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Explore Great Britain

Sample fresh seafood in Devon, stargaze in the Highlands of Scotland, or go coasteering round Wales’ rocky shoreline - wherever your travels take you, explore Great Britain and Northern Ireland for culture that is as compelling as it is unique.

Are you brave enough to hunt for Nessie in Loch Ness, or bring history to life at medieval castles? Take to the water with white water rafting in Cardiff, or tuck into the flavours of our bustling cultural hubs? Witness world-class football in Liverpool and Manchester, iconic skylines in London and step into a world of art and creativity across Britain’s immersive exhibitions and galleries.

From vibrant cities, to quaint villages and epic National Parks, there are so many things to do in Britain and Northern Ireland - the only question you need to ask is, where do I start?

Few places inspire quite like England. Home to iconic landmarks, and swathes of natural landscapes, from the Lake District to the Cornish coast.

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Scotland’s stunning landscapes, lochs, islands and mountains combine to form a country that’s as unique as it is beautiful.

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When we say that Wales has more castles per square mile than anywhere else in the world, you already start to picture the beauty of its landscape.

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Northern Ireland

Northern Ireland has everything from World Heritage sites to Game of Thrones locations, plus scenery that will leave you in awe.

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East of England

From traditional seaside towns to adventure sports and charming cities with heaps of history, the East of England has something for everyone.

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Dunwich, England

Known as the City of Stories, create your own narrative as you explore Norwich’s huge array of historic and modern day attractions.

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Norwich, England

From a Medieval monarch found under a car park to the city’s celebration of multicultural modern life, Leicester has it all. See the top things to do here.

Visit Leicester

Leicester, England

Plymouth is Britain’s Ocean City with maritime charm, natural beauty and award-winning museums and waterfront attractions. See the best things to do here.

Plymouth, England

Small but mighty, Exeter is a city with seriously cool credentials. Discover the top attractions and best things to do and see during your next visit here.

Exeter City Council

Chester is captivating with unmissable attractions such as its historic Roman City Walls to Chester Zoo's animal kingdom. See the best things to do here.

VisitBritain/Lisa Ruohoniemi

A storyteller of history, Lincoln is a city with thousands of tales to tell. Discover the city's best things to do and attractions in our official guide.

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From its beginnings as a Norman Fortress, Lancaster’s historic buildings and attractions tell epic tales and offer plenty of things to do.

Marketing Lancashire

A place for roaming Romans, valiant Vikings and wise wizards, Durham is a city bursting with untold stories and magical moments.

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Sitting on the edge of the Peak District National Park, Sheffield is a place for outdoor lovers and creatives. Find the best things to do in our guide.

Salt St for The Outdoor City

A perfect blend of nature and urban living. Colchester, Essex, was made to be explored.

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The city of Cambridge is a hotbed of history, architecture and innovation.

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Cool creative Bristol is a must-see for art, culture and action-packed adventure.

VisitBritain/Rod Edwards

Packed with lively pubs, an eclectic food scene and a myriad of immersive experiences.

Tourism Northern Ireland

An industrial hub with a vibrant, creative heart and a whole host of quirky adventures.

West Midlands Growth Company

Stratford-upon-Avon

Birthplace of the great bard, William Shakespeare, fall in love with this hopelessly romantic 16th century town.

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Lovers of The Crown can wrap themselves in royalty as this town is about as regal as it gets.

Royal Collection Trust / © His Majesty King Charles III 2022

Small and mighty York is the medieval walled city that really packs a punch.

VisitBritain/Sam Barker

Just an hour by train from London and you’re in the city of dreaming spires.

VisitBritain/Jess Barfield

The birthplace of 2-Tone music, and home to a bohemian village and a showy modern cathedral.

A hotbed for shopping and the arts, you’ll find lots to explore in Leeds.

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From The Beatles to Frankie Goes to Hollywood, Liverpool is a UNESCO City of Music with seriously cool credentials.

Oh Me Oh My

Pushing the boundaries of art and culture, with a heart that beats through its people.

VisitBritain/Tommy Ga-Ken Wan

A quirky seaside city filled with diverse cuisine, vintage shopping and adrenaline fuelled adventure.

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From palaces to cobbled alleys and even a dormant volcano, this city is a real show-stopper.

VisitBritain/Andrew Pickett

Step into a land of castles, world-renowned rugby and a whole host of myths and legends.

A wellness retreat for the Romans and Georgian architecture around every corner.

An unmissable destination for travellers, London is a melting pot of history, culture and green spaces.

VisitBritain/Hazel Parreno

World-class football and a music scene that brought Oasis to centre stage – there’s lots to love about Manchester.

VisitBritain/Manchester Craft Beer Festival

Newcastle upon Tyne

Linked by no fewer than seven bridges, it's one vibrant place to visit.

Rich Kenworthy

Newcastle, England

Steeped in legends that surround Robin Hood to literary greats, discover what this city has to offer.

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Countryside

Peak district.

For hikers, cyclists, horse riders and thrill seekers, the Peak District offers adventures galore.

VisitBritain/Jon Attenborough

The Peak District, England

Lake District

From the tip of England’s tallest peak to the nation’s deepest lake, this national park is stacked with super-sized scenery.

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Lake District, England

Brecon Beacons (Bannau Brycheiniog)

Looming peaks over thick forests, sheep-grazed valleys and open moors – adventure awaits in Wales.

The Broads is a breath of fresh air, beautifully webbed with lakes, fens and rivers.

Norfolk Broads Direct

Lush rolling pastures, pretty stone villages and rambling rivers - the Cotswolds has it all.

Cotswolds, England

Yorkshire Dales

Proof that perfection can’t be rushed, the Yorkshire Dales was millions of years in-the-making.

VisitBritain/MattCant

Dartmoor and Exmoor

With tangled oak forests and looming peaks, it can feel like the edge of the world.

Cairngorms National Park

The Cairngorms is a playground for wildlife lovers, hill climbers, thrill seekers and more.

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Pembrokeshire

For a real adventure, head to Wales' westernmost tip. A paradise for hikers, swimmers, thrill-seekers and birdwatchers.

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Pembrokeshire, Wales

The Scottish Highlands

Located in the northern reaches of Scotland, the Highlands are about beauty and adventure.

Hugging the south-west, Devon is a playground for adventurers, explorers and foodies.

Shutterstock / Hugh O'Connor

Devon, England

Northumberland

Historical hot property – evident in its castles, citadels and 2,000-year-old Hadrian’s Wall.

VisitBritain/Chris Ceasar

Snowdonia (Eryri)

Full of adventure, from its sky-scraping peaks to plunging glacial valleys, Snowdonia's scenery is guaranteed to blow your mind.

VisitBritain/Daniel Struthers

North York Moors

Rugged yet beautiful, wild yet welcoming – the North York Moors National Park is full of surprises.

Loch Lomond & The Trossachs National Park

Explore pristine woods, climb mountains and paddle the waters of Scotland's wild landscape.

VisitScotland

Borders and Lowlands

The gateway into Scotland, the Borders and Lowlands pack a punch.

VisitBritain/Simon Jarratt

South Downs

Discover epic trails, rivers to kayak, castles to conquer and wild woods to explore.

