International Marketing

International Marketing

International Marketing

Outside London, South East England is the most popular visitor destination for international travellers. International Passenger Survey figures show that visitors to South East England in 2016 increased to 37.61m (4.14% increase from from 2015) with total expenditure by inbound visitors being £22.42bn (an increase of 2.17% from 2015)

In 2016/17, TSE successfully delivered a number of international marketing campaigns on behalf of its partners in China, Near Europe, North America and Scandinavia, targeting the travel trade. TSE’s International Marketing campaigns are designed to create a presence and generate business for South East destinations, attractions and accommodation providers in overseas markets. From representation at sales missions and trade shows to PR and digital marketing activity, we offer a wide range of marketing opportunities to help you promote your organisation within the international travel marketplace.

The main campaigns on offer for the coming year are: 

  • Go! China
  • Near Europe Trade / Consumer
  • North America
  • Nordics   


Go! China

During 2016, China established itself as the 10th most valuable inbound tourism market to the UK. Spending by Chinese visitors in the UK increased greatly by 24% year-on-year over the Christmas period. However  this growth in spend was surpassed during Golden Week (Oct 2016) when spend increased by an astonishing 300%. This growth was helped by favourable exchange rates and visa changes for Chinese visitors.

TSE’s Go! China campaign has been running for ten years now with significant growth in the numbers of Chinese visitors to the South East region.

The Go! China 2016/17 campaign saw TSE working closely with both China Holidays and VisitBritain to deliver a highly successful, targeted marketing programme, providing opportunities for campaign partners to engage with the Chinese market. Activity included:

  • Destination Britain China sales mission to Shanghai
  • Guangzhou International Travel Fair
  • Representation at VIBE 2016, UKInbound Annual Conference and Explore GB 2017
  • Production of the China Guide distributed at sales missions, trade fairs and mailed directly to key Tour Operators
  • Inclusion in China Holidays ‘Hello Britain’ brochure and TSE’s South East England China Guide
  • Inclusion in TSE’s translated China website
  • Inclusion in themed TSE e-newsletters
  • Exposure on China’s key social media sites
  • Fam trips
  • PR


If you are interested in more details about the China market or our campaign please email Fran Downtown who will be happy to help.

Near Europe

TSE has an established reputation in Near Europe, engaging with key travel and tour operators based in the UK and overseas. The 2016/17 campaign continued to build on this success offering a mix of marketing activity specifically aimed to increase partner’s profiles in the Near Europe markets. Campaign activity included:

  • Trade sales missions to selected German and Belgium trade operators
  • Inclusion in Trade/Press events
  • Representation at VIBE 2016, UKInbound Annual Conference and Explore GB 2017
  • Attendance at ITB Berlin, ITTS in Dublin and Vakkantiebeurs in Utrecht
  • Inclusion in themed TSE e-newsletters
  • PR information passed to VisitBritain and VisitEngland

Vakantiebeurs Jan 2018


The English South Coast brand has been established out in Utrecht now for 5 years encouraging the Dutch to visit the South East of England.  Giving the chance for partners to talk directly with visitors to the UK, answer questions and promote their destinations, attractions and events.  With over 108000 visitors to the show this is a busy week. 

Partners can be included in our DL touring map brochure, be represented along with their brochures at the show or become a full stand partner where they can engage with the clients directly.  Various budget options are available to showcase your destination, attraction or accommodation to this market.   

Find out more


Salon des Vacances Feb 2018

For 2018 we are delighted to be extending our customer presence within Belgium by exhibiting in the largest travel show in Belgium Salon des Vacances.  The ninth largest in bound market to the UK this show aims to reinforce the travel trade message from last year. 

Find out more

ITB Berlin March 2018


In March 2018 Tourism South East will be representing partners with a sales mission to Germany at ITB Berlin. Meeting with a minimum of 10 German operators in one to one sales meetings this is a chance to introduce your product to the market or provide updates and new information to reinforce your working relationships. 

North America

North America is one of the UK’s most valuable inbound markets. Visits in 2016 increased by 10.5% compared to 2015. With the dollar becoming stronger against the pound, spend is significantly increased by 18.57%. 

TSE therefore developed a multi-layered, comprehensive campaign in 2017/18 aimed at fostering new relationships on behalf of campaign partners and establish new business contacts in the North American market. Campaign activity for Key Partner representation includes:

  • Campaign runs from April 2018 to March 2018

  • Invite to a biannual partner meetings with specialists such as VisitBritain with market insights and intelligence

  • Key market and activity reports

    Representation with presentations & meetings at:

  • Destination Britain North America (Sept 2017) in Los Angeles with post event email introductions in response to specific leads/enquiries and contact details provided for specific enquiries

    Inclusion within:

  • E-newsletters distributed to North America based trade contacts

  • Suggested itineraries which will be given to operators

  • A video presentation for operators and media

  • Sales / information meetings at VIBE, GEM, the UKInbound Annual Conference and at Explore GB

North America Digital Campaign

Looking to raise the profile of your business to the American market, take a look at our up and coming digital campaign for the last quarter of the year.  Deadline date for copy and entry 5th March.  Just £200 enables you to reach over 77,00 agents, 200 tour operators within America.

To find out more

Irish Travel Trade Market

In April 2018 the international team will be heading out to Dublin to represent our partners at the Irish Travel Trade. We aim to put your attractions, destinations in front of Irish Travel Trade professionals at all levels, owners/managers and frontline staff.  If you are interested in this market or would like further details please contact Fran Downton or Jane Chivers who will be happy to provide more information.

If you have any further queries on International Marketing, please contact the International team

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