In an exclusive interview with Travel Weekly, tourism minister Helen Grant looks back on her 16 months in the role
Q: Your role combines tourism with sport. Are there benefits in combining these?
A: There are great benefits and quite a lot of crossover. Sport is one of our big draws, internationally and domestically. No one does major sporting events like we do and I am delighted with how we have grasped the opportunity to showcase everything that makes Britain great.
On top of our world-class calendar of annual sporting competitions such as Wimbledon and the Premier League, the London 2012 Olympic and Paralympic Games, the Commonwealth Games in Glasgow, the Ryder Cup and the Grand Départ of the Tour de France were all fantastic successes that boosted the nation’s profile with international visitors and showcased destinations for domestic holidaymakers to discover.
The eyes of the sporting world will be on us again this autumn as rugby fans cheer on their teams across England and in Cardiff at the Rugby World Cup.
We will look to do all we can to use the tournament to champion the best of Britain.
Q: Was a responsibility for tourism one you sought?
A: I always say I have the best job in government, as minister for tourism and sport. Growing up just north of the Lake District, my first jobs were in tourism and hospitality, so I know how important it is for many parts of the UK.
The success of our tourism strategy in bringing record visitor numbers to Britain is a real source of pride. But we cannot be complacent. We must keep up the momentum.
Our capital is a world city that acts as a lightning rod for tourism in the UK. But I want more visitors to explore outside London. My constituency, Maidstone, is in the heart of Kent, which has brilliant attractions such as Leeds Castle and Canterbury Cathedral – we need to get more people to them.
I’m a huge lover of our stunning national parks, while surfers can enjoy great waves around the coast of Britain.
Destinations across Britain do a great job welcoming visitors and championing their offer, but I want to see what we can do to help. That is why we are committing £10 million to support tourism in the north. Places such as my home town of Carlisle have a fantastic offer. We must ensure that visitors realise what these areas have.
Then there is the coastal communities fund, which is helping our seaside towns. I was in Morecambe recently to see the benefits of this investment first-hand. It is helping to deliver an outstanding tourism offer in a beautiful place. I met several tourism workers who had taken the innovative Welcome to Morecambe Bay training course, so that they can give the best possible welcome to visitors.
All of this helps create a successful tourism industry that, together with the government’s tourism strategy, is creating local jobs and growth as a vital part of the government’s long-term economic plan.
Q: What has most pleased you during your term in office?
A: I am pleased that the Tourism Industry Council is up and running. It gives skills minister Nick Boles and I useful insight into the needs of the industry.
There are challenges that can be addressed only by the government and industry working together.
The number of jobs in the sector is growing rapidly, so our focus has been on making sure the industry can attract and retain the best people. Young people should see tourism as a dynamic, exciting and friendly industry to work in.
Beyond that, it’s fantastic to see continued strong growth. Since 2010, we have seen record inbound spending and visitor numbers, which is down to a concerted effort from everyone to sell the best of Britain and have the strongest offer possible.
I have been a massive supporter of the sector since I took on this post and it is fantastic that the industry is being championed across government – with the GREAT Britain campaign going from strength to strength, visa reforms helping to attract visitors from key markets such as China and good work being done on apprenticeships and skills.
Q: How would you assess tourism’s contribution to the economy?
A: It makes a huge contribution. Tourism was worth an estimated £127 billion GVA (gross value added) to the economy last year. The sector supports 3.1 million jobs – and rising. These jobs provide excellent career opportunities and vital skills to many young people. It is something I care passionately about. I know from my first jobs what a great grounding tourism can give.
Welcoming people acts as an advert for the whole of the UK. A great visitor experience can build goodwill and cement a positive perception of our nation all over the world.
Q: How is tourism viewed by the government as a whole?
A: This government gets tourism. It understands not only the value tourism adds to our economy, but also the role it plays in enriching the lives of British people holidaying at home and in improving the perceptions of the UK abroad.
That is why we invest significantly in the industry via the GREAT campaign, regional growth fund and coastal communities fund.
By investing in infrastructure and airport connectivity, as well as by streamlining visa processes and reforming Air Passenger Duty, we have made it more attractive to travel to the UK. We have abolished the two highest bands of APD from April 1 and will remove it altogether for children under 16, making the UK a more affordable place to fly to for families.
Importantly, we have also increased the sector’s productivity by strengthening skills through the apprenticeship trailblazer initiative. Ensuring we have the right people to take the careers the growing sector creates is vital to maintaining momentum and ensuring local communities feel the benefits.
Q: What do you say to the argument that tourism should have a dedicated minister with no other responsibilities?
A: The tourism industry has a dedicated minister for tourism in me. It is a key priority for me, and the sector is brilliantly represented at cabinet level by the culture secretary Sajid Javid, who is an excellent advocate for the industry.
Q: How can the industry make its point to government when it must deal with so many departments?
A: One reason I was so keen to set up the Tourism Council was to create a forum for industry and government to work collaboratively at a high level on important issues. It will help the industry speak with a more united voice to government and get its main points across easier.I have excellent working relationships with ministerial colleagues and always champion the sector in my dealings with them.