VisitBritain/Nadir Khan

Step into nature with tufty-haired ponies, wild countryside and a labyrinth of bike trails.

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From ice-cream parlours to sea food festivals, the ‘Garden of England’ is meant for discovery.

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Cornwall and the Isles of Scilly

Renowned for its glorious countryside, striking coastline and unique attractions.

North Wales

From lush valleys to epic shorelines and charming towns, find North Wales packed with adventure.

VisitBritain/Lee Beel

King Charles III England Coast Path

A masterpiece in the making, filled with beaches, clifftops, cities and nature.

South West Coast Path/Roy Curtis

North Coast 500

One epic road trip with hefty mountains, dazzling beaches and tranquil lochs.

North Highlands

Highlands, Scotland

Wales Coast Path

A route to adventure, culture and wildlife hugging the shorelines of Wales.

VisitBritain/Royce Mackin

Scottish Islands

Jaw-dropping landscapes wrapped in tales and legends, the Isles' wild nature will stay with you forever.

VisitBritain/Dougie Cunningham

Causeway Coast

A land of mighty scenery and epic stories, this wild corner of Northern Ireland will steal your heart.

Jurassic Coast

Welcome to dinosaur territory; its beaches and rocks strewn with ancient fossils and footprints.

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• Industry News
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Association of Leading Visitor Attractions

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ALVA's members are the UK's most popular, iconic and important museums, galleries, palaces, castles, cathedrals, zoos, historic houses, heritage sites, gardens and leisure attractions.

They comprise over 2200 tourist sites, hosting over 119 million domestic and overseas visitors each year - around 28% of the visits made annually in the UK.

We represent our members to Government, media and business and lobby for support for the sector. We provide training, benchmarking and advocacy initiatives to assist our members continually improve the visitor experience. 

View our online brochure

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Upcoming events.

09 September 2024

Heads of HR Forum

Farrer & Co, Lincoln's Inn Fields, London

26 September 2024

ALVA Council dinner

Warner Bros Studio Tour London 'The Making of Harry Potter', Hertfordshire

27 September 2024

ALVA Council meeting

Warner Bros Studio Tour London 'The Making of Harry Potter'

15 October 2024

Heads of Development and Fundraising

Kensington Palace, London (Historic Royal Palaces)

Latest News

06 July 2024

Welcome to the new DCMS Secretary of State, The Rt Hon Lisa Nandy MP

We warmly welcome the new Secretary of State for Culture, Media and Sport, the Rt. Hon. Lisa Nandy MP, and look forward to working with her, her DCMS Ministerial colleagues, and members of the new Labour Government across all UK Government Departments. [more...]

01 June 2024

ALVA welcomes new members

ALVA has welcomed 5 fantastic new members at our most recent Council meeting; they are Merlin Entertainments, The Hampshire Cultural Trust, London Wildlife Trust, Brighton and Hove Museums, and the University of Manchester's cultural consortium. They are a wonderfully diverse group of leading visitor attractions from across the UK and will be a hugely beneficial addition to our membership. [more...]

22 May 2024

ALVA repeats General Election asks of all political parties

ALVA published its key facts briefing about the UK tourism sector and visitor economy, and its key asks of all political parties in the run-up to the UK General Election in January 2024 and has been sharing them with all UK political parties over the last few months. [more...]

Search for ALVA members

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Travel with confidence

#TheTimeIsNow – It's time to get your summer sizzling. It's time to discover the holiday you deserve, grab that get away deal, and head off with confidence... Just look for a travel company with the ABTA logo.

ABTA Travel Insurance

#TheTimeIsNow – Your holiday's booked. Your cases down from the loft. It's time to get your travel insurance. And the name that helps you travel with confidence... now does travel insurance too.

ABTA Travel Money

#TheTimeIsNow – Your holiday's booked. Your adventure's planned. It's time to get your travel money sorted. And the name that helps you travel with confidence now does travel money too.

Did you know?

89% of people are more likely to book a holiday with an ABTA member than a non-ABTA member. Click here to find out more about the benefits of booking with an ABTA member.

ABTA member search

We’re ABTA. A trade association for UK travel agents, tour operators and the wider travel industry. For over 70 years we’ve helped our members run successful travel businesses, and provided travellers with advice, guidance and support.

We work closely with our members to help raise and maintain standards and build a more sustainable travel industry. Whether it’s for business, a holiday or to see family and friends, you can relax and enjoy your trip when you book with an ABTA member. 

We understand that every trip’s important, meaning you deserve great service, delivered by people you can trust. All ABTA members sign up to a code of conduct and commit to agreed service standards, accurate advertising and fair trading. 

When things don't go to plan

Find out what help and support we can provide you if things haven't gone to plan with a holiday booked through an ABTA member.

How can we help you?

If you have a question related to travel, our comprehensive Q&As might just have the answer you're looking for.

Customer information

If something has gone wrong with your holiday, we can offer you advice. Follow our step-by-step guide to registering a dispute.

When you book with one of our members, you can relax and travel with confidence.

Travel with confidence - the time is now

It's time to get your summer sizzling. It's time to get the holiday you deserve, grab that get away deal and head off with confidence! 

Brexit: advice for travellers

Now that the UK has left the EU, it’s important you start thinking about any extra steps you may need to take now to be ready for your trip.

Latest FCDO travel advice

For the latest travel advice from the FCDO check gov.uk/travelaware

Latest news

Let your employees know how lifeline can help them, change to the code of conduct – surcharges, it’s clear many of the industry’s priorities have been heard, abta code of conduct, planning and booking a holiday, working at abta, passports and visas.

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TOURISM ALLIANCE

Explore our events, subscribe to our newsletter, about the tourism alliance.

The Tourism Alliance is the umbrella trade association for the whole of the tourism industry in the UK. We are here to ensure there is good links between the UK Government and Parliament and the sector.

Members throughout the UK

Our members are the key tourism trade associations, member bodies, and destination management organisations in the UK.

Updates on latest tourism news

Access our latest publications, reports, press releases, and policy documents

Explore our upcoming events

Find out about our upcoming conferences, webinars and other events, many of which are open to non-members as well as members.

Our Members

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To be kept up-to-date with our activity and events please subscribe to our mailing list.

Recent Press Releases

Emma McClarkin OBE appointed new Chair of the Tourism Alliance

20 June, 2024

Press Release

At this year’s Annual General Meeting of the Tourism Alliance, the umbrella trade[…]

Tourism industry dismay at Conservatives’ plan to hike tourist visas by a whopping 25%

10 June, 2024

The Tourism Alliance  has responded with dismay at the proposal by[…]

Tourism Alliance Spring Budget 2024 reaction

6 March, 2024

Little in Budget to support the tourism sector

The Tourism Alliance has responded to the Chancellor’s[…]

New Tourism Alliance report spotlights high tax rate on tourists in UK

27 September, 2023

Explore Our Events

Throughout the year we hold a range of online and in-person events such as conferences and webinars for our members and for the broader sector.

Explore Our News And Publications

Realising The Potential – a manifesto for tourism in this Parliament

29 July, 2024

All Publications , Policy Papers

We have updated the  Tourism Alliance policy agenda following the General Election and the appointment[…]

Annual Report for 2023

19 June, 2024

All Publications

The Annual Report of the Tourism Alliance for the year ending 2023.

