Extending a positive experience with a country, long before entering the country with a new e-commerce website.


Travel and tourism

Project type

Web design & build

VisitBritain is the official tourist board for Great Britain. They’re responsible for building England’s tourism product, raising Britain’s overseas profile and developing England and Britain’s visitor economy.

A new showroom for Britain.

The VisitBritain Shop covers fifty-eight different countries and contains information, attractions, and directions. It also acts as a portal for selling a range of products specific to Britain from vendors across the globe.

Inspiretec via Sequence, updated the shops for a modern audience who would gain access through various devices. The introduction of the powerful Sitecore CMS was essential for freedom to edit and update content that allowed for a simple, yet, complex e-commerce site that took full advantage of the technologies available to stay ahead of other countries also competing to attract more tourists.

The sites are built with a focus on responsiveness, navigation and customer-focused content. All VisitBritain Shop sites are designed with this simplicity in mind, despite their intricate nature. Now, the VisitBritain Shops are the go-to destination for anyone seeking a trip to Britain. Allowing users to access travel and transport information, for example, before or during their visit. With multi-lingual shops using multi-currencies, this is the case for visitors from countries around the world.

Sitecore has improved our ability to successfully interact with multi-channel consumers around the world, providing them with a user-friendly and professional shopping experience. We are proud of the clarity and usability of our website, of the beautiful designs which have been created for us and of the additional income which we are generating for VisitBritain.

Linda Rattray VisitBritain

Mobile conversions


Desktop conversions


Year-on-year revenue




Products and services used

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