Autumn brings end of a cold spell for UK tourism

Recent inbound tourism figures have given the UK tourism industry something to smile about. According to VisitBritain, the total number of visitors to the UK in the three months to the end of October 2003 was nearly 7.2 million, a 5% increase year-on-year. This was supported by an increase in visitor spend of 4% for the same period, to £3.7 million. VisitBritain says the statistics demonstrate the success of its European Short Breaks campaign. Visit Britain chief executive, Tom Wright said the dedicated campaign websites, set up in 11 European countries, received 800,000 visits in the three months following the launch. According to VisitBritain, during October visitor numbers from North America were up 7% and from Western Europe were up 3% year-on-year. Further statistics produced by BITOA, the trade body representing inbound UK tourism, display similar trends in shorthaul visits to the UK in October, but BITOA is less optimistic about longhaul markets. BITOA’s figures show a 2.1% increase in overall visitors to the UK in October, which it says was mainly thanks to late booking short breaks. In a statement, BITOA said: “The number of longhaul tourists remains worryingly low with the consequent negative impact on our export earning figures.” BITOA also says that prices will need to remain competitive in order to convert interest in UK holidays into bookings for next year.