Prime Minister David Cameron has launched the Britain’s GREAT campaign while in New York this week. Created by the Department for Culture, Media and Sport, the campaign will highlight all that’s great about Great Britain and encourage visitors to come to the UK not just for the Olympics, but to study, invest and do business here.
“In 2012 there will be only one place to be,” said the Prime Minister. “With the Olympic and Paralympic Games coming to London next summer, the greatest show on earth is about to arrive in one of the world’s greatest cities. This campaign is simple. There are so many great things about Britain and we want to send out the message loud and proud that this is a great place to do business, to invest, to study and to visit.”
The Government wants to attract four million more visitors to the UK over the next four years, using the Olympic spotlight as a valuable opportunity for some effective British PR.
Secretary of State for Culture, Olympics, Media and Sport Jeremy Hunt said: “With the eyes of the world on Britain in 2012, we have a fantastic opportunity to showcase everything that the country has to offer. The GREAT campaign will ensure that we make the most of London 2012 to boost tourism and business, leaving a lasting economic legacy from London’s Games.”
Tourism already contributes £115 billion each year to the UK economy and following two very successful years – the Royal Wedding was a huge boost to visitor numbers – British tourism has the potential to become one of the fastest growing sectors in the next few years. Even Britons have been holidaying closer to home at classic British seaside destinations such as the Highlands, Cornwall, Kent, Sussex and the Suffolk/Norfolk coasts. Cornwall is particularly popular for timeshare holidays, as are the Highlands.
VisitBritain, the Foreign and Commonwealth Office, the UK Trade & Investment, Department for Culture, Media and Sport (DCMS) and other Government departments will all be participating in the campaign.