visit britain campaign 2023

VisitBritain launches multi-million pound campaign inspiring visitors to ‘See Things Differently,’ driving bookings to Britain

Contributors are not employed, compensated or governed by TD, opinions and statements are from the contributor directly

National tourism agency VisitBritain has this week started rolling out its new multi-million pound international campaign for 2023 to drive tourism to Britain.

The international GREAT Britain marketing campaign invites visitors to ‘See Things Differently’, showcasing Britain as a dynamic, diverse and exciting destination, packed full of activities to come and enjoy now, with a warm British welcome at its heart.

The first phase of the 2023 campaign, with a budget of £9.8 million, gets underway this week and runs until early spring focused on markets where VisitBritain is seeing strong recovery including the USA, its largest and most valuable market, Canada, the Gulf Cooperation Council (GCC) countries and European markets including France, Germany and Spain.

In Europe and the GCC, the ‘See Things Differently’ advertising campaign – ‘Spilling the Tea on Great Britain’ – uses a play on Britain’s love of tea, through destination images and short films to tell a fresh and exciting story about the experiences on offer, showing visitors that ‘whatever your cup of tea, we’ve got it.’

From a ‘Festival’ tea theme that gives a taste of Britain’s live music scene to a ‘Graffi-tea’ that celebrates its vibrant cities and cultural attractions. A ‘Surf’ theme shows the adventurous side of Britain and ‘#nofilter’ its natural beauty. A ‘Monster Hunting’ tea draws inspiration from myths and legends including world-famous Nessie the Loch Ness Monster. A limited release of the themed teas, blended by British tea company Tregothnan, will also be available for tastings at VisitBritain promotional and trade events.

In Canada and the USA the campaign, called ‘Fake (Br)it Till You Make It,’ highlights the richness of Britain’s regional diversity. The phased advertising campaign gets underway with a variety of local phrases used alongside destination images from across Britain. Later in March, a series of short films sees Brits sharing a warm welcome in local accents and dialects promoting their destinations, encouraging visitors to come and explore for themselves. Also from late March, a new online game on VisitBritain’s consumer website, using machine learning, goes live where players can have a fun go at mastering the accents, with links to destination information to drive bookings.

VisitBritain CEO Patricia Yates said: “We know there is pent-up demand for travel and that tourism is also a fiercely competitive global industry. Our priority is to build on the recovery we have seen, competing hard in markets where we are seeing strong growth, tapping in to motivations for travel now to drive bookings.

“All eyes are on Britain this year and by telling the story of our dynamic destinations and diverse culture, along with a warm British welcome, we’re inspiring visitors to discover more, stay longer and explore year-round, supporting local businesses and economies.”

The campaigns also plan to capture major events in 2023 including the Coronation of King Charles III in May and Liverpool hosting the Eurovision Song Contest, on behalf of Ukraine, also in May, valuable opportunities to show Britain’s welcome, creativity and ability to host events of the highest calibre.

The campaigns have been developed based on VisitBritain’s research into motivations for travel now, with discovering new and surprising experiences high on the wish list for its target audiences and markets.

Both multi-media marketing campaigns are using a mix of on-and-offline channels including short films and branded content across social media, digital display advertising, for example digital billboards in the Paris Metro, and print media. Content also drives online traffic to VisitBritain’s consumer website with ideas and links to activities, attractions and experiences themed around ‘See Things Differently’ using #lovegreatbritain. 

VisitBritain is working with partners including Lastminute.com in Europe and online travel market place Wego in the GCC as well as paid content partnerships to extend the campaigns’ reach and drive bookings.

It has also called for tourism businesses, attractions and destinations to get involved by sharing local experiences that promote a different side of Britain across their own channels using #lovegreatbritain.

Separate campaigns are also set to run in the USA to harness the growth from this market, with visitor spending by Americans up 40% on 2019 based on latest statistics. A campaign is launching in March in the USA with British Airways as well as a test pilot of a cooperative marketing programme with industry to drive bookings. Marketing activity is also underway through VisitBritain’s GREAT Gateway Innovation Fund to boost visits through regional gateways.

VisitBritain’s latest inbound tourism forecast shows continued strong recovery in overseas visitor spending this year. Its latest forecast for 2023 is for overseas visitor spending in the UK of £29.5 billion, up 4% on the all-time spending high of £28.4 billion in 2019. It estimates 35.1 million inbound visits to the UK, 86% of 2019 levels.

North East set to host more than 100 travel trade at two key events

VisitBritain set to host more than 120 international travel trade on educational…

VisitBritain publishes inbound tourism forecast for 2024

VisitBritain and British Film Commission sign Memorandum of Understanding

Since you're here...

...there are many ways you can work with us to advertise your company and connect to your customers. Our team can help you design and create an advertising campaign

We can also organize a real life or digital event for you and find thought leader speakers as well as industry leaders, who could be your potential partners, to join the event. We also run some awards programmes which give you an opportunity to be recognized for your achievements during the year and you can join this as a participant or a sponsor.

Let us help you drive your business forward with a good partnership!

Yes, contact me I want to download the media kit

Comments are closed.

LATEST STORIES

IWTA Awards 2024 celebrates women shinning in the travel industry

Marriott Bonvoy unveils exclusive 'Resort Escapes' offer

Qatar Airways renews partnership with UNHCR to support communities in need

Hilton welcomes first Curio Collection by Hilton property in Thailand

Welcome, Login to your account.

Sign in with Google

Powered by wp-glogin.com

Recover your password.

A password will be e-mailed to you.

Welcome back, Log in to your account.

SIGN UP FOR FREE

Be part of our community of seasoned travel and hospitality industry professionals from all over the world.

• LOGIN / SIGN UP
• Middle East
• UK & Europe
• USA & Canada
• Hospitality
• HR & Careers
• Luxury Travel
• MICE (Meetings, Incentives, Conferencing, Exhibitions)
• Travel Tech
• Travel Agents
• Airlines / Airports
• Conferences
• Cruising (Ocean)
• Cruising (River)
• Destination Management (DMC)
• Hotels & Resorts
• Hotel Management Company
• Hotel Technology
• HR / Appointments
• Meetings, Incentives, Conferencing, Exhibitions (MICE)
• Travel Agents (all)
• Travel Technology
• Tourism Boards
• Industry appointments
• Travel Bloggers
• Podcasts – Features
• How to join
• RSVP Portal
• Event Photos/Videos
• Competitions
• Search for Jobs
• Destination NaJomtien BanAmphur BangSaray *NEW*
• จุดหมายปลายทาง นาจอมเทียน หาดบ้านอำเภอ บางเสร่ *NEW*
• South Australia Reward Wonders *NEW*
• Ponant Yacht Cruises and Expeditions
• Encore Tickets (Chinese Guide)
• Affordable Luxury in Thailand by Centara Hotels
• Rising Above the Oridinary by Conrad Bangkok
• The Best of Thailand
• Who is IWTA
• Philippines
• Recommend Someone
• Recommend yourself
• IWTA AWARDS
• TRAVEL CLUB

The network for youth, student & educational travel professionals

Username or Email Address

VisitBritain launches multi-million pound campaign inspiring visitors to ‘See Things Differently,’ driving bookings to Britain

National tourism agency visitbritain has this week started rolling out its new multi-million pound international campaign for 2023 to drive tourism to britain.

The international GREAT Britain marketing campaign invites visitors to ‘See Things Differently’, showcasing Britain as a dynamic, diverse and exciting destination, packed full of activities to come and enjoy now, with a warm British welcome at its heart.

The first phase of the 2023 campaign, with a budget of £9.8 million, gets underway this week and runs until early spring focused on markets where VisitBritain is seeing strong recovery including the USA, its largest and most valuable market, Canada, the Gulf Cooperation Council (GCC) countries and European markets including France, Germany and Spain.

In Europe and the GCC, the ‘See Things Differently’ advertising campaign – ‘ Spilling the Tea on Great Britain ’ – uses a play on Britain’s love of tea, through destination images and short films ( see launch film here ) to tell a fresh and exciting story about the experiences on offer, showing visitors that ‘whatever your cup of tea, we’ve got it.’

From a ‘Festival’ tea theme that gives a taste of Britain’s live music scene to a ‘Graffi-tea’ that celebrates its vibrant cities and cultural attractions. A ‘Surf’ theme shows the adventurous side of Britain and ‘#nofilter’ its natural beauty. A ‘Monster Hunting’ tea draws inspiration from myths and legends including world-famous Nessie the Loch Ness Monster. A limited release of the themed teas, blended by British tea company Tregothnan, will also be available for tastings at VisitBritain promotional and trade events.

In Canada and the USA the campaign, called ‘ Fake (Br)it Till You Make It ’ highlights the richness of Britain’s regional diversity. The phased advertising campaign gets underway with a variety of local phrases alongside destination images from across Britain. Later in March, a series of short films sees Brits sharing a warm welcome in local accents and dialects promoting their destinations, encouraging visitors to come and explore for themselves. Also from late March, a new online game on VisitBritain’s consumer website, using machine learning, goes live where players can have a fun go at mastering the accents with links to destination information to drive bookings.

VisitBritain CEO Patricia Yates said:

We know there is pent-up demand for travel and that tourism is also a fiercely competitive global industry. Our priority is to build on the recovery we have seen, competing hard in markets where we are seeing strong growth, tapping in to motivations for travel now to drive bookings. “All eyes are on Britain this year and by telling the story of our dynamic destinations and diverse culture, along with a warm British welcome, we’re inspiring visitors to discover more, stay longer and explore year-round, supporting local businesses and economies.

The campaigns also plan to capture major events in 2023 including the  Coronation of King Charles III  in May and  Liverpool hosting the Eurovision Song Contest , on behalf of Ukraine, also in May, valuable opportunities to show Britain’s welcome, creativity and ability to host events of the highest calibre.

The campaigns have been developed based on VisitBritain’s research into motivations for travel now, with discovering new and surprising experiences high on the wish list for its target audiences and markets.

Both multi-media marketing campaigns are using a mix of on-and-offline channels including short films and branded content across social media, digital display advertising, for example digital billboards in the Paris Metro, and print media. Content also drives online traffic to  VisitBritain’s consumer website  with ideas and links to activities, attractions and experiences themed around ‘See Things Differently’ using #lovegreatbritain.

VisitBritain is working with partners including Lastminute.com in Europe and online travel market place Wego in the GCC as well as paid content partnerships to extend the campaigns’ reach and drive bookings.

It has also called for tourism businesses, attractions and destinations to get involved by sharing local experiences that promote a different side of Britain across their own channels using #lovegreatbritain.

Separate campaigns are also set to run in the USA to harness the growth from this market, with visitor spending by Americans up 40% on 2019 based on latest statistics. A campaign is launching in March in the USA with British Airways as well as a test pilot of a cooperative marketing programme with industry to drive bookings. Marketing activity is also underway through VisitBritain’s  GREAT Gateway Innovation Fund  to boost visits through regional gateways.

VisitBritain’s latest  inbound tourism forecast  shows continued strong recovery in overseas visitor spending this year. Its latest forecast for 2023 is for overseas visitor spending in the UK of £29.5 billion, up 4% on the all-time spending high of £28.4 billion in 2019. It estimates 35.1 million inbound visits to the UK, 86% of 2019 levels.

VisitBritain’s ‘See Things Differently’ campaign is part of the UK Government’s GREAT campaign.

Published 27 February 2023

About Helen Leigh

A Travel Trade Platform

• Latest News , UK Hub
• February 27, 2023

VisitBritain Rolls Out Multi-Million-Pound Campaign

VisitBritain has begun rolling out its new multi-million-pound international campaign for 2023 to drive tourism to Britain.

The international marketing campaign invites visitors to ‘See Things Differently’, showcasing Britain as a dynamic, diverse and exciting destination, packed full of activities to enjoy.

The first phase of the 2023 campaign, with a budget of £9.8 million, is now underway and runs until early spring.

VisitBritain says it is seeing a strong recovery in the USA, Canada, the Gulf Cooperation Council (GCC) countries and European markets including France, Germany and Spain.

In Europe and the GCC, the ‘See Things Differently’ advertising campaign – ‘ Spilling the Tea on Great Britain ’ – uses a play on Britain’s love of tea.

Through destination images and short films, the campaign tells a fresh and exciting story about the experiences on offer, showing visitors that ‘whatever your cup of tea, we’ve got it.’

A ‘Festival’ tea theme gives a taste of Britain’s live music scene while a ‘Graffi-tea’ celebrates its vibrant cities and cultural attractions.

A ‘Surf’ theme shows the adventurous side of Britain and ‘#nofilter’ its natural beauty.

A ‘Monster Hunting’ tea draws inspiration from myths and legends including the world-famous Nessie the Loch Ness Monster.

A limited release of the themed teas, blended by British tea company Tregothnan, will also be available for tastings at VisitBritain promotional and trade events.

In Canada and the USA the campaign, called ‘ Fake (Br)it Till You Make It ,’ highlights the richness of Britain’s regional diversity.

The phased advertising campaign gets underway with a variety of local phrases used alongside destination images from across Britain.

Later in March, a series of short films see Brits sharing a warm welcome in local accents and dialects promoting their destinations and encouraging visitors to come and explore for themselves.

Also in late March, a new online game using machine learning will go live where players can have a fun go at mastering the accents, with links to destination information to drive bookings.

VisitBritain CEO Patricia Yates said:

“We know there is pent-up demand for travel and that tourism is also a fiercely competitive global industry.

“Our priority is to build on the recovery we have seen, competing hard in markets where we are seeing strong growth, tapping in to motivations for travel now to drive bookings.

“All eyes are on Britain this year and by telling the story of our dynamic destinations and diverse culture, along with a warm British welcome, we’re inspiring visitors to discover more, stay longer and explore year-round, supporting local businesses and economies.”

Both multi-media marketing campaigns are using on-and-offline channels including short films and branded content across social media, digital display advertising, for example, digital billboards in the Paris Metro, and print media.

Content also drives online traffic to  VisitBritain’s consumer website  with ideas and links to activities, attractions and experiences themed around ‘See Things Differently’ using #lovegreatbritain.

VisitBritain is working with partners including Lastminute.com in Europe and Wego in the GCC as well as paid content partnerships to extend the campaigns’ reach and drive bookings.

It has also called for tourism businesses, attractions and destinations to get involved by sharing local experiences that promote a different side of Britain across their own channels using #lovegreatbritain.

Separate campaigns are also set to run in the USA to harness the growth from this market, with visitor spending by Americans up 40% in 2019 based on the latest statistics.

A campaign is launching in March in the USA with British Airways as well as a test pilot of a cooperative marketing programme with industry to drive bookings.

Marketing activity is also underway through VisitBritain’s  GREAT Gateway Innovation Fund  to boost visits through regional gateways.

VisitBritain’s ‘See Things Differently’ campaign is part of the UK Government’s GREAT campaign.

Recent Articles

Virgin Celebration Voyages With Richard Branson & Boy George

First Ever Grand Opera Debuts In Saudi Arabia

Royal Caribbean Anthem of the Seas Set For Australia Debut

Riviera Travel Autumn River Cruises

Oceania Cruises New Mediterranean Sailings

5% Savings With Ambassador Cruise Line

Related articles.

Celebrity Ascent Arrives In Barcelona

Privacy overview.

• Story ideas

10 Reasons to Visit Britain in 2023

Story ideas highlighting major events, new attractions, new trends in the UK in 2023.

1. London Luxury Hotel Boom

For five-star hotels, London is hard to beat and travellers looking to make the most out of their next trip to London will be spoiled for choice with a boom of new luxury accommodation opening their doors throughout 2023. Several international brands are set to make their UK debut in London next year, whilst other brands will expand their portfolio with brand new properties.

Visitors should keep their eyes peeled for Europe’s art-inspired lifestyle hotel brand, Art’otel which will open its first UK hotel next to the revamped Battersea Power Station in late 2022. In spring 2023, Britain’s first Raffles property will open at the historic London landmark, The OWO . Also opening in spring is 1 Hotel London Mayfair  which will debut overlooking Green Park as the brand’s British flagship hotel, along with Mandarin Oriental’s new Mayfair property and Britain’s first Peninsula Hotel , which will open in the heart of Belgravia.

Later in the year, visitors can brush with royal heritage in one of London’s most historic buildings, as Admiralty Arch is set to become London’s first  Waldorf Astoria , whilst Mayfair will also open its doors to the UK’s first St. Regis hotel. Not short on new offerings, London will also add to its luxury portfolio,  Park Hyatt London River Thames and Six Senses London , which will mark the UK debut for the iconic wellness hotel brand.

2. Events Fit for a King

- Coronation

On 6 May 2023, Britain will celebrate the official coronation of His Majesty King Charles III, inspiring travellers across the world to discover Britain’s royal heritage for themselves. Visitors can walk in the footsteps of royalty with a tour of  Kensington Palace ,  Hampton Court Palace  or the  Tower of London . Though for those fancying something a little different, there’s plenty more to discover… 

Book a  Secret Royals  trip with Remarkable Tours which promises to reveal little-known facts and stories to showcase a completely new perspective on the Royal Family. Afterwards, toast to the late Queen at the longest serving cocktail bar in London (also a popular hideout for many royals), The American Bar at The Savoy  with the Queen’s favourite cocktail, a Dubonnet and gin. For those heading up north, enjoy life as a royal during the summertime in Scotland with a stay at the luxury Gleneagles hotel. From gundogs and falconry, shooting and fishing to tackling the rugged Highland trails on an off-roading adventure, guests will discover some of the Royal Family’s favourite summer pastimes. No trip to Britain is also complete without experiencing a quintessential British high tea. Visitors can elevate the experience and journey back in time in true Royal-style onboard the Belmond British Pullman . Reminiscent of the British Royal Train, the luxury private charter serves a luminary champagne afternoon tea in vintage carriages from London’s Victoria Station to Greater London and into Kent. Visitors can also enjoy afternoon tea with a twist aboard the  Land Rover Safari Tour  as it makes its way around the spectacular Royal Sandringham Estate, the much-loved country retreat of the British Royal Family. If that’s not enough, back in London embrace His Majesty’s King Charles III passion for all things green and visit one of London’s many hidden gardens or pay a visit to one of the capital’s more familiar  green spaces .

- Eurovision/Music

Later in the month, it’s time for extravagance and glitz as Liverpool gets ready to be centre stage for  Eurovision’s 67th Song Contest  on 13 May. Whilst the UNESCO City of Music will be pulling out all the stops for the world-famous song contest, there's endless room for discovery in this legendary city and beyond with Britain’s rich musical history spanning across cities. Begin a tour of Britain’s music triangle in Liverpool  by taking a step back in time to see where it all began for the city’s most famous offspring, The Beatles. Live out the “Fab Four” heydays with a night out at the  Cavern Club , which famously played host to the Beatles in their early years, before exploring the world's largest permanent museum telling the story from their humble childhood beginnings to world-wide fame at  The Beatles Story . Searching for more tunes? Head over to The British Music Experience for an inside look into British music through costumes, instruments, performance and memorabilia.

Continuing the journey around Britain’s music triangle, take a short train ride over to Manchester  to discover the city’s legendary musical heritage. Aptly named the musical powerhouse of the northwest, the city’s music scene continues to thrive, not only for acclaimed and emerging artists but for its diverse range of music venues. In 2023, Manchester will see the opening of  Co-op Live Arena - the UK’s largest new live music venue that will be home to a 23,500 arena, alongside the continued expansion and redevelopment of New Century Hall - the legendary music venue (which has seen the likes of Jimi Hendrix and The Rolling Stones) that reopened in September 2022 and will soon debut a new food, drink and outdoor space, all whilst paying homage to its historic legacy. The city’s oldest music venue,  Band on the Wall  which has been entertaining Manchester since the 19th Century has also recently expanded. An enhanced archive and visual exhibition documenting the rich social and musical history of Manchester’s communities and the local area will also soon be added. Not to be missed as well is the highly anticipated opening of Factory International . At 13,300 square metres, this large-scale venue will be located on the famous old Granada Studios site and will host a year-round programme of concerts, theatre, music and opera to major exhibitions. 

On the final stop of the British music triangle tour, head slightly farther north to visit the UK’s second UNESCO City of Music, Glasgow . It doesn’t take long to realise why this city was named “Europe’s Secret Capital of Music” by TIME Magazine and was the UK’s first, and remains Scotland’s only, UNESCO City of Music. Stretching from contemporary to classical, and Celtic to country, prior to COVID-19, Glasgow hosted an average of 130 gigs and music events every week. The city comes to life at venues spanning from traditional pubs, 1960s dancehalls , intimate music venues  to those on a more larger scale such as the Glasgow Royal Concert Hall and The OVO Hydro Arena . Embrace the beating heart of this city with a tour of Glasgow’s Music Mile with Glasgow City Music Tours , or dance the night away at Celtic Connections – Britain’s premier celebration of Celtic music, which in 2023 will celebrate its 30th anniversary. Afterwards, rest your head with a stay at the Pipers’ Tryst Hotel – a city-centre retreat run by the National Piping Centre where all profits help to support local musicians and preserve the art of bagpiping. 

3. Don’t Forget an Anniversar y

In February, the Flying Scotsman  will mark 100 years since it entered service. As one of the most famous locomotives in the world, the Flying Scotsman became a household name after it was featured at the British Empire Exhibition and hauled the first ever non-stop London to Edinburgh service. To celebrate its centenary, the UK’s National Railway Museum in York will showcase an unmissable programme of events and a special exhibition with one-of-kind VR technology.

Wembley Stadium  will celebrate its 100th anniversary in April 2023. Over the last hundred years, it has cemented itself firmly into the nation’s hearts and has played host to some truly incredible moments in both footballing and music history. Visitors can celebrate the centenary by walking in the footsteps of legends on a  Wembley stadium tour , which offers behind-the-scenes access to the UK's largest sports and music venue.

It will be 70 years in April since the Royal Yacht Britannia  was launched in Clydebank, Scotland in 1953. For over 44 years Britannia served the Royal Family as their official water-borne royal residence. Today, Britannia is permanently moored in Leith and is a five-star visitor attraction and exclusive evening events venue in Edinburgh. Visitors looking to mark the occasion, can enjoy a taste of royal life with a stay at  Fingal Edinburgh , Scotland’s only luxury floating hotel permanently berthed on Edinburgh’s waterfront and right next to The Royal Yacht Britannia.

In April, it will also be 70 years since Ian Fleming released his first James Bond novel, Casino Royale. Whilst the escapades of 007 have taken Bond to every corner of the world, you don’t have to travel far in Britain to  experience life in his shoes . After a day of adventure, raise a glass at  The Dorchester’s new Vesper Bar  which debuts in December 2022 and pays homage to the hotel’s many connections with James Bond throughout the years. Or, enjoy a stay at the soon to open Raffles London at the OWO , the building which inspired Ian Fleming to write the James Bond series after working for Britain’s Naval Intelligence Service. 

4. Celebrate Reinvention

England’s northern gateway is undergoing a city-wide transformation which is at full speed heading into 2023. Formerly one of the world’s great hubs for industry and shipping, Manchester’s warehouses have been reclaimed to make the city an exciting destination for “industrial chic” creativity, culture and food.

The highly anticipated,  Factory International , will open as a new cultural space in the heart of Manchester in 2023. The £110m venue, will host a year-round programme of concerts, theatre, music and opera to major exhibitions; it will also become the permanent home of Manchester International Festival. In late 2023, East Manchester will see the opening of  Co-op Live Arena  - the UK’s largest new live music venue. In February, Manchester Museum  will re-open following a £15 million renovation, and afterwards visitors can grab a bite to eat at the new  Escape to Freight Island or wander through  Diecast , a “creative neighbourhood” featuring a brewery, food hall and a night market. When not indoors, soak up the greener side of life at The National Trust’s  Castlefield Viaduct , a striking Victorian-era steel viaduct, which is on its way to becoming a green ‘sky park’ (Manchester’s answer to New York City’s Highline )  or enjoy a picnic at Manchester’s first new city centre public park in over 100 years, the 6.5-acre Mayfield Park .  

5. Wander the Coast

Projected to open in its entirety in 2023, the England Coast Path  - tracing almost 4,500 kilometres along the entire coast of England, will be the longest continuous coastal path in the world. Vast sections of the path are already open, so from breathtaking cliffs and sandy beaches to charming coastal villages and fresh sea-to-table cuisine, visitors can get ready to explore a new world along England’s coast. 

Along the way, have a break in Brighton and cool off along the seafront at Sea Lanes Brighton . Slated to open in spring 2023, the new swimming venue will create the UK’s first national open water swimming centre of excellence and will include a heated 50m outdoor swimming pool and a beach bar stocked with selections from some of the 60 plus microbreweries in the local area. On the doorstep of the iconic pebbled beach, stay at the new part-Grade II Listed Georgian property, No.124 Brighton Guesthouse  which will also open in 2023.

For those wandering west, discover even more breath-taking views and a warm Welsh welcome along the  Wales Coast Path , which stretches 1,400 kilometres along sandy beaches, sheer cliff faces, bustling city harbours and charming seaside villages. Along the way, climb aboard a traditional schooner and learn about Pembrokeshire’s rich maritime heritage at the  new Wales International Coastal Centre  that will fully open in 2023 on Saundersfoot Harbour.

6. Lift Your Spirits with Whisky & Wine

English whisky production is growing at an exciting rate, and in 2022 the  English Whisky Guild  formed to build awareness of the product and promote best practices across the industry. In 2023, visit the  new Ad Gefrin distillery  opening in Northumberland in February. In Scotland, look out for new players like  Port of Leith Distillery  in Edinburgh, iLi Distillery in Islay and  Ardgowan Distillery  outside of Glasgow to start production and welcome guests to their new visitor centres coming in 2023. In Wales, well-known whisky brand  Penderyn  will open their third visitor centre in Swansea next year, while “grain to glass” distillery  In the Welsh Wind’s  whisky will make its highly anticipated debut on the market in late 2023.

English wine production is now turning heads on a global stage. Britain is home to an incredible selection of thriving vineyards. From the greenery of Kent and Dorset to the rolling hills of Yorkshire, a visit to one of the wineries can add some sparkle in more ways than one.  The Pig in the South Downs  is the first of this boutique hotel group to include a vineyard and  Lympstone Manor  in Devon and  South Lodge  in Sussex will produce their first harvest of English Sparking Wine in 2023. With award-winning wine offerings, seasonal events and new ‘vineyard hotels’ sprouting, it’s time to  explore Britain’s wine scene  and raise a glass to a blossoming industry.

7. Unwind in Nature with a Restorative Escape

Disconnect from the day-to-day and unwind amongst the trees for the ultimate restorative escape. From treehouse-style accommodation, eco-lodges, handcrafted shepherd huts, glamping and more, Britain offers an array of dream-worthy accommodation that will make one feel a million miles away. In 2023, several new and revamped properties will launch offering guests a front row seat to nature.

The Bracken Hide will open as a luxury wilderness hotel next to Portree, Isle of Skye in Scotland. Featuring luxury ensuite cabins, a Nordic Sauna and wild swimming pool, guests can further refuel and unwind at the hotel’s signature restaurant, whisky bar and cinema room.

