Recommendations & Conclusions
26 items
1
Conclusion
Second Report - Promoting Britain abroad
Accepted
Britain’s world-leading cultural sector enjoys global attention and contributes enormously to the country’s appeal, but the competition is getting stronger. The voice of the cultural sector must be included at a strategic level if it is to fulfil its potential to attract visitors from across the globe. Establishing a Creative …
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Britain’s world-leading cultural sector enjoys global attention and contributes enormously to the country’s appeal, but the competition is getting stronger. The voice of the cultural sector must be included at a strategic level if it is to fulfil its potential to attract visitors from across the globe. Establishing a Creative Industries Export Office would enable both industry and Government to work together to promote British talent and attract higher numbers of visitors. However, for an export office to succeed it must command industry support, include officials from across government and be sufficiently resourced.
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Government response AI summary
The Government does not see a case for a separate creative industries export office due to a wide range of existing support and will set out its ambition for the creative sector to 2030 in the upcoming Creative Industries Sector Vision. They will continue to …
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Department for Culture, Media and Sport
2
Recommendation
Second Report - Promoting Britain abroad
Rejected
We recommend that the Government should work with the creative industries at a strategic level and establish a creative industries export office. This should be coordinated by the DCMS but involve officials from all relevant departments, such as the Department for Business, Energy and Industrial Strategy, the Home Office and …
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We recommend that the Government should work with the creative industries at a strategic level and establish a creative industries export office. This should be coordinated by the DCMS but involve officials from all relevant departments, such as the Department for Business, Energy and Industrial Strategy, the Home Office and the Department for Transport.
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Government response AI summary
The Government does not see a case for a separate creative industries export office due to a wide range of existing support.
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Department for Culture, Media and Sport
3
Conclusion
Second Report - Promoting Britain abroad
Accepted
London will always be key to our tourism offer; it is a global brand which attracts millions of visitors each year. But every part of Britain has something to offer and a story to tell. Our evidence tells us that many visitors are unaware of what else there is to …
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London will always be key to our tourism offer; it is a global brand which attracts millions of visitors each year. But every part of Britain has something to offer and a story to tell. Our evidence tells us that many visitors are unaware of what else there is to see or believe other destinations are too far or too difficult to travel to. Addressing these issues will help drive people beyond the capital. Attracting international business events also has clear potential not only to drive tourism across the country but throughout the year, as evidenced by the forecast impact of the events secured with the support of the Business Events Growth Programme.
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Government response AI summary
VisitBritain will continue to prioritize regional dispersion through the relaunch of their GREAT international marketing campaign, See Things Differently, targeted at key GREAT markets in the EU, US and the Gulf. They will increase domestic visitor numbers through their ‘Escape the Everyday’ campaign and partner …
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Department for Culture, Media and Sport
4
Recommendation
Second Report - Promoting Britain abroad
Accepted in Part
VisitBritain should continue its work with tourism providers to identify how best to showcase all regions of the UK, with a particular focus on addressing the travel barriers, both perceived and actual. The Government should expand VisitBritain’s Business Events Growth Programme and indicate in its response to our report the …
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VisitBritain should continue its work with tourism providers to identify how best to showcase all regions of the UK, with a particular focus on addressing the travel barriers, both perceived and actual. The Government should expand VisitBritain’s Business Events Growth Programme and indicate in its response to our report the level of additional funding and the date by which it will be awarded. (Paragraph 27) Government policy
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Government response AI summary
VisitBritain will prioritize regional dispersion through its GREAT international marketing campaign, and is working to increase domestic visitor numbers. The Department relaunched the Events Industry Board as a Tourism Industry Council Working Group to generate practical policy options, but gives no indication of additional funding …
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Department for Culture, Media and Sport
5
Conclusion
Second Report - Promoting Britain abroad
Accepted
The Government’s decision to withdraw from the VAT Retail Export Scheme has made Britain less appealing to tourists while increasing the appeal of our European competitors. It has been a spectacular own goal, signalling that the Government does not, despite its protestations to the contrary, recognise the significance of retail …
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The Government’s decision to withdraw from the VAT Retail Export Scheme has made Britain less appealing to tourists while increasing the appeal of our European competitors. It has been a spectacular own goal, signalling that the Government does not, despite its protestations to the contrary, recognise the significance of retail to the inbound tourism sector. For a short while, it appeared to have seen sense, committing once again to providing tax-free shopping for inbound visitors. To then reverse this decision, less than a month later with no new financial analysis provided, only serves to demonstrate the paucity of thought associated with these policy changes. By the Treasury’s own estimation, the scheme could at the very least have been cost neutral. We agree with the industry that a broader analysis of the indirect benefits of the scheme would demonstrate that its cost would be far outweighed by the revenue it would generate and the increased numbers of tourists coming to the UK. (Paragraph 37) 34 Promoting Britain abroad
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Government response AI summary
The government defends its decision to withdraw from the VAT Retail Export Scheme, referencing the OBR assessment, but states it keeps all taxes under review and will endeavour to consider the impact of future decisions affecting the inbound tourism sector.
