In this Skift interview, VisitBritain's CEO Sally Balcombe speaks about marketing destinations to next generation consumers. VisitBritain is responsible for promoting travel to England, Scotland and Wales but it needs to do that in new ways to remain relevant for younger, digital-savvy audiences keen on exploring areas outside London and Edinburgh, especially. The biggest development is the new VisitBritain.com website launching in October, which will have more of a storytelling delivery and more robust content highlighting local experiences in the countryside and second-tier cities. That is representative of the shift among destination marketing organisations into something more resembling travel media companies, where the priority is the end user experience and user interface versus a billboard for destination partners. Find out more.