The credit crunch is having a disproportionate effect on inbound tourism compared to outbound, says trade association UKinbound.
The trade association is calling for a government change in policy after two recent surveys indicated people were still keen to travel abroad.
Tripadvisor found that 21% of people said fuel prices would affect their travel plans while the American Express poll found 80% of Britons are not willing to give up a summer break abroad.
UKinbound chief executive Stephen Dowd said: “Both surveys show there is little chance of UK citizens taking fewer trips abroad, so in order to mitigate the effects of the credit crunch and reduce the tourism deficit we need a real push to make the Uk more attractive to overseas visitors.
“This has to mean a change in government policy and a reduction of the barriers which currently deter tourists from visiting the UK. The industry is continuing to improve its product offering and uts welcome to overseas visitors but now the government needs to help us too.”