VisitBrighton plays key role in recovery of tourism and wider economy

The work of VisitBrighton has been recognised by Brighton & Hove City Council’s Tourism, Equalities, Communities & Culture Committee (TECC) as essential in supporting tourism and the wider visitor economy of the city.

The Tourism Recovery and VisitBrighton report shows that although the sector was hit hard by the Covid pandemic, VisitBrighton has been working hard to speed the city’s recovery.

Visitor numbers down 27% due to pandemic

In 2020, Brighton & Hove welcomed 9 million visitors - a decrease of 27 per cent on 2019 figures, in line with other destinations across the UK. The visitor economy supports not only businesses where visitors spend money directly, but jobs involved with a range of goods and services provided by local suppliers.

Economic benefit from tourism down 61%

In 2020 the sector supported 6,748 Full Time Equivalent jobs and 9,213 jobs - around seven per cent of all employee jobs in the city - down from 17 per cent in 2019. In total, tourism generated £370 million of economic benefit for Brighton & Hove in 2020, down 61% on 2019.

“Significant” contribution by VisitBrighton

Cllr Martin Osborne, Co-chair of the TECC, said:

“It is impossible to overestimate the immense effect that the pandemic has had on the economy and individual livelihoods in the city. This is why the work of VisitBrighton in promoting the city as a vibrant tourist destination and conference venue is of vital importance. VisitBrighton plays a significant role, enabling constructive dialogue with stakeholders.

“The value contribution that VisitBrighton generates in supporting the visitor economy is significant; the cost of the service to Brighton & Hove City Council is £342,080, which equates to a high value return on a relatively small city investment.”

Digital, print and broadcast media coverage

In the year 2021-22, there were 2.5 million page views of the VisitBrighton website, and the #nevernormalbrighton digital campaign gained more than 4.1 million impressions. Social media accounts on Twitter, Facebook and Instagram achieved over 44 million impressions.

Coverage was secured in regional and national print media, amounting to Advertising Value Equivalent (AVE) of £1.8 million, and the VisitBrighton newsletter was sent out to 10 thousand consumers.

Campaigns

Grant funding of £125K was secured from national government for the ‘Enjoy Summer Safely’ campaign while a campaign with Hotels.com resulted in bookings for 3,800 room nights creating £420k of spend. ‘Welcome Local’ promoted the unique offer of eight local areas, with VisitBrighton creating ten one-minute promotional videos which are available for all Brighton & Hove stakeholders to use.

Working with local businesses

The organisation works with 355 partner businesses, sending out a partnership newsletter to more than 26 thousand recipients, and manages the City Champions and VisitBrighton Greeters volunteer groups.

VisitBrighton also trains staff and supplies literature for 14 Visitor Information Points in the city.

VisitBrighton's work  is “invaluable”

Laura Hogbin, Commercial Director of the Hilton Brighton Metropole said:

“We have worked with VisitBrighton for many years as the work they do is invaluable to the Hilton Brighton Metropole and the city. The business confirmed via the conference team is a great asset to the hotel and the press coverage generated by the marketing team ensures Brighton & Hove remains a popular place to visit.

Hoping for increase when 2021 figures released

The annual figures for 2021 will be available in December 2022, and VisitBrighton is hoping to see an increase in visitor numbers, as the city began to recover over the course of the year.

How VisitBrighton works with local businesses