THE BRITISH Incoming Tour Operators’ Association and the British Tourist Authority have pledged to work together as part of a campaign to create a higher profile for the inbound sector.
In a four-page memorandum of understanding announced at the BITOA conference, the two organisations agreed to consult and collaborate in several areas, including business planning, overseas promotion, trade education and public affairs.
BITOA chief executive Richard Tobias said: “The agreement between BITOA and the BTA means that the resources of both organisations will be channelled to achieve focused marketing strategy for Britain’s tourism industry.
“There can be no doubt that combining our strengths in a number of strategic areas will be of positive benefit for all sectors of the industry.”
The highlights of the memorandum of understanding are:
- Joint exhibits at selected overseas exhibitions to reinforce a British brand.
- An agreement to work together to promote and safeguard the interests of industry on policy issues such as VAT and Air Passenger Duty.
- A programme to bring more visitors into the regions by encouraging tour operators to stimulate visits outside London.