Question to the Cabinet Office:

To ask His Majesty's Government whether they plan to expand their GREAT campaign, and whether they have evaluated options for additional or alternative international brand marketing campaigns for the United Kingdom.

The GREAT brand has proved to be highly effective. On average for every £1 spent GREAT returns £15 to the UK economy. In the last year we estimate that GREAT has helped to generate over £900 million of foreign direct investment, £548 million of additional expenditure from international students, £210 million of additional expenditure from international tourism and over £90 million of export wins for UK companies.

The GREAT brand was successfully refreshed in Summer 2021 to better reflect the diversity of the UK and update our offer to the world. It is designed to promote the UK as dynamic, outward-looking, confident and collaborative and is used in 164 countries by 26 government departments and ALBs.

The GREAT Ministerial Programme Board meets quarterly to agree the strategic direction of the campaign, including new markets and sectors. As well as continuing to drive economic growth for the UK through existing campaigns, in 2024/25 the GREAT campaign looks forward to delivering new initiatives such as a GREAT FUTURES event in Saudi Arabia and a new marketing campaign in the US.