TA Articles of Association (2024)

The Articles of Association of The Tourism Alliance Limited as adopted at the Annual General[…]

Written evidence to HoC European Scrutiny Committee on EU EES

1 February, 2024

All Publications , Consultations and Submissions

The Tourism Alliance’s written evidence submitted to the House of Commons Scrutiny Committee as part[…]

Want To Become A Member?

Find out all the benefits and easy way to join here.

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Discover our 2024 award winners

Unmissable August bank holiday events in 2024

See where Bridgerton is filmed

8 lovely lavender fields to visit in England

Our top picks, influencer guides, book, tv and film locations.

7 vineyards to visit

Cheers! Raise a glass to English wine

Food festivals

Tickle those tastebuds this autumn

Unlock the best of England

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6 scenic driving trips

Hit the road for these scenic spots

Explore Buckinghamshire

With Sophie Morgan's accessible guide

Live it up in London

With Rosie Jones and Big Zuu

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From Hand Luggage Only

Eat up Manchester

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Wheelchair-accessible adventures

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United for the good of sustainable tourism

To antor. the global voice for destinations..

ANTOR (the Association of National Tourist Offices and Representatives) is a voluntary, non-political organisation which was established in the UK in 1951, run by an elected board of members and secretariat. Our UK members comprise national and regional tourist offices which are represented in the United Kingdom.

We’re here to provide the travelling public, travel trade and travel media with one single place where the contact details of the world’s tourist offices can be found. It offers detailed practical information, assets and travel features on our member destinations with useful links to help make your journey easier and safer.

Inspiration to spark an adventure

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Sensational South Beach Awaits

Uncover Miami’s Immersive Art Spaces

Savour a Taste of Miami Spice

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Best Bites: Miami’s Timeless Restaurants

Taste-Tested. Kid-Approved.

Art Deco Encounters

Miami: Pet-Friendly Paradise

Miami’s Most Spectacular Views

A global voice for destinations.

ANTOR’s purpose is to promote safe, ethical, sustainable and inspirational global travel for all.

Tourism is an essential pillar of the world’s economy and livelihoods of many countries depend on it, especially the most vulnerable. In many parts of the world, the protection of biodiversity relies heavily on the tourism sector, from conservation to the revenue generated.

Support members in crisis who need support

A platform form members to exchange ideas

Forging relationships with all sectors of the travel industry

Advocates of responsible and safe tourism

A leading voice on worldwide travel and tourism issues

To connect the travelling public with our members

Become a member and unite for the good of tourism.

What’s going on in the world….

Samoa Tourism Generates $120M from International Arrivals

Indulge at Miami’s MICHELIN Hotels

Miami’s Best Water Parks & Splash Pads

STE 2024 continues to foster and build new relationships

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• Europe & UK 34
• North America & Caribbean 9
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• Spring Conference 2024
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Promoting the vital role of business travel and events to the wider economy

BTA Expands Global Alliance

The business travel association (bta) is delighted to announce the expansion of its alliance with the association of travel management companies (atmc) to now include the guild of european business travel agents (gebta)., gebta is dedicated to representing and promoting the interests of business travel agents in spain, one of the most dynamic markets for corporate travel in the eu. this strategic expansion brings together three leading travel industry organisations committed to enhancing the business travel sector globally..

Click here to view the Press Release

BTA Autumn Conference 2024

The BTA the Autumn Conference 2024 will be held in Gibraltar!

We are looking forward to welcoming our guests across the travel industry from september 29th to october 2nd., for the first time our delegates will get a three-night stay in the iberian peninsula at no extra cost. this gives you more time to explore, network and strengthen relationships across the industry, please click here to register your attendance. .

BTA Autumn Conference Gibraltar from The BTA on Vimeo .

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What Our Members Say.

"Without hesitation we would like to continue membership.  Having joined BTA, we’ve found the association to be the most pro-active and influential in industry and therefore continuing membership is a no brainer", James Turner, Calder Conferences

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Where individuals from across Tourism come together for discussion, debate, to share views and knowledge, and to network.

Thought Leading since 1977

The Tourism Society is where individuals from across tourism come together (online and offline) for discussion, debate, to share views and knowledge, and to network.

It is the only professional membership organisation that represents all of tourism – across all disciplines, geography and career stages.

The diverse membership ranges from senior executives and academics, to self-employed entrepreneurs and tourism students.

Our existing membership represents tour operators, hotel chains, PR, marketing and representation companies, tourist attractions, national, regional and local tourist boards, restaurants, trade media, charities, consultants, academics, students and educational establishments, among others.

Join the Society

Professional Identity

A professional identity including the use of initials MTS or FTS after your name.

LinkedIn Networking

Large LinkedIn networking group with over 20,000 tourism contacts.

Society Think Tanks

The opportunity to participate in or contribute to the Tourism Society's Think Tanks.

Discussions & meetings

A programme of discussions, meetings and debates on general and specialist interest topics.

Regular e-newsletters

Bi-monthly e-journal and e-newsletter with all the latest news and events from the society.

Networking Opportunities

A variety of networking opportunities with fellow professionals from all tourism sectors.

Specialist Interest Groups

Join the Tourism Consultants Group. the Digital and PR specialist interest groups and regional chapters.

Market Intelligence

Access to up-to-date market intelligence.

Latest Events

Presidents dinner 2024 – 11 september 2024 new date.

President’s Dinner (6.30 PM – 10:00 PM) – 11 September 2024 (NEW DATE):   The Annual Tourism Society President’s Dinner planned for 20 June 2024, featuring marine biologist Monty Halls as after-dinner speaker has to be postponed to 11 September, due to the recently announced elections in the UK which have changed the President’s availability. The…

Media Masterclass Oct 2024

Tourism policy conference 2024 with tourism alliance and british destinations.

More info to follow…

Latest News

Tourism society welcomes the government consultation on accommodation registration, tourism society welcomes government response to de bois review of dmos, the tourism society welcomes a new chair, yorkshire tourism – an update from tourism society yorkshire chairman, john gallery, queen’s platinum jubilee honours for tourism, scots look at travelling to the med again in 2022, latest bva/bdrc clearsight survey on attitudes to travel & tourism, featured in the latest journal -turning over a green leaf in the new forest, visitbritain/visitengland ceo sally balcombe to step down, geotourist – ‘one to watch’.

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Thought Leadership

Tourism Consultants Network event March 29th 2022 – Responding to sustainability

Member, Mike Bugsgang’s, view on marketing into 2022 in latest Journal

Making Sustainability accessible through Storytelling by John Speers, Board Director of The Tourism Society,

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Keep up to date with the very latest news, events and information from the Tourism Society.

We are raising funds to allow the Tourism Society to help individuals in the industry and those looking to join the industry to develop their careers. If you are thinking of booking a holiday and would like to donate a small percentage of the cost without adding to how much you spend, go to  www.charitable.travel and book your holiday through them, designating The Tourism Society as your charity of choice.

Or you can donate directly via JustGiving.

