VisitBritain criticises the Government after budget cut

VisitBritain has slammed the Government after it ignored the national tourism agency’s plea for more funds to launch a £20m global TV campaign and instead slashed its budget for the next three years.

The Department for Culture, Media and Sport (DCMS) is reducing Visit Britain’s subsidy from £49.6m to £47.6m for next year. This will be followed by further cuts to £45.1m in 2009 and £40.6m in 2010.

Chairman of Visit Britain Christopher Rodrigues expressed “real disappointment” at the decision, particularly as it follows ten years of static funding and what he claims was the most challenging summer for tourism since 2001.

Rodrigues says: “Global tourism is increasingly competitive and the tourism industry will have to fight hard if Britain is to retain its place in the global tourism league.”

He adds that VisitBritain’s marketing partnerships with the travel industry and regions will have to be more efficient to plug the gap the cuts have created.

The tourism board asked the government to provide financial support to fund its marketing plans and promote the brand as a tourism destination last week (MW October 18). The last time it launched a global TV campaign was five years ago with its £40m “Only in Britain. Only in 2002” advertising push.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now