Visit Britain is the official tourism agency for Britain. With Digital Visitor, they created a national social media initiative to increase user generated content on their website. This included enabling users to upload photos, videos, and comments about their experiences in Britain. The initiative helped gather a variety of first-hand content from tourists to promote destinations and increase tourism bookings nationwide. It also helped local and regional tourism boards showcase their areas to a global audience.

1. Visit Britain Case Study

2. About Visit Britain
• The official tourism agency for Britain.
• Digital Visitor has been a partner of Visit Britain since 2008, and
has been the official supplier of social media, video production and
user generated content (UGC) for the tourism agency.
• Ever since, VisitBritain has been leading the way in social media
marketing for destination management organisations and national
tourism boards.
• They have won numerous awards and accolades for their online
marketing efforts – VisitBritain.com website has won prizes for the
best national tourist agency website in the world.
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3. Objectives
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4. National Social Media Initiative
• Research found there is a significant correlation between user ratings and reviews
and intention to book (81%) and UGC on travel websites added an additional layer of
information.
• Visit Britain wanted to increase the variety and amount of user generated content
displayed on their website so we created the national social media initiative.
• The aim of which is to enable VisitBritain's online visitors to share their experiences
of Britain by uploading photos, videos and comments, providing other website
visitors with rich media content and the trustworthy user generated information they
now search for.
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5. Results
• The initiative is the first of its kind in the world.
• Helps the national tourism board to gather a variety of UGC to help increase bookings AND
also helps regional & national tourist boards in the UK, along with individual tourism
providers and individual visitor attractions to gain greater exposure.
• Each review added to their website is automatically displayed on their local or regional
tourist board site, VisitEngland and VisitBritain – assisting in promoting Britain, whilst also
showcasing their attraction or destination to a worldwide audience.
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6. Social Media Campaign on
• Digital Visitor assisted in the promotion of
VisitBritain’s Facebook campaign called the ‘Top 50
UK Places’ helping to recruit attractions and
destinations to be involved.
• With over 750,000 fans (250,000 of which post
daily), the Love UK Facebook page is a key element
of VisitBritain’s social media network.
• Growing at rate of +14.6% a month.
• The Top 50 UK Places campaign aims to discover the
most popular attractions in the UK and is based
purely on Facebook users, where they check-in to
and who they share it with.
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7. Results
• Top 50 Places is the world’s first online league table of popular places created by
tourists.
• Dubbed as ‘’a global guest book’’ for Britain.
• Tourists are able to check in at more than 50,000 key locations across the country &
encouraged to write a little review.
• Includes wide range of attractions from all over the country – creates a huge
opportunity for the tourist honeypots of the UK to get themselves noticed
alongside the big names such as the London Eye, Edinburgh Castle and the Cardiff
Millennium Stadium.
• To date, the Top 50 Places has generated 1.7 million check-ins
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8. Results
“Digital Visitor’s technology has enabled us to really make the most of
gathering content from all over the country – from the smallest of visitor
attractions to our world known heritage sites.
These user generated videos, photos and reviews of Britain have helped to
encourage even more people to visit”
Justin Reed, VisitBritain
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