VisitBritain kicks off football tourism campaign in lead-up to FIFA Women’s World Cup 2023

Tuesday, July 18, 2023

Social media activity will drive consumers to a dedicated page on VisitBritain’s global consumer website, featuring football-inspired destinations, attractions and experiences themed around its Great Britain umbrella campaign for 2023 to come and ‘See Things Differently.’

As well as its digital advertising campaign, VisitBritain is also working on a content partnership with Australian broadcaster Optus Sport to extend the campaign’s reach with content driving ‘go now’ messaging. It includes a branded series of short films exploring Britain’s football cities running across Optus’s digital content platforms during live and on-demand football matches from August to October 2023.

VisitBritain latest research demonstrates the increasing importance of football in driving inbound tourism to the UK. There were 1.5 million visits overall to the UK in 2019 that included watching a live football match with those visitors spending £1.4 billion in total during their trip in 2019, 5% of all visitor spending that year.

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