Increase the proportion of UK residents who holiday in the UK to match those who holiday abroad each year. For longer stays (4 nights or more) this would mean 29%2 of travellers holidaying in Britain rather than just 20% today (creating 4.5m extra domestic trips each year, £1.3bn more spend and 26,000 new jobs). And if we can replicate this scale of improvement for shorter stays as well, we will create a further £750m of spend and 11,000 new jobs.
Improve the sector’s productivity to become one of the top five most efficient and competitive visitor economies in the world.
The Policy covers a wide range of issues which affect either the productivity of the industry or the quality of the visitor experience. The Minister has agreed that the Action Plans arising from Strategic Framework for Tourism in England will provide an effective channel for delivery of the Policy. To this effect weekly meetings have been scheduled between VisitEngland’s CEO and the Minister and his team to report on progress and to identify potential impediments to its success.
Below are highlighted those headline areas within the Policy which particularly relate to VisitEngland’s business plan and which may also impact on VisitEngland’s future engagement with industry.