Promoting Britain abroad

Tourism is an economic, cultural and social asset. Although it is a devolved matter—England, Scotland, Wales, Northern Ireland and London all have independent tourism bodies—all five organisations work closely with VisitBritain, the national tourism agency. VisitBritain is responsible for marketing Britain worldwide and developing Britain’s visitor economy. In 2019, inbound tourism to the UK was … Show more

Tourism is an economic, cultural and social asset. Although it is a devolved matter—England, Scotland, Wales, Northern Ireland and London all have independent tourism bodies—all five organisations work closely with VisitBritain, the national tourism agency. VisitBritain is responsible for marketing Britain worldwide and developing Britain’s visitor economy. In 2019, inbound tourism to the UK was worth approximately £28.4bn and in ‘usual times’ the sector as a whole employs 4 million people. However, as last year’s ‘Impact of Covid-19 on DCMS sectors’ Report and figures released by VisitBritain highlight, tourism has taken a huge hit as a result of the Covid-19 crisis. Inbound tourism spend fell to £6.2bn in 2020, a decline of 78% on 2019 results. It is currently forecast that in 2021, just £5.3bn will be spent by inbound tourists. In June 2021, the Government announced its ’Tourism Recovery Plan ’ which seeks to recover domestic overnight trip volume and spend by the end of 2022, and inbound visitor numbers and spend by the end of 2023. Other aims include building back a more resilient industry and ensuring that the sector’s recovery benefits all nations and regions. As well as considering the recovery of the UK as a holiday destination for international travellers, the inquiry will look at how the UK promotes itself overseas, its position as a ‘soft power superpower’ and the role of culture and heritage in the UK’s position on the global stage. Show less