Upaya Diplomasi VisitBritain dalam Mempromosikan Pariwisata Inggris Pasca Pandemi COVID-19

Abstract

VisitBritain as a Quasi Non-Governmental Organization (Quango) continues to play a vital role in supporting the United Kingdom (UK) tourism. The tourism sector of the UK experienced a significant decline due to worldwide travel restrictions following the coronavirus disease 2019 (COVID-19) pandemic. VisitBritain has led much of the recovery by attracting international visitors to the UK. This research aims to describe how VisitBritain has promoted UK overseas post-COVID-19. The author implements a qualitative approach, using the scope of Public Diplomacy Theory and Quasi Non-Governmental Organization (Quango) concept to conclude the research from the secondary data. The results show that VisitBritain is taking several ways to increase the volume and value of inbound tourism, such as connecting trade partners, promoting a positive image of the UK, and organizing events. VisitBritain's activities can be divided into listening, advocacy, cultural diplomacy, exchange, and international broadcasting to ensure that the image of the UK is promoted to foreigners. VisitBritain focused on countries with the strongest recovery including the United States, France, Germany, Spain, and the Gulf Cooperation Council (GCC) countries. In conclusion, VisitBritain has significantly increased the inbound visits and spending in the UK.