Lack of funding is limiting Britain's ability to capitalise on the weak
pound and the 2012 Olympics, according to UK tourism chief Christopher
Rodrigues.

In a report published today, commissioned by the Secretary of State
for the Department of Culture, Media and Sport, the VisitBritain
executive chairman said just a modest amount of extra funding would
make a difference.

"Correcting the perception that Britain offers poor value for money
is an essential precursor to the effective showcasing of Britain’s
attractions around the Games," he said.

"This is a once in a lifetime opportunity that continues to slip
between our hands for the lack of a very modest amount of incremental
funding, and is all the more regrettable for being the undoubted
highlight of a decade of global sporting events being hosted in
Britain."

The full review is published today on www.tourismreview.co.uk.

Speaking at VisitBritain’s annual stakeholder event in London
today, Rodrigues said 2009 will be the “defining moment” for British
tourism.

“This is a time to talk about the importance of our industry: an
industry supporting 2.7 million jobs, 200,000 SMEs and worth £114
billion," he said.

“Despite current economic woes, tourism is one of the few
industries that could show growth with a real opportunity to grow to a
£133 billion industry by 2018.”

VisitBritain said the weakened pound could mean up to five million
more domestic holidays and increasing numbers of international
visitors.

It has unveiled a £6.5 million ‘value’ campaign to run both domestically and in overseas markets.

The campaign will highlight deals from the industry and free access to national museums and galleries.

Under a new three-year strategy, VisitBritain promised to:

_ Establish the national framework and VisitBritain’s remit

_ Coordinate the voice of British tourism policy

_ Act as custodian of the Britain brand

_ Deliver a global overseas network to champion the national brands – Britain, England, London, Scotland, and Wales

_ Provide transaction and technology platforms that extend the reach of industry to the consumer

_ Deliver the tourism legacy of the 2012 Olympic and Paralympic Games

Research in 2008 by VisitBritain and Visit London into the impact
of the credit crunch on tourism indicates that 20% of those who took a
foreign holiday last year plan to save money by choosing the UK instead
in 2009.

By Bev Fearis