VisitBritain takes meta search local

A radically improved US version of the VisitBritain website has enlisted the help of travel technology firm to run meta search functionality for flights.

The new will include a range of new features, including flight search, trip planner tools, destination guides, itineraries and visitor information.

A string of other international sites are also expected to be rolled out in the coming months.

US visitors accounted for £2.7 billion worth of inbound tourism in the UK in 2006, although France provided the highest number of visitors with 3.7 million.

Flight meta search on the UK version of is currently serviced by Travel Fusion.

VisitBritain chief executive Tom Wright said: “As the accessibility and affordability of destinations grows, competition for the world’s travellers has never been tougher and the challenges are greater than ever.

“It’s a tourist board battleground out there. Today’s consumers demand more of a ‘brag factor’ from their travel experiences, have increasing expectations of quality and are more price-sensitive.”

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