Domestic visitors form the core audience for most UK regional DMOs. But international visitors — spending 40-60% more per trip than domestic visitors — represent significant growth opportunity. The challenge: reaching consumers in foreign markets with limited budgets, across language and cultural barriers, through unfamiliar media channels.
VisitBritain provides national-level international marketing that creates awareness of Britain as a destination. Regional DMOs can leverage this platform — but they must do the work of positioning their specific destination within the broader "Britain" proposition.
Market Selection
The Market Prioritisation Framework
Not every international market is worth pursuing. Evaluate potential markets across five criteria:
| Criterion | What to Assess | Data Sources |
|---|---|---|
| Current volume | How many visitors from this market already come? | Accommodation data, visitor surveys |
| Growth trend | Is the market growing or declining? | VisitBritain market reports, booking trends |
| Accessibility | Are there direct transport links? | Flight routes, ferry services, Eurostar connections |
| Spend level | How much do visitors from this market spend? | VisitBritain spending data, survey results |
| Product fit | Does your destination appeal to this market's preferences? | Market research, competitor analysis |
Market scoring example:
| Market | Volume | Growth | Access | Spend | Fit | Score |
|---|---|---|---|---|---|---|
| Germany | Moderate | Growing | Good (flights) | High | Strong (walking, nature, culture) | 22/25 |
| France | Low | Stable | Good (Eurostar, ferry) | Moderate | Moderate (food, culture, coast) | 17/25 |
| USA | Low | Growing | Moderate (via London) | Very high | Strong (heritage, culture, landscape) | 19/25 |
| Netherlands | Moderate | Growing | Good (flights, ferry) | Moderate | Strong (cycling, nature, culture) | 20/25 |
Focus on 2-3 priority markets rather than spreading thin across many. Better to be well-known in two markets than barely visible in ten.
Cultural Adaptation
Understanding Market Preferences
Each source market has different travel preferences, booking behaviours, and communication expectations:
| Market | Travel Preferences | Booking Behaviour | Communication Style |
|---|---|---|---|
| Germany | Outdoor activities, nature, authentic experiences, value | Early booking (3-6 months ahead), research-heavy | Detailed, factual, comprehensive information |
| France | Food, culture, relaxation, coast, art | Moderate lead time (2-4 months), quality-focused | Lifestyle-led, sophisticated, experience-focused |
| USA | Heritage, "authentic British" experiences, countryside | Short lead time (1-3 months), guided experiences | Story-led, accessible, "bucket list" framing |
| Netherlands | Cycling, nature, coast, walking, value | Early booking, independent travel | Practical, outdoor-focused, value-conscious |
| Scandinavia | Nature, wilderness, sustainability, design | Early booking, sustainability-conscious | Sustainability credentials, quality, authenticity |
Content Localisation
AI translation enables cost-effective content localisation, but localisation goes beyond translation:
Language translation: Essential. Publish destination content in priority market languages. AI translation reduces cost from £2,000-£5,000 per guide to £50-£200 per guide.
Cultural adaptation: Modify content to match cultural preferences:
- German content: emphasise walking routes, nature experiences, detailed practical information
- French content: lead with food, culture, and lifestyle experiences
- US content: frame experiences around heritage, authenticity, and "off-the-beaten-track Britain"
Visual localisation: Different markets respond to different imagery. German markets respond to dramatic landscapes and outdoor activity images. US markets respond to heritage, quaint villages, and cultural experiences.
Trade Activation in International Markets
Working Through Tour Operators
In international markets, tour operators are the primary sales channel. Most international visitors book through an operator or OTA rather than directly with individual accommodation providers.
DMO role in trade activation:
- Identify key operators: Which tour operators and OTAs in each target market sell UK regional destinations?
- Build relationships: Trade show meetings, hosted visits, regular communication
- Train their staff: Provide AI-powered destination training in the operator's language
- Enable their selling: Supply content, images, itinerary suggestions, and selling guides
- Support their marketing: Co-marketing campaigns, content partnerships, joint promotions
Agent Training at Scale
Traditional international trade engagement is expensive — flights, accommodation, translation costs. AI-powered training transforms the economics:
| Method | Cost Per Agent (International) | Reach | Language Support |
|---|---|---|---|
| International FAM trip | £2,000-£5,000 | 8-12 per trip | Trip language only |
| Trade show meeting | £200-£500 | 20-30 meaningful contacts | Limited |
| AI training platform | £3-£15 | Unlimited | All major languages |
The AI platform delivers destination training in German, French, Spanish, Dutch, and other languages — reaching hundreds of agents in each market without travel costs.
Training content for international agents:
- Destination overview in their language
- What makes the destination appealing to their specific market
- Practical booking information (how to book accommodation, transfers, experiences)
- Itinerary suggestions for their customer profiles
- Roleplay scenarios in their language — practising selling the destination to their customers
- Assessment and certification as international destination specialist
Digital Marketing in International Markets
SEO in Different Languages
Create destination content in priority market languages, targeting the search terms those markets use:
- German: "[Destination] Urlaub," "[Destination] Wandern," "Geheimtipp England"
- French: "Vacances [destination]," "Que faire à [destination]," "Côte anglaise"
- Dutch: "[Destination] vakantie," "Fietsen [destination]," "Verborgen pareltjes Engeland"
AI-generated content in each language, optimised for local search behaviour, creates organic visibility in markets where the DMO has no physical presence.
Paid Digital in International Markets
Target international markets through programmatic and social advertising:
- Lookalike audiences: Based on existing international visitors' digital profiles
- Interest targeting: Outdoor enthusiasts, cultural travellers, food lovers (matching destination strengths)
- Retargeting: International visitors to the DMO website who haven't booked
- Platform selection: Meta platforms and YouTube have strong international reach; TikTok for younger demographics
PR in International Markets
International PR requires local media knowledge:
- Work with in-market PR agencies or freelance journalists
- Host press trips for journalists from priority markets
- Provide translated press materials and high-resolution imagery
- Build relationships with travel media in each market
- Pitch stories that match each market's interests (German outdoor media, French food media, US heritage media)
Measuring International Market Performance
| Metric | Measurement | Target |
|---|---|---|
| International visitor numbers by market | Visitor surveys, accommodation registration data | Growth in priority markets |
| International visitor spend | Surveys, economic modelling | Higher than domestic average |
| International website traffic | Google Analytics (by country/language) | Growth in priority markets |
| International search rankings | SEO monitoring by language | Page 1 for priority terms |
| International agents trained | Platform data | Growth quarterly |
| International operator programmes | Trade relationship tracking | Destination listed by key operators |
| International campaign ROI | Cost vs. attributed visitors | >200% |
| International media coverage | Media monitoring by market | Consistent coverage in priority markets |
Include international market performance in stakeholder reporting — international visitors typically generate higher economic impact per visitor, making international marketing investment particularly defensible.
Develop your international markets with TravAI →
This article is part of our DMO Marketing series. Related reading:
