GREAT BRITAIN
We promote Britain internationally and work in partnership with the national and regional tourist boards. Our domestic marketing includes partnerships with The Group Travel Organisers Association, the Coach Tourism Council and London & Partners. Every year, made attend these trade fairs:
Show: The South West Group Travel Show
Location: Bristol
Date: 14 January 2012
Target Market: UK Groups Market from the South West of England
Show: Group Travel Organisers Association Annual Convention
Location: York
Date: 20-22 January 2012
Target Market: Key members of the Group Travel Organisers Association – including group organisers and domestic UK trade
Show: Excursions
Location: London
Date: 28 January 2012
Target Market: UK Groups Market from the South East and London
Show: Great Days Out
Location: Manchester
Date: 25 February 2012
Target Market: Group Organisers from across the North of England
Show: Best of Britain and Ireland
Location: Birmingham
Date: 14–15 March 2012
Target Market: UK and European Coach Operators
Show: Scottish Travel Expo
Location: London
Date: 25-26 April 2012
Target Market: Group Organisers and Domestic Tour Operators from across Scotland.
Show: Great for Groups
Location: London
Date: 14–15 March 2012
Target Market: Group Organisers from across London
Show: Education and Student Lifestyle Show
Location: London
Date: 3 & 4 September 2012
Target Market: New students coming into London
Show: The Group Leisure and Travel Trade Show
Location: Birmingham
Date: 19 & 20 September 2012
Target Market: Midlands based Group Bookers and Coach Operators
Show: Employee Benefits Live
Location: London
Date: 14–15 March 2012
Target Market: Major corporations HR and Benefits and Rewards Managers
Show: World Travel Market
Location: London
Date: 5-8 November
Target Market: Tour Operator, Travel Agent and Airline buyers from across the globe. A unique opportunity for the whole global travel trade to meet, network, negotiate, and conduct business under-one-roof
FRANCE
Who visits?
53% male
Overall quite an even ages balance
41% aged 25-44
Growing proportion of over 55s (9% in 2002, 17% in 2010)
Likely to travel alone or in groups made up of other adults – friends, family, colleagues
Total Visits 2011: 3,808,000
Total Spend 2011: £1,167million
Total Nights 2011: 19,336,000
Purpose of visit:
40% holiday
29% VFR
22% business
9% other (2010)
GERMANY
Who visits?
45% aged 25-44 (holiday visitors are younger)
61% male
Likely to be travelling alone or in groups made up of other adults (friends, family, colleagues)
Total Visits 2011: 2,758,000
Total Spend 2011: £1,178million
Total Nights 2011: 17,249,000
Purpose of visit:
35% holiday
32% business
25% VFR
8% other (2010)
made marketing opportunities:
Show: RDA The Workshop
Location: Cologne
Date: 27–29 July 2012
Target Market: Mainland Europe based Coach and Group Bookers
Show: ITB Berlin
Location: Berlin
Date: 7–11 March 2012
Target Market: Tour Operator and Travel Agent buyers from across the globe, worldwide based wholesalers, European individual holidaymakers planning their trips for 2012/13 and European based group bookers planning 2012/13 excursions
SPAIN
Who visits?
49% aged 25-44 (VFR are older – 35% are 55+)
55% male
Large British expatriate market (30% of all visits)
Travel to UK alone, or with a spouse/partner or friends, family, colleagues
Total Visits 2011: 2,161,000
Total Spend 2011: £1,001,000
Total Nights 2011: 17,123,000
Purpose of visit:
40% VFR
34% holiday
19% business
7% other
made marketing opportunities:
Advertising in Tour Operators brochures
SWEDEN
Who visits?
50% aged 25-44
58% male
Likely to travel alone to UK or with other, non-spousal, adults (e.g. Friends, family and work colleagues)
Total Visits 2011: 605,000
Total Spend 2011: £253million
Total Nights 2011: 3,286,000
Purpose of visit:
38% holiday
28% business
23% VFR
6% other (2011)
made marketing opportunities:
Show: Destination Britain, The Nordics
Location: Oslo
Date: 1 May 2012
Target Market: Key buyers and media from Denmark, Sweden, Norway and Finland
NORWAY
Who visits?
57% male
47% aged 25-44
37% travel to UK with "other adults" (friends, family or colleagues)
Holiday visitors are commonly adult groups and spousal couples
Total Visits 2011: 572,000
Total Spend 2011: £315,000,000
Total Nights 2011: 2,573,000
Purpose of visit:
44% holiday
21% business
19% VFR
16% other (2011)
made marketing opportunities:
Show: Destination Britain, The Nordics
Location: Oslo
Date: 1 May 2012
Target Market: Key buyers and media from Denmark, Sweden, Norway and Finland
FINLAND
Who visits?
