Recommendation 3

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.