Britain as a visitor destination will be in the global media spotlight with the G7 Summit in Cornwall this weekend, giving VisitBritain the opportunity to inspire future travel from Australia.
Australia is one of the UK’s largest and most valuable inbound visitor markets, worth £1.2 billion to the economy in 2019, and the Summit gives the national tourism agency the chance to promote ‘destination Britain’ and drive future bookings.
VisitBritain Chief Executive Sally Balcombe said:
“As the world’s media turns its attention to the G7 Summit we’ve got a fantastic opportunity to highlight our outstanding tourism offer, and the amazing experiences that visitors – including Prime Ministers - can only have in Britain. With the ambition to be the ‘world’s meeting place’ the Summit also demonstrates Britain’s ability to host events of the highest calibre.
“Australia is an incredibly important inbound visitor market for the UK and the Summit is a valuable chance to promote our culture and heritage, our fabulous tourism products and new experiences that are unique to Britain, and ready and waiting for when visitors can return.
“We know there is pent-up demand for travel and our connections with Australia run deep. We are working closely with travel trade and partners in Australia to promote the very best of destination Britain to drive future trips, and as well as highlighting messages of reassurance and welcome, as part of the G7 Summit and beyond.
“As restrictions are eased we will be competing hard for international visitors who contribute billions to our economy.”
The G7 Summit comes as VisitBritain’s latest forecasts show a slow recovery for inbound tourism with overseas visitor spending this year in the UK of £6.2 billion, less than a quarter of the £28.4 billion in 2019.
Last year alone saw a more than £24 billion loss to the UK economy in overseas visitor spending.
VisitBritain has been tracking consumer sentiment throughout the pandemic with its latest research indicating strong pent-up demand for international travel in the next 12 months, and Britain high on the wish list of potential visitors.
62% per cent of Australians respondents surveyed said they intend to take an international trip in the next 12 months, with Britain the top spot among destinations in Europe.
63% of Australians keen to travel had also not yet booked or decided where to go, giving VisitBritain an opportunity to influence decision-making, destination-choice and bookings. Almost half would also use their next international leisure trip to visit friends and relatives.
VisitBritain’s research also shows that there is a need to build confidence in international travel. Its ‘We’re Good to Go’ industry standard alongside the World Travel & Tourism Council’s global ‘Safe Travels’ stamp will reassure Australian visitors that UK tourism businesses, attractions and destinations have clear processes in place to welcome them back safely as travel restrictions can be lifted.
VisitBritain would also be using the Summit to promote major events next year which are set to be significant global tourism draws including The Birmingham 2022 Commonwealth Games, The Queen’s Platinum Jubilee and Festival UK 2022 - to promote the UK's creativity and innovation to the world.
It also comes as the agency sets out its priorities for the year ahead to aid the recovery of both domestic and international tourism, including rebuilding a more resilient, sustainable and accessible industry with its efforts also focused on ensuring tourism is delivering on the UK Government’s commitments on climate change.
Tourism is a critical industry for the UK, usually worth £127 billion a year to the economy and VisitBritain continues to work with the UK Government, as it sets out its recovery plan and ambitions for tourism, and across the industry to cement the recovery and the future of one of the country’s greatest industries.
Spokesperson available for interviews in Cornwall: Patricia Yates, Director Strategy & Communications, VisitBritain
For information on Cornwall including imagery and broll, go to Visit Cornwall’s new Travel Trade & Travel Media portal https://visitcornwalltraveltrade.com/. For media requests about Cornwall please contact: Abi Steele at firstname.lastname@example.org.
For the latest information on international travel to the UK and to ‘Know Before You Go’ please see: https://www.visitbritain.com/gb/en/know-before-you-go-uk
Tracey Edington, Head of Press (based in G7 media centre, Cornwall) Tracey.Edginton@VisitBritain.org
Kristen Angus, Head of Marketing Australia & NZ (Sydney based) email@example.com
What’s on in Britain in 2021 & 2022- *correct at time of writing.
2021: Celebrations, anniversaries, major events:
2021: Gardens and the Great Outdoors:
England’s Creative Coast - a new cultural travel experience for 2021 featuring seven new site-specific artworks by leading contemporary artists and the world’s first-ever art digital GeoTour is connecting and celebrating the distinct, creative coastline across Kent, Essex and Sussex.
2021: Exhibitions, Festivals and Heritage:
For more information contact: