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Issue 43 November/December £2.75
International trips to Yorkshire up 22%
UK’s image overseas ‘improved’ By Christina Eccles THE image of the UK overseas has improved significantly, according to figures, ahead of what will be a critical year for British tourism. The annual Anholt-GFK Roper Nation Brands Index showed notable improvements across a number of key indicators, which according to the index, position the country as the third most admired globally and one of the strongest and most well rounded nations in the world. The results reveal the UK is also one of the few countries to feature in the top six slots within each of the six brand measurements that the NBI analyses annually. Britain’s enhanced standing on the world stage has been boosted by respondents’ views on areas such as the appeal of the country’s historic landmarks and vibrant city life. It is also viewed as an interesting and exciting place for contemporary culture – with music, films, art, literature and sports all areas strongly associated with the British. Chief executive of VisitBritain Sandie Dawe said: “This year’s NBI report provides yet another insightful scorecard for the UK. It shows that
the overwhelming perception of Britain by overseas visitors is positive and that our image is improving significantly in many of the countries in which we operate around the world. “Particularly encouraging is the news that China and India – two vital markets offering long-term growth potential for inbound tourism – rank the UK very highly as an aspirational destination. It is our ambition to attract an additional four million overseas visitors over the next four years, and that will mean turning these positive perceptions into new arrivals. “All this underpins how important it is for VisitBritain to increase our efforts over the coming year if we are to continue to climb up the world rankings and make the most of the opportunities that lie ahead.” The report also highlighted areas for improvement, which include further educating visitors on Britain’s natural beauty and ensuring the destination provides a friendly welcome for international visitors attending for major events in 2012 such as the London Olympic and Paralympic Games and the Queen’s diamond jubilee.
Singing star Pixie Lott was among the performers at Blackpool’s big illuminations switch on, which attracted thousands of spectators. The lights were switched on by TV comedian Keith Lemon, with other famous faces appearing on the night including Olly Murs and Scouting for Girls. Picture: Helga Esteb / Shutterstock.com For full story, see our Blackpool feature, Page 18
THE number of international trips taken to Yorkshire has grown by 22 per cent, according to figures, compared with only a three per cent increase nationally. The latest International Passenger Survey results for the second quarter of 2011 (April-June) shows that not only are more visitors from overseas coming to Yorkshire, they are also spending more. Chief executive of Welcome to Yorkshire Gary Verity said: “This is excellent news and validates the work we have been undertaking overseas to bring visitors to Yorkshire. It’s also a good indication that our county may well be the top destination outside of London for people visiting the UK both in the lead up to and during the 2012 Games.” The growth in visitor numbers and their spending follows extensive marketing and PR campaigns in various overseas markets, including Germany, France and Asia. Gary added: “Our activity overseas has been vital in growing the regional visitor economy and it’s clear our approach is working. We have some exciting projects in the pipeline for next year.”