BTAfigures show 1% drop in number of visits from overseas

Association blames poor visitor levels on strength of the pound and weakness of the euro

BTAfigures show 1% drop in number of visits from overseas

Report by JOHN LAVABRE

FIGURES released by the British Tourist Authority have shown a 1% drop in visits from overseas and a 1% drop in spending during 1999.

The BTA’s annual report shows the biggest fall was in visits from Europe. Last year there were 16.8 million visits from Europe, compared to 17.3 million in 1998, a fall of 3%.

The BTA has put the fall down to the strength of the pound and weakness of the euro, a claim met with scepticism by some marketing specialists.

SMP Consultants managing partner Steve Price said: “I think it is all too easy to blame the strength of sterling, but we have had a strong pound for four years. The issue is whether the Government believes tourism is a viable industry. The answer is probably not.”

Price said the BTA does a good job with its resources but said it should receive more Government backing.

He added Britain could be marketed better if tourist offices worked together more often, instead of marketing each region individually.

The BTA report shows long-haul markets performed better, although the BTA has warned competition from other European destinations is increasing.

Long-haul visits from the Far East increased by 8% from 3.3 million in 1998 to 3.5 million last year.

The BTA’s current strategy to boost tourism is to focus on markets and products that are the least price sensitive. This autumn it launches two campaigns; Britain’s Gardens and UK City Culture.

To identify how the country can increase visits from abroad, the BTA is launching the Britain Assessment. The Assessment will be a comprehensive review of Britain’s strengths and weaknesses in comparison to competitor destinations.

Co-operation: Price believes places such as Edinburgh could benefit if tourist offices worked together to promote Britain to overseas visitors