“Vital†work needed to promote value of Britain
Thursday, 18 Dec, 2008
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The head of VisitBritain says the need to promote the country as a value for money destination is “vital”.
The message from the tourism body’s chairman Christopher Rodrigues came as latest figures showed a stagnation in overseas visitors to the UK.
The International Passenger Survey – the key monitor of international tourism to the UK – shows that during January–October, overseas travellers made 27.6 million overnight trips to the UK and spent just over £14 billion.
While spending was four per cent up on the same ten months in 2007, the number of visits remained unchanged.
The greatest increase in visits came from the 12 newest member countries of the EU, which have seen visits rise by 18% to three million.
But North American visits fell by 11% to 3.4 million – largely attributable to the poor economic climate in the US with low levels of consumer confidence and higher costs of aviation.
Although the pound began its slide against the euro and the US dollar in September/October, there is an inevitable lag until the effect of currency changes will begin to show in tourism figures, VisitBritain said.
The tourism agency said the figures illustrate the continuing challenges of maintaining Britain’s popularity as a destination in the face of increasing competition – and greater marketing spending – by rival destinations.
Chairman Christopher Rodrigues said: “It’s no surprise that, like many of us, holidaymakers and business travellers are giving careful consideration to their trips in the current economic climate. In fact these results are slightly better than expected and for Britain, the weakening of the pound against the Euro and the US dollar, could mean increasing numbers of visitors on short shopping or theatre breaks over the festive season.
“With the world heading into recession, the work needed to defend and promote the visitor economy – Britain’s fifth largest industry – is nothing short of vital.
“Now is the moment to communicate the value for money that Britain now offers to our international visitors.”
VisitBritain is calling for immediate action through a public-private partnership and fund to promote Britain’s value for money in a spring campaign.
It would take advantage of hoteliers and carriers delivering great offers as well as sterling depreciating against both the US dollar and the Euro and remind Britons that holidaying at home supports British jobs.
by Phil Davies
Phil Davies
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