Set in 400 acres of Welsh woodland in the picturesque Brecon Beacons, Forest Holidays, Garwnant will open in early 2023 with 40 eco-sensitive timber cabins, ten-bed Golden Oak treehouses and intimate two-person Golden Oak hideaways. Beyond the accommodation, guests can look to the night sky for stargazing, up the adrenaline at Zip World Tower, or explore the hiking trails of the National Park.

Following a successful opening in 2021,  The Tawny Hotel  has recently unveiled new treehouse-style accommodation and 10 new rooms in the picturesque rolling countryside of Staffordshire. All guests will enjoy an outdoor spa bath on private decking and can escape into nature with lakeside gardens, ponds and an outdoor heated pool.

Situated on the shores of Ullswater in the Lake District,  Another Place  has undergone a property-wide expansion and debuted ‘ Outside ,’ a collection of new rooms and spaces that aim to bring guests closer to their wilderness surrounds. The enhancements include handcrafted shepherd huts with stargazing roofs and treehouse-style accommodation with floor-to-ceiling views and a new restaurant situated in a classic  Victorian glasshouse .

8. Plan Your Great British Adventure

For thrill-seekers, a new wave of experiences will pique their interest. A world-class climbing park, 270 Climbing, is coming to Gloucestershire in the Cotswolds, and will become one of the finest climbing centres in the country. Norfolk Outdoor Adventures has recently developed their  Leave No Trace experiences  to showcase a more adventurous side to the Broads National Park, including stargazing on a kayak, wild swimming, and beach fire cooking. Over in Wales, the three-night  Wild Wellness Retreat  offers off-grid glamping, with locally sourced foods, foraging and more. Or for those looking to get their feet wet, take a dip with stingrays, sharks and a green turtle at Plymouth’s National Marine Aquarium, new snorkel at the aquarium experience.

Adventure in Britain doesn’t stop just because the sun has gone down. Embark on stargazing safaris, kayaking and zip wires at Dark Skies Festivals  across the whole country, or take a fresh look at London’s landmarks on a night kayaking tour with  Secret Adventures , paddling past St Paul’s Cathedral and the Houses of Parliament by moonlight.

9. Discover Exciting New Exhibits

Culture vultures can rejoice as Britain will offer several new world-class exhibits at Britain’s museums throughout 2023.

Manchester Museum will reopen in February following a  large-scale £15 million transformation . The museum will unveil the addition of a new exhibition hall, South Asia Gallery and Chinese Culture Gallery alongside other exciting new updates.  Golden Mummies of Egypt will be the museum’s opening exhibition, offering unparalleled access to Egyptian and Sudanese collections.

At V&A South Kensington, 2023 marks the opening of the first ever major UK exhibition on Renaissance master Donatello , to a celebration of the power and creativity of the DIVA , while Gabrielle Chanel: Fashion Manifesto will be the first UK exhibition dedicated to the work of French couturière, Gabrielle ‘Coco’ Chanel. V&A Dundee will celebrate its fifth birthday with a new programme of exhibitions including Tartan , a look at the global story of a unique pattern that has and continues to connect communities worldwide.

Over in Liverpool, don’t miss visiting Tate Liverpool for  Dark Waters , an immersive showing of JMW Turner’s paintings accompanied by a bespoke soundscape by musician Lamin Fofana (until June 4, 2023). At Tate Britain , look out for  Women in Revolt!: Art, Activism and the Women’s Movement  in the UK 1970-1990 opening November 2. 

In London, the National Portrait Gallery will reopen in 2023 following a multi-year renovation called  Inspiring People . The project will showcase a re-presentation of the Collection, combined with a significant refurbishment of the building, the creation of new public spaces, a revamped visitor entrance and more.

10. Britain Shines on the Silver Screen

Not shy of the limelight Britain has graced our screens over the years from blockbuster hits to award-winning television and in 2023, the nation’s awe-inspiring scenery and iconic landmarks will once again take centre stage. 

The fifth season of Netflix’s popular F1 documentary drama series, Drive to Survive will be released in early 2023 and will feature Britain’s iconic Silverstone track. Off the screen, visitors can enjoy the experience of Silverstone first-hand with  track days or enjoy nonstop track action all weekend long at the British Grand Prix in July.

In the fifth and final instalment of the Indiana Jones series - slated to be released in June 2023, keep your eyes peeled for Harrison Ford swinging between London, the North Yorkshire Moors Railway in Scotland and up to Bamburgh Castle in Northumberland. Those inspired by all of Jones’ adventures can get the adrenaline pumping themselves with these  outdoor adventures in Britain’s cities or  play outdoors in Britain’s national parks .

In December 2023, the world’s most famous chocolatier will return to our screens in a musical fantasy film about young Willy Wonka, affectionally titled, Wonka . Whilst filming took place across West Dorset, Bath, London and Oxford, chocolate connoisseurs can live out their own Charlie Bucket dream by taking a tour of Cadbury World  in the historic Bournville village in Birmingham (the site of the original Cadbury factory). 

Returning to Netflix is the popular British-comedy drama, Sex Education which is currently in the midst of filming its fourth season across Wales. Several stunning Welsh locations have been used for filming and it's expected audiences will see more of the pristine Welsh countryside when the show returns to our screens later in 2023. Read the  Visit Wales guide here  to discover an inside guide to some of the show's iconic settings.

Bridgerton  has inspired audiences around the world to dream of life in Regency Britain. With the third season having commenced filming in the UK (Bath, London and the West Country) in mid-2022, fans are eagerly awaiting its release next year. In the meantime, visitors can enjoy a promenade around Britain with these  Bridgerton-themed tours .

The popular Scottish mystical drama, Outlander commenced filming for its seventh season in May 2022 and is slated to be released some time in 2023. Filming and production took place across several sites in Scotland and fans of the show can tour Scotland with an  Outlander-themed self-drive itinerary . 

Cornwall was one of the main filming locations for the first season of the new Games of Thrones prequel, House of the Dragon and it’s no surprise to see why. Some of destination’s iconic landmarks make an appearance, including the tidal island of  St. Michael’s Mount , pristine  Holywell Bay Beach  alongside one of Cornwall’s most photographed and painted locations,  Kynance Cove . Following the success of the first season, season two is slated to commence filming in early 2023 and it will be no surprise if Cornwall’s sublime coastline makes another appearance on the silver screen. Go beyond the screen and discover all of the county’s charm and one-of-a-kind experiences in our  Cornwall destination guide here . 

Production for season two of the new Amazon Prime series, The Lord of the Rings: The Rings of Power commenced in October 2022 in the UK. Whilst the release date has not yet been confirmed, in the meantime fans of the fantasy franchise can explore J. R. R. Tolkien's  many UK links , including the West Midlands, the Malvern Hills, Gloucestershire, the Ribble Valley and Buckinghamshire. Tolkien fans can also delve a little deeper with a  walking tour of Oxford  visiting the central locations where the writer lived, taught and worked.

For more information contact:

VisitBritain Media Team

Location tags

• Member directory
• Corporate Partners
• Meet the Team
• UKi Scotland
• Jobs in Tourism
• Need a UK operator?
• Jobs in tourism

You are here: Home » News » VisitBritain launches ‘See Things Differently’ campaign

VisitBritain launches ‘See Things Differently’ campaign

Publish date: 24th Feb 23 1st Mar 23

VisitBritain has launched its international GREAT Britain marketing campaign inspiring visitors to ‘See Things Differently’, showcasing Britain as a dynamic, diverse and exciting destination to drive bookings.

The first phase of the 2023 campaign, with a budget of £9.8 million, gets underway this week and runs until early spring, focused on markets where VisitBritain is seeing strong recovery including the USA, its largest and most valuable market, Canada, the Gulf Cooperation Council (GCC) countries and European markets including France, Germany and Spain.

In Europe and the GCC, the ‘See Things Differently’ advertising campaign – ‘ Spilling the Tea on Great Britain ’ – uses a play on Britain’s love of tea, through destination images and short films to tell a fresh and exciting story about the experiences on offer, showing visitors that ‘whatever your cup of tea, we’ve got it.’

From a ‘Festival’ tea theme that gives a taste of Britain’s live music scene to a ‘Graffi-tea’ that celebrates its vibrant cities and cultural attractions. A ‘Surf’ theme shows the adventurous side of Britain and ‘#nofilter’ its natural beauty. A ‘Monster Hunting’ tea draws inspiration from myths and legends including world-famous Nessie the Loch Ness Monster. A limited release of the themed teas, blended by British tea company Tregothnan, will also be available for tastings at VisitBritain promotional and trade events.

In Canada and the USA the campaign, called ‘ Fake (Br)it Till You Make It ’, highlights the richness of Britain’s regional diversity. The phased advertising campaign gets underway with a variety of local phrases alongside destination images from across Britain. Later in March, a series of short films sees Brits sharing a warm welcome in local accents and dialects promoting their destinations, encouraging visitors to come and explore for themselves. Also from late March, a new online game on VisitBritain’s consumer website, using machine learning, will go live, where players can have a fun go at mastering the accents with links to destination information to drive bookings.

