The Government us being urged to back UK tourism as the plunging value of the pound makes Britain a more affordable holiday destination.
The Tourism Alliance said the sudden change in the UK’s competitive position as a tourism destination is something of a “potential silver lining to the cloud of recession” for communities and businesses throughout Britain, provided that the nation invests wisely to achieve it.
The fall in the value of the pound against the euro and the dollar presents an “unparalleled opportunity” for the UK’s domestic and inbound tourism industries that the government needs to fully exploit, the organisation urged.
Tourism Alliance chairman Bob Cotton said: “The fall in the value of the pound represents a 21% saving for people travelling to the UK from the Eurozone and 27% for those from the USA.
“This makes the UK the value destination for overseas visitors undertaking holidays during 2009 and means that a holiday at home is now the best option for British residents.”
The Tourism Alliance is supporting VisitBritain and Visit England in seeking additional funding from government to develop and implement an “Explore Britain” campaign to boost domestic and overseas marketing in the new year.
The booking period for the summer market is February to April next year so action is needed quickly.
“Ironically, the economic turmoil has given us this competitive advantage, which we must exploit for the long term benefit of Britain’s economy,” the Tourism Alliance said.
“As the government struggles to find opportunities for economic growth, there is one clear option: to invest in tourism, as the industry has asked and as the all party Select Committee has endorsed.
“Unlike other industries, tourism is not asking for a government bail-out, but for additional investment to deliver long term economic growth on the back of the opportunity that th e fall in the value of the pound now presents.
“We cannot just wish our way to a ‘Prosperous New Year’.”
by Phil Davies
