Post Brexit brings new challenges for us all and although Europe, will alongside the UK domestic markets remain our most important, Wales is now undoubtably going to be seeking new visitors outside the bloc. Visit Britain (VB) already has offcies around the globe and arguably, we in Wales, need to start building a closer relationship with VB in order to utilise their resources to greatest effect and build our overseas markets.
Briefly and of course there is far more on their online presence, what does VB have to offer us? First and foremost their staff have an excellent understanding of international customers, they have been selling Britain overseas for years. VB operates from regional hubs in the Americas, Asia Pacific, Mid East & Africa (APMEA); China & North East Asia plus of course in Europe. They focus on those markets offering immediate return or long-term promise, as well as having a ‘rest of the world’ strategy. They also regularly review the barriers to inbound tourism growth and the possible solutions for addressing them, implementing differentiated strategies for each region.
VB gathers market intelligence to develop and maintain relationships with international media and influencers, working with the trade to ensure that Britain is being sold to the customer, they secure partners on-territory and also look after public diplomacy. However, the mantra is always 'content is King' in our online world. VB are always hungry for new content to back up campaigns; that is relevant content that can be distributed to the customer through the most appropriate channels. For more information, just type VisitBritain into your browser. They also have a handy interactive tool to assist in finding markets to target.