Fashion sales are set for a boost from a partnership between national tourism agency VisitBritain and American Express to jointly promote Britain as a tourist destination.
The four-year deal will extend VisitBritain’s global marketing reach giving it access to the credit card company’s database of card members. VisitBritain and its partners will target American Express users with promotional offers and travel information.
The partnership will also include joint marketing, PR and social media campaigns, and it will be promoted via American Express foreign exchange outlets.
American Express has created UK Inspiration, an online portal providing offers and insider knowledge from some of UK’s most influential fashion, food, entertainment and travel bloggers. VisitBritain will contribute up-to-date destination content, images, and blogs for the site.
American Express is the latest company to enter a partnership with VisitBritain and contribute towards the £100m marketing programme, which aims to boost visitor numbers by 4 million and raise the profile of Britain in key overseas markets.
Overseas shoppers are vital to the UK retail industry with visitors to London expected to spend an additional £2bn with West End retailers over 2011 alone. According to the GlobeShopper Calendar survey by Global Blue, Saudi Arabian tourists are the biggest spenders per visit and spend an average of £1,974. Tourists from Kuwait follow next spending an average of £1,780, followed by Nigerians spending £1,648 per visit. Shoppers from China, Japan, UAE and Thailand follow shortly behind.
Mark Roper, vice president and general manager UK Merchant Services, at American Express added: “With the world’s eyes on Britain following the Royal Wedding, there has never been a better time to encourage tourists from around the world to experience the best the UK has to offer.”