UK is indeed a key cultural tourism destination, with a large number of major sites and a strong flow of international and domestic visitors. It is estimated that cultural tourism accounts for around 40% of all British tourism. Tourists are more and more looking for true experiences, for meeting and getting to know other people and other cultures.

Tourism policies will need to adapt to these trends and develop a quality offer promoting local cultures and traditions and paying attention to sustainable aspects: preservation of the heritage, of the landscape, of the local culture.

UK is home to the world’s finest museums, breathtaking architecture and amazing landscapes; to celebrated composers, sophisticated restaurants and famous brands: UK has it all. It is a continent full of diversity and styles, from ancient times to today – and a master of reinvention. Steeped in history, it nevertheless shapes the future, in fashion, art, architecture, gastronomy and design.

However you envisage your ‘adventure of a lifetime’, deciding where and when to go is one of the biggest challenges of your trip!. Whether your aim is to go back in time or get a glimpse of the future, discover the ‘must-sees’, or get off the beaten track, UK is ready for you. Are you ready for UK?


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