VisitBritain celebrates literary legends with new tourism campaign
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VisitBritain celebrates literary legends with new tourism campaign

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VisitBritain has launched a new campaign aiming to boost visitor numbers in the UK, announcing a year of literary milestones dubbed “Magical Britain”.

Launched to coincide with the 20th anniversary of JK Rowling’s Harry Potter and the Philosopher's Stone, an interactive online map of sites across Britain which have inspired not only the likes of Harry Potter, but also the legends of robin hood, King Arthur and the loch ness Monster.

According to VisitBritain, the UK’s heritage sites and its film and literature are powerful motivators for travel, with more than a third of visitors interested in experiencing these sites in person. These travellers account for around £8bn (US$10.2bn, €9.1bn) in annual spending.

The model has proved effective in locations such as Northern Ireland, which has credited Game of Thrones for helping to boost visitor numbers.

VisitEngland has named 2017 the Year of Literary Heroes to shine the spotlight on England’s literary destinations and anniversaries. These include the 200th anniversary of Jane Austen’s death, the 125th anniversary of the first Sherlock Holmes book, and the 75th anniversary of Enid Blyton’s Famous Five.

Similar campaigns have already proved successful, with VisitBritain last year promoting the anniversaries of William Shakespeare, Beatrix Potter and Roald Dahl among others, with the authors’ links to regions in the UK used to draw overseas tourists.

The campaign is running across England, with Scotland celebrating a Year of History, Heritage and Archaeology, while Wales is promoting Year of Legends.

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VisitBritain has launched a new campaign aiming to boost visitor numbers in the UK, announcing a year of literary milestones dubbed “Magical Britain”.
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