The British Tourist Authority has blamed intense competition and the strong pound for dampening growth in inbound tourism last year.
It has reported a modest 1% rise in visitor numbers to 25.7m in 1998 in its newly published annual report. Visitor spend rose by 3% to £12.6bn.
Chief executive Geoff Hamblin said “There were a number of negative influences on travel from Europe. Economic conditions were unfavourable in many markets and Britain was perceived as an expensive destination, especially in France and Belgium.”
He added that the BTA was being outspent by its rival France in the Japanese market and that Canada and the Caribbean were competing heavily with the UK for US visitors.
Nevertheless, there was a 12% rise in US visitors to nearly 5.1m last year. Hamblin put the UK’s popularity down to a US trend to take more cultural holidays.
He said: “They are not so keen to lie on the beach and quaff margaritas these days.”
The BTA is forecasting a 2% rise in visitor numbers to 26.2m this year and a 5% rise to 27.4m in 2000. “The UK is spending £6bn on millennium attractions and this has received press coverage overseas,” said Hamblin. “It has enabled us to freshen our shop window.”
Three priorities have been identified for 2000 – sport, youth and business tourism. The BTA is planning to position sport as an integral part of the UK’s tourism product. It will promote spectator events, sports heritage and soft adventure holidays.
Meanwhile, 2m young people aged 16-25 years will be targeted in a global campaign. And the BTA plans to develop business tourism further, which is already worth an estimated £4bn a year to the UK.
n See Clipboard, page 78
n The UK attracted 25.7m overseas visitors last year.
n Inbound tourists spent £12.6bn in 1998.
n The BTA expects the £6bn spent on millennium attractions to produce a big upswing in tourism in 2000.
n New campaigns for 2000 will focus on sport, youth and business tourism.