UK welcomes record number of overseas visitors
The number of overseas tourists visiting the UK reached a record 12.3m for the year to May, according to figures released by the International Passenger Survey.
There was a 6% increase in visitor spend to £18.2bn for the 12-month period.
Chairman of VisitBritain Christopher Rodrigues welcomed the increase in arrivals but said the real challenge lay ahead as the UK’s global competitors raised their game in response.
"Our major competitors, which include the USA, France, China and Spain are all raising their game with improved visa processing, lower taxes and increasing investment in tourism infrastructure and marketing because they understand that in a time of weak economic growth and high unemployment – particularly amongst the young – investing in Tourism is a proven winner – creating jobs, delivering growth and providing significant proven returns on investment.
"Many of our tourism competitors face even tougher economic conditions than we do – and maybe because of that they are turning to tourism to provide a powerful engine to support recovery.
"What is absolutely clear is that to stay a Gold medal winner you have to keep improving your Personal Best performances. So our industry, our tourism promotion agencies and our Government need to work together as never before to raise Britain’s game if we are to continue to be medal winners in the years ahead.
He credited the GREAT marketing campaign in 14 countries and the Queen’s Diamond Jubilee for boosting arrivals and the Olympic Games would, he said, showcase the UK to the world, but he said there was no room for complacency.
"Our industry, our tourism promotion agencies and our Government need to work together as never before to raise Britain’s game if we are to continue to be medal winners in the years ahead," added Rodrigues.
He said the next phase of the GREAT marketing campaign will be rolled out immediately after the Games "to ensure that the unprecedented coverage of Britain during the Games is converted into increased visitors".
"We are determined to avoid the post Games decline that has hurt so many previous major event organisers," he said.
"Our industry’s record performance in the past twelve months has been the result of unprecedented levels of collaboration and partnership marketing between the industry and our public diplomacy partners at UKTI and the Foreign Office and Visit Britain.
"In the Autumn VisitBritain will deliver a consultation document which lays out a market by market partnership plan to make our best ever performance even better."
By Linsey McNeill
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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