VisitBritain, the national tourism agency, is to scale back its international marketing efforts and cut jobs in response to last autumn’s 34% reduction in funding.
In a statement the organisation, which has seen a series of cuts in recent years, said it would cut overheads overseas by reducing its presence from 35 markets to 21.
In line with the requirement to reduce admin costs, the agency will also reduce staff and budgets in support areas such as finance, IT, HR and communications in the UK.
This will result in the loss of 70 posts, equivalent to 25-30% of the organisation’s staff, at its London offices, which it has shared with VisitEngland since October 2009.
The lease on Lower Regent Street for the Britain and London Visitor Centre will also not be renewed when it expires next year.
Despite the cuts, VisitBritain said it had agreed with the Department for Culture, Media and Sport that it would deliver a four-year match funded global marketing campaign, relying heavily on digital media. The organisation plans to use the major events taking place over the next few years – the Royal Wedding, the Diamond Jubilee and the Olympic and Paralympic Games – to deliver an additional £2bn of visitor spend and an extra 50,000 jobs.
Sandie Dawe chief executive of VisitBritain, said: ‘This proposed new structure and focus reflects our priorities and is in line with our four-year funding settlement.
“Our goal is to maximise the tourism opportunities of hosting a raft of major iconic events over the next two years. We need to ensure that this clarity of focus is supported by the right structure and skills. I have every confidence in the professionalism and passion of my team to deliver on our ambitions and for our partners and the whole tourism industry.”
