Yep, and his point is that the government efforts to promote the UK as a tourist destination have been utterly unsuccessful, bcos no bugger knows where the UK is! Britain, yes; England, yes; Scotland, Ireland, yes; some may even know where Wales is ;-) - but no-one had heard of "the UK".

Or his point was that, his (paid by us) trip to the US to inform the US where the UK was - was a complete failure so he was flagging up the fact that he is planning yet another jolly, again at our expense............