As the national tourism agency of the UK, VisitBritain plays a unique role in promoting the destination. Their primary objective is to ensure sustainable tourism growth to all regions of the country. They achieve this by building and carrying out innovative marketing strategies and activities. Market research and discovering travel trends is key in carrying out these tasks.
Informing stakeholders, including many local businesses, is another important task that VisitBritain focusses on, as it helps them understand how travel trends are developing in their region. It enables them to adjust to the changing market situation.
In carrying out the market research, measuring the impact events have on travel is vital, since they may cause a changing visitor profile, or they might deter specific tourists from visiting a destination at all.