VisitBritain kicks off soccer tourism marketing campaign in lead-up to FIFA Girls’s World Cup 2023

The FIFA Girls’s World Cup Australia & New Zealand 2023 is quick approaching and VisitBritain is harnessing the chance to advertise Britain as the house of soccer, kicking off a brand new marketing campaign in Australia.

Soccer is the highest sporting draw for worldwide guests to the UK and nearly 10% of Australians who visited in 2019, 92,000, attended a soccer recreation or watched a match on TV throughout their journey, spending a complete of £290 million.

VisitBritain’s promoting marketing campaign in Australia will get underway on 17 July and runs all through the Girls’s World Cup, selling football-related experiences and points of interest throughout Britain, alongside messages of welcome celebrating a shared love of sport.

The marketing campaign is constructing on the robust restoration in spending from Australian guests within the UK. Newest statistics present that Australians spent £1.1 billion general on their journeys in 2022, with Australia the UK’s fourth most dear inbound tourism market. Australians are additionally spending extra throughout their journeys, £1,547 in 2022, a 40% improve on 2019 and nearly double the worldwide spending common of £848.

VisitBritain CEO Patricia Yates mentioned:

“With the Lioness’s roaring into motion for the FIFA Girls’s World Cup, we’re placing Britain’s soccer tourism provide within the highlight, harnessing the robust restoration from the Australian market. Encouraging guests to journey to Britain and luxuriate in soccer is a part of our drive to get guests out exploring extra, spreading the season and the financial advantages of tourism throughout the nations and areas.

“Britain is the house of soccer and packed full of wonderful experiences that guests can solely have right here. From the joys of a stay match to exploring our vibrant soccer cities to strolling within the footsteps of heroes on a stadium tour, we will’t wait to welcome Australians to our residence turf to expertise these wonderful moments for themselves!”

VisitBritain’s marketing campaign is utilizing a mixture of channels together with digital billboards in high-visibility areas in Brisbane, Melbourne, and Sydney, exhibiting followers having fun with matches in Britain with enjoyable headlines, selling Britain as the house of soccer, and extra.

Social media exercise will drive shoppers to a devoted web page on VisitBritain’s international shopper web site, that includes football-inspired locations, points of interest, and experiences themed round its GREAT Britain umbrella marketing campaign for 2023 to return and ‘See Issues Otherwise.’

In addition to its digital promoting marketing campaign, VisitBritain can also be engaged on a content material partnership with Australian broadcaster Optus Sport to increase the marketing campaign’s attain with content-driving ‘go now’ messaging. It features a branded sequence of brief movies exploring Britain’s soccer cities working throughout Optus’s digital content material platforms throughout stay and on-demand soccer matches from August to October 2023.

VisitBritain‘s newest analysis demonstrates the rising significance of soccer in driving inbound tourism to the UK. There have been 1.5 million visits general to the UK in 2019 that included watching a stay soccer match with these guests spending £1.4 billion in whole throughout their journey in 2019, 5% of all customer spending that 12 months.