The UK Government is set to launch a £10m ($13.5m/€11.9m) VisitBritain international marketing campaign in February, targeting visitor markets in Europe and the US.
The Government hopes the campaign will entice tourists to Britain’s events and attractions, highlighting Her Majesty The Queen’s Platinum Jubilee and the Birmingham 2022 Commonwealth Games as unmissable events.
VisitBritain’s campaign will shine a spotlight on cities across the UK, including London, Edinburgh and Cardiff and events such as the Scottish capital’s famous Fringe Festival.
A taste of what’s to come during Edinburgh’s cultural festival season has been provided by an announcement from the National Theatre Scotland on its 2022 line-up.
A new play Burn from the theatre group will feature actor Alan Cumming in collaboration with Olivier award-winning choreographer Steven Hoggett, and will make its debut at the Edinburgh International Festival. Burn is set to be all about the life and legacy of Scottish poet, Robert Burns.
The theatre company is also producing Liz Lochhead’s adaptation of Euripides’ Medea, an ancient Greek tragedy infused with Scots, and will be featured at the 75th International Festival in August. It will star actor Adura Onashile in the eponymous role.
Prime Minsiter Boris Johnson said: “Thanks to the phenomenal success of our boost campaign and the extraordinary efforts of the public, the UK is officially one of the most open countries in Europe and ready to welcome visitors from across the globe.
“The UK is home to thousands of world-class attractions, unbeatable hospitality and incredible history and culture. 2022 also promises a host of unmissable events – from Her Majesty’s Jubilee to the Commonwealth Games. Now is a fantastic time to book a trip and enjoy the best the UK has to offer.”
Secretary of State for Digital, Culture, Media and Sport Nadine Dorries, added: “There is a huge pent up demand from international tourists to visit the UK and my message is clear: our brilliant tourism, hospitality and leisure businesses are ready and waiting to welcome people back.
“2022 is set to be a blockbuster year with an unmissable opportunity to see world-class sports in the Commonwealth Games, culture and creativity through the Unboxed events and royal pageantry as we mark the Queen’s 70-year reign.”