28% aged 25-34
53% male
Likely to be travelling alone or with other adults (many will be business colleagues)
Total Visits 2011: 168,000
Total Spend 2011: £78million
Total Nights 2011: 776,000
Purpose of Visit:
38% holiday
26% VFR
22% business
14% other
made marketing opportunities:
Show: Destination Britain, The Nordics
Location: Oslo
Date: 1 May 2012
Target Market: Key buyers and media from Denmark, Sweden, Norway and Finland
THE NETHERLANDS
Who visits?
2/3 aged 25-54 (business visits typically 35-44 years)
45% male (linked to the larger business market)
Likely to be travelling alone or with other adults (friends, family and colleagues)
Total Visits 2011: 1,711,000
Total Spend 2011: £595million
Total Nights 2011: 7,236,000
Purpose of visit:
35% holiday
34% business
25% VFR
6% other
made marketing opportunities:
Advertising in Tour Operators brochures
Hungary
Total Visits 2008: 300,000 (down 10%, rank 18th)
Total Spend 2008: £69m (down 29%, rank 39th)
BELGIUM
Who visits?
72% of visitors are aged 25-54 (35% of business visitors are aged 35-44)
63% male
Likely to travel alone or with other adults
Holiday visitors less likely to be alone (tend to travel in spousal couples)
Total Visits 2011: 904,000
Total Spend 2011: £256million
Total Nights 2011: 2,922,000
Average Spend per Visit (ASV) 2011: £254 (up 3%, rank 50th)
Average Length of Stay (ALS) 2011: 3 nights
Purpose of visit:
37% holiday
35% business
20% VFR
8% other
made marketing opportunities:
Show: Travel! The Workshop
Location: Brussels
Date: 19 October 2012
Target Market: European Tour Operators
Event: Meet the Belgian Media
Location: Brussels
Date: 20 January
2012
Target Market: This extremely well supported event attracts up to 70 journalists who attend because of the high level of newsworthy items they will encounter
ITALY
Who visits?
50% aged 25-44
Holiday visitors are younger
55% male
Likely to travel in groups made up of other adults (friends, family & colleagues)
Total Visits 2011: 1,214,000
Total Spend 2011: £590million
Total Nights 2011: 8,264,000
Purpose of Visit:
46% holiday
23% business
22% VFR
9% other (2010)
RUSSIA
Who visits?
Part of the BRIC markets – and is an important emerging market to the UK. The current trend is for strong year-on-year growth in travel to Britain from Russia, most notably in terms of holidays visits
‘Luxury’ is an important facet to many Russian Citizens, even those with more modest amounts of wealth.
Nearly three-quarters (72%) of Russians surveyed (as part of a Brand Index Survey) said their holiday choice has been influenced by a television programme
Visits are evenly spread across the year, with a slight peak in the July – September period
Purpose of visit:
The purpose of the majority of visits is holiday.
As of November 2011 there were a total of 79 weekly aircraft departures to Britain from 3 different Russian airports
Show: Russian Sales Mission
Location: Moscow and St Petersburg.
Date: 23 – 27 January 2012
Target Market: Russian Tour Operators and Airlines including Aeroflot
USA
Who Visits?
44% aged 35-54
56% male
Baby boomers are an essential target market
Compared with the world average, more likely to be travelling with a spouse/partner (2010)
Total Visits 2011: £2,825,000
Total Spend 2011: £2,217million
Total Nights 2011: 23,358,000
Purpose of Visit:
35% Holiday (declining)
28% VFR
26% Business
11% other (2010)
made marketing opportunities:
Show: American Society of Travel Agents International Destination Expo
Location: Limu, Peru
Date: 1 – 4 March 2012
Target Market: Front line home based independent agents who are keen on learning of new attractions at destinations
Show: New York Times Travel Show
Location: London
Date: 2 – 4 March 2012
Target Market: Tour Operators from the US East Coast, Travel Agencies (both small, medium and large) from the Tri-State area and individual travellers coming to the UK, from the US, on holiday
Show: Vacation.com International Conference and Trade Show
Location: Fort Lauderdale
Date: 5–12 May 2012
Target Market: Vacation.com accredited Travel Agents
Show: American Society of Travel Agents TheTradeShow
Location: Las Vegas
Date: 7–9 September 2012
Target Market: Key ASTA Travel agents
Show: Destination Britain, North America
Location: New York
Date: September 2012
Target Market: Key USA based outbound agents
Show: United States Tour Operators Association Annual Conference
Location: TBC USA
Date: 13 December 2012
Target Market: Key US based buyers including, wholesale product and
marketing managers from the top US operators – including Travel Vacations, Europe Express, CIE Tours, Delta and Continental Vacations
CANADA
Who Visits?
