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Dept for Culture Media and Sport

Answer

Mr. Sanders: To ask the Secretary of State for Culture, Media and Sport if she will make a statement on the merger between the British Tourism Authority and the English Tourist Council. [147249] Mr. Caborn: On 31 October 2002, my right hon. Friend the Secretary of State announced a radical reform of tourism support in Britain aimed at building stronger, more effective and more coherent arrangements through the creation of a single lead body focusing on marketing. Functions of the British Tourist Authority and the English Tourism Council were merged on 1 April 2003 to form VisitBritain, and my right hon. Friend the Secretary of State appointed Sir Michael Lickiss as Chairman. VisitBritain restructured its overseas operations during 2003. In addition to promoting Britain overseas as a tourist destination, VisitBritain is taking forward its new role as lead body for the domestic marketing of England. The England Marketing Advisory Board (EMAB), chaired by Hugh Taylor, was established on 1 April 2003 to advise the Board of VisitBritain on domestic marketing, and its domestic marketing strategy was published in November 2003. With EMAB's support, VisitBritain has launched a series of domestic `Enjoy England' campaigns. The merger enables VisitBritain to use in the domestic market its expertise in marketing Britain internationally, developing more effective partnerships with private investors to support tourism across Britain and building on the success of the Million Visitor Campaign. It brings economies in terms of overheads and central services and it creates opportunities for private industry and the regions to take a stronger leadership role in setting the marketing agenda.

Secondary information

Type

Written question

Reference

416 c772W;416 c770W; 147249

Session

2003-04

Subjects

Mergers British Tourist Authority English Tourism Council VisitBritain

Link

View this Written question on www.publications.parliament.uk