Countryside is “Great.”

By | Category: Travel news
the Pembrokeshire Coast at Marloes

the Pembrokeshire Coast at Marloes

So says Visit Britain as it launches the next stage of its “Great” campaign. Over the next three years, it hopes that the campaign will generate an addition £70 million worth of tourism to the UK but it doesn’t say how much it will cost to achieve this.

In the first year of the campaign, attention will be paid to Scottish Highlands, Peak District, Cotswolds, Cornwall, Pembrokeshire, North Wales, Warwickshire, Lake District and Yorkshire. Why these areas? Because research has shown that the proportion of holidaying tourists likely to take part in countryside-related activities is currently highest amongst those visiting the South West, Wales and Scotland and Yorkshire.

That same research mentioned earlier shows that a wide range of visitors already enjoy our countryside offer. In 2013 a significant proportion of visitors from New Zealand (43%), Australia (41%), Canada (33%), China (32%), UAE (29%) and Germany (27%) all explored Britain’s countryside and villages. Visit Britain claims that Britain’s landscape has been overlooked compared to how other countries promote their scenic beauty.

The campaign will position Britain’s countryside as a place to enjoy modern culture, top quality food and world-class accommodation in a beautiful landscape, with the story told by third party enthusiasts.

We, of course, will see little of this campaign because it is aimed at overseas visitors. It is to the USA and Germany that Visit Britain will direct the first part of its campaign but can it not also be used to encourage domestic tourism as well? In fact, Visit Britain has joined up with The National Parks, The Forestry Commission, The Canal and River Trust and Hertz Cars, as well as DCMS, DEFRA and the national tourist boards so there may be some domestic promotion after all.

This is to recommended as many of us might know of these places but how many of us have visited them?  Some evocative scenic shots of these areas might attract more of us to make short-breaks and day trips, something that Americans and Germans might do.

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