16 July 2010

TravelMole Guest Comment: Good times for the UK tourist industry

Marcus Simmons, managing director of independent tourism and accommodation directory, iknow-uk, urges quick action following recent UK tourism figures.

"New data released this week by the Office for National Statistics showed that the number of Brits heading abroad for their holidays has fallen 15 per cent in 2009, compared with 2008 - the largest drop since the 1970s.

Whilst this is obviously bad news for the overseas travel market, it is certainly good news for the UK tourism industry.

Such a significant increase in people choosing to stay at home this summer represents a real opportunity for UK-based accommodation, tourism and hospitality business owners and retailers, as British people look for an alternative to the overseas vacation.

However, speed is key, and it is critical for the UK economy that our home-grown tourism businesses react quickly and effectively to make the most of this opportunity.

UK tourism accounts for around 8.2 per cent of GDP so any small improvement in Britpacking spend could have a real impact on the fragile economy.

With school holidays just around the corner it’s a key booking time for people intending to Britpack this summer, and these latest figures, along with recent airline strikes and ash cloud chaos fears, could see an uplift of around 20 per cent for the UK tourism industry.

We do have a lot to offer holidaymakers, with a beautiful coastline, unrivalled countryside, and a huge range of holiday accommodations - retailers need to be working with local tourism businesses to directly target this new set of consumers with relevant, interesting and good value deals. And they need to be doing it now.

Appealing to their emotional side is key - feedback from customers of our iknow-uk regional websites has shown a real trend for 20-something Brits wanting to revisit the retro holiday destinations of their childhood. Retailers and holiday business owners can really benefit from this revival with some simple effective marketing to consumers.

Only by seizing this new opportunity right now and ensuring the USPs of holidaying in the UK are communicated to consumers in a timely manner, can we really see a benefit on our home tourism economy. And if we please people this year - maybe they’ll consider Britpacking next year too!"