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Department for Culture, Media and Sport
6
Conclusion
Second Report - Promoting Britain abroad
Acknowledged
We find it astonishing that the Minister and the Treasury were unable to tell us what assessment was made of the impact on the number of tourists coming here, not just in terms of raw visitor numbers but also the indirect benefits of their staying here. We are led to …
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We find it astonishing that the Minister and the Treasury were unable to tell us what assessment was made of the impact on the number of tourists coming here, not just in terms of raw visitor numbers but also the indirect benefits of their staying here. We are led to conclude that either the Treasury did not consider this or, if they did, gave little weight to DCMS’s warnings of its potential devastating impact on the industry. The Government fixed on its policy without ensuring it had the full facts before doing so. To make such a decision without considering its indirect impact, not just the direct one, is extraordinary and has already harmed the industry on which so much of our economy depends.
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Government response AI summary
The government says it consulted widely on the change and assessed evidence, balancing fiscal and economic impacts. DCMS will consider the impact of future decisions affecting the inbound tourism sector, noting both direct and indirect consequences of a policy.
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Department for Culture, Media and Sport
7
Recommendation
Second Report - Promoting Britain abroad
Accepted
The Government should publish an assessment of the direct and indirect impact that withdrawing from the VAT Retail Export Scheme will have had on the inbound tourism sector.
Government response AI summary
The government refers to the independent Office for Budget Responsibility's assessment of the withdrawal of the VAT Retail Export Scheme published in November 2020.
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Department for Culture, Media and Sport
8
Recommendation
Second Report - Promoting Britain abroad
Acknowledged
In all future decisions affecting the inbound tourism sector, the Government should conduct impact assessments not only of the direct consequences of a policy but of the indirect ones as well.
Government response AI summary
The government states it will endeavour to consider the impact of future decisions affecting the inbound tourism sector, noting both direct and indirect consequences of a policy, but references the OBR assessment of the VAT Retail Export Scheme and its wider context.
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Department for Culture, Media and Sport
9
Conclusion
Second Report - Promoting Britain abroad
Acknowledged
The decision to ban ID cards is having a crippling effect on those businesses which rely on inbound visits from children and young people, businesses which are often based in seaside resorts. Any potential risk to security needs to be balanced with common sense: those on organised educational trips are …
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The decision to ban ID cards is having a crippling effect on those businesses which rely on inbound visits from children and young people, businesses which are often based in seaside resorts. Any potential risk to security needs to be balanced with common sense: those on organised educational trips are unlikely to attempt to remain illegally.
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Government response AI summary
The government acknowledges concerns around the repeal of EU ID cards and will review mitigations through the Inter-Ministerial Group (IMG), but has no plans to change its approach to under 18s travelling as part of an organised group.
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Department for Culture, Media and Sport
10
Recommendation
Second Report - Promoting Britain abroad
Acknowledged
We recommend that the Government should allow children and young people under the age of 18, travelling as part of a supervised educational and/or cultural group visit, to enter the UK on a single group ID card.
Government response AI summary
The Government describes a more streamlined and agile approach to AMC spend control and will continue to evaluate the case for a rise in VisitBritain's PASS approval threshold but does not directly address the recommendation.
