The Tourism Alliance is advocating for increased funding to make the UK a competitive destination for international tourists.
- Research indicates that the UK’s investment in tourism marketing is significantly lower than that of other countries.
- An additional £14 million per year is suggested to strengthen VisitBritain’s efforts.
- There’s a pressing need for a £15 million Covid recovery fund to boost tourism.
- The Tourism Society has outlined a 20-point plan to address governmental policy shortcomings.
The Tourism Alliance has voiced a strong plea for augmented financial support to VisitBritain, aiming to bolster the UK’s competitive edge in the global tourism market. With current funding levels trailing those of international counterparts, the Alliance emphasises that increased investment is crucial for reclaiming the country’s pre-eminence as a desirable tourist destination.
Investigations into the funding allocations by the Tourism Alliance reveal a striking disparity between the UK and its rivals. The UK government’s commitment remains markedly less, with just an additional £1.6 million annually compared to an average of £126 million by other nations striving to rejuvenate their tourism sectors post-pandemic.
In light of these findings, the Alliance is advocating for a substantial boost in funding by £14 million, bringing it to £69 million annually, alongside a dedicated Covid recovery fund of £15 million. These funds are intended to enhance VisitBritain’s capability to market and promote the UK more effectively on the international stage.
The research indicated that per capita expenditure on marketing the UK as a tourist destination is notably low at 81p, starkly contrasting with an average of £5.88 spent by nine other competing countries. Consequently, revenue from overseas visitors amounts to only £391 per person, underlining the need for strategic investment.
Further insights from the Tourism Society’s manifesto call for a comprehensive overhaul of existing policies, presenting a detailed 20-point plan that highlights both cost-intensive and cost-neutral measures. These include the introduction of a tax-free shopping scheme for international tourists, reduced VAT for hospitality, and initiatives to streamline travel for European schoolchildren through passport-free arrangements.
Tom Jenkins, chairman of the Tourism Alliance, underscores the importance of political commitment, stating, “It costs nothing to improve our burdensome visa process or to facilitate young individuals working in the industry. Tourism is essential to local economies, supporting businesses from rural areas to city centres.”
To maximise its tourism potential, the UK must align its investment strategies with global standards, reinforcing its position as a leading tourism destination.
