Travelodge chief executive Grant Hearn is calling on business secretary Vince Cable to act on a ten-point plan to boost UK tourism.
The demand follows a report commissioned by the budget chain which investigated how the UK tourism industry has performed during the longest recession since the Second World War.
The study revealed that UK tourism is a resilient industry that has outperformed the general economy over the last five years, led the way in terms of employment numbers and increased visitor numbers.
In a letter to Cable, the Travelodge boss makes a case that it is “high time” policymakers woke up and unlocked the true potential of one of the UK’s fastest growing industries.
The ten-point plan calls for the government to move tourism higher up its agenda, and for the sector to be given the status it deserves – by moving it from the Department of Culture Media & Sports to the Department for Business, Innovation and Skills.
It also calls for the creation of a dedicated taskforce to be created, headed by a tourism minister. This group will be tasked with delivering growth and creating a cross departmental cohesive strategy in co-operation with all tourism partners.
Hearn also calls for more to be done to increase the UK’s competiveness, such as credible tax breaks and steps to reduce the bureaucracy behind the visa application process which keeps so many Chinese visitors away.
He said: “Our report confirms UK tourism has successfully weathered the recession to date and outperformed other key sectors which is great news. However, as one of Britain’s biggest business sectors it deserves the chance to unlock its true potential.
“We have a real opportunity within our grasp which can play a significant part in helping our economy to recover; our lack of immediate action is costing jobs, growth and investment.
“It is in our national economic interest and this has to happen now. We need to be treated as a serious business sector.
“Our ten-point plan is about awakening the potential of the sector and positioning tourism as a key element of a successful and sustainable economic recovery. I welcome an opportunity to discuss this proposal with Mr Cable and his department.”
British Hospitality Association chief executive Ufi Ibrahim said: “Across the UK, thousands of hotels, tourist attractions, restaurants, businesses small and large, depend on the government to back them.
“Our industry has the potential to create over 200,000 jobs in the UK by 2015. All the evidence shows that our tourism and hospitality industry is a success story in this recession.
“There are measures that government could take which would create more employment and boost the economy – such as cutting tourism VAT to 5% and the ongoing initiative to improve the tourist visa process.
“It is essential that there is a more co-ordinated approach for tourism in government.”