Planning an England trip in 2024? Consider these 16 top places to visit

Feb 26, 2024 • 10 min read

Gracious Bath is an excellent place to immerse yourself in England’s history and beauty © gowithstock / Shutterstock

The story of  England  stretches back more than 5000 years (and likely many more). Which means its impossible to escape the past here.

As you wander its historic urban centers, mysterious monoliths, misty landscapes and rugged  coastlines  and national parks , you’ll discover a country filled with unparalleled places to visit that are are the more compelling thanks to all those who have visited them before.

As you plan a trip to England this year, here’s our list of 16 historic, exciting and all-around fabulous highlights to consider.

1. The Seven Sisters 

While  Dover ’s iconic white cliffs grab the most attention, the colossal chalky walls of the Seven Sisters are a more spectacular affair, a four-mile roller-coaster of sheer white rock stretching along the Sussex shore and overlooking the waters of the English Channel. It forms an impressive southern border to the South Downs National Park , and is most dramatic at the towering headland of Beachy Head . Hikes through the grassy clifftop fields provide wide sea views, breathtaking in every sense.

Local tip:  Stop for a breather at the tiny seaside hamlet of Birling Gap, where the secluded beach is a sun trap popular with locals and walkers.

Oxford  lets visitors feel close to the brilliant minds and august institutions that have made this city famous across the globe. This rarefied world comes to life in the cobbled lanes and ancient quads where cycling students and eccentric academics roam. The beautiful college buildings and stunning architecture have changed little over the centuries, coexisting with a lively, modern, working city. As befits a city of students and professors, Oxford is one of the last bastions of the great British pub, with irresistible old watering holes dotted all over its central lanes and alleyways. 

3. Cambridge

In England’s other great historic university city, Cambridge , you can tour a  college , and spend time marveling at the intricate vaulting of King’s College Chapel . But no trip to Cambridge is complete without an attempt to take a punt (flat-bottomed boat) along the River Cam by the picturesque Backs , the leafy, green lawns behind the city's finest colleges – an experience that offers the best views of the exquisite architecture. Polish off the day with a pint at one of Cambridge’s many rustic pubs. 

In a nation packed with pretty cities, Bath  stands out as the belle of the ball. Founded by the Romans, who established the spa resort of Aquae Sulis to take advantage of the area’s hot springs , Bath hit its stride in the 18th century, when the rich industrialist Ralph Allen and architects John Wood the Elder and John Wood the Younger oversaw the city’s transformation into a model of Georgian architecture at its most refined . Bath is awash with golden stone townhouses, sweeping green crescents and Palladian mansions, along with appealing pubs and restaurants, and you’ll take great pleasure in plunging in. 

5. Hadrian’s Wall

Hadrian’s Wall is one of the country's most dramatic Roman ruins, a 2000-year-old procession of abandoned forts, garrisons, towers and milecastles marching across the wild and lonely landscape of northern England. While the Romans built the fortification to defend and control its territory, this edge-of-empire barrier also symbolized the boundary of civilized order in the ancient world: to the north of the Roman settlement lay the unruly land of the marauding Celts. Near Newcastle  you can visit Segedunum , the wall’s last stronghold, for an insight into life during Roman times.

Planning tip:  Hiking the full 84-mile distance coast to coast along the national trail takes around a week. If you have less time and your own car, you may want to select from a few of the wall's  highlights .

With its Roman and Viking heritage, ancient city walls and maze of cobbled streets, York is a living record of English history. A magnificent circuit of 13th-century walls encloses a medieval spider’s web of “snickelways” (narrow alleys), each one the focus of a ghost story or historical character. At the city’s heart lies the immense, awe-inspiring York Minster , the biggest medieval cathedral in all of northern Europe, and one of the most beautiful Gothic cathedrals in the world. Admire feats of engineering of a more recent vintage at the National Railway Museum , the world’s largest collection of historic locomotives.

York’s long history and rich heritage are woven into virtually every brick and beam, and the modern, tourist-oriented city – with its myriad museums, restaurants, cafes and traditional pubs – is a carefully maintained showcase of that heritage.

Local tip: You’ll find some of the finest views of York from its old city walls, particularly the bucolic section behind the Minster. 

7. The Peak District

Curiously, you won’t find many peaks in the Peak District . You will find blissful miles of tumbling moorland, plunging valleys, eroded gritstone crags, lush farmland and ancient pocket-sized villages. This beautiful landscape attracts a veritable army of outdoor enthusiasts – cyclists, hikers, cavers and rock climbers – on summer weekends, while those seeking more relaxing enjoyment can admire the rural market and famous puddings of Bakewell, the Victorian pavilions of spa-town Buxton, and the architectural drama of Chatsworth House – the “Palace of the Peak.”

8. Brighton

Barely an hour’s train ride from the capital, the seaside city of Brighton has a quirky character that’s completely its own. Overlooking the English Channel on England’s pebbly south coast, this is a city that's long been known for its oddball, alternative character. The warren of streets known as the Lanes is a good place to soak up the vibe, with vegan cafes, espresso bars, chaotic pubs, record stores and bric-a-brac shops. (Browsers will be in heaven at local institution Snooper’s Paradise .) You'll also find the UK ’s biggest queer scene here, and the region’s best small clubs. The highlight for the sightseeing visitor is the Royal Pavilion , a 19th-century party palace built by the Prince Regent, who kicked off Brighton’s love of the outlandish.

9. Stonehenge

Mysterious and compelling, Stonehenge is England’s most famous ancient site . Even though people have been drawn to this myth-laden ring of boulders for more than 5000 years, we still don’t know quite why it was built. An ultramodern makeover at the ancient site has brought an impressive visitor center and the closure of an intrusive road (now restored to grassland). The result is a strong sense of historical context, with dignity and mystery returned to an archaeological gem.

Most visitors gaze at the approximately 25-ton stones from behind the perimeter fence, yet with enough planning, you can arrange an early-morning or evening tour and gain access to the inner ring itself. In the slanting sunlight, away from the crowds, it’s an ethereal place. This is an experience that stays with you.

10. Stratford-upon-Avon

The pretty town of Stratford-upon-Avon is where William Shakespeare was born and later shuffled off this mortal coil. Today, its tight knot of Tudor streets form a living map of Shakespeare’s life. Huge crowds of thespians and theater lovers come to take in a play at the famous Royal Shakespeare Theatre . Bard fans will love visiting the five historic houses owned by Shakespeare and his relatives and  the schoolroom where he was educated, before taking a respectful detour to the old stone church where he was laid to rest.

11. Liverpool

It’s hard not to be infected by Liverpudlians’ love for their hometown. The love endured despite decades of decay and all manner of social ills – finding its expression in a renowned gallows humor and an obsession with football. With some of the most passionate crowds in the country, taking in a game at either Liverpool FC or Everton FC is a rite of passage here.

Outside of the stadium, the rejuvenated waterfront is once again the heart of Liverpool . The focal point is Albert Dock, an iconic docklands flanked by protected buildings, including a batch of top museums. The Merseyside Maritime Museum and the International Slavery Museum ensure the good and bad sides of Liverpool’s history are explored in equal measure, while the Tate Liverpool and the Beatles Story museum celebrate popular culture and the city’s most famous musical sons (still).

