Visit Britain

VisitBritain, the United Kingdom’s national tourism agency and formally the British Tourist Authority, was established in 2003 as a non-departmental public body following the merger of the British Tourist Authority and English Tourism Council, with roots tracing to 1969. Its core mission is to elevate Britain’s global profile, expand tourism exports, and foster sustainable visitor economy growth across England, Scotland, and Wales, aligning with Department for Culture, Media and Sport objectives. Guided by values of partnership, innovation, inclusivity, accessibility, and environmental stewardship, it leads strategic campaigns like Starring GREAT Britain, collaborates with Local Visitor Economy Partnerships (LVEPs) and devolved bodies such as VisitScotland and VisitWales, and aims for 50 million UK visits by 2030 through regenerative principles, research, training, and market intelligence.

It funds tourism marketing, regional branding, business event attraction, campaign delivery, and sector partnerships to drive international/domestic promotion, local economic regeneration, travel connectivity, skills development, and inclusive access (e.g., ‘purple pound’). Key programmes include the GREAT Gateway Innovation Fund and Discover England Fund, supporting regional DMOs, LVEPs, local authorities, heritage sites, small businesses, event organisers, and communities enhancing visitor experiences and resilience.

Eligible applicants are legally incorporated entities like medium-to-large destination partnerships, DMOs, or community groups with a permanent Great Britain base (England, Scotland, Wales; excluding Northern Ireland); no income thresholds apply, but no unsolicited applications—must use the online Grants Portal with match funding and partnership evidence. Typical grants range £100,000–£400,000; fixed deadlines apply (e.g., GREAT Gateway Innovation Fund closes 18 September 2025 at noon). Excludes core costs, unrestricted funding, or pure capital projects. Distinctively, it blends national branding, evidence-led advocacy, and public-private collaboration as the sector’s strategic leader for competitive, inclusive tourism growth.