VisitBritain launches ‘His MajesTEA’ in run-up to the Coronation - part of its ‘Spilling the Tea’ on GREAT Britain campaign

April 2023

Theatre Royal Drury Lane

Following the launch of its GREAT Britain campaign - ‘Spilling the Tea’ on GREAT Britain’ - in late February, VisitBritain has launched ‘His MajesTEA’.

The ‘Spilling the Tea on Great Britain’ campaign uses a play on Britain’s love of tea, through destination images and short films to tell a fresh and exciting story about the experiences on offer, showing visitors that ‘whatever your cup of tea, we’ve got it.’

‘His MajesTEA’ is being highlighted internationally alongside destination images of Britain’s history and heritage, its parks and gardens, in the run-up to the Coronation and beyond. The campaign content also drives online traffic to VisitBritain’s consumer website with dedicated in- market hubs, for example in France and Germany, highlighting why ‘Britain should be your cup of tea,’ with ideas and links to activities, attractions and experiences using #lovegreatbritain.

VisitBritain’s global media centre hub is also featuring Royal inspired destinations and experiences telling the stories of places and inspiring visitors to discover more, travel further and stay longer, as well as a dedicated Coronation content hub.

VisitBritain CEO Patricia Yates said:

“As the world’s media turns its attention to the historic Coronation and to some of our most iconic destinations including Buckingham Palace and Westminster Abbey, where landmark events are taking place, we’ve got a fantastic opportunity to highlight our world-renowned attractions, our culture and heritage and the once-in-a-lifetime experiences that you can only have in Britain.

“We know there is pent-up demand for travel and our renowned history and heritage are proven tourism draws. The magnificent pomp and pageantry of the Coronation and official celebrations, set to be watched by a global audience of hundreds of millions, will also show our hospitality, creativity and warm welcome to the world.”

The Spilling the Tea campaign is part of VisitBritain’s international GREAT Britain marketing campaign inviting visitors to ‘See Things Differently’, showcasing Britain as a dynamic, diverse and exciting destination, packed full of activities to come and enjoy now, with a warm British welcome at its heart.

The campaign is using a mix of on-and-offline channels including short films and branded content across social media, digital display advertising, for example digital billboards in the Paris Metro, and print media.

A limited release of the themed teas, blended by British tea company Tregothnan, are available for tastings at VisitBritain promotional and trade events.

Notes for editors

VisitBritain’s Spilling the Tea campaign is running in France, Germany and Spain as well as the Gulf Co-operation Council (GCC) markets. The press release announcing the campaign’s launch in February is available here: www.visitbritain.org/visitbritain-launches-multi-million-pound-campaign-inspiring-visitors-see-things-differently
VisitBritain’s latest international consumer research shows the draw of Britain’s history and heritage in driving inbound tourism. The chance to explore Britain’s history and heritage is one of the top sought after activities for potential visitors keen to visit, as well as visiting Britain’s iconic cultural attractions.
VisitBritain’s research also shows that about 11 million international visits a year to the UK include a visit to castles and historic houses, with those visitors spending £9.2 billion in total on their trips. More than 8 million international visits to the UK include visits to religious buildings, with those visitors spending £6.7 billion in total in the UK.
Windsor Great Park in England was the most-visited attraction in the UK in 2022 with 5.6 million visits (source: The Association of Leading Visitor Attractions annual statistics for 2022 published 22 March 2023).
VisitBritain’s research shows that Windsor town is the second most visited day trip destination by international visitors, after London (based on 2019 statistics).
In 2019, pre-pandemic as international travel to the UK reopened in March 2022, The Tower of London was the most visited ‘paid for’ attraction in the UK. Source: VisitEngland’s Annual Survey of Visits to Visitor Attractions (2019).
VisitBritain promotes the UK internationally as a visitor destination as part of the UK Government’s global GREAT campaign.
More information about the official Coronation celebrations is available from the UK Government’s Coronation hub.