This site is in beta mode while we add the remaining policies. To feedback or help, please get in touch!
Encourage the world to visit, study and do business in the UK

And we will encourage the world to visit, study and do business in the UK through the GREAT Britain campaign and Visit Britain.

Our Verdict

GREAT Britain is the global branding campaign promoting the UK as a destination for travel, study and trade. It was established in 2012 to support the British economy after the Olympic Games in London. Most of its activities are administered and implemented by Visit Britain, the national tourism authority. Other partners include the British Council and the Department for International Trade. Through this policy, the government has promised to “encourage” visitors to take holidays, study and do business in the UK by continuing the GREAT campaign and supporting Visit Britain. Because of the wording, we’re looking for evidence of “encouragement” (support) rather than hard metrics to show the impact of that support.

In June 2019, the government published the Tourism Sector Deal, outlining how it will work with the industry to increase productivity, and develop skills and infrastructure to enhance the visitor offer. It includes creating a Tourism Data Hub, to provide analytics to optimise marketing campaigns like GREAT.

The sector deal will be implemented by Visit Britain and includes the roll-out of 10,000 apprenticeships, the development of 130,000 additional bedrooms, and the launch of the Business Events Action Plan. It is worth noting that the impact of GREAT Britain is hard to measure. A 2015 National Audit Office report found that evaluation of GREAT presents some methodological issues, including its use of “propensity to spend” as an indicator.

With the Tourism Sector Deal under way, we know that government is supporting GREAT and Visit Britain, so we consider this policy ‘done’. It may be updated if the government decides to reverse its support for the tourism industry.

Go get the facts!

There's always room for debate

We’re serious about providing clear, up-to-date, non-partisan information. We focus on being consistent and fair in how we track policies, and always explain our reasoning. But there is always room for debate. So if you see it differently, we’d love you to tell us why or submit an edit.

Get involved!

Whether you are for or against this policy or just want to know more, it's never been easier to get involved and have your say. Try these for starters…

Join the discussion On this page, or Twitter, or Facebook. Democracy is better shared!
Follow this policy We'll send you email alerts every time something interesting happens.
Ask your MP Ask your MP to help you support or block this policy - write to them here.
Get the facts Sense about Science and Full Fact are great for evidence and fact checking.
Get ahead! The Simple Politics newsletter breaks it all down for you - before it happens!