VisitEngland is launched in a bid to unite industry
VisitEngland has been launched following two years of consultation.
Designed to be a “leadership and stakeholder board for England’s tourism industry”, its chairman, members and observers have been drawn from public and private sectors.
Hugh Taylor, VisitEngland chairman, said: “In the past, England’s visitor economy has suffered as different elements of the industry follow their own agenda, battling each other for international and domestic travellers.
“In facing the challenges of the summer, we have seen that by aligning strategies and uniting behind initiatives and activities, the whole can be greater than the sum of its parts.
“For the first time, national and regional tourism bodies, local authorities and the private sector have agreed to work together through VisitEngland to make the best use of money spent on tourism initiatives.”
Tourism Minister Margaret Hodge said: “As we prepare for the once in a lifetime opportunity of the 2012 Games, it is particularly fitting that the many diverse businesses that make up our tourism industry are coming together to form VisitEngland. Working as one is sure to reap rewards, and help bring people back time and again.”
Tom Wright, chief executive of national tourism agency VisitBritain, which continues to be responsible for Enjoy England marketing, said: “Eighty per cent of tourists’ spending comes from Britons visits within their own country, but unprecedented growth in cheap flights overseas and a strong economy means that domestic tourism is facing increasing competition. Industry’s support for a board that they themselves have helped shape will ensure that our marketing can be even more successful.”
In the New Year, a Partners for England Forum will be launched to act as an expert advisory panel for VisitEngland.
By Bev Fearis
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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