This article takes you on a journey through time, exploring the evolution of British tourism promotion, from its humble beginnings to a globally recognized force.
The British Tourist Authority (BTA) emerged in 1969, building upon the foundation laid by the British Travel and Holidays Association, established in 1929. This organization, initially known as the Travel Association of Great Britain and Ireland, spearheaded a long-lasting promotional campaign called “Come to Britain,” which spanned an impressive 50 years.
The Birth of a Tourism Powerhouse
The Development of Tourism Act of 1969 marked a pivotal point in British tourism. This legislation gave birth to the BTA, along with national tourism boards for England, Scotland, and Wales. The BTA’s initial marketing efforts focused on celebrating the country’s unique identity, highlighting its people, language, and intriguing blend of history and achievements.
Britain’s appeal was promoted as a destination for all seasons, from antiquing in quaint Cotswold villages to indulging in winter sports in Scotland’s Cairngorms. The BTA embraced a diverse range of interests, showcasing activities like hiking in Wales, motoring adventures, youth-oriented experiences, and business and conference opportunities.
A Global Reach and Growing Popularity
The BTA’s marketing efforts expanded rapidly, reaching 22 countries through a network of 24 overseas offices. The “Come to Britain” campaign embraced both traditional and modern media, leveraging newspapers, magazines, and television to promote the country’s charm. This strategic approach yielded remarkable results, resulting in a significant 16% surge in overseas visitors, bringing a staggering 6.7 million people to the UK.
The BTA’s dedication to promoting Britain went beyond traditional marketing methods. They published a multilingual “Holidays in Britain” brochure, exceeding 1 million copies in 12 languages. Recognizing the potential of off-peak travel, they created a dedicated brochure promoting this concept, reaching an impressive 311,000 readers in 10 languages.
A Feast for the Senses: Promoting British Hospitality
The BTA understood the power of showcasing the country’s culinary delights. In 1971, they organized “Foretaste of Britain ’71,” a prestigious event featuring renowned chef Egon Ronay, which aimed to highlight the exceptional quality of British hotels and restaurants. This event, attended by prominent food and travel writers from 15 countries, yielded remarkable results, generating extensive positive coverage in the press and contributing to a substantial boost in publicity for the “Come to Britain” campaign.
The BTA’s marketing savvy extended to the world of film and music. They produced captivating films such as “The Song of Britain,” “The Welcome Inn,” and “Cotswold Journey,” often partnering with organizations like the British Leyland Motor Corporation. These films garnered significant recognition, with “A City for All Seasons,” a short film about London, winning prestigious awards at major film festivals in Chicago and Atlanta.
Building Partnerships and Expanding Horizons
The BTA recognized the power of collaboration. They actively collaborated with national tourist boards, including those in Scotland, Wales, and Northern Ireland, along with organizations like the Countryside Commission and Sports Council. This collaborative spirit extended to international partnerships, with joint promotions featuring the Scottish Tourist Board and the British Airports Authority, targeted at North American and European markets.
The BTA’s reach continued to expand, extending to new markets like the Netherlands and Belgium, where they organized their first joint overseas promotion for Tenby. Their dedication to promoting Britain’s cultural treasures was evident in the production of films like “Splendours of Britain Ltd,” “Gardens of Britain,” and “Windows on the Past,” which highlighted the country’s museums and heritage sites.
Riding the Wave of Change: A New Era of Tourism
In 1973, Britain joined the European Economic Community, presenting a new opportunity for the BTA. They embraced this change, actively promoting the “Fanfare for Europe” celebrations, which included a captivating London Bus tour across five European countries, reaching an impressive 43,000 people.
The 1970s brought challenges as the Oil Crisis impacted global travel. The BTA responded with “The Reassurance Campaign,” assuring visitors of a warm welcome in Britain, emphasizing its value-for-money proposition. This campaign extended to international markets, including Canada, Germany, Holland, Australia, New Zealand, and South Africa.
Expanding Horizons and Embracing New Opportunities
The BTA’s marketing strategy continued to evolve, embracing diverse initiatives and leveraging new technologies. They launched joint campaigns with leading travel companies like British Airways, British Rail, British Transport Hotels, Trust House Forte, and Avis, promoting Britain’s affordability to American visitors. European campaigns emphasized the beauty of lesser-known parts of the country, encouraging both extended and short-stay trips.
The BTA’s creative promotional efforts encompassed unique events and experiences. They featured captivating characters like London’s Pearly Kings and Queens, the mythical Loch Ness Monster, and medieval performers, bringing a touch of British charm and mystique to their campaigns.
A Legacy of Growth and Innovation
The BTA’s dedication to promoting Britain culminated in a remarkable period of growth and innovation. Their annual promotions budget surpassed £1 million for the first time, resulting in over 60 campaigns across 47 European markets. They expanded their advertising efforts to new markets, including Austria and Finland, partnering with leading travel companies.
The Royal Silver Jubilee in 1977 provided a golden opportunity for the BTA to further enhance Britain’s global appeal. Their “Operation Friendship” campaign invited thousands of people worldwide who had served in Britain to return for a pilgrimage during the Jubilee celebrations. The BTA also organized captivating tours, featuring legendary “Forces’ Sweetheart” Dame Vera Lynn, who toured Canada and the US, generating unprecedented coverage for Britain across the States.
The BTA recognized the significance of youth travel and tourism, organizing workshops in Edinburgh, Rome, and Amsterdam, connecting overseas buyers with suppliers from 31 countries. They also embraced a new approach to regional promotion, showcasing the diverse charms of UK regions in major newspapers.
A New Era of Convenience and Accessibility
The BTA’s vision for the future of British tourism took a significant leap forward with the opening of the first British Travel Centre in Frankfurt. This partnership between the BTA, British Rail, and British Airways provided a one-stop shop for visitors, offering comprehensive travel information and services.
The BTA’s commitment to promoting Britain extended beyond its own borders. They took on the responsibility of overseeing the overseas marketing efforts for the Northern Ireland Tourist Board, the Isle of Man Tourist Board, the States of Jersey Tourism Committee, and the States of Guernsey Tourist Committee.
In a remarkable response to press comments suggesting that London was “full” during the summer months, the BTA produced a detailed map of London hotels, highlighting the city’s extensive stock of bookable rooms. This initiative proved to be a resounding success, particularly in the US.
The BTA further embraced innovation by partnering with non-tourism brands, launching a “Come to Britain” on-pack promotion with Kellogg’s, which generated thousands of inquiries from Germany.
The BTA’s story is a testament to the power of innovation, collaboration, and a deep love for the country. Through tireless efforts, they transformed British tourism from a nascent industry into a global force, captivating the world with the beauty, culture, and warmth of the UK.
