Whilst there is no doubting the importance of the UK’s visitor economy there are still opportunities to grow the sector, making it more productive, competitive and profitable than it is today. Our domestic tourism industry in particular offers good growth potential because we currently take significantly fewer ‘staycation’ holidays than other European countries. The next few years also offer an unprecedented series of opportunities which our tourism industry must grasp. Starting with the Royal Wedding in 2011 we will stage a slew of major international events, including the Queen’s Diamond Jubilee and the London 2012 Olympic and Paralympic Games. The Government will work to ensure that we harness the full potential of this industry, building on the strengths we have while also addressing the weaknesses in the sector.
Fund the most ambitious marketing campaign ever to attract visitors to the UK in the years following 2012. The £100m campaign, co-funded by the government and the private sector, aims to attract 4 million extra visitors to Britain over the next 4 years. That equates to £2bn more spend in our economy, and 50,000 new jobs.