VisitBritain and STA Travel partner to target younger tourists

VisitBritain has partnered with discount student travel agent STA Travel to market Great Britain as a youth tourist destination.

/c/b/s/visitbritain.jpg

The four-year £2.8m joint marketing campaign aims to increase visitor numbers from key markets including Australasia, China, Japan, Russia and the USA.

STA will form the youth element of VisitBritain’s already existing “Great Britain, You’re Invited” marketing programme, which features celebrities such as Dame Judi Dench, Dev Patel (pictured) and Twiggy.

The overall campaign aims to increase the amount of money spent in the UK by overseas tourists by £2bn over the period.

The two parties are hoping to capitalise on one-off events such as April’s royal wedding, next year’s Queen’s diamond jubilee and the London 2012 Olympic Games, to encourage visitors to the region.

STA is the most recent private sector company to contribute towards a £100m fund to market Britain as a tourist destination overseas.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here