A POWERFUL cross-party group of MPs is to investigate
the success of the British Tourist Authority’s multi-million pound campaigns.
The ill-fated UKOK and the Only in Britain. Only in
2002 initiatives, launched at a cost of £45 million, will be the focus for MPs,
led by Gerald Kaufman.
Members of the culture, media and sport select
committee want to see positive results from the high-profile campaigns –
launched with £25 million of public money and £20 million from the industry.
The strategies have been criticised for failing to
deliver the one million extra visitors promised and for lacking focus. Most
recent British Incoming Tour Operators Association figures show visitor numbers
and bookings still down on last year. A BTA spokesman said the body “welcomed”
the inquiry as it shows Parliament is taking tourism seriously.
“It will be looking to see if the BTA did a good job,”
he said. “It will also look at partnerships in tourism and Government.”
The BTA will submit a report to the committee about
the campaigns and the findings will influence funding and how much the
Government becomes involved in campaigns.
BITOA chief executive Richard Tobias said: “We’ll put
in a submission and may be asked to give evidence. They will be robust in
criticism and comment and will take the chance to give a view on funding.”
Interested parties have until October 7 to comment on
efforts and how to attract visitors post-September 11 and the foot and mouth
crisis. Submissions should be e-mailed to cmscom@parliament.uk and a covering
letter sent to the Clerk of the Committee, 7 Millbank, London, SW1P 3JA.
* The Government is looking
for a replacement for BTA chairman David Quarmby. He steps down next May after
being asked to stay on for an extra year following last year’s tourism
disasters. The two-day a week job attracts a £44,270 annual salary.