VisitBritain, the authority for tourism in Britain, has joined forces with the Leisure Pass Group (LPG) to improve and increase distribution and usage of the Great British Heritage Pass (GBHP).
The pass has been in operation for more than 30 years and now has 600 participating historic attractions. LPG will support VisitBritain with the technical development of the pass and increase marketing activity and on-line exposure.
Minette Bellingan-Stoneman, Commercial Manager at VisitBritain, said: “LPG are the leaders in the implementation and development of leisure pass schemes. Their expertise and knowledge in this area will help VisitBritain deliver more efficient technology for the visitor and an increase in sales of the GBHP.”
Angus Rankine, founding director of LPG, said: “We are delighted to be working with VisitBritain on the Great British Heritage Pass. This is the most established tourism pass in the world and we are looking forward to building on its 30 year pedigree by introducing new technology which will bring it up to date.”
The pass allows visitors entry to castles, monuments, royal residences and stately homes. The properties involved in the GBHP are either privately owned or in the care of organisations such as English Heritage, National Trust and the Historic Houses Association.
LPG’s products include the London Pass, New York Pass, York Pass, Dublin Pass and Philadelphia Pass. LPG will build smart technology for the pass, which will be introduced in 2006, and, in partnership with VisitBritain, will implement marketing strategy and manage the relationship with participating properties.
Currently, 27,000 passes are sold through some of VisitBritain’s overseas offices and a network of sales agents. LPG is aiming to increase sales channels and maximise exposure on both LPG’s and VisitBritain’s website.
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