VisitEngland CEO Launches VisitEngland in North America

VisitEngland CEO James Berresford traveled to New York City on Feb. 16 to announce and celebrate the official launch of VisitEngland in North America. Having launched in the U.K. in April 2009, the official tourism body for England is now expanding its network of global PR representation to include the U.S and Canada with the goal of increasing travel throughout England from the North American market.

“The North American visitor market is England’s number one long haul market and is vital and valued, providing a 13 percent market share of all visits to the country,” said Berresford. “In 2008, there were 2.74 million trips to England from U.S. residents, worth £1.928 billion, while Canadian residents made 764,000 visits worth £401million, and we are committed to growing this number.”

At an event in New York City at Brinkley’s, an English gastro-pub in Soho, Berresford was joined by notable New York City chefs with connections to England, including Ben Towill Brinkley’s English menu consultant, Markus Glocker Chef de Cuisine at Gordon Ramsay at The London, Neil Ferguson Executive Chef at Soho House, Brad Farmerie Executive Chef at Public and Chris Rendell Chef de Cuisine at Double Crown and Madame Geneva. VisitEngland’s PR efforts aimed at the North American market will include promoting England via raising the profile of its culinary landscape.

“Raising the profile of England through its unique food and drink offerings makes perfect sense, particularly in light of the global trend for seasonal and locally sourced produce and a widespread shift towards supporting local producers,” said Towill. “The farm-to-table movement is prevalent throughout England and English regional food and drink produce such as Lincolnshire sausages, Yorkshire puddings, Stilton Cheese as well as local beers and wines cannot be beat.”

Other main objectives outlined by VisitEngland in order to promote the positive image of England throughout the U.S. and Canada include increasing the perception of England as a good value destination in both monetary and experiential terms for North American visitors, communicating the wide range of one-of-a-kind experiences and activities available in England, and highlighting the organization’s website (http://www.visitengland.com/) as an integral resource for visitors and encouraging the take-up of offers available via the site. VisitEngland, in partnership with local tourist boards and tourism industry partners, has created around 1,000 offers such as discounted accommodation and reduced admission charges to attractions, all accessible at http://www.visitengland.com/.

Highlighting the key traditional and innovative characteristics of England as well as showcasing England’s tourism businesses as offering and driving excellence in the quality of England’s tourism experience are other priorities of the new campaign.