21 August 2008

UKinbound attacks Government over 2012 Games

UKinbound has reacted angrily to claims by the Government that it should be responsible for marketing the UK in the run up to the 2012 Olympics.

Last October, the Department of Media, Culture and Sport cut funding to VisitBritain by one fifth. The move came despite a Government-backed report that said the London Games could generate tourism revenue of up to Ã&#pound;1.2 billion, but only if sufficient resources were allocated to the event.

This week, a DCMS spokesman re-iterated its stance by saying: Ã¢â¬ÅâœBy securing the 2012 Games for Britain, we have provided a once-in-a-lifetime opportunity for our tourism industry. It is now up to the industry to make the most of the Games.Ã¢â¬~

But UKinbound chief executive Stephen Dowd said the DCMS was misguided.

Ã¢â¬ÅâœDCMS is being characteristically disingenuous in claiming they were responsible for securing the 2012 Games for London but arguing that tourism businesses should be responsible for destination marketing shows just how little the department responsible for tourism really understands the industry.

Ã¢â¬ÅâœThe tourism industry, the majority of which is made up of small businesses, simply does not have the capacity or the expertise for the international marketing of the UK as a tourism destination. This should be centrally co-ordinated and undertaken by the national tourist board, which is the only viable and indeed best-practice model that is used by the worldÃ¢â¬â¢s top tourism destinations, and the UK should be no different.

Ã¢â¬ÅâœThe Government must really understand that infrastructure will not boost tourism on its own. If the world is unaware of the fantastic facilities here in the UK, then they will simply not come and visit.Ã¢â¬~

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Your Comments (4)

VisitBritain needs to get off our backs and start doing its real job

Three cheers for UKinbound chief executive Stephen Dowd! The opportunity really needed by our tourism industry would be for DCMS and British Tourist Authority to get off our backs, stop trying to micro-manage the industry and concentrate on international marketing of the UK as a tourism destination. Instead of oppressing us by the current obsession with their 'National Standards' monopoly which is doing real harm to tourism in local communities, they need to be helping by attracting the overseas visitors who are currently being enticed elsewhere. Wales and Scotland are beginning to see the error of this meddling by, for instance, withdrawing from offering booking facilities so it's about time VisitBritain woke up and followed suit. VisitBritain's funding should be cut and cut again until they cannot afford to do anything other than concentrate on what they should be doing 'âœ constantly telling the world what a wonderful diverse archipelago we have here and of the fantastic facilities to be enjoyed in the UK not just for a few weeks in 2012 but for all of the time.

By David Tremelling, Friday, August 22, 2008
VisitBritain too posh to get hands dirty...

'The tourism industry, the majority of which is made up of small businesses, simply does not have the capacity or the expertise for the international marketing of the UK as a tourism destination. This should be centrally co-ordinated and undertaken by the national tourist board, which is the only viable and indeed best-practice model that is used by the world's top tourism destinations, and the UK should be no different". Excuse me but we do have a national tourist board and they do allegedly promote the UK as a tourist destination - the clue is in the name VisitBRITAIN, if they are not promoting a visit to Britain - where is the taxpayers money being spent?- WE are not talking about UK inbound travel and tourist promotion but a special sector The Olympic Games already horrendously over budget and now Government has beletedly slapped a cap on further expediture... Why cannot the travel industry collectively add promotion for the 2012 Olympics to their regular schedules? To say that central government should now be responsible for Olympics Games tourist generation, in addition to "sponsoring" the athletes, their sporting organisations and so on it just so far off message to be credible and as a taxpayer in the UK facing a 140 percent in my energy bills by January 2009, you'll understand that I would not like to see the bottomless pit of the Olymipcs and the well cossetted officials being handed further largesse at my expense...Rant over !

By JULIAN BRAY MCIPR, NUJ, MMC, Friday, August 22, 2008
Price of entry &#pound;53 million or US$ 100 million....

Having posted an earlier comment, my attention is drawn to Page 18 of the UK professional magazine Marketing Week 21.08.08 : The London Olympic Games Act 2006 (LOGA) was enacted soon after the City [London] won the bid for the 2012 gGames. The IOC Olympics partners scheme was first implemented in 1988,entry level was around &#pound;8 million ie [US $ 16 million] it is now over &#pound;53 million [US$ 106 million] then you have to add a like amount to get the marketing or promotional value out of it...I submit only national organisations can afford this level of investment into a non-core activity..back to you VisitBritain.

By JULIAN BRAY MCIPR, NUJ, MMC, Friday, August 22, 2008
DCMS or whatever

Any country that puts the responsibility for tourism into a department called Department of Culture, Media, and Sport clearly doesn't consider the industry a priority. No one should be surprised that the bureaucrats running said department will cut the budget at the first opportunity it gets. No surprise at all.

By Joe Buhler, Friday, August 22, 2008