Themed culture and heritage options for overseas tourists could help Britain secure a larger visitor intake particularly in key source markets, according to a new report.
Research released by hpi commissioned by VisitBritain and the Association of Leading Visitor Attractions (ALVA) found a ‘clear thirst’ for information on how to explore the country’s heritage with itineraries set on themes or regions. The hundreds that participated were also looking for more information on how to get around the UK and what to see outside of London.
More than half (53%) of respondents said they visit the UK for culture and heritage with a focus on local markets; experiences unique to the country and food and drink above architecture, castles and natural beauty.
Potential visitors are most drawn to immersive experiences, an authentic British look, empathy and variety while would tend to avoid those that were too generic and had stock photography as it comes across as false.
Of the respondents around 1,500 were from Britain’s three largest inbound tourism markets, the USA, Germany and France.
VisitBritain’s chairman Christopher Rodrigues said: “Culture and heritage is already one of our global strengths in the competitive world of international tourism. It is crucial to understand how people connect with our culture and the key motivations that make them choose Britain. Working together with our colleagues in the cultural sector we can ensure our messaging remains inspirational to a global audience, grow Britain’s fifth largest export – tourism – and deliver jobs and growth across the UK.”
Comments are closed.