53% aged 45+
Affluent baby boomers are a core target
Likely to be travelling alone or with a partner/spouse
Total Visits 2011: 685,000
Total Spend 2011: £404million
Total Nights 2011: 6,836,000
Purpose of visit:
39% VFR
35% holiday
12% business
14% other
made marketing opportunities:
Press & PR FAM trips
BRAZIL
Who visits?
32% aged 25-34,
52% male
44% travel alone
Total Visits 2011: 149,000
Total Spend 2011: £140million
Total Nights 2011: 2,183,000
Purpose of visit:
56% holiday
17% VFR
13% business
9% study
5% other
made marketing opportunities:
Show: Brazil Sales Mission
Location: Rio De Janeiro
Date: October 2012
Target Market: Key tour operator decision makers from across Brazil and the region
MEXICO
Who visits?
48% aged 16-34
57% male
More likely than world average to be travelling as part of a tour group or in groups of adult friends or family
Total Visits 2011: 80,000
Total Spend 2011: £60million
Total Nights 2011: 780,000
Purpose of Visit:
62% holiday
15% business
9% VFR 1
14% other
Australia
Who visits?
51% of visits by over 45s
50% male
23% of VFR visits are from British expatriates
Travel is most common as a spousal couple without children (Holiday), or alone (VFR)
Total Visits 2011: 901,000
Total Spend 2011: £846million
Total Nights 2011: 13,260,000
Purpose of visit:
45% holiday
39% VFR
8% business
8% other (2011)
made marketing opportunities:
Show: Destination Britain and Ireland
Location: Bangkok, Thailand
Date: 14–18 May 2012
Target Market: APMEA based Travel Agents and Tour Operators and over 100 key
overseas buyers, hand-picked by VisitBritain
CHINA
Who visits?
52% aged 25-44
62% male
Most often travelling alone or with other adults (friends, family, colleagues) – holiday visitors likely to be with a spouse/partner (but not children)
Total Visits 2011: 88,000
Total Spend 2011: £112million
Total Nights 2011: 1,152,000
Purpose of visit:
39% business
27% VFR
21% holiday
13% other
made marketing opportunities:
Show: China International Travel Mart
Location: Shanghai
Date: 27-30 October 2012
Target Market: key Chinese buyers including, owners and managers of travel agency chains and tour operator ‘bulk buyers’
Show: China Sales Mission
Location: Beijing, Shanghai and Hong Kong
Date: November 2012
Target Market: Key tour operator decision makers from across China and the region
INDIA
Who visits?
Almost half aged 25-44
VFR visitors are older (52% aged 45+)
67% male (2010)
Overall, 45% came to the UK alone
17% of holiday visits were traditional "families" (partner and children)
Total Visits 2011: 270,000
Total Spend 2011: £256million
Total Nights 2011: 7,262,000
Purpose of visit:
37% holiday
33% business
24% VFR
6% other
made marketing opportunities:
Show: India Business Visits & Events Sales Mission
Where: Delhi and Mumbai
When: October 2012
made will attend the ICCA (International Conference and Congress Association) congress which will be taking place in Hyderabad in October
JAPAN
Who visits?
52% aged 25-44
57% male
Likely to travel alone or with other adults (more likely than the average visitor to be part of a tour group)
Key target segments are DANKAI (baby boomers) and Working Women in their 30s and 40s
Total Visits 2011: 233,000
Total Spend 2011: £294million
Total Nights 2011: 2,560,000
Purpose of Visit:
44% holiday
33% business
14% VFR
9% other
made marketing opportunities:
Show: Japan Sales Mission
Location: Tokyo and Osaka
Date: 27–29 February 2012
Target Market: Tour Operators, Retail Travel Agents and Guidebook publishers
UAE
Who Visits?
The UAE is a strong growth market to the UK
The UK is only second as a top outbound destination to Saudi Arabia
Visits to the UK peak during the hot summer months in the UAE
Purpose of visit:
'The purpose of the majority of visits is holiday or business
made marketing opportunities:
Show: UAE Sales Mission
Location: Dubai, Abu Dhabi and Kuwait
Date: 13–15 February 2012
Target Market: Key tourism figures from Tour Operators and Airlines across the UAE including Ethiad Airways, Emirates, Gulf Air and Dnata
