Who we are
Introduction
We are the British Tourist Authority (BTA), operating under the brand names VisitBritain and VisitEngland. As the national tourism agency, we work to raise Britain’s profile, increase the volume and value of tourism exports and develop England’s visitor economy, working with organisations of all sizes and specialities.
We are funded by the UK Government’s Department for Culture, Media and Sport (DCMS) and function as a non-departmental public body as established in the Development of Tourism Act 1969.
VisitBritain drives growth from tourism across the nations and regions so local communities feel the benefits, inspiring visitors to visit Britain now.
VisitEngland leads and enables a sustainable and resilient visitor economy through a simplified regional structure for English tourism, business support, guidance and training and the championing of domestic tourism.
Collectively, we are a trusted advisor to industry and to Government on the visitor economy, providing research and insights.
Where we work
We are active across the UK’s nations and regions and in 21 overseas markets.
VisitBritain/VisitEngland actively support a sustainable and resilient tourism sector across the UK’s nations and regions and in 21 overseas markets with two clear distinctions between the roles of VisitBritain and VisitEngland.
VisitBritain’s while working within the UK VisitBritain supports the whole of Britain internationally in partnership with the national tourist boards for Scotland, Wales and London & Partners as well as with global industry and non-industry partners. Our international activity includes consumer marketing campaigns under the GREAT Britain campaign. Our activity can be seen across our international network with campaigns in across Australia, Austria, Belgium, Brazil, Canada, China, Denmark, France, the Gulf Cooperation Council (GCC) states, Germany, India, Italy, Japan, Netherlands, New Zealand, Norway, South Korea, Spain, Sweden, Switzerland and the USA.
VisitEngland works within England’s borders. The focus of the VisitEngland is on supporting tourism and the tourism industry across all regions of country. Through the Local Visitor Economy Partnership (LVEP) Programme we are transforming England’s visitor economy landscape and building a strong network of local leadership and collaboration to grow the value of tourism across the country. VisitEngland’s work at the grass roots of English tourism supporting SMEs across England on critical subjects to support positive impact and growth including sustainability, accessibility and quality of their welcome and offer.
Thanks to our digital expertise, we also ensure that relevant content is distributed to the customer through the most appropriate channels, allowing us to reach markets beyond those where we have a physical presence.
Our purpose and 2030 vision
Our purpose
Drive a thriving tourism industry, creating sustainable economic growth across Britain.
Our 2030 Vision
To support the regenerative growth of the tourism industry across the nations and regions, enriching the visitor experience, local communities and the UK economy.
Our corporate priorities for 2025 to 2026
VisitBritain: International visitor value
Deliver regional growth to the visitor economy underpinned by regenerative principles.
VisitEngland: The English visitor economy
Lead the regenerative growth of England’s visitor economy.
We also have shared priorities which are:
Be the independent voice for tourism
Be the trusted partner of Government and industry to drive growth.
Deliver operational excellence
Drive innovation and support the organisation to achieve its outcomes.
Our Business Plans
For more detail on our corporate priorities and areas of focus across VisitBritain/VisitEngland for 2025 to 2026, please see our Business Plan (PDF, 879KB).
For more information on our work for England, please see the latest VisitEngland Business Plan (PDF, 180KB).
Our team
Meet the Board members for the BTA Board and the VisitEngland Advisory Board, and our senior management team. These are the people who decide our overall direction – working within a framework agreed by government – and monitor our performance against government targets. We meet six times per year and publish the minutes from our recent board meetings.