Tourism is a sector that not only helps bring in money into the economy but helps create a lot of jobs. It is a service sector that is labor intensive. VisitBritain, the government funded tourism agency is contemplating a grand campaign with a budget of £10 million to showcase attractions that showcase the magical side of Britain. The target of the campaign is the visitors with more than $1 million in spare cash.
The purpose of the campaign is to persuade these affluent travelers to take fairytale holidays. Drawing on the country’s history of aristocracy and magnificent array of stately homes, the new marketing drive will focus on “refined, exclusive and sophisticated rather than the decadent and ostentatious”. The number of affluent tourists visiting Britain is on the increase and this campaign wants to push this trend forward. Last year alone the increase was about 20% to reach the 10 million visitors mark.
VisitBritain has undertaken research to identify the needs and desires of the high net worth individuals. The luxury consumer wants to be surprised by dreamlike fairytale holidays. The research covered India, Russia and Brazil that truly reflect global travelling trends. Britain is already regarded by many of the international jet-set as the original home of luxury. Britain stands out because it has the original world renowned luxury experiences and brands.