Time to shout loudly about UK tourism.


ABTA has been a trusted travel brand for over 70 years, providing advice and guidance to the travelling public. As the UK’s leading travel authority, the ‘Value Tourism’ campaign utilised an engaging suite of communication assets and materials to powerfully drive home the importance of domestic tourism to MPs, decision-makers and influencers across the travel industry.

The goal of the campaign was to reinforce with key Government stakeholders the importance of tourism to the UK ecomomy. The bold and flexible identity reflected the ABTA brand and its position as the leading voice of the travel industry.