12. The Cotswolds

A tangle of impossibly quaint villages of rose-clad cottages and honey-colored stone, The Cotswolds  is a region that spreads over six English counties. It’s a designated Area of Outstanding Natural Beauty, and its most wonderful quality is that no matter where you go or how lost you get, you’ll still end up in a spot with a charming village green, a pub with sloping floors and fine ales, and a view of the lush green hills. Crisscrossed by long-distance trails including the 102-mile Cotswold Way , these gentle yet dramatic hills are perfect for walking, cycling and horse-riding.

Local tip: It’s easy to leave the crowds behind and find your very own slice of medieval England here – and some of the best boutique hotels in the country.

A little weird, occasionally weather-beaten and all-around wonderful, the classic northern seaside town of Whitby has haunted lanes, fossil-hunting and arguably England’s finest fish-and-chips. The huddle of 18th-century fisher’s cottages along the East Cliff are testament to its longtime role as a busy commercial and fishing port: it was here that 18th-century explorer Captain James Cook earned his sea legs. Atop the West Cliff, a sandy beach, amusement arcades and promenading holidaymakers show Whitby’s beach-resort side.

Keeping a watchful eye over the town and the River Esk that divides it is an atmospheric ruined abbey , the inspiration and setting for part of Bram Stoker’s Gothic horror story Dracula . But tales of witchery and ghostly legends have haunted Whitby ever since Anglo-Saxon St Hilda landed here to found a monastic community in 657 CE.

Planning tip: The town embraces its pseudo-sinister reputation, which culminates in two hugely successful Goth Weekends each year.

14. The Lake District

William Wordsworth and his Romantic friends were the first to champion the charms of the Lake District  – and it's not hard to see what stirred them. Already the UK’s most popular national park, the Lake District also became a UNESCO World Heritage Site in 2017, in recognition of its long history of hill-farming. But for most people it’s the chance to hike the humpbacked fells and drink in the gorgeous scenery that keeps them returning year after year.

The region is filled with outdoor pursuits, from lake cruises to mountain walks – excursions that help reveal why the region has such deep literary connections. In addition to Wordsworth, writers who found inspiration here include Samuel Taylor Coleridge, Arthur Ransome and Beatrix Potter.

15. The Eden Project

A cross between a lunar landing station and a James Bond villain’s lair, the gigantic hemispherical greenhouses of the Eden Project  have become a symbol of Cornwall ’s renaissance. Built in an abandoned clay pit near St Austell to mark the start of the new millennium, and now considered one of Britain’s modern architectural wonders, the Eden Project aims to explore issues of environment and conservation, and point the way to a cleaner, greener future for us all.

Exhibits cover everything from global warming to rubber production and chocolate-making. The glass-domed “biomes” recreate major world climate systems in microcosm, from the lush jungles of the Amazon rainforest (complete with treetop walkway winding through the canopy) to the olive trees, citrus groves and colorful flowers of the Mediterranean, South Africa and California. It’s incredibly impressive – not to mention educational, and inspiring, too.

Shoulder-deep in history, London ’s rich seams of eye-opening antiquity appear at every turn. The city’s architecture pens a beguiling biography, and a multitude of buildings – the Tower of London , Westminster Abbey , Big Ben – are internationally recognizable landmarks. It’s also a tireless innovator of art and culture, a city of ideas and imagination. This legacy is enshrined at world-class institutions such as the British Museum , Natural History Museum  and the Science Museum , as well as such world-leading art galleries as the  Tate Modern , Tate Britain , the National Gallery  and the recently reopened National Portrait Gallery , all of which are free to visit. 

Local tip:  However you budget your time and money in London, make sure you take in a show. Big names perform on  the West End (London’s equivalent of Broadway), and on the South Bank at the National Theatre  and  the Old Vic . Smaller theaters from the Almeida to the Lyric Hammersmith are places to discover up-an-coming talent.

This article was first published Apr 13, 2021 and updated Feb 26, 2024.

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The network for youth, student & educational travel professionals

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Welcome to BETA

The British Educational Travel Association (BETA) represents some of the biggest and best-known businesses in the youth, student and educational travel industry.

Our members cover the whole spectrum of inbound, outbound and domestic youth, student and educational travel including study abroad, language schools, internships, activity holidays, gap, volunteering, school visits, adventure travel, as well as a whole host of specialist agents and operators.

Talk to us about how to get connected, raise your profile and grow your network of youth industry contacts

Through BETA’s vision the UK offers young consumers a dazzling array of exciting and rewarding opportunities. BETA Members are driving economic value but also enhancing social value within local communities.   Minister for Tourism

BETA Events

Youth industry networking.

Raise your profile and grow your network of youth, student and educational travel industry contacts

Youth & Student Travel Summit

One full day of panels, discussions, keynotes, and networking focussed around youth, student and educational travel

Parliamentary Reception

Join us for this high level networking event to share the importance of youth, student and educational travel

Latest News & Blogs

Unite Students celebrate its 25th Anniversary as a listed company 

As the UK’s largest provider of purpose-built student accommodation (PBSA), it is one of the UK’s growth success stories over the last few decades, partnering with and supporting the UK’s leading universities.

Historic Royal Palaces partner with Luxmuralis to present ‘Poppy Fields at the Tower’

Historic Royal Palaces – the independent charity that cares for the Tower of London – have partnered with Luxmuralis to present ‘Poppy Fields at the Tower’. This poignant and moving sound and light show will run for 9 nights over the Remembrance period at the Tower of London. 

UN Tourism Barometer

The UN Tourism World Tourism Barometer monitors short-term tourism trends on a regular basis to provide global tourism stakeholders with up-to-date analysis on international tourism

Manchester City Football Club announce the launch of first MCFC school in Vietnam 

Manchester City and Dwight School Hanoi have announced the launch of the first Manchester City Football School in Vietnam that will offer bespoke football education for students based at their brand-new state of the art campus.

World Nomads partners with Collinson to launch Annual Multi-Trip

World Nomads, the global travel insurance provider, has announced the launch of its new Annual Multi-Trip (AMT) product in the UK & Ireland

A spotlight on Hui Zhao, GoBritanya

In an economic environment with rising living cost, students are opting for more value-for-money services, whether for their accommodation or travel. It is important to understand what are our partners’ requirements and how we can support each other will be a key to success. Moreover, how countries open their markets for the international movement would also be a crucial key factor

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Summer and year round English language programmes

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International cultural exchange

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Our Partners

We couldn’t do our work without the collaboration and support of our guiding colleagues and our travel trade partners. As the largest national professional association for Blue and Green Badge Tourist Guides, we work with numerous partners here in the UK and abroad.

These partnerships are a key part of keeping our community of members connected, giving them a collective voice and sharing best practice in professional guiding nationally and internationally.

Professional Guiding Organisations

Nationally we work with our colleagues at the Institute of Tourist Guiding and the The Driver Guides’ Association .

Regionally we also work closely with colleagues at The Association of Professional Tourist Guides in London and Regional Associations across the UK. You can browse our Regional Associations  here

In Europe we are proud members of the European Federation of Tourist Guide Associations (FEG).

