VisitBritain Launches New Campaign Inspiring Travellers to ‘Find Their Great Britain’

Tuesday 20 February 2018

Toronto, ON (February 6, 2018) - Britain’s national tourism agency VisitBritain has today launched a new marketing campaign in Canada to boost tourism to Britain.


The ‘I Travel For…’ digital marketing campaign was officially launched at an evening reception hosted by VisitBritain with the British High Commissioner Susan le Jeune d'Allegeershecque CMG. The event was attended by more than 100 guests from the travel industry and media in Toronto. As well as VisitBritain’s campaign launch, the event showcased GREAT British food and drink in collaboration with the UK Government’s Department for International Trade and the Scottish Development International.

VisitBritain’s ‘I Travel For…’ campaign, which rolls out in Canada from later this month across Facebook and Instagram, uses short films and story-telling to shine the spotlight on unexpected experiences and less-explored destinations in Britain, alongside its globally renowned and iconic landmarks and attractions. The short films and images align the passions that motivate Canadians to travel with experiences they can only have in Britain, inspiring them to ‘Find Your Great Britain’ and book a trip right now.


VisitBritain Executive Vice President, Americas, Gavin Landry said:

“Canada is an important inbound tourism market for VisitBritain. Our new campaign aims to build on the growth we have seen in visits from Canada by showcasing that Britain is bursting with fun activities, new adventures and wonderfully unexpected experiences to discover all year round.

“From Britain’s exciting and contemporary culture and living history to the vibrancy of our cool cities, from thrill-seeking adventures in stunning countryside to relaxing in areas of outstanding natural beauty, I Travel For wants to inspire visitors from Canada to book a trip right now.”


VisitBritain is also working with commercial partners to amplify its marketing reach in Canada and convert the inspiration to visit into bookings, making it easier to access and explore the whole of Britain.


The latest official statistics show that there were 651,000 visits from Canada to the UK from January to September 2017. Canadians travel more widely across the UK than other international visitors, they also stay longer and spend more, staying an average of 10 nights compared to an all market average of seven, and spending an average of £766 per visit, compared to £599 for other markets.


VisitBritain’s ‘I Travel For..’ campaign is part of the UK Government’s global GREAT Britain campaign, which showcases the very best of what Britain has to offer as a place to visit, study and do business.


About VisitBritain:

VisitBritain, the national tourism agency, is responsible for inspiring the world to explore Britain and for developing the UK’s visitor economy.

Visitors from Canada made 828,000 visits to the U.K. in 2016 – up 17% compared to the previous year. This represents the highest visitor numbers since 2006. In 2016, Canadians spent £634 million ($1.05 billion CAD) across Britain – a new annual spend record.

Visitors traveling to Britain can find out more information from plus purchase money and time saving local transport, sightseeing, attraction, and theatre tickets from Follow us on YouTube, Twitter @VisitBritain, Pinterest (Love GREAT Britain), Instagram: lovegreatbritain and Facebook: LoveGREATbritain

For more information contact:

VisitBritain Media Team

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