already an established visitor destination and our tourism ranking is high. The goal this year was to maintain rankings in culture and heritage where we are strong, and improve in areas such as the warmth of our welcome where we had room for improvement. We intend to build on these encouraging results to ensure we turn that increased goodwill into visitors and deliver a growth in tourism that will deliver jobs across the country,” Dawe added.

With VisitBritain optimistic about UK tourism for 2013, the hotel industry is set to continue to remain strong this year however experts have forecasted that the performance of London’s hotel market will dip, due to the success of last year’s Olympic Games which attracted record visitors.

PwC’s Thriving or Surviving European Cities Hotel Forecast 2013 has stated: “As for the ‘survivors’ in 2013, we see a mixed bag of cities due to a variety of contributory drivers. In London, we expect softer trading after three record years and above average supply increases – coming down from some very heavy trading heights of the Olympics and Jubilee year. For most of 2012 RevPAR in London stayed about 25% above 2007 levels.”

Click here to read the Visit Britain article

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