Travel business owners have been warned against complacency as latest Office of National Statistics figures show a slight stabilisation of the country’s tourism economy.
Marcus Simmons, managing director of independent tourism and accommodation directory iknow-uk, says business owners should not to rest on their laurels as the industry starts its slow recovery.
He specifically warned against raising room prices to cash in on the one-off events such as the London Olympic Games.
“We definitely need a more long-term view on how this may impact business in years to come. We want to make the most of short-term opportunities, but not if it gives visitors the impression that Britain is an expensive destination,” said Simmons.
“Britain has such a lot to offer visitors, with stunning coastline and amazing countryside, and we need to step up and put in place a sustainable, long-term plan of how we communicate this to both home-grown and overseas tourists.”
Latest ONS figures show that the number of Britons choosing to take domestic holidays has risen by 6% in the past year, with the number travellinging abroad down by 3%.
Simmons added: “It’s great news that the latest figures are showing a slight recovery in the British tourism industry. But we need to make sure that hoteliers and other businesses in the sector continue to step up and do everything they can to shout about the great holiday offering the UK has.
“With big events such as the Royal Wedding and the Olympics on the horizon, and good news about the visitor economy starting to stabilise, there are real opportunities for the industry to really step up and help ensure Britain is at the top of the list when it comes to amazing must-visit tourism destinations.”
But Simmons added: “It’s vital in the run up to these events that the UK goes all out to ensure we are effectively communicating our value as a tourist destination – with both holidaymakers from abroad and at home.
“However, we also need to be careful not to be blinded by William and Kate’s wedding or the Olympics as the only opportunities to draw visitors in to the UK.
“It’s important that we have a sustained approach. The thousands of hotel and accommodation owners that list on our websites won’t have problems filling their rooms during the Games. It’s before and after 2012 they are concerned about.”