Internationally we are proud members of the   World Federation of Tourist Guide Associations (WFTGA)

Trade Organisations

The Guild is also a proud member of  UKInbound  the only UK trade association representing inbound tourism. We benefit from their network of members, their monthly travel trade events, their lobbying and campaigning clout.

Site Specific 

Members of the Guild and colleagues across other guiding organisations in the UK are part of a network of Site Liaison Teams that work with hundreds of specific sites across the country – museums, galleries, heritage sites etc  – to improve the visitor experience and keep abreast of site specific news and regulations. These relationships are invaluable to us and our site specific partners.

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British tourist busted carving daughters’ initials into ancient roman house in pompeii.

A British tourist has been caught carving his daughters’ initials into an Ancient Roman house in Pompeii.

The 37-year-old Englishman, who has not been named, allegedly used a sharp object to make five indentations in the House of the Vestals.

It is described as one of the most sophisticated and impressive houses in Pompeii at the time of Vesuvius’ eruption in 79 AD.

Security staff at the archaeological park noticed him fiddling with a frescoed wall at the house entrance.

After confirming he had made five carvings, they alerted the carabinieri, who apprehended him at the UNESCO World Heritage Site.

The man had carved “JW LMW MW” into an upper part of the wall and “07/08/24” and “MYLAW” into a lower part.

The letters are believed to be the initials of his two daughters and his own.

He was reported to the Public Prosecutor’s Office in Torre Annunziata, Italy, for damaging artistic heritage.

He reportedly apologized to the authorities and said he had made the carvings to leave a record of his visit.

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Catarina is a UK-based breaking news correspondent. She previously worked as a multimedia journalist in Portugal and Spain, where she covered everything from elections to natural disasters. Catarina has previous experience in TV and local journalism, co-founded a project telling the stories of Portuguese-speakers living in London, edited a youth-led news site and worked for several NGOs. She recently produced a documentary about transatlantic slavery and its legacies in today's society.

Father, 4-year-old son die in Russian air attack on Kyiv region, Ukraine says

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Introduction to tourism in britain, how tourism is structured in britain.

Britain’s tourism industry is a dynamic affiliation of public and private sector organisations – such as small to medium-sized enterprises (SMEs), international private businesses (for example airlines and large hotel chains), and destination organisations at local and regional levels.

Domestic tourism is the core of businesses revenue (generally at least 80%, particularly outside London), with demand peaking during the UK school holidays, especially during Easter and summer. Dealing with the demands of international visitors requires specialist knowledge, cultural understanding and investment.

We (VisitBritain/VisitEngland) are a non-departmental public body, funded by the Department for Culture, Media and Sport (DCMS) through a grant-in-aid (GIA). Scroll down to find out more about our role, or visit the Who we are and What we do pages to discover our mission, activities and teams.

VisitBritain is responsible for marketing Britain internationally. Tourism is devolved in Britain, with England , Scotland and Wales each having their own national tourist boards. In addition, London has its own promotional agency. Read on to discover how we work closely with all of these organisations.

Devolved organisations for tourism in the UK

VisitEngland is the national tourism organisation for England, responsible for developing England’s visitor economy. For more details, see the section on How tourism is structured in England, below.  

Visit Wales is the Welsh Assembly Government's tourism team, within the Department for Heritage, having taken over the former Wales Tourist Board (WTB). It is responsible for the promotion and development of tourism in Wales.  

VisitScotland is the national tourism organisation for Scotland; it exists to support the development of the tourism industry, market Scotland as a destination and provide leadership and direction for the sector.  

Northern Ireland

Tourism Northern Ireland is part of the Department of Enterprise, Trade and Investment (DETI). It is responsible for developing tourism, supporting the industry and marketing Northern Ireland as a tourist destination.

Tourism and the UK Government

The UK Government sets the overall strategy, policy and objectives for tourism. The Secretary of State at the Department for Culture, Media and Sport is Rt Hon Lisa Nandy MP , who is responsible to the UK Parliament for our activities. The Minister with responsibility for tourism is Sir Chris Bryant MP who took over the role from Julia Lopez MP when she commenced maternity leave in May 2023.

VisitBritain is a key partner on the GREAT campaign , the UK Government’s ambitious international promotional campaign to inspire and encourage people to visit, do business, invest and study in the UK.  

Government organisations that impact tourism in Britain

Department for Culture, Media and Sport Our parent department, responsible for tourism policy and the funding of tourism promotion by us, as well as many of the key stimuli for tourism – such as museums, the creative industries and the arts.

HM Treasury Decision-making department on funding for the overseas promotion of Britain, and policies which impact international tourism – for example Air Passenger Duty, VAT and business rates.  

Home Office Impacts ease of travel to Britain through visas and border controls. Parent department for the UK Visas and Immigration agency. Also responsible for other matters affecting tourism, including licensing.

Department for Transport Impacts ease of access to Britain through aviation and shipping policies, and the UK domestic transport system (road and rail).

Foreign, Commonwealth and Development Office Our partner in the GREAT Britain campaign with the majority of our overseas staff located in FCDO offices. Tourism is a component of public diplomacy and soft-power. Parent department of the British Council.

Department for Business, Innovation and Skills Our partner in the GREAT Britain campaign and, with the Department for Communities and Local Government, responsible for Local Enterprise Partnerships and the Regional Growth Fund. Parent department of Department for International Trade.

Department for Levelling Up, Housing and Communities Responsible for housing supply and home ownership, local authorities, local growth and public services. The government will continue to deliver Devolution Deals as proposed in the Levelling Up White Paper, providing greater freedoms and flexibilities at a local level, to enable councils to work effectively to improve the Visitor Economy in their area. In some areas, these are being delivered through Combined Authorities.

Department for Business, Energy and Industrial Strategy Responsible for business, industrial strategy, science, research and innovation, energy, clean growth and climate change.  

How tourism is structured in England

In many areas of England, a single entity coordinates tourism – commonly known as a Destination Management Organisation (DMO). They come in a variety of sizes and forms, and handle everything from management to marketing. They work with a wide range of local stakeholders, including the tourism business community, local authorities, business improvement districts, transport operators, visitor information providers, landowners, cultural bodies, retail associations and community groups.

In a dynamic new initiative, we are also creating a nationwide network of Local Visitor Economy Partnerships (LVEPs) to lead, manage and market their destinations, working at a strategic level. The LVEP programme is the implementation of the de Bois independent review of DMOs, in line with the UK Government’s response. 

Since 2011, in response to government policy on local economic growth, 39 Local Enterprise Partnerships (LEPs) have also been established. These are responsible for driving economic growth in their areas and working in partnership with key sectors and stakeholders.

Destination Management Organisations (DMOs)

England’s destinations are disparate and multifaceted, host to numerous stakeholders with their own specific needs. The DMOs responsible for the local visitor economy can also be varied: they might be public sector bodies such as local authorities with definitive boundaries, private companies or partnerships between the public and private sector.

Well-managed destinations are more likely to sustain investment, business growth and employment without a detrimental effect on the environment or local population. The best-managed destinations are also likely to attract inward investment across a broader range of sectors, as well as value-added jobs and new talent. This makes them great places to live, work and visit. 

