Britain’s visa process must be improved to ensure the country makes the most of the global attention generated by the Olympics, according to the UKinbound organisation.
Mary Rance, chief executive of UKinbound, will be among the panellists speaking about their predictions, the realities and tourism outcomes of London 2012 in a session today.
James Berresford, chief executive of VisitEngland, and Sandie Dawe, chief executive of VisitBritain, will also be joining the panel to discuss the Olympics’ impact on the UK’s brand recognition, and expectations for the future.
Rance told Travel Weekly that London 2012 did a fantastic job in showcasing the country to the world, and that the task now was to transform that interest into visitors “for the remainder of the year, and the years ahead”.
“The welcome we gave people really did hold us in a very good light,” said Rance.
“I think the image of Britain as an unwelcoming nation has definitely improved, so we have to keep up the good work.”
To accomplish that, however, Rance said that certain changes had to take place, such as altering the visa process to make it easier for visitors to enter the country, particularly those from China, to help Britain tap into the lucrative Chinese tourist market.
Continuing to market Britain overseas was also “essential to keep the message going”, said Rance, as was increasing aviation capacity.
“Long term, aviation capacity is something that will have to be addressed more urgently than it currently is,” said Rance.
“It’s been kicked into the long grass.”
› Tourism And The Olympic Games 2012 – A Review
Monday, 15.00-16.30, Platinum Suite 4