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VisitBritain chief calls for more government funding
The chairman of national tourism agency VisitBritain has called for increased government investment in the UK’s “tourism economy”.
The additional cash is needed to ensure the potential £2.1 billion tourism benefit of the London 2012 Olympic Games and Paralympic Games is to be realised, according to Christopher Rodrigues.
He was speaking as VisitBritain published its annual review, coinciding with the Government’s comprehensive spending review which decides the organisation’s budgets from 2008/09 to 2010/11 – specifically for marketing Britain in three key years ahead of the Olympics.
Rodrigues pointed out that the government has spent £9 billion on staging the Games but has yet to invest a penny more in securing the “tourism legacy”, which could generate a £2.1 billion return.
“VisitBritain has a track record as a successful, innovative tourist board that is focused on maintaining its high level of achievement,” he said.
“We’ve got the vision to leverage the 2012 Olympic Games over a decade of opportunity and help transform Britain’s £85 billion visitor economy.
“But we have reached the point where there is no slack: without increased funding we will not be able to deliver the work required to ensure an Olympic legacy.”
The organisation says it continues to face critical challenges:
*With its wide spread of visitor markets, VisitBritain must operate in many more markets than its competitors. As Britain’s most important market, the US accounts for only 15% of visitors and VisitBritain operates in 24 countries to reach 85% of inbound arrivals. Yet five markets account for 75% of visits to the US.
*China has pushed Britain out of the top five destinations in terms of international tourism receipts and Germany now threatens to overtake Britain as well.
*Britain ranks 14th in terms of being a ‘welcoming country for visitors’ and – at a time when city breaks are more popular than ever – is less well known for its modern, rejuvenated cities.
*Although overall international visitor numbers are growing, Britain has been losing share in the world tourism market for the last 20 years and faces real and growing competition from new and established markets.
by Phil Davies
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