VisitBritain, the national tourism agency, has formed a partnership with American Express, to jointly market Britain as a tourist destination.
The substantial deal between the two parties gives VisitBritain and its partners the ability to reach millions of American Express cardmembers around the world with enticing offers and travel information. This partnership forms part of VisitBritain's overall effort to boost visitor numbers to the country by 4 million, as well as raising the profile of Britain as a travel destination in key overseas markets.
American Express is the latest company to enter a partnership with VisitBritain and contribute towards the £100million marketing programme.
Visit Britain's four-year programme, to be launched in key inbound tourism markets later this year, aims to deliver:
• 4 million extra overseas visitors,
• £2 billion more visitor spending the UK, and
The American Express partnership will extend the reach of VisitBritain's global marketing activity.
To support the UK travel and tourism industry, American Express has created UK Inspiration, an online portal providing exclusive offers and insider knowledge from some of UK's most influential fashion, food, entertainment and travel bloggers. VisitBritain will contribute up-to-date destination content, images, and blogs for the site.
UK Inspiration will provide travellers from key tourism markets, such as the US, France, the Middle East, China and Australia, with a range of dining, shopping, travel and entertainment offers to drive spending in these industries and further boost inbound tourism.
VisitBritain and American Express will promote the partnership via joint marketing, public relations, social media and the use of American Express foreign exchange outlets.
Laurence Bresh, Director of Marketing at VisitBritain said: "We're delighted to be working with American Express. This partnership gives us the opportunity to showcase Britain and to present ideas and offers which encourage potential visitors to travel now. Partner marketing dealss such as these are key to providing an international platform for tourism destinations and businesses across Britain."
Mark Roper, Vice President and General Manager UK Merchant Services, at American Express said: "With the world's eyes on Britain following the Royal Wedding, there has never been a better time to encourage tourists from around the world to experience the best the UK has to offer. We're excited to be working with VisitBritain to create UK Inspiration and provide a boost to the all important travel and tourism industries."