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Department for Culture, Media and Sport
11
Conclusion
Second Report - Promoting Britain abroad
Not Addressed
In an increasingly competitive tourism market, the UK must keep pace with other countries’ visa schemes and match, or surpass, those of our competitors. Moreover, the Government’s strategy of agreeing bilateral arrangements with EU Member States for performers touring the EU is failing to address the industry’s needs. The Government …
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In an increasingly competitive tourism market, the UK must keep pace with other countries’ visa schemes and match, or surpass, those of our competitors. Moreover, the Government’s strategy of agreeing bilateral arrangements with EU Member States for performers touring the EU is failing to address the industry’s needs. The Government needs to recognise the bureaucratic burden caused by performers having to navigate multiple bilateral schemes for a single visit to the EU.
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Government response AI summary
The Government Communication Service (GCS) in the Cabinet Office has reduced the approval requirements for government marketing materials. This is not related to the conclusion about visas.
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Department for Culture, Media and Sport
12
Recommendation
Second Report - Promoting Britain abroad
Acknowledged
We recommend that the Government should review entry requirements for visitors with a view to ensuring they match or surpass those of our competitors. It should publish the outcome of its review within 12 months.
Government response AI summary
The Government describes existing structures (IMG and Tourism Industry Council) for discussing and addressing issues related to the visitor economy, but doesn't specifically commit to reviewing entry requirements or publishing the outcome.
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Department for Culture, Media and Sport
13
Recommendation
Second Report - Promoting Britain abroad
Rejected
We recommend that the Government should negotiate an agreement with the EU to provide a single-entry document for performers to submit to any EU country they wish to visit. (Paragraph 57) Resources
Government response AI summary
The government rejects the proposal of an EU-wide visa waiver for performers, citing incompatibility with the government's manifesto commitment to take control of borders and stating that a reciprocal agreement was offered that remains incompatible. The government highlights actions taken to support creative workers.
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Department for Culture, Media and Sport
14
Conclusion
Second Report - Promoting Britain abroad
Accepted
Though staffing shortages have been exacerbated by the pandemic, the problems are long-term. The level of vacancies in the tourism and hospitality sectors are directly impacting the quality of our offer, yet both sectors can take a teenager in a holiday job all the way up to management and leadership. …
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Though staffing shortages have been exacerbated by the pandemic, the problems are long-term. The level of vacancies in the tourism and hospitality sectors are directly impacting the quality of our offer, yet both sectors can take a teenager in a holiday job all the way up to management and leadership. There not only needs to be a clear message from Government that careers in hospitality and tourism are viable, long- Promoting Britain abroad 35 term and year-round, but also a strategy to fill immediate vacancies. We welcome efforts to create apprenticeships and the new T-Level in Catering in 2023 but believe that more could be done to support business-owners who are short of staff today.
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Government response AI summary
The government recognizes labour and skills shortages and states that a number of measures are already in place to mitigate this risk, such as the Hospitality Sector Council and the Hospitality and Tourism Skills Board.
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Department for Culture, Media and Sport
15
Recommendation
Second Report - Promoting Britain abroad
Rejected
We recommend that the Government should introduce a temporary recovery visa for industries where there is clear evidence of labour and skills shortages.
Government response AI summary
The government rejects the recommendation to introduce a temporary recovery visa, stating that the immigration system should not be an alternative for employers to avoid improving pay and conditions, while acknowledging labour and skills shortages and stating existing measures are in place.
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Department for Culture, Media and Sport
16
Conclusion
Second Report - Promoting Britain abroad
Rejected
The fragmented nature of marketing budgets across the UK, with different sectors and different parts of the country supported by different funds, makes it difficult to quantify the exact amount of Government funding for inbound tourism marketing. However, the minister himself acknowledged that it is low by international standards. Whilst …
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The fragmented nature of marketing budgets across the UK, with different sectors and different parts of the country supported by different funds, makes it difficult to quantify the exact amount of Government funding for inbound tourism marketing. However, the minister himself acknowledged that it is low by international standards. Whilst we acknowledge the challenge of the current economic climate on public spending, the Government cannot afford to be complacent: tourists need winning back to Britain and we cannot do it on reputation alone. If Britain wants to compete internationally, VisitBritain’s marketing budgets must keep pace with those of our nearest competitors. The cost of this investment will be vastly exceeded by the returns it will generate.
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Government response AI summary
The Government does not intend to increase VisitBritain’s marketing budget at present, stating that funding is effectively budgeted to promote regional and seasonal spread, attract inward investment, and rebuild international visitor value.