Patricia Yates, VisitBritain CEO said, “We know there is pent-up demand for travel and that tourism is also a fiercely competitive global industry. Our priority is to build on the recovery we have seen, competing hard in markets where we are seeing strong growth, tapping in to motivations for travel now to drive bookings.

“All eyes are on Britain this year and by telling the story of our dynamic destinations and diverse culture, along with a warm British welcome, we’re inspiring visitors to discover more, stay longer and explore year-round, supporting local businesses and economies.”

The campaigns also plan to capture major events in 2023 including the Coronation of King Charles III in May and Liverpool hosting the Eurovision Song Contest, on behalf of Ukraine, also in May, valuable opportunities to show Britain’s welcome, creativity and ability to host events of the highest calibre.

The campaigns have been developed based on VisitBritain’s research into motivations for travel now, with discovering new and surprising experiences high on the wish list for its target audiences and markets.

Both multi-media marketing campaigns are using a mix of on-and-offline channels including short films and branded content across social media, digital display advertising, including digital billboards in the Paris Metro, and print media. Content also drives online traffic to VisitBritain’s consumer website with ideas and links to activities, attractions and experiences themed around ‘See Things Differently’ using #lovegreatbritain.

VisitBritain is working with partners including Lastminute.com in Europe and online travel market place Wego in the GCC as well as paid content partnerships to extend the campaigns’ reach and drive bookings.

It has also called for tourism businesses, attractions and destinations to get involved by sharing local experiences that promote a different side of Britain across their own channels using #lovegreatbritain.

Click here to learn more about the See Things Differently campaign.

• UKinbound News (175)
• Member News (1406)
• Industry News (129)
• Advocacy (80)
• Consultation (9)
• Markets (1)
• Industry Event (25)
• Press Releases (79)
• Guest Article (6)
• Convention 2024 (1)
• East of England (1)
• Edinburgh (27)
• England (152)
• Glasgow (14)
• Isle of Man (1)
• Lake District (24)
• London (371)
• Midlands (44)
• North East (35)
• North West (64)
• Northern Ireland (12)
• Scotland (193)
• South Coast (25)
• South East (199)
• South West (93)
• UK (349)
• Wales (23)
• Yorkshire (19)

Latest stories

• Scotland’s Tay Country unveils new trade itineraries
• Battersea Power Station unveils new artwork
• The Historic Dockyard Chatham celebrates 40th anniversary

Office address

UKinbound 47 Brunswick Court Tanner Street London SE1 3LH United Kingdom

+44(0)20 7395 7500 [email protected]

UKinbound Ltd is a registered company in England: no. 06460272

quick links

JOIN OUR MAILING LIST

• Your email address * Get the latest news & events by subscribing to our mailing list. We will respect your privacy. Please read our full terms and data processing and storage details here
• I agree to UKinbound storing and processing my personal details for the purposes of email marketing only.
• Email This field is for validation purposes and should be left unchanged.

For any press or media enquiries, please contact: [email protected]  

• Cookie policy
• Terms, Conditions & Policies

We use cookies on our website to ensure that we give you the best experience, including 3rd party cookies which we use to understand how the site is moved and to help make improvements. Read more about cookies.

• VisitBritain

National tourism agency, VisitBritain, has launched its 2023 international marketing campaign to help drive Britain’s tourism.

The campaign encourages visitors to ‘See Things Differently’, showcasing Britain as a “dynamic, diverse and exciting destination.”

The first phase of the 2023 campaign, with a budget of £9.8m, begins this week and runs until early spring. It will focus on markets where VisitBritain is seeing strong recovery including the USA, Canada, the Gulf Cooperation Council (GCC) countries and European markets including France, Germany and Spain.

What’s involved?

In Europe and the GCC, the ‘See Things Differently’ advertising campaign – ‘Spilling the Tea on Great Britain’ – uses a play on Britain’s love of tea, through destination images and short films to tell a story about the experiences on offer, showing visitors that ‘whatever your cup of tea, we’ve got it.’

In Canada and the USA the campaign, called ‘Fake (Br)it Till You Make It,’ highlights Britain’s regional diversity. To begin with, the campaign will use a variety of local phrases alongside destination images from across Britain.

In March, a series of short films will see Brits sharing a warm welcome in local accents and dialects promoting their destinations, encouraging visitors to come and explore for themselves.

In late March, a new online game on VisitBritain’s consumer website will launch. It will allow players to practice mastering the accents, with links to destination information to drive bookings.

Patricia Yates (pictured) , CEO, VisitBritain, said: “We know there is pent-up demand for travel and that tourism is also a fiercely competitive global industry. Our priority is to build on the recovery we have seen, competing hard in markets where we are seeing strong growth, tapping into motivations for travel now to drive bookings.

“All eyes are on Britain this year and by telling the story of our dynamic destinations and diverse culture, along with a warm British welcome, we’re inspiring visitors to discover more, stay longer and explore year-round, supporting local businesses and economies.”

VisitBritiain has called for tourism businesses, attractions and destinations to get involved by sharing local experiences that promote a different side of Britain across their own channels using #lovegreatbritain.

Downloadable Content

• Spring 2024

• International Confex Show Brochure

• Sustainability Whitepaper

• Terms and Conditions
• Privacy Policy
• Diversity Statement

The launch of VisitBritain’s campaign comes as overseas visitor spending in the UK continues to grow this year. The brand believes that spending in the UK in 2023 will total £29.5 billion, up 4% on the all-time spending high of £28.4 billion in 2019. VisitBritain also estimates 35.1 million inbound visits to the UK, 86% of 2019 levels.

Subscribe to Marketing Beat for free

Sign up here to get the latest marketing news sent straight to your inbox each morning

“We know there is pent-up demand for travel and that tourism is also a fiercely competitive global industry,” VisitBritain CEO Patricia Yates said. “Our priority is to build on the recovery we have seen, competing hard in markets where we are seeing strong growth, tapping in to motivations for travel now to drive bookings.

“All eyes are on Britain this year and by telling the story of our dynamic destinations and diverse culture, along with a warm British welcome, we’re inspiring visitors to discover more, stay longer and explore year-round, supporting local businesses and economies.”

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Post Comment

RELATED POSTS

Challenging vegan ad says ‘dairy takes babies from their mothers’, tesco launches ‘hyper-personalised’ clubcard challenges campaign, pablo and unlimited snap up department for business and trade account, former kantar stalwart joins daivid as chief scientist, bbc presenter’s likeness used in ad after elaborate ai scam, why the events boom sees marketing lay covid demons to rest, online casino 888.com to withdraw tfl gambling ads after political backlash, adland job shortage strikes as vacancies fall by 11%, new kfc ad celebrates british bbq season in all its rainy glory, subscribe to our newsletter.

Sign up for our daily update to get all the latest marketing news, trends, analysis and opinion direct to your inbox.

• Name This field is for validation purposes and should be left unchanged.

Latest Feature

• MEDIA KIT 2023
• REQUEST FOR PROPOSAL
• KONGRES INTERVIEWS
• YOUNG TALENTS
• MEETINGS STAR
• SPECIAL VENUES
• FROM THE EDITOR

VisitBritain launches multi-million pound campaign

The newly launched campaign will drive tourism in Britain

VisitBritain has started rolling out its new multi-million-pound international campaign for 2023 to drive tourism to Britain. The international GREAT Britain marketing campaign invites visitors to ‘See Things Differently’, showcasing Britain as a dynamic, diverse and exciting destination, packed full of activities to come and enjoy now, with a warm British welcome at its heart.

The first phase of the 2023 campaign, with a budget of £9.8 million , gets underway this week and runs until early spring focused on markets where VisitBritain is seeing strong recovery including the USA, its largest and most valuable market, Canada, the Gulf Cooperation Council (GCC) countries and European markets including France, Germany and Spain.

In Europe and the GCC, the ‘See Things Differently’ advertising campaign – ‘Spilling the Tea on Great Britain’ – uses a play on Britain’s love of tea, through destination images and short films (see launch film here) to tell a fresh and exciting story about the experiences on offer, showing visitors that ‘whatever your cup of tea, we’ve got it.’

Fake (Br)it Till You Make It

From a ‘Festival’ tea theme that gives a taste of Britain’s live music scene to a ‘Graffi-tea’ that celebrates its vibrant cities and cultural attractions. A ‘Surf’ theme shows the adventurous side of Britain and ‘#nofilter’ its natural beauty. A ‘Monster Hunting’ tea draws inspiration from myths and legends including the world-famous Nessie the Loch Ness Monster. A limited release of the themed teas, blended by British tea company Tregothnan, will also be available for tastings at VisitBritain promotional and trade events.

In Canada and the USA the campaign, called ‘Fake (Br)it Till You Make It’ highlights the richness of Britain’s regional diversity. The phased advertising campaign gets underway with a variety of local phrases alongside destination images from across Britain. Later in March, a series of short films see Brits sharing a warm welcome in local accents and dialects promoting their destinations, and encouraging visitors to come and explore for themselves. Also in late March, a new online game on VisitBritain’s consumer website, using machine learning, goes live where players can have a fun go at mastering the accents with links to destination information to drive bookings.

Patricia Yates

Visitbritain ceo.

Patricia Yates said: “We know there is pent-up demand for travel and that tourism is also a fiercely competitive global industry. Our priority is to build on the recovery we have seen, competing hard in markets where we are seeing strong growth, tapping into motivations for travel now to drive bookings.”

