VisitEngland to become standalone body for English tourism

By Sophie Witts contact

- Last updated on GMT

VisitEngland will focus on developing domestic tourism experiences
VisitEngland will focus on developing domestic tourism experiences

Related tags: England

VisitEngland is separating from VisitBritain to become an independent body focusing on the development of ‘competitive and engaging tourism experiences’.

The split is one of the main recommendations of the Government’s Triennial Review of tourism bodies, and follows recommendations made by former Tourism Minister and MP for Weston-super-mare John Penrose.

The two groups will continue to work closely together to increase visitor numbers across all regions of the country.

VisitEngland’s Chief Executive, James Berresford, said: “This gives us the role we have always wanted. We will be leading strategic development across the industry to ensure England’s tourism offer is compelling. It takes us beyond marketing and involves us in helping shape the nature of the English offer.

“England has amazing tourism assets but they must be made available and presented in a way that meets people’s aspirations and to a standard that is comparable with other leading overseas tourism markets. This is essential to make sure people choose our country over others.”

VisitEngland was the last national tourist board to remain legally part of VisitBritain. Visit Scotland, Visit Wales and Discover Northern Ireland are all independent.

VisitBritain will continue to promote tourism experiences to the overseas markets, while VisitEngland will focus on the domestic market, continuing the Holidays at Home are GREAT campaign.

Berresford said that the body's new role would be ‘a catalyst for the next generation of world class leisure and business tourism offerings’.

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