GB-London: Content Marketing Distribution and Evaluation

VisitBritain has for many years reported progress using a number of evaluation methods to demonstrate the regional and seasonal outcomes obtained from inbound tourism. There are, however, an increasing number of activity strands where we do not have an existing evaluation methodology. There is a requirement to develop suitable metrics (either pure outcome measures or robust output proxy measures) so that we can better understand the true value of all our activities in growing inbound tourism and making Britain an i...