National tourism agency VisitBritain has launched a new global campaign for 2018 to boost inbound tourism to Britain.

The campaign ‘I Travel For…’ uses short films and story-telling to shine the spotlight on unexpected experiences and less-explored destinations in Britain, alongside its globally renowned and iconic landmarks and attractions. The campaign aligns the passions that motivate people to travel with experiences that can only be had in Britain, inspiring overseas visitors to book a trip right now.

The digital campaign kicks off internationally with a launch film on Facebook and Instagram followed by a series of films and images promoting destinations across Britain. The campaign is running across social media channels from February to April in Britain’s largest and most valuable inbound visitor markets including Australia, France, Germany and the US.

VisitBritain Chief Executive Sally Balcombe said: “By shining a spotlight and telling the stories of Britain’s exciting and contemporary culture, innovations in food and drink, the beauty of our countryside and vibrancy of our cities, we want to inspire even more international visitors to book a trip right now.”

The campaign has been developed based on VisitBritain’s global research into people’s motivations, passions and inspiration for travel including adventure, fun, relaxation, discovery, culture, food and drink and the unexpected. The campaign uses these motivators to create tailored content for target audiences, which is then shared on Facebook and Instagram globally.

Janet Redler, Chief Executive of Janet Redler Travel & Tourism, added: "This fun and attention-grabbing campaign shines a light on the many reasons people travel to Britain. Combining interest in our globally recognised attractions with some of the more unexpected and quirky reasons to visit Britain will help to inspire many more people to come to our shores, I am sure."

Overseas visits to the UK are forecast to break through the 40 million mark for the first time in 2018, reaching 41.7 million, up 4.4% on 2017. Spending by overseas visitors to the UK is forecast to reach £26.9 billion in 2018, up 6.8% on 2017.

VisitBritain’s I Travel For... campaign is part of the UK Government’s GREAT Britain campaign, which promotes the UK internationally as a place to visit, study, invest and do business.

If you or your group would like to enjoy a tailor-made tour of the UK or Ireland, please do contact our friendly team today.