VisitEngland will formally separate from VisitBritain to create an independent body for England, which will put Britain on par with other UK nations.
The decision was one of the main recommendations in the Government’s Triennial Review of tourism bodies VisitEngland and VisitBritain, which was put before Parliament by Helen Grant MP, the Parliamentary Under Secretary of State (Sport and Tourism).
The Review also recommends a new focus for VisitEngland on supporting the development of competitive and engaging tourism experiences.
VistEngland’s chief executive, James Berresford, welcomed the new direction: “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. It takes us beyond marketing and involves us in helping shape the nature of the English offer.
“England has amazing tourism assets but they must be made available and presented in a way that meets people’s aspirations and to a standard that is comparable with other leading overseas tourism markets. This is essential to make sure people choose our country over others,” said Mr Berresford.
The Triennial Review recommends that VisitEngland manages a Challenge Fund in order to support the development of competitive tourism experiences that will increase visitor numbers, in particular beyond London and across all regions of the country.
VisitEngland and VisitBritain will work extremely closely on this area of work, with VisitBritain assessing the international appeal of tourism experiences and promoting them to overseas markets, with VisitEngland focusing on the domestic market.