Largely positive sentiment – rated fourth for tourism, up two places, and overall brand. High ratings for cultural heritage and contemporary culture (NBI) • Growing aspiration to visit – up one place on visit ‘if money were no object’ (NBI) • Visa validity period – Britain issues six-month multiple-entry visas, Schengen mainly provides visa for length of visit, especially for first-time visitors • Education and language courses very popular (trade feedback