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‘We need more investment’, urges VisitBritain chief
British Travel Trade Fair Special Report: More investment is needed to tap into emerging markets, according to VisitBritain chief executive Tom Wright.
He told an industry question time at the British Travel Trade Fair in Birmingham that it faces huge competition to attract new markets from rival nations.
And to get its share of the new business, additional resources must be forthcoming.
Wright added the government appears to be taking the industry more seriously but stressed more needs to be done.
“Asia, Eastern Europe and Russia are new markets and there is a lot of competition to attract these markets,” he said. “We have to invest more to take advantage of these opportunities.
“The government has recognised the growth opportunities and in some respects, tourism is being taken more seriously.
“There are good signs but an awful lot more needs to be done.”
Wright said raising the profile of Britain as a tourist destination to emerging markets is becoming increasingly important as traditionally strong destinations, such as the US, continue to slide.
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