From promotional activity to research and insights, we help destinations grow their economies through tourism. Of the various tools, the most effective are Destination Management Plans and Tourism Growth Plans , which create an integrated and long-term approach to destination management.  

Local Visitor Economy Partnerships (LVEPs)

Following the de Bois review of the structure, funding and function of DMOs, we are creating an additional portfolio of nationally supported, strategic and high-performing Local Visitor Economy Partnerships (LVEPs), which represent their destination at local and national level. 

These LVEPs lead, market and manage tourism within their area, working in partnership with other destination organisations, local government and businesses. They provide strong local leadership and governance, and deliver robust destination management and planning – ensuring all key public and private sector partners are integrated into the development of the plan and its implementation. 

At VisitEngland, we provide targeted support, advice and guidance; we expect there will eventually be around 40 LVEPs across England. 

Learn more about Local Visitor Economy Partnerships .   

Local Enterprise Partnerships (LEPs)

Local Enterprise Partnerships (LEPs) are voluntary collaborations between local authorities and businesses. 

They were first formed in 2011, and there are currently 39 LEPs in operation. Their primary function is to determine economic priorities and lead economic growth and job creation within local areas. Where tourism is a recognised tool for driving growth, they work on specific projects and initiatives in partnership with DMOs.

All LEPs have developed a Strategic Economic Plan and European Investment Strategy, which sets out priorities for how their government funding will be targeted to deliver growth and jobs. This funding is used to leverage further public and private sector investment into their areas.

LEPs play an important role in the growth of the local visitor economy by encouraging and reducing barriers to inward investment, developing infrastructure projects, supporting businesses and up-skilling the local population.

Learn more about Local Enterprise Partnerships .   

Government plans and initiatives to support the tourism sector

Alamy Stock Photo

Tourism Recovery Plan: rebuilding post COVID-19

The COVID-19 pandemic had an unprecedented impact on Britain’s tourism industry: explore how we are working to rebuild the sector , recover trip volume and spend, and establish a clear policy direction for the future.  

Shutterstock / Richie Chan

Tourism Action Plan: boosting travel and leisure in Britain

Learn how we have contributed to the UK Government’s Tourism Action Plan – which focuses on the sector landscape, industry skills, common-sense regulations, public transport and visitor experience.  

Tourism Sector Deal: a “game changer for the economy”

Praised by leading industry figures, the Tourism Sector Deal aims to reinvigorate the industry by creating 10,000 more apprenticeship starts per year, investing £1 million in recruitment and increasing global market share.  

Resources for students

VisitBritain/Nemorin

Calling all students. You can access a wealth of information about tourism in Britain, and learn more about our mission to market Britain overseas in the Student resources section.  

Tourism industry groups and bodies

VisitBritain chairs a number of industry-leading groups and bodies, including:

British Tourism Industry Group (BTIG)

BTIG is our (VisitBritain’s) main stakeholder group, bringing together senior government representatives, industry and tourism bodies to discuss issues relevant to the industry. By facilitating a dialogue between us at VisitBritain and the wider tourism industry, BTIG allows us to fulfil our statutory role as a trusted advisor to the Government on tourism matters. The group is chaired by our CEO, Patricia Yates.  

Tourism Industry Emergency Response Group (TIER)

TIER is a small group of key tourism industry organisations and government representatives, and is facilitated by us. It develops plans for crisis scenarios, as well as managing the industry’s response to specific crises. Group members include the Association of British Travel Agents, UKinbound, UK Hospitality, Britain’s national tourist boards, British Airways and the Association of Leading Visitor Attractions.  

Trip-planning resources

Visitbritain.

Discover where to go in Britain with our guide to the best places to visit, things to do and getting around.  

VisitEngland

Explore different regions through our destination guides, or plan weekend breaks and longer holidays.  

Useful associations, clubs and groups

Association of British Travel Agents (ABTA) Trade association for UK travel agents and tour operators in Britain.  

Association of Independent Museums (AIM) Represents the UK’s independent museums, galleries and heritage organisations.  

Association of Leading Visitor Attractions (ALVA) Represents the UK’s most popular, iconic and important tourism attractions.  

The British Beer and Pub Association (BBPA) The voice of brewers and pubs – of all sizes – across Britain.  

BALPPA (British Association of Leisure Parks, Piers and Attractions) Represents the UK’s leisure parks, piers, zoos and static attractions sector.  

British Destinations Trade association for major UK destination-based tourism interests.

British Educational Travel Association (BETA) Represents youth, student and educational travel-related producers and suppliers.  

British Guild of Tourist Guides The national membership organisation for Blue Badge guides across Britain.  

British Institute of Innkeeping (BII) Professional nationwide body for Britain’s licensed retail trade.  

The Camping and Caravanning Club (CCC) The world’s oldest and largest club for all forms of leisure camping.  

The Caravan and Motorhome Club Provides services and activities for caravan, motor caravan and trailer tent owners.  

Heritage Railway Association (HRA) Represents heritage railways and preservation groups in the UK and Ireland.  

Historic Houses Association Represents privately owned historic houses, castles and gardens.  

HOSPA (Hospitality Professionals Association) Supports hospitality specialist leaders in networking, learning and development.  

Institute of Hospitality (IoH) Supports managers working in the hospitality, leisure and tourism industries.

CIMSPA (Chartered Institute for the Management of Sport and Physical Activity) Professional development body for the UK’s sport and physical activity sector.  

Institute of Tourist Guiding The standard-setting body for Blue Badge tourist guides and the guiding sector.

Institute of Travel and Tourism (ITT) Represents individuals employed in the travel and tourism industry.

Local Government Association The voice of local government within the national arena.  

National Parks UK Representing national parks throughout the UK.

Tourism Alliance Lobbying body for all businesses involved in the delivery of tourism.

Tourism Management Institute (TMI) Professional institute for people working within destinations.  

Tourism Society Forum for professionals working in all sectors of the tourism industry.

UKHospitality Represents the hospitality industry, identifying key issues and lobbying.

UKinbound The trade association that represents the UK’s export tourism businesses.

Explore our curated information for...

Everything you need to inspire your clients. Discover new products, experiences and itinerary ideas – plus useful resources and the latest market insights.

Reach new customers and increase your profitability. Drive sales with our tools, events and training, find out about quality assessment and get expert guidance from the England Business Advice Hub.

Build sustainable and valuable growth. Learn about England’s new destination management structure, find expert advice, and boost your proposition with our training and toolkits.

Access resources for business events to support your business development and event strategy. Discover England, Scotland and Wales' business event offering for your next conference, incentive, exhibition or event.

Discover our media centres, image and video library and latest press releases, plus contacts for our corporate and consumer press teams.

Studying tourism at school, college or university? We’ve gathered essential resources and data for students of tourism, plus information about our internships.

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Is the British Airways brand robust enough to return to its glory days?

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August 2, 2024 | 11 min read

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As part of The Drum’s Travel & Tourism Focus , we speak to airline strategists about the disconnect between brand BA and the BA customer experience.

Uncommon's record-breaking 2022 campaign for British Airways

For a short time in 2022, British Airways looked like it was on course to become the jewel in British aviation’s crown once again. A high-profile brand overhaul and record-breaking marketing campaign, ‘The British Original,’ from Uncommon Creative Studio saw 500 individual print, digital and outdoor executions hit the streets, supported by 32 short films.

