VisitBritain today welcomed latest tourism figures showing that 12.5 million visitors travelled to the UK in the first half of this year – a rise of 13 per cent on last year and the ‘best-ever’ January to June period.

During the three-month period from April to June 2004, strong year-on-year growth has been recorded from the traditional markets of North America (up 20 per cent) and Western Europe (up 11 per cent). However, the most significant increase has been driven by visitors from Eastern European and long haul destinations in the Rest of World region (rising 29 per cent).

Kenny Boyle, VisitBritain’s Director of International Marketing, said:

“Despite greater competition from new destinations, changes in global travel trends and the challenges of the past few years, visitors continue to be drawn by Britain’s unique appeal.”

Visitor spending for the year-to-date saw a rise of nine per cent, although VisitBritain pointed out that – at five per cent down on 2000 – spending for the year-to-date has yet to return to levels prior to the foot and mouth outbreaks and September 11.

Kenny Boyle added:

“Anecdotal evidence from our partners in the industry suggests that much of the increased growth in this month’s figures is coming from new and emerging markets – such as China and Russia – rather than from the traditionally high-spending North Americans. Many of our competitors are already ahead of Britain in making significant investment in such markets.”

VisitBritain’s marketing activity will build on these positive results in the second half of the year. Four million consumers around the world already receive regular information to inspire them to visit Britain, thanks to the organisation’s rapidly expanding consumer database. Major multi-partner campaigns focusing on touring, city breaks and good living will further raise the profile and appeal of Britain and stimulate bookings.

In addition, VisitBritain’s offices around the world undertake hundreds of innovative marketing initiatives every year. Recent activities include developing relationships with international film studios and distributors to leverage the appeal of Hollywood blockbusters and ‘Brit-flicks’ such as King Arthur, Wimbledon and Master and Commander, as well as undertaking promotions with international consumer brands such as Rimmel Cosmetics and Weetabix.