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<p>Sir Richard Branson's Virgin Group is preparing to launch one of its most ambitious domestic investment programmes in over a decade, with plans for a £1 billion commitment to British tourism that would see the creation of a network of Virgin-branded hotels, wellness resorts, and premium travel experiences across England, Scotland, and Wales.</p><h2>The Vision</h2><p>The programme — dubbed Project Albion internally — aims to capture what Virgin strategists describe as a structural shift in British consumer behaviour following the pandemic and the cost-of-living squeeze. High travel costs and a renewed appreciation for domestic landscapes have, the group argues, created a once-in-a-generation opportunity to build a premium British tourism brand with genuine scale.</p><p>"Britain is an extraordinary country for travel and I don't think we've ever properly capitalised on that," Branson told TGBN in an exclusive conversation from his Oxfordshire home. "The natural landscapes, the history, the food culture — it's genuinely world-class. We want to create experiences that make British people proud to holiday at home."</p><h2>The Properties</h2><p>The initial phase of the programme envisions the conversion of 12 existing properties — a mix of historic country houses and underutilised coastal hotels — into Virgin-branded resorts. Several sites in Cornwall, the Lake District, the Scottish Highlands, and Pembrokeshire have reportedly been shortlisted.</p><p>Each property would be developed to a premium specification, with a particular emphasis on sustainability credentials. Virgin has committed to carbon-neutral operations across the entire portfolio by 2030.</p>

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Branson's £1B Virgin Tourism Plan | TGBN | The Great British News

tgbnews.co.uk › article › richard-bransons-virgin-group-plots-1-billion-uk-tourism-comeback

Richard Branson's Virgin Group is investing £1 billion in a UK tourism revival spanning hotels, experiences, and domestic travel. We reveal the full plan.