That award-winning campaign, and others since, have all aimed at resetting the BA brand as genuinely British, genuinely original and genuinely premium. Numerous strategic and creative marketing awards and accolades have followed, all suggesting an imminent return to glory for brand BA.

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Unfortunately, while marketers have lauded the brand’s activity, consumers haven’t been quite so giddy and aren’t being swept along on marketing’s wave of brand admiration. Since the overhaul, passenger reviews and press reports have suggested there is little ‘original’ about the British Airways experience – it’s every bit as unenjoyable and frustrating as other ‘lesser’ airlines.

Recent stats paint a grim picture. In the last 12 months alone, BA has canceled 4,033 flights from UK airports, which is 2.3% of its total flights from the UK. That is almost double the number of cancellations of the oft-derided budget airline EasyJet and comfortably above the industry average of 1.7%. Throw in issues around baggage handling at Heathrow’s T5, a drop in the quality of in-flight catering and entertainment and clunky online booking systems and apps all strongly suggest that the BA travel experience is actually below ‘average.’ So, where does that leave the BA brand today?

Consumers don’t always hold airlines responsible for failings

It’s complicated

“It’s a complex one,” says House 337’s head of strategy, Georgina Murray-Burton, who has experience handling strategy for airline brands Air Jamaica and Tui. “On one hand, its rich history has built perceptions of pride, proudly representing us around the world – premium quality, ‘cut above’ travel, ’proper’ global connectivity, a taste of home and excellent safety records. But increasingly, the more salient perceptions are ones of disarray, dissatisfaction and disappointment. So, I’d say it’s a real blend of admiration and frustration.”

Murray-Burton explains that the dichotomy for its legacy versus the reality of service shortfalls represents both a challenge and opportunity for the brand, which is currently being led by chief executive Sean Doyle, who is furiously trying to regain that ‘premium’ tag.

“Its brand equity is still strong, but it’s eroding,” says Murray-Burton. “Also, other airlines are adapting and innovating to reap the rewards of disgruntled passengers. Personally, it’s a brand I’ve always wanted to get my hands on – I have a real love/hate relationship with it. I’m fiercely loyal and yet I’m continuously frustrated with it.”

Airlines are perhaps the best example of the CX maxim that you should always set and then meet expectations. This is where the BA disconnect is – its brand heritage is propping up what has become a diluted service and experience.

Airlines are being squeezed

Drawing on experience working on airline brand Delta, Matt Rebeiro, executive strategy director at Iris, explains that Ryanair gets away with “crappy service” because it sets a low bar for customer experience: “You know that going in. It is literally priced into the ticket. Similarly, many Middle Eastern airlines, such as Emirates and Etihad, set a premium expectation and then deliver on it. The danger is always if you set a premium expectation but deliver a budget experience. And a lot of airlines in the squeezed middle, including British Airways, are struggling in this regard. They have to find ways to remain cost-competitive, often at the expense of customer experience, while not outwardly looking and feeling cheap. Smart partnerships can help here; for example, BA recognizing that its food offering was poor and partnering with M&S made a lot of sense.”

The view of brand BA in the US appears slightly rosier. Austin-based agency GSD&M manages the brand marketing for Southwest Airlines and its SVP of strategy & insights, Kate Rush Sheehy, says of BA: “A brand is more than a campaign; it’s the sum of all the moments people interact with it, so if you have too many flights delayed or regularly have a bad booking or flight experience, no campaign is going to fix that.

“I can’t speak to how British consumers feel about it, but I know [the ‘British Original' campaign] had an impact on Americans who chose British Airways to fly to England. There’s something nostalgic about flying on an iconic heritage brand, like you’ve chosen a modern-day classic. That might be at odds with how consumers in the UK feel, but they fly the airline more often, which means they are inherently going to experience more frequent customer service and user experience issues.”

Murray-Burton suggests that this disconnect isn’t necessarily a recent phenomenon, stating that many recent BA campaigns haven’t matched the realities of the brand experience. “In 2012, it came out with the campaign based on the motto ‘To fly. To serve,’ but sadly, the service element was already falling off a cliff. Then, two years ago, when it should have been celebrating 100 years of the airline with fanfare, operational issues, both in and out of its control, poured cold water all over the celebrations. BA is a service brand providing a service that really matters to people. And it’s at a premium price point, so it’s arguably more important to get the customer experience right.”

Brand shifts can be glacial

Rebeiro says: “As with any travel brand, my experience has been that positive perception shifts are glacial, whereas negative perception shifts can happen pretty quickly when travel chaos hits. But then, often they revert to the mean over the medium term.”

As stated, BA boss Sean Doyle is furiously looking to narrow the disconnect between brand perceptions and the experience being delivered. Investment hasn’t only been directed towards the in-flight experience – digital booking systems, apps and onboard tech have also been improved. These improvements take time to be recognized, however.

“In my opinion, BA’s customer experience is premium mediocre,” says Rebeiro. “I know there are plenty of frequent fliers who bemoan the awfulness of its digital experience, but generally, when it does work, it’s all fine. It’s not remarkable, it’s not budget, it’s not luxe. It’s premium mediocre. And in fairness, this is the same for most airlines. They are expensive businesses to run and they’ve all worked out where they can nip and tuck to drive cost efficiencies and that comes through in the experience.”

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BA CX is a gamble

For Murray-Burton, “inconsistent” remains a keyword when it comes to the overall BA experience. “This is really where we need to deploy our British sense of humor. The BA customer experience is a roll of the dice – you never know what version of BA is going to show up that day. It’s a running joke on the forums and social media that it operates both one of the worst and one of the best business class experiences, depending on the aircraft. This inconsistency is true across almost all aspects of their customer experience.

“This roulette-like nature of using BA, the gamble on the quality of experience, is what needs to be addressed in order to secure long-term customer loyalty and reverse declining equity.”

Customer sentiment research around airline travel conducted for The Drum’s Travel & Tourism focus shows, however, that, in the UK, despite these CX issues, British Airways is still rated second for overall flying experience, behind Emirates. BA ranks as being considered more ‘reliable’ than Emirates or any other airline, in fact, which again suggests a disconnect between what the airline and marketing sectors feel about brand BA in comparison with consumers and frequent fliers. It appears there is still a lot of love for BA in its homeland.

Notable/noticeable improvements in customer experience seldom happen overnight and, in BA’s case, they’re certainly not going to improve during the course of a long-haul flight. What BA appears to still have in its corner, however, are the hopes of a nation. By and large, consumer sentiment suggests that Britain wants BA to succeed as a premium brand capable of delivering a premium service and experience.

“The BA brand is still robust enough to return to its glory days,” says House 337’s Murray-Burton. “Brand perceptions are slow to shift, so they’re currently riding on the fumes of its heyday, but if it’s going to shift back, it really needs to reboot the customer experience as soon as possible and address the things that matter to customers to maintain – and even reverse its declining brand equity. So, persist with the confident creative advertising, but parallel genuine improvements in the issues plaguing customers to prevent and reverse and further erosion of trust and perceptions of value.”

Exactly how this happens is another (much longer) article altogether.

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