Following the Prime Minister’s pledge to make Britain one of the top five tourist destinations in the world, this strategy looks to maximise economic opportunities presented by forthcoming events, from the Royal Wedding and Diamond Jubilee to the Olympics and Commonwealth games.
In his foreword to the strategy, the Prime Minister said:
Our aim is clear, we want to take tourism in Britain to a whole new level and harness the huge potential this area holds to grow our economy.
For the first time, Government has a tourism strategy that reaches right across Whitehall, looking at policies from a tourism perspective. From cutting red tape on business, to visa applications and airport queuing times, planning and infrastructure, this strategy encompasses all the areas that have a big impact on both the people holidaying in this country and the businesses and organisations so vital to the sector.
The strategy builds on the tourism marketing plan, launched in January. This plan aims to generate, over the next four years, an extra four million visitors to Britain, who will spend an additional £2 billion, and stimulate the creation of 50,000 jobs.
The PM said that, with the eyes of the world falling on Britain, this was an unprecedented opportunity to showcase what this country has to offer. He continued:
That is why Government has joined forces with the private sector to create a marketing fund of more than £100 million to promote our offering abroad.
With this strategy, we are bringing a whole new approach to tourism, removing barriers to growth and backing the industry all the way. The challenge now is to make sure we deliver on these plans and make the most of this opportunity to make Britain’s tourist industry thrive.
The strategy has been welcomed by the VisitBritain and VisitEngland organisations.
Read more: Download the full strategy from the DCMS website