The boss of the World Travel & Tourism Council (WTTC) hailed the tourism minister as a “breath of fresh air” following the first meeting of a new taskforce for the sector.
The UK government’s new Visitor Economy Advisory Council (VEAC), created to address key challenges facing sector, met for the first time on Monday (January 20).
As well as WTTC president and chief executive Julia Simpson, the council included Hays Travel chair Dame Irene Hays, Clia UK chief Andy Harmer and British Airways boss Sean Doyle.
At its first meeting, the council discussed the sector’s performance across domestic, international and outbound markets and how it can support the government’s growth mission.
Simpson said the creation of the council is a “positive signal” but called for “immediate and bold action” to address “long-standing issues plaguing” the UK’s travel and tourism sector.
The WTTC said the industry contributed £280 billion to the UK economy in 2024 and supported more than 4.1 million jobs – but could face losses of up to £60 billion without “immediate action”.
“I applaud minister Bryant for showing strong leadership,” said Simpson.
“He understands the real growth potential for UK tourism and some of the current barriers.
“If you look at the figures, the UK is coasting. While competitors like France and Ireland put their shoulder behind tourism, successive UK governments have a ‘they will come’ attitude.
“Sir Chris Bryant is a breath of fresh air and solution orientated.”
For the inbound sector, key challenges include the UK’s high VAT, lack of tax-free shopping and Air Passenger Duty (APD), while rising visa costs are deterring global travellers, redirecting them to competing destinations, warned the WTTC.
More: Hays Travel, Clia and BA bosses join new tourism taskforce