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Tourism: Marketing

Volume 462: debated on Wednesday 11 July 2007

To ask the Secretary of State for Culture, Media and Sport what the total expenditure from the public purse was on promoting England as a tourist destination (a) domestically and (b) internationally in each year since 1997. (148540)

VisitBritain has been responsible for the marketing of England as a tourist destination since April 2003, and has been advised in this by the England Marketing Advisory Board. Until the beginning of 2005-06, VisitBritain marketed England only within Britain. Under the new Strategy agreed by the Department and the devolved Administrations of Scotland, Wales, and Northern Ireland in March 2005, VisitBritain now additionally markets England as a tourist destination in France, Germany, the Netherlands, and the Republic of Ireland.

VisitBritain’s spending on marketing England since 2003

£ million

Marketing within Britain

International marketing













Before 2003, England was marketed internationally by the British Tourist Authority as part of its remit to promote and market the whole of Britain. The expenditure incurred cannot be broken down by the constituent nations of Britain.

These figures do not include public spending by the Regional Development Agencies, the Regional Tourist Boards, and other bodies, seeking to promote particular areas of England in domestic and international markets.

To ask the Secretary of State for Culture, Media and Sport how much of VisitBritain's overseas marketing budget was used to promote tourism to (a) England, (b) Scotland, (c) Wales and (d) Northern Ireland in each year since 2003. (148827)

VisitBritain does not disaggregate its spending on marketing Britain by country or territory. Its marketing campaigns are based around market sectors or themes, such as heritage or sport, and usually involve the promotion of many locations throughout Britain.

However, VisitBritain has marketed England in Germany, France, the Netherlands, and the Republic of Ireland since 2005, with the agreement of the devolved Administrations of Scotland and Wales. Spending for that purpose, from VisitBritain's budget was as follows:

2005-06: £1.2 million;

2006-07: £1.3 million.

VisitBritain's marketing budget does not cover Northern Ireland, for which Tourism Ireland is responsible.