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 June 02, 2015
New VisitBritain Luxury Guide Launched At ILTM Asia

 As ILTM Asia gets under way in Shanghai, VisitBritain launches a new guide for the luxury sector, including an exclusive reveal of the top 10 must-see hidden gems across Britain's nations and regions.

Launched at the VisitBritain stand on 1 June, this is the first time the national tourism agency has produced a specific luxury handbook - Luxury Britain - to be published in both Chinese and English. The guide will form the cornerstone of all luxury activity across VisitBritain's B2B network and of course be used extensively by the global travel trade to build their British product offer.

VisitBritain's top ten hidden luxury gems for 2015:

1. Coast around Scotland on the Hebridean Express
2. Tee off at Royal Lytham golf course
3. Spend a night at Ruthin Castle in Wales
4. Experience Royal Ascot in your own private box
5. Bathe at the Thermae Bath Spa
6. VIP Wimbledon tennis experience
7. Learn the art of etiquette with HRH Princess Katarina at the Mayfair Hotel
8. Brunch and Bellini's aboard the Belmond British Pullman from London to Norfolk
9. Create your own personalised fragrance at Floris London
10. Enjoy opera in the English countryside at Glyndebourne

Other must-see Luxury Britain features include, Fly, drive or sail, unique ways to see Britain in style, and Shop like a Royal, plus don't miss a special feature on all of Britain's Michelin starred restaurants (page 30).

New VisitBritain research¹ also reveals that visitors from some of Britain's most influential and high spending markets have a high propensity to want to experience luxury Britain. In latest Nations Brand index Survey (2014) 20,000 consumers from 20 key countries were asked a range of questions to measure perceptions across a number of subjects. When asked where respondents would like to visit 'if money was no object', Britain was placed in fifth position out of fifty nations, up three places from 2010.

Joss Croft, Marketing Director at VisitBritain said: "When you think about Britain you think of a luxury that is founded on craftsmanship, innovation and creativity - perfected over the years and founded in our heritage. It is quintessentially British, personalised and genuine.

"Our new Luxury guide, along with our largest ever stand presence at ILTM Asia, will reveal the best of British luxury, from sleeping in a castle and learning the art of Royal etiquette, or taking your place in a VIP box on Wimbledon's Centre Court. Britain's got it all."

Chinese version of Luxury Britain:

1. Nations Brand Index 2014 conducted by Anholt GFK- Roper

2. Record number of VisitBritain stand partners include:

Billions Row
British Airways
Brown's Hotel London
Cashel Travel
Cashel Travel
Dartington Hall
Eurostar International
House of Turin Ltd
In Any Event Tours
Kelly Executive
London Marriott Hotel Park Lane
Lucknam Park Hotel & Spa
Manchester City Football Club
Millennium hotels & resorts
New West End Company
Regent Street London
Saltours International
Sinclair Global
Sinclair Global Ltd
Sportsworld Group Ltd
Wimbledon Lawn Tennis Museum & Tour


VisitBritain is the national tourism agency, responsible for marketing Britain worldwide and developing Britain's visitor economy.

A non-departmental public body, funded by the Department for Culture, Media and Sport, we work with partners in the UK and overseas to ensure that Britain is marketed in an inspirational and relevant way around the world. Our partners include government agencies such as UKTI and British Council, airlines and operators, global brands such as Samsung and the English Premier League as well as the official tourism bodies for London, England, Scotland and Wales.

Our priority is to deliver a four-year match-funded global marketing programme which showcases Britain around the world, attracting new visitors from the tourism growth markets of Asia and Latin America and reinvigorating our appeal in core markets such as the USA, France and Germany. This campaign aims to secure an additional £2 billion in visitor spend.