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Department for Culture, Media and Sport
17
Recommendation
Second Report - Promoting Britain abroad
Rejected
The Government should increase VisitBritain’s marketing budget to match more closely those of our nearest competitors. VisitBritain should ensure that much of this increase in funding should be ringfenced to promoting regional destinations. (Paragraph 68) Leadership
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The Government should increase VisitBritain’s marketing budget to match more closely those of our nearest competitors. VisitBritain should ensure that much of this increase in funding should be ringfenced to promoting regional destinations. (Paragraph 68) Leadership
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Government response AI summary
The government does not intend to increase VisitBritain’s marketing budget at present, but says it is prioritising the promotion of regional destinations through existing measures.
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Department for Culture, Media and Sport
18
Recommendation
Second Report - Promoting Britain abroad
Accepted in Part
The de Bois review of Destination Management Organisations (DMO) received widespread support from across the industry and it is unacceptable that the Government took 11 months to respond and in such a half-hearted fashion. The Comprehensive Spending Review and departmental business planning are standard annual events and so the Government …
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The de Bois review of Destination Management Organisations (DMO) received widespread support from across the industry and it is unacceptable that the Government took 11 months to respond and in such a half-hearted fashion. The Comprehensive Spending Review and departmental business planning are standard annual events and so the Government should not use these as an excuse for the delay. We can only conclude that restructuring the DMO sector was not a priority, confirming stakeholders’ fears that the Government fails to appreciate the urgency of the issue. Now is the time for bold action, yet the Government has failed to commit to any long-term change. We welcome the fact that the Government has accepted some of the report’s recommendations, but its response falls short of the changes necessary for Destination Management Organisations to reach their full potential. We acknowledge the fact that the Government must ensure public money is spent wisely but are disappointed that the Government has made no commitment to fund a national scheme should the pilot prove successful, nor published the criteria by which it will be judged.
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Government response AI summary
The government announced a Destination Development Partnership (DDP) pilot with Visit Northumberland and Visit County Durham tourism boards receiving £2.25 million across three years to promote more strategic, consumer focused development of the visitor economy; the results of which will be used to inform future …
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Department for Culture, Media and Sport
19
Recommendation
Second Report - Promoting Britain abroad
Accepted in Part
We recommend that the Government should complete the pilot to a swift timescale and commit to implementing the de Bois recommendations in full.
Government response AI summary
The government is piloting the Destination Development Partnership (DDP) approach in the North East with £2.25 million in funding and will consider rolling it out to other regions if the pilot is successful.
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Department for Culture, Media and Sport
20
Conclusion
Second Report - Promoting Britain abroad
Accepted
We recognise that the pandemic will have had a significant impact on VisitBritain’s engagement with wider industry, while the level of its funding limits its ability to support Destination Management Companies to the extent that both sides would wish. We welcome the progress that VisitBritain has made to address concerns …
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We recognise that the pandemic will have had a significant impact on VisitBritain’s engagement with wider industry, while the level of its funding limits its ability to support Destination Management Companies to the extent that both sides would wish. We welcome the progress that VisitBritain has made to address concerns but feel it should also consider the extent to which this engagement should be at a strategic level rather than purely operational. (Paragraph 81) 36 Promoting Britain abroad
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Government response AI summary
VisitBritain will continue to prioritize regional dispersion through the relaunch of their GREAT international marketing campaign, See Things Differently, targeted at key GREAT markets in the EU, US and the Gulf. They will increase domestic visitor numbers through their ‘Escape the Everyday’ campaign and partner …
Read full response →
Department for Culture, Media and Sport
21
Conclusion
Second Report - Promoting Britain abroad
Acknowledged
We are deeply concerned about how long VisitBritain must wait for confirmation of its Comprehensive Spending Review funding and, particularly, its marketing spend approval. This year’s delays in the Professional Assurance approval process meant VisitBritain was unable to undertake critical work in international markets and so damaged the recovery of …
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We are deeply concerned about how long VisitBritain must wait for confirmation of its Comprehensive Spending Review funding and, particularly, its marketing spend approval. This year’s delays in the Professional Assurance approval process meant VisitBritain was unable to undertake critical work in international markets and so damaged the recovery of the inbound tourism sector as a whole. We welcome the fact that the Cabinet Office responded more quickly during lockdown, but this highlights not only the necessity of acting swiftly but also the Cabinet Office’s ability to do so. All marketing campaigns generate significant costs and so VisitBritain hits the threshold of £100,000 on most, if not all, of its work. Given that the Government established VisitBritain to promote Britain abroad, it is nonsensical that approval processes are directly limiting its ability to do so. We recognise that £100,000 may be a useful threshold for non-marketing organisations but the nature of VisitBritain’s work means that it should have a much higher threshold for its campaign spend.
