As the strategic body for inbound tourism and the national tourism agency – a non-departmental public body funded by the Department for Culture, Media & Sport (DCMS), VisitBritain has a unique role in raising Britain’s profile worldwide, increasing the value of tourism exports and developing Britain’s visitor economy.

Our mission is to grow the value of inbound tourism to Britain, working with a wide range of partners in both the UK and overseas.


Through our jointly-funded tactical marketing activity, and by working as a key partner on the GREAT Britain campaign, our work attracts global attention – boosting Britain’s appeal as a tourism destination, improving its ranking in the eyes of international travellers, and increasing visitor spending in all parts of Britain.

We act as a route to market for small tourism businesses through our travel trade, digital and retail activities. Through engagement with the industry we work to improve regional distribution and ensure that British destinations and travel products are available for sale around the world.

By offering world-class market insights, trends and performance analysis across sectors, we provide the industry with the research they need to encourage international marketing that’s inspirational and relevant, alongside better targeted product development.

As a trusted advisor to Government and industry on tourism issues, particularly those that affect the UK’s international competitiveness, we provide policy solutions, market intelligence and customer insights.