City News

Attractions, towns and cities from the nations and regions of Britain will receive an international tourism boost.

Attractions, towns and cities from the nations and regions of Britain will receive an international tourism boost from today (21 May). VisitBritain, the national tourism agency, is helping international visitors to discover the regions of Britain in three minutes as it launches its new online brand film. The new video takes visitors on a virtual journey through Britain with Supergrass’ ‘The Sun Hits the Sky’ - reflecting the dynamism of Britain - and twelve ‘vid-casts’ of selected cities, our history, museums and shopping.

The film features on VisitBritain’s relaunched website www.visitbritain.com, which currently attracts over 13 million visits per year and showcases a huge range of up-to-the-minute features. VisitBritain research shows that while 14% of consumers looking to book a holiday contact a tourism organisation, 53% of consumers use the internet to book a holiday and the new websites cater for this growing need. New features include an Image and Sound Gallery to download a ‘Sights of Britain’ screensaver, 35 wallpapers and an exclusive collection of songs from our brightest emerging music talent.

Building on the Britain brand values of Depth, Heart and Vitality, the film features locations spanning the whole of Britain and follows the travels of its central character Ruth. Dynamic, engaging, cultured and active, Ruth acts as a focus for the film’s audience and a conduit though which they experience Britain and its people. From punting on the River Cam to sailing on Lake Windermere, shopping at the Bullring in Birmingham to surfing at Rhosilli Beach in Wales and camping at Glencoe to horse riding in the New Forest - the film draws attention to what Britain can offer the international tourist.

Jo Becker-Birck, Britain International brand and marketing manager at VisitBritain said:

"The film addresses the perception of Britain as an unwelcoming, it challenges the "been there, done that" attitude of the 50% of international visitors that only experience London and the notion that Britain is just history and castles. Britain’s strength lies in its regionality and diversity and the new brand film encapsulates this perfectly. While Ruth’s experiences are those that every visitor can enjoy, the real star of the film is the country itself."

The film uses modern icons such as the Angel of the North, Eden Project and Millennium Centre in Cardiff, as well as traditional icons such as Big Ben and red phone boxes. There are shots of wine bars in Newcastle, music in Liverpool, culture at Harlech castle and well-being in Bath Thermae Spa. It covers Britain’s coast, countryside, cities and villages as well as capitalising on Britain’s sporting appeal with scenes of archery near Lewes, golf at St Andrews and sailing in the Lake District and Cornwall.