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Government response AI summary
The government acknowledges concerns about delays in VisitBritain's marketing spend approval and states that as part of wider reforms of Cabinet Office controls, the AMC spend control will adopt a more streamlined and agile approach.
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Department for Culture, Media and Sport
22
Recommendation
Second Report - Promoting Britain abroad
Acknowledged
We recommend that within the next three months the Government should negotiate with VisitBritain a rise in its PASS approval threshold.
Government response AI summary
The government acknowledges the recommendation and states it will continue to evaluate the case for a rise in VisitBritain’s PASS approval threshold as part of future operational planning. They cite ongoing reforms to advertising, marketing, and communication (AMC) spending controls.
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Department for Culture, Media and Sport
23
Conclusion
Second Report - Promoting Britain abroad
Accepted
VisitBritain is an arms’ length body yet in practice appears to be grasped close to the chest. VisitBritain knows better than officials at No 10 and the Cabinet Office how best to attract visitors to Britain in an increasingly competitive field. Given VisitBritain’s marketing and communications expertise, the requirement for …
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VisitBritain is an arms’ length body yet in practice appears to be grasped close to the chest. VisitBritain knows better than officials at No 10 and the Cabinet Office how best to attract visitors to Britain in an increasingly competitive field. Given VisitBritain’s marketing and communications expertise, the requirement for marketing materials approval appears unduly restrictive. Officials’ involvement in budget spending is understandable; their control over operational decisions and campaign messaging is not. The Minister himself acknowledged that there is scope for improvement.
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Government response AI summary
The Government Communication Service (GCS) in the Cabinet Office has reduced the approval requirements for government marketing materials, with only new master creative for major government campaigns submitted to GCS for approval and feedback provided promptly.
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Department for Culture, Media and Sport
24
Recommendation
Second Report - Promoting Britain abroad
Accepted
The Government should use a lighter touch with VisitBritain regarding operational decisions and campaign messaging. Any feedback should be considered as advisory only and given to VisitBritain within one month.
Government response AI summary
The Government Communication Service (GCS) in the Cabinet Office has already reduced the approval requirements for government marketing materials.
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Department for Culture, Media and Sport
25
Conclusion
Second Report - Promoting Britain abroad
Accepted
The Minister and DCMS officials should feel proud of their hard work supporting the tourism sector through the pandemic and we welcome the establishment of an inter-ministerial working group. However, it can only be effective if all departments recognise the extent to which the economy depends on the sector. Given …
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The Minister and DCMS officials should feel proud of their hard work supporting the tourism sector through the pandemic and we welcome the establishment of an inter-ministerial working group. However, it can only be effective if all departments recognise the extent to which the economy depends on the sector. Given that so many of the levers which control tourism lie outside of DCMS’s control, the industry’s ability to reach its full potential depends on the working group ensuring that policy from other departments does not undermine the work that DCMS is trying to achieve. This will require a full-time tourism minister who can work across several departments
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Government response AI summary
The government states that there is a full-time minister responsible for tourism and highlights the role of the Inter-Ministerial Group (IMG) on the Visitor Economy in facilitating discussions across government and that the IMG is supported by the Tourism Industry Council.
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Department for Culture, Media and Sport
26
Recommendation
Second Report - Promoting Britain abroad
Accepted
The Government should make the Tourism Minister a full-time position. We are open- minded as to which department the minister should be placed in, but it is crucial that their views should carry significant weight across all relevant departments, particularly the Home Office, HM Treasury and the Department for Transport. …
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The Government should make the Tourism Minister a full-time position. We are open- minded as to which department the minister should be placed in, but it is crucial that their views should carry significant weight across all relevant departments, particularly the Home Office, HM Treasury and the Department for Transport. (Paragraph 99) Promoting Britain abroad 37
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Government response AI summary
The government states it already has a full-time Minister responsible for tourism within a broader portfolio and highlights the Inter-Ministerial Group (IMG) on the Visitor Economy as an established governance mechanism.
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Department for Culture, Media and Sport