Source · Select Committees · Culture, Media and Sport Committee
Recommendation 24
24
Tourism is an incredibly important force within the UK economy; however, it is more than...
Recommendation
Tourism is an incredibly important force within the UK economy; however, it is more than just the sum of its parts, and it demonstrates vital links to culture, heritage and environmental work. Moreover, tourism is an essential part of many peoples’ lives, and the prospect of some time away from home has, we are sure, been a beacon of hope for many people during the lockdown period. We urge DCMS to launch a national campaign to restore consumer confidence in the domestic UK holiday market. If done quickly, there is still time to boost the end of the summer—plus the autumn and 2021—market. Such a campaign will be hugely beneficial in assisting the tourism industry in clawing back some of the business it has lost during the lockdown period and will help to fill the hole left by the sharp decrease in international visitors to the UK. (Paragraph 98) The role of the Department for Digital, Culture, Media and Sport
Government Response
Accepted
HM Government
Accepted
The Government agrees with this recommendation. In July, we launched a £10 million domestic campaign encouraging UK residents to Enjoy Summer Safely. This campaign was supported by £4 million for local activity delivered by Destination Management Organisations, among others. In mid-September, VisitEngland launched a domestic ‘Escape the Everyday’ campaign to encourage tourism activity in the autumn and winter periods. The role of DCMS - Conclusions and recommendations 25–30