Last week, a Department for Culture, Media and Sport (DCMS) report announced a more administrative role for VisitBritain. It stated that the tourism body should act as an overseas support agency for the 'destination brands' of England, London, Scotland and Wales.
Britain will continue to be the focus of marketing in territories where awareness of the make-up of the UK is low, such as China and Brazil. But in countries where the visitor market is more familiar, Brand Britain will be sidelined.
The DCMS also confirmed the introduction of dedicated tourist body Visit-England. Although currently a part of VisitBritain, the report said it should be independent.
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