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Why the OId Dart loves Australians

Booming visitor figures prompt major new marketing campaign.

Australia has reclaimed its place as the UK’s fifth most valuable international source market.


The news came as VisitBritain published its inbound tourism forecast for 2023 with continued strong recovery predicted in overseas visitor spending.


The forecast shows spending by inbound visitors is predicted to grow faster than visit volume, with higher spending per trip also expected.


“Our priority has been to rebuild international visitor value so it is very encouraging to see the continued strong recovery forecast in spend, supporting jobs, small businesses and local economies right across the country,” said Patricia Yates, VisitBritain CEO.


Considering these figures, VisitBritain is set to launch a new GREAT Britain marketing campaign in early 2023 to drive bookings.


The initiative will inspire visitors to ‘See Things Differently,’ promoting messages of welcome and highlighting Britain as a dynamic, adventurous and inclusive destination.


The global campaign will also 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.


“2022 has been a significant year of recovery for inbound travel from Australia to the UK,” said Maria Sykes, VisitBritain’s Country Manager, Australia & New Zealand.


“Since Australian travel restrictions lifted in January, we have seen an exponential rise in the pace of recovery with both accelerated forward flight bookings as well as arrival figures.”


VisitBritain has also upgraded its end of year forecast for 2022 to 29.7 million inbound visits to the UK, 73 per cent of 2019, and spending of £25.9 billion, 91 per cent of 2019.


This follows an increase in overseas visitor spending in the UK this year with higher spend per visit and longer stays, based on the latest data.


Inbound tourism was worth more than £28 billion to the UK economy in 2019, its third largest service export and a major part of British trade.


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Written by: Jon Underwood
Published: 18 December 2022

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