Just before the beginning of English Tourism Week 2015, tourist board Visit England gave word that it is set to formally split from VisitBritain and become totally independent.
It comes after such a move was recommended as part of the Triennial Review of VisitBritain and VisitEngland from the government.
This review, presented to parliament by MP Helen Grant, parliamentary under secretary of state for sport and tourism, suggested re-focussing VisitEngland on helping with developing engaging and competitive things for tourists to do.
‘This gives us the role we have always wanted. We will be leading strategic development across the industry to ensure England’s tourism offer is compelling,’ commented James Berresford, the chief executive of VisitEngland.
‘It takes us beyond marketing and involves us in helping shape the nature of the English offer.’
He said that England is home to ‘amazing tourism assets’, however these need to ‘be made available and presented’ using a method that will match up to people’s aspirations and match a similar standard to that seen from other top overseas tourism markets.
‘This is essential to make sure people choose our country over others,’ he said.
VisitEngland helping to develop fresh experiences for tourists will catalyse the forthcoming ‘generation of word class leisure and business tourism offerings,’ he said.
The recent review suggests a Challenge fund, managed by the tourist board, to help develop experiences for tourists that aim to result in a boost to visitor numbers – especially in places other than London.
VisitEngland will be working with VisitBritain on this particular project – VisitBritain will focus on visitors from overseas, VisitEngland on domestic tourists.
English Tourism Week kicked off this weekend on March 14th, and runs until March 22nd.
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