The Government’s Triennial Review of the Boundary Commissions for England, Northern Ireland, Scotland and Wales, which are independent, advisory public bodies for each country, directed VisitBritain, the international tourism marketing arm for the UK, to recommence its business events promotion efforts.
Originally commissioned with promoting business events, VisitBritain faced budget cuts in 2010. Closing its business tourism unit, VisitEngland took over international representation for its state, leaving Scotland, Northern Ireland and Wales to manage their own national efforts.
“The re-emergence of VisitBritain as a key promoter of business events internationally is something we have been lobbying for since 2010. It was a key part of our submission to the Triennial Review and is a main plank in our Manifesto,” said Michael Hirst, chair, Business visits and Events Partnership.
Working together, VisitBritain and VisitEngland will divide responsibilities with the former handling tactical international marketing and sales, and the latter coordinating with its own stakeholders.
The GREAT UK Challenge Fund will also be introduced to further enhance England’s tourism product. Eligible education, tourism, and trade and investment groups may apply for seed-funding to capitalize their opportunities in overseas markets. The organization would administer the Fund, totaling up to £2m, and act as secretariat for merit-based recipients to generate local economic impact.