Marketing
Marketing
However, he said that the BHA was actively involved in discussions on the issue with the Secretary of State and her officials.
“England should eventually have what it needs so urgently – a marketing organisation and a marketing budget” – but he warned that it was important to define the role and responsibility of all the bodies concerned, including Regional Development Agencies, Regional Tourist Boards and local authorities.
He described the government`s £20m additional funding for the British Tourist Authority as `the greatest prize that was won during the year.`
“With £5m additional funding from major companies in the industry and £15m in kind, many of them members of the BHA, the £40m was a unique example of public/private partnership in tourism marketing.
“This boost to our overseas promotion must continue in 2003. It could also set the framework for the future financing arrangements for marketing England.”
He added that the
“Unfortunately, developments here are too slow for comfort and next year may be the earliest we can expect a Sector Skills Council to be in operation. With this delay what – we must ask – is happening to training in the meantime?”
He also criticised the almost constant flow of new regulations with which the government seemed determined to shackle all industries.
“These regulations, especially in the employment area, affect the hospitality industry more than most others because of its high incidence of small owner-operators. They do not have the expertise, the resources, nor the management time to absorb the implications of such legislation. We need a lighter touch here. Nor, must it be said, do any of the new regulations add quality to the guest experience.”
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
