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Hot Topics > Travel & Tourism

American Express to promote UK as tourism destination

By Lorraine Heller , 08-Jun-2011

The new American Express portal encourages clients to visit the UK
The new American Express portal encourages clients to visit the UK

American Express has created an online portal designed to promote the UK as a tourist destination to its clients around the world.

Created in partnership with the national tourist agency VisitBritain, the site will provide information and offers on dining, travel and entertainment in the country.

The site, named UK Inspiration, will target key tourism markets, such as the US, France, the Middle East, China and Australia to boost inbound tourism and drive spending in the UK hospitality sector.

VisitBritain will provide frequent contributions to the site, including up-to-date destination information, images and blogs.

VisitBritain marketing campaign

VisitBritain’s partnership with American Express is the latest in a series of partnerships that the tourist board has announced as part of its four-year marketing strategy to attract more tourists to the UK.

The £100m campaign, which will be launched later this year in key inbound tourism markets, aims to attract 4m extra visitors and an additional spend of £2bn.

Other groups that VisitBritain has partnered with in this campaign include EasyJet, British Airways, Wimbledon, Radisson Edwardian, P&O Ferries, DFDS Ferries and Lastminute.com.

VisitBritain said its partnership with American Express will allow it to reach “millions” of American Express card members around the world. The partnership will be promoted via joint marketing, public relations, social media and the use of American Express foreign exchange outlets.

International platforms

“This partnership gives us the opportunity to showcase Britain and to present ideas and offers which encourage potential visitors to travel now,” said Laurence Bresh, director of marketing at VisitBritain. “Partner marketing deals such as these are key to providing an international platform for tourism destinations and businesses across Britain.”

Mark Roper, vice president and general manager UK Merchant Services, at American Express said: “With the world’s eyes on Britain following the Royal Wedding, there has never been a better time to encourage tourists from around the world to experience the best the UK has to offer. We’re excited to be working with VisitBritain to create UK Inspiration and provide a boost to the all important travel and tourism industries.”

The new website is available here.

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