VisitBritain is to refresh its successful global #OMGB 'Britain, Home of Amazing Moments' campaign on the back of a record number of foreign tourists visiting the UK in July.
Figures from the Office for National Statistics show that July was the highest month ever for inbound tourism to the UK with 3.8 million visits, up 2% per cent on the same month last year.
VisitBritain believes there's an opportunity to put Britain at the top of people's 'must-go' lists, announcing that it is refreshing its 'Home of Amazing Moments' campaign with "stunning" content.
The campaign is being introduced on a rolling cycle globally from the autumn. VisitBritain hopes its content, which will show off all four corners of the UK, will inspire visitors to book a visit, in turn, boosting the economy and jobs "across our nations and regions".
"We want Britain to be top of people's list as a 'must-go now' destination and we have an immediate and real opportunity to promote Britain as a great value destination, particularly in our long-haul high spending markets such as China and the US," said VisitBritain/VisitEngland chief executive Sally Balcombe.
Timely move from VisitBritain
It seems like a wise move by the British Tourist Authority, with overseas visitors to the UK spending £2.5 billion in July, up 4% year-on-year.
From the UK's largest visit-generating region – the EU – Britain welcomed 2.3 million visits, a rise of 3%. From the UK's most valuable visitor marketing – North America – 580,000 visits were recorded, a rise 5%.
Meanwhile, the number of visits from the 'rest of the world', which includes Australia, China, the Gulf markets and India, increased by 6% to 790,000.
So far this year, the UK has seen 21.1 million arrivals, up 2% on the same period last year, which brought the British economy £11.7 billion in spending.
Tourism minister Tracey Crouch explained what it is that makes Britain a "world-class visitor destination" highlighting its "stunning countryside, historic buildings and vibrant culture scene" – although she stopped short of mentioning Brexit as a reason for the record number of foreign visits for July.
She added: "Tourism makes an enormous contribution to our economy and we will continue to support the industry to ensure it thrives and that growth in the sector benefits the whole country."
Everything is pointing towards 2016 beating last year's record for inbound tourism, when visits and spend hitting 36.1 million £22.1 billion respectively.
VisitBritain clearly wants the growth to continue beyond this year, with content marketing tasked with keeping the momentum going.
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