VisitEngland welcomes Coalition Government tourism policy

Tuesday 8, March 2011


VisitEngland welcomes Coalition Government tourism policy


The Coalition Government’s Tourism Policy highlights many vital issues affecting tourism today and, importantly, recognises that for the industry to realise its full potential there must be a cross governmental approach.


VisitEngland, the national tourist board, welcomes the Coalition Government putting tourism in England high on the political agenda, demonstrating a clear commitment to the thousands of businesses involved in the industry through the publication of this Policy.


The Tourism Policy emphasises the need to build on the quality of the welcome received by visitors, especially at ports of entry, and has highlighted transport as a particular area requiring a new approach, both areas which are currently being tackled by VisitEngland. The national tourist board is also supportive of key areas highlighted for review including the modernization of the star rating system and the potential movement of the May Bank Holiday to the Autumn.


Providing VisitEngland with a clear steer to  support and direct the growth of domestic tourism,  the Policy outlines the need to work closely with the emerging Local Enterprise Partnerships, Destination Management Organisations and the private sector, and has defined VisitEngland’s role as a tourism body of last resort. Key responsibilities attributed to the national tourist board include:


  • Working with local providers and industry to assist local tourism in achieving its potential.
  • Providing insights and market intelligence which facilitate growth.
  • Encouraging the achievement of best value across England by facilitating partnerships between public service providers.
  • And, leading a pan-England marketing strategy leveraging England’s best assets to ultimately inspire more Brits to holiday at home.


James Berresford, VisitEngland’s Chief Executive commented: “A dedicated Government Tourism Policy for this country is a great step in the right direction. We welcome the mandate the Policy gives VisitEngland and its endorsement of our current strategy and we look forward to working with the Tourism Minister and the industry in a united partnership to grow tourism and ensure the success of one of the UK’s most important and dynamic industries.”


Last year, VisitEngland launched England’s first Strategic Framework for Tourism for ten years. From the strategy a number of action plans have been devised on key issues such as seaside tourism, business tourism, sustainability, rural tourism and visitor information. This strategy complements the Government’s Policy and its goal to grow the industry and ensure England and the UK is one of the most desirable destinations in the world.


Tourism is a hugely important economic driver and is one of but a few sectors that if properly supported can offer real growth potential. England represents 84 per cent of the total UK tourism value, is worth £97billion, and supports in excess of 2 million jobs.



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