The Government’s vision for the tourism industry for the new millennium represents a huge step forward.
It is the first time the Government – and it’s worth stressing this is a Government strategy document not one from the Department of Culture, Media and Sport – has seen tourism as sufficiently important to justify a dedicated policy of its own.
It recognises that because of its disparate nature, tourism covers many departments of Government. This is a genuine attempt to, in Blairite terms, have a ‘joined up approach.
The document is low on targets. There is an overall aim of a growth rate for the next 10 years which is higher than the global average, but this has not been defined as to whether it is on spending or visitor numbers?
Even more surprisingly, given the focus on quality, is the absence of any quality targets which could be set for the shorter term and be monitored.
The strategy skates over the issue of what is to be done to improve the competitiveness of the UK as a destination.It does not address the tax disadvantages both in terms of VATand Air Passenger Duty which disadvantage the UKagainst other European destinations.
Of course, one of the key decisions that will dominate the future competitiveness of the UK’s national tourism position is the rate at which we go into the euro – if and when we do.
If the tourism industry were to be asked “What is the greatest contribution Government could make to the quality of Britain as a tourist destination?”better public transport would be high on the list, particularly in London. This is not given any priority.
Domestically the English Tourist Board is to play a strategic role and provide leadership to the English tourism industry. There is also a call for a more integrated promotion of the culture and heritage of Britain. It still seems an anomaly that the English Tourist Board will not have funds for promotion of England to the domestic market. This will become more apparent in a post-devolution environment when the funds of the ETB are compared to that of the Scottish,Welsh and Northern Ireland tourist boards.
The strategy provides the opportunity for the private sector to help translate it into action plans. A high profile annual tourism summit will bring together the industry and Government to monitor progress and plan future action.
And in all, Tomorrow’s Tourism represents a great opportunity to take forward the industry.