“All eyes are on Britain this year and by telling the story of our dynamic destinations and diverse culture, along with a warm British welcome, we’re inspiring visitors to discover more, stay longer and explore year-round, supporting local businesses and economies.”

The campaigns also plan to capture major events in 2023 including the Coronation of King Charles III in May and Liverpool hosting the Eurovision Song Contest, on behalf of Ukraine, also in May, valuable opportunities to show Britain’s welcome, creativity and ability to host events of the highest calibre.

The campaigns have been developed based on VisitBritain’s research into motivations for travel now, with discovering new and surprising experiences high on the wish list for its target audiences and markets.

Both multi-media marketing campaigns are using a mix of on-and-offline channels including short films and branded content across social media, digital display advertising, for example, digital billboards in the Paris Metro, and print media. Content also drives online traffic to VisitBritain’s consumer website with ideas and links to activities, attractions and experiences themed around ‘See Things Differently’ using #lovegreatbritain.

Sharing local experiences

VisitBritain is working with partners including Lastminute.com in Europe and online travel marketplace Wego in the GCC as well as paid content partnerships to extend the campaigns’ reach and drive bookings. It has also called for tourism businesses, attractions and destinations to get involved by sharing local experiences that promote a different side of Britain across their own channels using #lovegreatbritain.

Separate campaigns are also set to run in the USA to harness the growth from this market, with visitor spending by Americans up 40% in 2019 based on the latest statistics. A campaign is launching in March in the USA with British Airways as well as a test pilot of a cooperative marketing programme with industry to drive bookings. Marketing activity is also underway through VisitBritain’s GREAT Gateway Innovation Fund to boost visits through regional gateways.

VisitBritain’s latest inbound tourism forecast shows a continued strong recovery in overseas visitor spending this year. Its latest forecast for 2023 is for overseas visitor spending in the UK of £29.5 billion, up 4% on the all-time spending high of £28.4 billion in 2019. It estimates 35.1 million inbound visits to the UK, 86% of 2019 levels.

VisitBritain’s ‘See Things Differently’ campaign is part of the UK Government’s GREAT campaign.

Find out more about VisitBritain at https://www.visitbritain.org/ .

Join our newsletter!

Subscribe to our newsletter and stay up-to-date with the latest updates from Kongres Magazine.

Check your inbox or spam folder to confirm your subscription.

RELATED ARTICLES MORE FROM AUTHOR

IT&CM Asia and CTW Asia-Pacific 2024 returns to Bangkok in September

Green experts to convene in Zagreb for Greencajt festival

Global industry to unite at IMEX Frankfurt

Recent articles.

Glasgow welcomes over 6,500 delegates to the ESTRO Congress

Esteemed international event’s carbon footprint calculated in Cankarjev dom

Trending Now

GREAT Britain & Northern Ireland Campaign

• Unicorn Kingdom
• Audacious Kingdom
• GREAT Futures

We are a nation of creative thinkers, daring dreamers and curious scientists

A place where fresh ideas and unique perspectives are welcomed, and where exploration and curiosity pave the way for progress.

The Great Campaign

​The GREAT Campaign showcases the very best of the UK, inspiring the world to collaborate, visit, study, live, work and do business here.

Join us and see things differently.

Trade and invest

Live and work

Our stories.

The GREAT Campaign has proudly showcased the best of the UK on the world stage for almost a decade. We share the stories of the people and places that make our country unique – from bold breakthroughs and twists on tradition, to the fresh perspectives that challenge convention and stimulate progress.

Great Love Mural

Co-designed by muralist Lisa Marie Thalhammer, the British Embassy in Washington and the Little Gay Pub, the “Great Love is...

The UK has always been a catalyst for creativity, where our diversity is our greatest strength. A place where fresh...

See Sport Differently

The Premier League is global, in every way imaginable. It is the world’s most watched soccer league, connecting 1.66 billion...

VisitBritain partners with The National Lottery in campaign to boost domestic tourism

From 3 July to 30 September, the UK-wide promotion will allow all National Lottery players who enter their National Lottery game reference number on the VisitBritain Shop at NationalLotteryDaysOut.com to redeem a free £25 voucher against entry tickets to hundreds of participating tourist attractions and experiences.

Tourism Minister John Whittingdale said:

“From castles to galleries, botanical gardens to museums, there is so much to do in the UK this summer. Thanks to the National Lottery Days Out Scheme, it is even easier to enjoy Britain’s historic destinations and incredible attractions for less. I encourage lottery players to take advantage of this opportunity to turn their ticket into an affordable day out over the holidays, supporting good causes and local tourism across the country.”

VisitBritain CEO Patricia Yates said:

“ VisitBritain is delighted to once again be supporting the National Lottery Days Out campaign. With the summer holidays fast approaching, this timely promotion will support more of us to get out and explore the wonderful visitor attractions and experiences here on our doorstep, enjoy a great day out with family and friends and boost local economies up and down the country.”

Adam Chataway, Head of Partnerships at The National Lottery said:

“The National Lottery is thrilled to join forces with VisitBritain once again to offer our players the opportunity to see some amazing attractions across the UK this summer, either free or at a hugely discounted price. A huge number of major attractions and historical locations have been funded by The National Lottery over the years and the £25 vouchers are a great way to say a huge ‘thank you’ to our players for supporting culture and heritage across the UK.”

As the National Lottery Days Out campaign delivery partner VisitBritain also wants to support visitor attractions and experiences to drive future sales through its Tourism Exchange Great Britain (TXGB) platform and the VisitBritain Shop, reaching more domestic and international customers.

The campaign is also being supported across VisitBritain/VisitEngland’s channels including newsletters, social media and website content along with media and influencer activity.

Related Articles

VisitBritain CEO Patricia Yates speech at ‘Showcase Britain’

VisitBritain publishes inbound tourism forecast for 2024

VisitBritain and British Film Commission sign Memorandum of Understanding to boost screen tourism across the UK

Visitbritain expands its ‘future of events’ educational series with launch of its diversity, equity and inclusion (dei) pathway, related courses.

You might also like:

Innovative promotion ideas for 2024

The impact of Airbnb short-term rentals on rural and urban communities

The “Golden Circle” of Revenue Management

Blended travel as a huge growth opportunity (with words of wisdom from Marriott)

Does the fate of tourism hinge on land use?

Join over 60,000 industry leaders.

Receive daily leadership insights and stay ahead of the competition.

Leading solution providers:

Book Me Bob

The Hotels Network

• TradeArabia Network
• Business Directory

Business Directories

• Premium Content

VisitBritain launches major tourism campaign

Dubai, february 26, 2023.

VisitBritain, the national tourism agency, has this week started rolling out its new multi-million pound international marketing campaign for 2023 to drive tourism to Britain. The international GREAT Britain marketing campaign invites visitors to ‘See Things Differently’, showcasing Britain as a dynamic, diverse and exciting destination, packed full of activities to come and enjoy now, with a warm British welcome at its heart. The first phase of the 2023 campaign, with a budget of £9.8 million, gets underway this week and runs until early spring focused on markets where VisitBritain is seeing strong recovery including the USA, its largest and most valuable market, Canada, the Gulf Cooperation Council (GCC) countries and European markets including France, Germany and Spain. In Europe and the GCC, the ‘See Things Differently’ advertising campaign – ‘Spilling the Tea on Great Britain’ - uses a play on Britain’s love of tea, through destination images and short films (see launch film here) to tell a fresh and exciting story about the experiences on offer, showing visitors that ‘whatever your cup of tea, we’ve got it.’ From a ‘Festival’ tea theme that gives a taste of Britain’s live music scene to a ‘Graffi-tea’ that celebrates its vibrant cities and cultural attractions. A ‘Surf’ theme shows the adventurous side of Britain and ‘#nofilter’ its natural beauty. A 'Monster Hunting' tea draws inspiration from myths and legends including world-famous Nessie the Loch Ness Monster. A limited release of the themed teas, blended by British tea company Tregothnan, will also be available for tastings at VisitBritain promotional and trade events. In Canada and the USA the campaign, called ‘Fake (Br)it Till You Make It,’ highlights the richness of Britain’s regional diversity. The phased advertising campaign gets underway with a variety of local phrases used alongside destination images from across Britain. Later in March, a series of short films sees Brits sharing a warm welcome in local accents and dialects promoting their destinations, encouraging visitors to come and explore for themselves. Also from late March, a new online game on VisitBritain’s consumer website, using machine learning, goes live where players can have a fun go at mastering the accents, with links to destination information to drive bookings. VisitBritain CEO Patricia Yates said: “We know there is pent-up demand for travel and that tourism is also a fiercely competitive global industry. Our priority is to build on the recovery we have seen, competing hard in markets where we are seeing strong growth, tapping in to motivations for travel now to drive bookings. “All eyes are on Britain this year and by telling the story of our dynamic destinations and diverse culture, along with a warm British welcome, we’re inspiring visitors to discover more, stay longer and explore year-round, supporting local businesses and economies.” The campaigns also plan to capture major events in 2023 including the Coronation of King Charles III in May and Liverpool hosting the Eurovision Song Contest, on behalf of Ukraine, also in May, valuable opportunities to show Britain’s welcome, creativity and ability to host events of the highest calibre. The campaigns have been developed based on VisitBritain’s research into motivations for travel now, with discovering new and surprising experiences high on the wish list for its target audiences and markets. Both multi-media marketing campaigns are using a mix of on-and-offline channels including short films and branded content across social media, digital display advertising, for example digital billboards in the Paris Metro, and print media. Content also drives online traffic to VisitBritain’s consumer website with ideas and links to activities, attractions and experiences themed around ‘See Things Differently’ using #lovegreatbritain. VisitBritain is working with partners including Lastminute.com in Europe and online travel market place Wego in the GCC as well as paid content partnerships to extend the campaigns’ reach and drive bookings. VisitBritain’s latest inbound tourism forecast shows continued strong recovery in overseas visitor spending this year. Its latest forecast for 2023 is for overseas visitor spending in the UK of £29.5 billion, up 4% on the all-time spending high of £28.4 billion in 2019. It estimates 35.1 million inbound visits to the UK, 86% of 2019 levels. – TradeArabia News Service

