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As the world’s focus shifts to France for the Paris 2024 Olympic and Paralympic Games, VisitBritain is capitalizing on this spotlight to promote Britain as an attractive travel destination. Under its latest initiative, the ‘Audacious Kingdom’ campaign, launched in France, VisitBritain encourages tourists to ‘See Things Differently’ by experiencing Britain’s rich diversity and dynamic appeal.

In this campaign, a digital English concierge named “Alfie” reveals the top destinations for an unforgettable holiday in Britain. Alfie offers exclusive tips for outdoor adventures, innovative dining, and vibrant cultural happenings, emphasizing the modern allure Britain has to offer.

VisitBritain Country Manager France & Benelux Severine Tharreau said: 

“France is a very important inbound visitor market for the UK. Our latest campaign harnesses the excitement of the Summer Olympic and Paralympic Games in Paris to show French visitors that Britian is filled with sporty, outdoor adventures to come and enjoy now, alongside highlighting our culinary and cultural offer. 

“From surfing our wild coastlines to exploring our bustling cities packed with foodie experiences, we’re showing French visitors there are audacious experiences to discover in Britain as well as promoting our warm British welcome.”

Running from June to July 11 across various French media, this multi-faceted campaign utilizes social media, digital TV, and digital billboards, particularly at Paris’s Gare du Nord, where Alfie appears as a 3D figure offering bold vacation ideas.

The campaign aims to boost online traffic to a dedicated French-language website filled with suggestions for activities, attractions, and experiences, tagged with #lovegreatbritain. This strategy is designed to inspire longer stays and further exploration, with VisitBritain collaborating with TripAdvisor in France to facilitate immediate travel bookings.

VisitBritain also recently organized a media trip for six French influencers, highlighting active and outdoor experiences in Britain. They began their journey at London’s Olympic Park, hosted by Olympic medallist Desirèe Henry, and continued to explore various locales like Northumberland, Loch Lomond in Scotland, and North Wales, sharing their experiences online to motivate others to discover Britain.

As part of the GREAT Britain campaign, VisitBritain partnered with Marketing Liverpool to spotlight Britain’s culinary and cultural scenes at the International Bordeaux Wine Festival, where Liverpool featured as the honored guest city. The festival showcased Liverpool’s musical talents, renowned British chefs, and hosted a networking event with the French travel trade and media aboard a celebrated tall ship.

VisitBritain’s recent projections indicate that the UK will host around 3.6 million French visitors in 2024, who are expected to spend approximately £1.9 billion during their visits.