Visit Britain & Visit England

Client: Visit Britain/Visit England  |  Project date: 2015 - 2016 |  Role: Digital Designer |  Project type: Website design, creative campaigns @Zoocha digital design agency


Adding value to the English & British tourism industry 


VisitBritain and VisitEngland is the national tourism agency – a non-departmental public body funded by the Department for Digital, Culture, Media & Sport. It plays a unique role in building England’s tourism product, raising Britain’s profile worldwide, increasing the volume and value of tourism exports and developing England and Britain’s visitor economy. 

Every year VisitBritain/VisitEngland reports their key achievements on a Annual Review website. I had a chance to design Annual Reviews for both 2014/2015 and 2015/2016. 

In addition to this I worked on a multiple micro websites as well as Visit Britain Trade website - an essential resource for travel professionals who sell Britain abroad.  


Performance & reporting

Website provides yearly overview of national tourism body in UK to the public and other government bodies. Big amount of information and data had to be presented in a way that it is easily understood by every user, not only industry professionals. Grid system was applied to design to help break down the content and make it easily digestable.


Loud and clear

Say it with an icon

In line with VisitBritain/VisitEngland branding, I created custom icons for use on the site.


Read all about it

VisitBritain/VisitEngland Annual Review website includes a lot of content. I made article templates organised, flexible and visually appealing.


The Pink Book

In addition to Annual Review website VisitBritain/VisitEngland required a microsite to give English accommodation providers an overview of their legal obligations.


Visit Britain Trade

Visit Britain Trade is an essential resource for travel professionals who sell Britain abroad. The travel trade help to open up new markets, attract more visitors to your destination and encourage them to spend more time exploring what you have to offer. 

Visit Britain Trade website was not responsive, difficult to navigate and not user friendly. Visit Britain asked me to rethink their digital experience and update their branding to inspire and attract more tourists from all over the world.


How to celebrate Britain's tourism 

The main challenge was to create a website which accommodates a lot of content and presents it to the user in a clean, organised manner. "Information overload is a brick wall for website engagement that sets in very quickly"– and once it does, it can be very difficult to regain your visitors’ attention.

Celebrate Britain's tourism  

Information architecture was our highest priority from the start. We knew that well thought out IA is the key to success when crafting a new digital experience for Britain's National Tourism Agency.



A new home for Britain's tourism

I've identified several tools and principles that could help structure the information on the new content-rich website: white space, grids, strong information and visual hierarchy. Applying these practises into the new design ensured digital experience is enjoyable and friction-free.


A hub for every need 

Visit Britain provides an extensive library of itineraries, destination guides,  tourism industry news, event updates and schedules as well as research insights. We used icons to segment the information into visual categories to help visitors find and identify required information faster and easier.


Your Great British Road Trip

In collaboration with GREAT Britain team I was also responsible for creating social media creative campaigns. One of the ideas was Facebook app Your Great British Road Trip. Take a quiz and find out who is your perfect partner for the next British road trip!



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