The British Tourism Framework Review, commissioned by the Department of Culture, Media and Sport in 2007, found that VisitBritain must work harder to coordinate British tourism policy.
The report also recommends the introduction of a dedicated standalone body to promote English tourism, VisitEngland, and places the London 2012 at the heart of future communications.
According to the review, VisitBritain should act as a co-operative overseas agency supporting the five brands of Britain, England, London, Scotland and Wales as equal partners. It should also provide the strategic partners with services wherever possible, to maximise value for money, efficiency and effectiveness.
The new positioning will begin with a £6.5m international ‘value' campaign emphasising special deals from the industry and free access to national museums and galleries.
.jpg)
.jpg)