The unexpected experiences and less-explored places in Britain are at the heart of VisitBritain’s new ‘I travel for…’ marketing campaign.

The push, which was shared with more than 100 Travel Industry figures at Archie Bros Electric Circus this week, runs until March 31.

It uses short films and story-telling to share the lesser-known side of Britain.


The campaign has been developed based on VisitBritain’s research into people’s motivations, passions and inspiration for travel including adventure, fun, discovery, food and drink and the unexpected.

“Tourism is one of the UK’s most valuable export industries, and is a fiercely competitive global industry. We are seizing the opportunity in 2018 to showcase that Britain is bursting with fun activities, adventure and wonderfully unexpected experiences to come and discover all year round.“

VisitBritain Chief Executive Sally Balcombe.

Some different reasons to visit the UK this year include:

Liverpool welcoming the Terracotta Warriors to the World Museum from February to October.

Scotland heralding 2018 as the Year of Young People, with events including the Royal Edinburgh Tattoo and Speyside Whisky Festival.


Wales celebrates the Year of the Sea celebrating its epic coastline, fringed with rugged cliffs, wide sandy bays, and the adventures to match through themed events and celebrations.

Its annual literary and arts festival, The Laugharne Weekend, is in April, followed by the Festival of Voice in Cardiff in June. The Big Cheese Festival then takes place in Caerphilly in June, with a Seafood Festival in Cardigan Bay in July.

The latest official statistics show that there has been strong growth in visits from Australia to the UK.

There were 876,000 visits from Australia to the UK from January to September 2017, up 11% compared to the same period the previous year.

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Visitors from Australia spent £956 million in the UK during this period, up 12% compared to the same period in 2016.

VisitBritain Director Asia Pacific, Middle East, Africa Tricia Warwick said Australia was an extremely important market for VisitBritain; a billion-pound market and our fourth most valuable.

READ: Super Sleuth? Investigate Sherlock Holmes’ Britain for yourself


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