The tourism industry in England does not have the right structures and policies in place, nor does it have organisations with the right resources…
The tourism industry in England does not have the right structures and policies in place, nor does it have organisations with the right resources , Bob Cotton, chief executive, British Hospitality Association (
“There is no comprehensive, co-ordinated action plan which takes in the domestic marketing needs of all the various regions,” he told delegates.
The English Tourism Council had no marketing remit nor did it have the resources to promote tourism in England – even though Scotland and Wales had their own tourism organisations “funded, ironically, from London.
Yet England attracts 75 per cent of all overseas and domestic visitors”. “Devolution is encouraging both Scotland and Wales to market themselves overseas, which is the responsibility of the British Tourist Authority.”
At the same time, regional tourist boards in England were promoting their own region without any reference to a much-needed, larger and co-ordinated ‘Holiday In Britain’ message. Nor did they appear to have a clear relationship with their respective Regional Development Agencies (which were responsible for the economic development of their region) or to local authorities, which pumped in over £93m on tourism promotion last year.
“How can we co-ordinate our efforts to ensure that the Holiday in Britain message hits home – both domestically and overseas? Who’s around at the moment, to put over a coherent message like: “Why not take a break in Britain rather than Paris or Prague?
“There is no clear tourism structure. There are no clear roles and responsibilities. There is too much confusion. There is far too little coherence and co-operation.”
Mr Cotton pointed out that while some aspects of tourism had been devolved, Scotland and Wales were still dependent on London funding and it was a misnomer to say that tourism as a whole had been devolved.
“VAT and other fiscal duties, including tax on fuel – crucially important to Scotland and Wales as tourist destinations – are issues decided in Westminster. Airport taxes, employment issues, fire and food safety legislation and much else besides are all introduced by Westminster.”
He said that it was all very well giving Scotland and Wales (but not England) some devolved powers “but in a time of crisis – like last year – a tourism strategy for the whole of Britain is what is so badly needed.”
“What is required is a strategy which brings together all the different strands that affect tourism – marketing, funding, research – so that a coherent action plan can be drawn up that shows the industry the way forward.”
That action plan did not exist, he said, because government leadership was lacking.
Mr Cotton also criticised the lack of funding for the BTA, saying the current £5m print campaign to promote Britain in eight overseas markets, including the USA and Canada, was ‘wholly inadequate’. Nor did it include television advertising.
“We have no serious funding to make any impression on overseas markets which, in these uncertain times, need extra persuasion and encouragement. New York is currently spending $40m. Funding tourism promotion is an investment in which the Treasury gains through VAT, excise duties and other taxes. Last year’s £3bn loss of revenue led to something like £1bn in lost tax revenue,” he said.
England itself needed an action plan which co-ordinated the marketing strategies of the national tourist boards, the regional tourist boards, the RDAs and the local councils.
“The marketing of England must be strengthened and co-ordinated with clear lines of responsibility so that a recognisable England brand can be created under which the regions can promote their own attractions in conjunction with the private sector.”
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
