Private companies should be encouraged to step in to help fund domestic tourist boards threatened with spending cuts under government austerity measures.
The call came from Marcus Simmons, managing director of independent tourism and accommodation directory iknow-uk, following independent research by VisitBritain which forecast that tourism revenue would grow by more than 60% by 2020.
UKinbound criticised this prediction as “fantasy” and Simmons said: “We can’t expect the business to just drop into our lap – companies in the sector need to be pulling together to ensure maximum impact, and to enable us to show the rest of the world just how great Britain is as a holiday destination.
“I also believe that the government should look at the ways in which the tourism industry is funded, perhaps by looking at ways that private businesses can support tourist boards in their activity.
“UK tourist boards are currently heavily subsidised, and by empowering private companies we could see the need for this financial support cut, without damaging the potential of the industry.”
He added: “People running tourism and accommodation companies in the UK are really passionate about what they do, and will want to take advantage of the anticipated boom. However, responding quickly and effectively is key.”
Simmons said figures “don’t mean anything unless the tourism and hospitality businesses across Britain really rally round to make the most of this potential audience”.
“VisitBritain rightly stated that the Olympics will be key in allowing us to showcase Britain to the rest of the world,” he added.
“But, the real fact of the matter is that accommodation and hospitality owners aren’t at all worried about attracting visitors during the Games.
“The real concern to the people on the ground, particularly those outside of London, and away from the other sporting venues being used throughout the event, is what happens before 2012 – and afterwards too.
“The UK tourism industry has a real chance to take advantage of the current situation both abroad and at home, and with amazing countryside, beautiful seaside and outstanding places to stay, businesses in the sector really need to start punching above their weight and seizing the opportunity to really make a difference to their own bottom line, and the overall British economy.”