More Travel, Tourism & Hospitality Stories

• Hamad International Airport sets new record in Q1
• Qatar Airways to showcase digital cabin crew at ATM
• Sustainable travel pioneers urged to enter awards programme
• A journey through Dubai's heritage and cultural tapestry
• Dubai Investments breaks ground on RAK residential, hotel towers
• Ryan Reynolds is Yas Island’s new Chief Island Officer
• Cebarco lands Bilaj Al Jazayer hotel project contracts
• Blue Reef Diver recognised for exceptional professional development
• Munich Tourism to showcase diversity at ATM
• Flying taxis, autonomous cars soon to be a reality in UAE
• Dubai hotels set new occupancy and ADR records
• Yas Marina Circuit hosts over 200,000 fans in record season
• KAUST, NEOM launch world's largest coral restoration project
• Saudi Arabia to launch direct flights to Iraqi city Najaf
• VOX Cinemas to offer luxury cinema experience at MoE
• Gulf Air Group appoints new Chief People Officer
• Bayanat, FlyNow give DRIFTx visitors virtual tour of the skies
• Work set to start on $34.8bn Al Maktoum Airport expansion
• Gulf Air to soon restart flights to Iraqi cities
• Beond to start direct flights between Zurich and Dubai
• Luxury Abu Dhabi hotels name Director of Operations
• Legoland Dubai launches a brand-new attraction in Miniland
• IMEX Frankfurt to see participation of 4,000 buyers
• Abu Dhabi Airports reports robust results for Q1 2024
• How cross-sector partnerships elevate hospitality experience
• Royal Jordanian plants 1,000 trees to mark Earth Day
• ADIO and AD Mobility unveil UAE’s first operational vertiport
• Abu Dhabi to launch air taxi operations next year
• Preferred adds 15 properties to its global portfolio
• Dex Squared-Absolute Hotel Services in deal for MEA JV

Calendar of Events

• View all events

Information |

• Construction & Real Estate
• Energy, Oil & Gas
• Finance & Capital Market
• Industry & Logistics
• IT & Telecommunication
• Health & Environment
• Retail & Wholesale
• Travel, Tourism & Hospitality
• Government & Laws
• Media & Promotion
• Back to top
• Advertising
• Privacy Statement
• Terms of Service

• Accommodation
• Intelligence
• Miscellaneous
• Sustainability

2023/24 Visit Britain campaign targets GCC nationals

The uk’s national tourism agency, visitbritain, is encouraging visitors from gcc countries to explore britain with fresh eyes thanks to a campaign titled “come see things differently”. running from november until early 2024, the campaign highlights unique and lesser-known british experiences, from wild coastlines to vibrant cities and diverse countryside adventures..

The Gulf Co-operation Council (GCC) countries are very important inbound tourism markets for the UK, its second most valuable market for visitor spending, when all six countries are combined. The latest official full year statistics are for 2022. These showed that there were 791,000 visits from the GCC to the UK, with those visitors spending £2 billion during their stays. Visitors from the GCC spent an average of £2,578 on their trips to the UK in 2022, more than three times the all visitor average. They also stayed longer in the UK, 16 nights, compared to an all market average of eight.

The latest available statistics are for January to June 2023. These show that from January to June 2023 there were 411,000 visits from the GCC to the UK with those visitors spending £945 million. Flight bookings from the Middle East to the UK have been showing strong recovery and are currently tracking at about 93% of 2019 levels.

Based on research indicating a desire for novel experiences among its target audiences, the campaign builds on the earlier ‘Spilling the tea on Great Britain’ initiative, which promoted travel outside the peak seasons to various UK regions.

Carol Madisson, VisitBritain ‘s Deputy Director for APMEA CNEA, expressed enthusiasm about the GCC’s significance as a tourism market for Britain. She emphasised the campaign’s aim to prompt immediate travel from GCC countries by showcasing Britain’s array of attractions, from coastal thrills to serene rural settings and the dynamic urban culture.

The campaign is multifaceted, featuring cinema advertising in Saudi Arabia, content on social platforms like Facebook, Instagram, and Snapchat, and digital billboards in Dubai’s high-traffic zones. Collaborating with travel partner Wego, VisitBritain aims to boost travel bookings through the campaign into the winter and spring of 2024.

The recent introduction of the Electronic Travel Authorisation (ETA) scheme, combined with the region’s strong airline connections to the UK, is set to further enhance the ease of travel for GCC nationals visiting Britain. The ETA will cost £10 and allow visitors to visit the UK multiple times over a two-year period. Qatar is the first country to move on to the ETA scheme and Qatari nationals can now apply and will require an ETA to travel to the UK on or after 15 November 2023. From 01 February 2024, the scheme will be introduced for nationals of Bahrain, Kuwait, Oman, United Arab Emirates, Saudi Arabia and Jordan.

Current data reflects a strong resurgence in Middle Eastern flight bookings to the UK, reaching near pre-pandemic levels. Visitors from the GCC have shown a preference for Britain’s dining, shopping, sightseeing, and cultural attractions, and they tend to visit multiple destinations on their trips, including major cities.

The “Come See Things Differently” campaign is part of the broader “Great” campaign by the UK Government, aiming to bolster the UK’s image worldwide.

More information about the ‘See Things Differently’ campaign:

• VisitBritain’s marketing campaign in the GCC is a continuation of its ‘Spilling the Tea’ on Great Britain campaigns which first rolled out in February this year under the umbrella of ‘See Things Differently.’
• The campaign has been developed based on VisitBritain’s research into motivations for travel now, with discovering new and surprising experiences high on the wish list for its target audiences and markets.
• The full list of locations and activities seen in the campaign are:
• Bamburgh, Northumberland
• Bath, Somerset
• Birmingham, West Midlands
• Brighton, East Sussex
• Coventry, West Midlands
• Lake District, Cumbria (Alpacaly Ever After)
• Leeds, West Yorkshire (Afternoon Tea at Issho)
• Liverpool, Merseyside (Oh Me Oh My roof garden)
• Liverpool, Merseyside (Crosby Beach)
• Newcastle upon Tyne, Tyne and Wear
• Yorkshire Moors, North Yorkshire
• Saffron Walden, Essex
• Seaford, East Sussex
• Whitby, North Yorkshire
• Covent Garden, London
• Little Venice, London
• Notting Hill, London
• Richmond, London
• South Kensington, London (Science Afternoon Tea at the Ampersand Hotel)
• Tottenham, London (The Dare Skywalk at Tottenham Hotspur Stadium)
• Tower Bridge, London (London Kayaking Company)
• Achmelvich, Scottish Highlands
• Cairngorms National Park, Scottish Highlands
• Caledonian Canal, Scottish Highlands
• Glencoe, Scottish Highlands
• Loch Ness, Scottish Highlands
• Cardiff (Cardiff Castle)
• Eryri (Snowdonia), Gwynedd
• Porthcawl Beach, Bridgend
• Freshwater West; Pembrokeshire
• Strumble Head, Pembrokeshire
• The Gower Peninsula, Swansea
• For more on the Electronic Travel Authorisation (ETA) scheme please visit https://homeofficemedia.blog.gov.uk/2023/10/25/electronic-travel-authorisation-eta-scheme-factsheet-june-2023/

Read also: MENA VISITS TO UK UP 25%

Photo top of page – David Monaghan / Unsplash

New promotion for the Netherlands in KSA...

You might also like.

New promotion for the Netherlands in KSA

Saudi Arabia #1 GCC visitor source for Spain in 2023

Unified GCC Visa approved

Leave a comment cancel reply.

Your email address will not be published. Required fields are marked *

Save my name, email, and website in this browser for the next time I comment.

• Information for...

What are you looking for?

Visitengland reveals awards for excellence 2023 winners.

VisitBritain/Daniela Luquini

VisitEngland has announced the winners of its annual Awards for Excellence 2023, celebrating the tourism industry’s brightest stars. 

