MORE RUSSIANS TO VISIT BRITAIN THAN EVER BEFORE

Over 210,000 Russians visited Britain in 2011, spending an average £1,450 per visit – nearly triple the average global spend. Arrivals in the first nine months of 2012 were also up 3%.

A recent Nations Brand Index (NBI) survey of the top 50 nations in the world found that Russians have an increasingly positive perception of the UK, especially when it comes to British heritage and culture. The post-London 2012 Games research found that Russia was largely positive towards Britain, ranking Britain within the top five for culture and tourism.

This year will see an abundance of opportunities to entice more Russian visitors to Britain, sustaining the buzz created by the showpiece year that was 2012. Events such as the 200th anniversary of Jane Austen’s Pride and Prejudice, the opening of The Shard, the Year of Natural Scotland and the arrival of a royal baby all expected to be a major draw. Over 40 works from the Hermitage Museum in St Petersburg will also travel to Britain for a once-in-a-lifetime exhibition at the historic Houghton Hall in Norfolk.

Patricia Yates, Director at Strategy & Communications at VisitBritain said: “In 2011 we saw a promising 24% increase in the number of Russian visitors. That growth has continued into 2012, with provisional data showing a 3% rise in arrivals up to September.
“It’s our ambition to welcome 370,000 Russian visitors a year by 2020. This mission will help foster relations with key trade who can help us to achieve that goal, putting British businesses in front of decision makers and generating growth from what is a traditionally high spending market.

“The massive exposure Britain has enjoyed in 2012 has helped put us front of mind as a destination, and we are encouraged by the recent NBI survey which has seen us improve our standing among Russians, with two-thirds of those surveyed indicating that the London 2012 Games had increased their interest in visiting Britain for a holiday.”

For further information please contact:
David Leslie on 020 7578 1141 or
Mark Di-Toro on 020 7578 1098.

Notes to Editors:

Notes to Editors

1. The NBI research found that 66% of those Russians who had seen the London 2012 Games had an increased interest in visiting Britain for a holiday, up from 58% in the pre-Games period.
2. VisitBritain ambition is to attract 75% more visitors from Russia by 2020, which equates to 370,000 annually.
3. 211,000 Russians visited Britain in 2011, with an average spend per visit is £1,450 – more than double the average global spend (IPS). Provisional data available for 2012 (January – September) shows visits were up 3% from 2011, with a total of 167,000 visits. Total spend over the first nine months of 2012 was £188m.
4. The latest NBI survey of the top 50 nations in the world found Russians have a broadly positive perception of Britain, especially for “cultural heritage” and “contemporary culture”. Britain’s rankings for “sport” and “vibrant city life” were also in the top five.
5. Visitors from Russia are more likely than average to go to a museum, art gallery, the theatre, live music events and parks/gardens
6. The 50 UK businesses attending Destination Britain:
• Angela Shanley Associates
• Apex Hotels
• Ars Vitae
• Bateaux London
• Bicester Village
• Billions Row
• British Airways
• Business Services International UK Ltd
• Camelot Tours
• Cashel Travel
• Corinthia Hotel London
• Discover Travel and Touris
• Easyjet
• Fortnum and Mason
• Golden Tours
• Greatdays UK Incoming
• Harrods
• Historic Royal Palaces
• Historic Scotland
• Holiday M
• Jerzzy Journey
• Jumeirah Carlton Tower & Jumeriah Lowndes Hotel
• Keith Prowse Corporate Hospitality
• Londinium Services
• London & Partners
• McArthurGlen
• Merlin Entertainments
• Millennium Hotels
• Morgans Hotel Group
• Operation Europe
• Park International & Best Western The Cromwell
• Red Carnation Hotels
• Rocco Forte Hotel
• Royal Shakespeare Company (Shakespeares England)
• Russia Link Ltd
• Taj Hotels
• The Balmoral Hotel
• The Edinburgh Wollen Mill
• The Goring
• The May Fair
• The Westbury
• Thompson Hotels
• Travel Agenda
• Travel Botique GB Ltd
• Travellanda
• VisitEngland
• VisitScotland
• Wedgewood
• Welcome UK
• Wimbledon Lawn Tennis Museum
• Wyndham Grand Hotel

For more information contact:

• David Leslie.
• e: david.leslie@visitbritain.org

• Mark Di-Toro
• Press Officer, VisitBritain
• t:+44 (0)20 7578 1098
• m:+44 (0)7919 392137
• e: mark.di-toro@visitbritain.org

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