VISITBRITAIN introduced in Bangalore on Monday its goodwill ambassador programme targeting Asia-Pacific source markets, part of its 100-million-pound (US$162 million), four-year Britain, You’re Invited global marketing campaign.
According to VisitBritain chief executive Sandie Dawe, the ambassador programme, featuring Bollywood filmmaker Karan Johar, Asia-based television presenter Asha Gill and 2012 Olympic Chinese equestrian rider Alex Hua Tian, will be the first in a series of promotional activities to be rolled out in the next six months to market the destination.
VisitBritain will be spending 50 million pounds for its efforts, a sum that will be matched by contributions from travel trade partners.
Dawe said Asia Pacific was one of Britain’s most important source markets. Last year, the destination saw double-digit growth in arrivals from India, China and South Korea, while numbers from Australia are poised to hit the one-million mark this year.
Indian arrivals, in particular, look promising, said Dawe. “Britain welcomed more than 366,000 Indian visitors last year, a 34 per cent increase over 2009. Indian travellers spent about 358 million pounds during their travel to Britain, a 33 per cent growth over 2009.”
VisitBritain is planning to introduce its ambassadors at home in June. It will launch a global television advertising campaign in September, followed by a stimulus programme targeted at the visiting-relatives market in October.
By Sirima Eamtako