The 20 Gold Award winners were announced at an evening ceremony on 7 June hosted by Alex Polizzi at Warner Bros. Studio Tour London – The Making of Harry Potter, in categories ranging from ‘Small Visitor Attraction of the Year’ and ‘B&B and Guest House of the Year’ to ‘Business Events Venue of the Year’ and ‘Experience of the Year.’  The Gold, Silver and Bronze winners were selected from hundreds of tourism businesses across England including hotels, self-catering accommodation, B&Bs, glamping operators, attractions, restaurants, pubs and museums. The full awards ceremony is available to watch on youtube .

The prestigious VisitEngland Awards for Excellence, running for more than 30 years and in 2023 sponsored by the Caravan and Motorhome Club, celebrate and champion innovation, quality and best practice across the industry recognising businesses and individuals who raise the bar of England’s tourism offer.

VisitEngland Director Andrew Stokes said:

“It is fantastic to come together as an industry to celebrate our world-class tourism businesses. Competition this year was fierce with customer service excellence evident across every category, thanks to the passion and dedication of individuals.

“From an outdoor theatre in Suffolk to a boutique B&B in Essex, from an arboretum museum in Staffordshire, a zoo farm in Bristol, to island boat tours in Northumberland, this year’s awards also showcase the wonderful range of quality tourism products on offer across England.

“I congratulate all the winners and especially those who won Gold, an achievement cementing their place as the country’s crème de la crème, standard-bearers for England’s tourism industry.”

In addition to the 16 core categories award winners, four special awards were also presented this year including an ‘Outstanding Contribution to Tourism Award,’ a ‘Travel Content Award’, a ‘Tourism Superstar Award’ and a ‘TXGB Trailblazer Award’.

The Tourism Superstar Award went to Geoff Colvin . Geoff, a volunteer stationmaster at the Kent and East Sussex Railway, was the winner of the VisitEngland Tourism Superstar 2023 run in partnership with the Mirror, following a public vote and competition earlier this year.

The Outstanding Contribution to Tourism Award went to ‘ England’s Coast ’ in recognition of its valuable role in boosting domestic and inbound tourism to England.

The Travel Content Award, which recognises the media’s important contribution in championing domestic tourism, was won by  Alicia Miller of The Independent  with her story ‘How to do a classic Cotswolds weekend, car-free.’

The TXGB Trailblazer Award went to  Red Funnel , Isle of Wight, in recognition of its efforts in driving inbound bookings through the business-to-business platform, also benefitting the domestic market.

Tourism is one of England’s largest and most valuable industries, supporting hundreds of thousands of businesses, employing about 2.6 million people and, in 2019, generating £76 billion in domestic visitor spending.

See below for the full list of VisitEngland Awards for Excellence 2023 winners:

Accessible and Inclusive Tourism Award:

GOLD Noah’s Ark Zoo Farm ,  Bristol

SILVER Brickhouse Farm Holiday Cottages & Lakeside Hub ,  Lancashire

BRONZE WWT Slimbridge Wetland Centre ,  Gloucestershire

B&B and Guest House of the Year:

GOLD Piglets Boutique B&B ,  Essex

SILVER Cedar Manor ,  Cumbria

BRONZE Sunnyside Guest House ,  Merseyside

Business Events Venue of the Year:

GOLD National Memorial Arboretum ,  Staffordshire

SILVER Imago Venues ,  Leicestershire

BRONZE The ICC Birmingham ,  West Midlands

Camping, Glamping and Holiday Park of the Year:

GOLD The Quiet Site ,  Cumbria

SILVER Brook Meadow ,  Leicestershire

BRONZE Hendra Holiday Park ,  Cornwall

Ethical, Responsible and Sustainable Tourism Award:

GOLD Pure Outdoor ,  Derbyshire

SILVER National Forest EBike Holidays ,  Leicestershire

BRONZE The Cottages at Blackadon Farm ,  Devon

Experience of the Year:

GOLD Grey Seal and Seabird Cruise , Serenity Farne Island Boat Tours,  Northumberland

SILVER Make Your Own Gin Experience , Shed 1 Gin Distillery,  Cumbria

BRONZE Peak District Walking Experience , myGuidedWalks,  Derbyshire

Large Hotel of the Year:

GOLD Titanic Hotel Liverpool ,  Merseyside

SILVER Bowood Hotel, Spa and Golf Resort ,  Wiltshire

BRONZE Rockliffe Hall Hotel, Golf & Spa Resort ,  County Durham

Large Visitor Attraction of the Year:

GOLD Warner Bros. Studio Tour London - The Making of Harry Potter ,  Hertfordshire

SILVER Blenheim Palace ,  Oxfordshire

BRONZE International Bomber Command Centre ,  Lincolnshire

New Tourism Business of the Year:

GOLD Thorington Theatre ,  Suffolk

SILVER Bassenthwaite Lake Station ,  Cumbria

BRONZE Great British Car Journey ,  Derbyshire

Pub of the Year:

GOLD The Blind Bull ,  Derbyshire

SILVER The Shoe ,  Hampshire

BRONZE The Duncombe Arms ,  Staffordshire

Resilience and Innovation Award:

GOLD St Luke’s Bombed Out Church C.I.C. ,  Merseyside

SILVER Langley Castle Hotel ,  Northumberland

BRONZE Healing Manor Hotel ,  Lincolnshire

Self-Catering Accommodation of the Year:

GOLD Kidlandlee Holiday Cottages ,  Northumberland

SILVER The Dovecote Barns ,  North Yorkshire

BRONZE Eaton Manor Country Estate ,  Shropshire

Small Hotel of the Year:

GOLD Askham Hall ,  Cumbria

SILVER THE PIG-at Combe ,  Devon

BRONZE Wildhive Callow Hall ,  Derbyshire

Small Visitor Attraction of the Year:

GOLD Watatunga Wildlife Reserve ,  Norfolk

SILVER Muncaster Castle, Gardens and Hawk & Owl Centre ,  Cumbria

BRONZE PK Porthcurno ,  Cornwall

Taste of England Award:

GOLD Pensons Restaurant at the Netherwood Estate ,  Worcestershire

SILVER The Unruly Pig ,  Suffolk

BRONZE The Glasshouse Restaurant ,  Hampshire

Unsung Hero Award:

GOLD Michael Wilson, Official Guide to the Kent Estuary, Guide Over Sands Trust,  Cumbria

SILVER Marie Colgrave, Welcome Building Supervisor, Whitchurch Silk Mill,  Hampshire

BRONZE Carol Adams, Head of Horticulture & Biodiversity, Trentham,  Staffordshire

The TXGB Trailblazer Award:

GOLD Red Funnel , Isle of Wight

SILVER New Adventures , Tyne & Wear & Northumberland

BRONZE Cotswolds Tourism , Cotswolds

Travel Content Award:

GOLD Alicia Miller, The Independent -  How to do a classic Cotswolds weekend, car-free

SILVER Ben Lerwill, National Geographic Traveller -  How art and ancient history collide on a hike through Deal, Dover and Folkestone

BRONZE Paul Healy, Anywhere We Roam -  A wild getaway in Swaledale – the unspoilt valley in the Yorkshire Dales

Tourism Superstar:

Geoff Colvin , Chief Stationmaster, Kent & East Sussex Railway

Outstanding Contribution to Tourism Award:

England’s Coast

Notes to Editors:

• Find  more information on the VisitEngland Awards for Excellence .
• Images of the award winners can be downloaded from the VisitEngland Awards 2023 Album .
• Register with the VisitBritain Asset Library  to access the album and download images. Required photographer credits are included with image information.
• Find more information on the VisitEngland Awards for Excellence judges .
• Read more about the VisitEngland Awards for Excellence 2023 headline sponsor Caravan and Motorhome Club .
• Find more information about VisitEngland Awards for Excellence 2023 sponsor Barclays .
• Find more information about VisitEngland Awards for Excellence 2023 sponsor Sykes Holiday Cottages .
• For more information on the VisitEngland Awards for Excellence chosen charity for 2023 the Family Holiday Charity .
• VisitEngland Awards for Excellence is accredited by the Awards Trust Mark .

Press contact

Charlotte sanders.

Senior Press Officer, London, UK

Discover more

The uk’s new electronic travel authorisation (eta) scheme is now open.

The UK’s new electronic travel authorisation scheme launches for Qatari nationals.

Local Visitor Economy Partnership (LVEP) Programme opens for applications

We have opened the application process for eligible Destination Management Organisations to become Local Visitor Economy Partnerships.

VisitBritain/Rod Edwards

VisitEngland wins Digital PR Campaign of the Year at TravMedia Awards

We are thrilled to have been recognised for our Accessible North York Moors campaign.

Getty Images/Westend61

Explore our curated information for...

Everything you need to inspire your clients. Discover new products, experiences and itinerary ideas – plus useful resources and the latest market insights.

Reach new customers and increase your profitability. Drive sales with our tools, events and training, find out about quality assessment and get expert guidance from the England Business Advice Hub.

Build sustainable and valuable growth. Learn about England’s new destination management structure, find expert advice, and boost your proposition with our training and toolkits.

Access resources for business events to support your business development and event strategy. Discover England, Scotland and Wales' business event offering for your next conference, incentive, exhibition or event.

Discover our media centres, image and video library and latest press releases, plus contacts for our corporate and consumer press teams.

Studying tourism at school, college or university? We’ve gathered essential resources and data for students of tourism, plus information about our internships.