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VisitBritain reveals restructuring proposals
By Pete Hayman
VisitBritain is to reduce its presence in some overseas markets
VisitBritain is to reduce the number of overseas markets in which it has a presence as part of a new structure designed to help deliver its global marketing campaign.
The national tourism agency will now base itself across 24 cities in 21 overseas markets - down from the 35 markets it previously had a presence in. Meanwhile, staff and budgets for support areas including finance and IT are to be reduced and the lease on the Britain and London Visitor Centre will not be renewed in 2012.
It forms part of efforts to deliver a four-year match-funded global marketing campaign that will be centred around major events such as the Royal Wedding and 2012 Olympics. VisitBritain chief executive officer Sandie Dawe said: "This proposed new structure and focus reflects our priorities and is in line with our four-year funding settlement."
VisitBritain is to reduce the number of overseas markets in which it has a presence as part of a new structure designed to help deliver its global marketing campaign.
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