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Robin Hood - not just a villain

Release of blockbuster set to generate tourism revenues

PATRICIA YATES is VisitBritian director of stretgy and communications


obin Hood – the Britain-based film epic starring Russell Crowe as the outlaw – will be released

nationwide on 12 May. VisitBritain and Universal Pictures, along with other key tourism agencies and local authorities, have come together in a partnership to maximise exposure for the film and its great British filming locations. The outlaw is an internationally

recognised icon and our research shows 40 per cent of potential visitors would be 'very likely' to visit places that have been used as film locations. This film was entirely filmed in

Britain and catches the real essence and feeling only British locations in particular could achieve. One scene from the new epic adaptation was filmed on location in the East Midlands along with other locations around Britain such as Pembrokeshire and the Ashridge Estate in Hertfordshire. Leading up to the film's release we

have hosted a number of successful press trips for foreign correspondents for worldwide media. They experienced everything Nottingham has to offer, from Nottingham Castle and the Robin Hood Exhibition to a trip to Sherwood Forest to meet the Sheriff and a chance to do some archery Robin Hood style! We will be undertaking extensive

marketing around the world to help promote Britain as a destination, while you can also look at our other film partnerships and how you can work with us in the future by going to: brandpartnerships/film.aspx


VEC aims to promote NW England tourism

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London figures return to growth

Overseas leisure visitor numbers increased by 7 per cent during 2009

By Pete Hayman

The number of overseas leisure visitors to London increased by 7 per cent to nearly 7 million during 2009, according to provisional figures from the International Passenger Survey (IPS). Despite a 19 per cent fall in business

tourism numbers, the figures published by tourism agency Visit London revealed that more than 14 million international residents visited the capital last year. Compared with findings for 2008, leisure

visitor spend increased by nearly a quarter to around £4bn while total expenditure grew by 3 per cent to £8bn. Many primary markets – Germany (34

per cent), Spain (27 per cent) and France (19 per cent) – increased, while the US market saw its first growth for two years. Visit London chief executive officer Sally Chatterjee said: "2009 was an incredibly

Overseas visitors are returning to London

tough year for the industry in London but the provisional IPS figures reveal, for the first time, that there are signs of recovery. "London has continued to outperform the

rest of the UK and we believe it is crucial to continue with our proactive promotion of the capital."

New tourism body launched for north west

By Tom Walker

A new regional committee has called for businesses to help shape the agenda for tourism in the north west of England. The Visitor Economy Commission for

England's Northwest (VEC) has urged companies and individuals to get involved in the creation of a new regional strategy. As part of its plans, VEC has published its

first white paper in which it presents the first in a number of strategic sector issues that the commission is planning to look at over the coming year.

New tourism role for Swansea Metro staff

Hosts working on Swansea's new Metro transport system have been trained to offer information about local attractions. On-board customer attendants have

undertaken training sessions led by the Swansea Council's tourism and marketing team in a bid to provide tourists with details about local amenities, facilities and places to visit.

Read Leisure Opportunities online

The council is working with operator

First Cymru and training provider Gallu to enhance Swansea's visitor experience. Swansea Council's strategic manager

for tourism, marketing and events, Frances Jenkins, said: "The transport links to and within Swansea Bay play a fundamental role in the overall visitor experience of the destination."

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