Source · Select Committees · Culture, Media and Sport Committee
Second Report - Promoting Britain abroad
Culture, Media and Sport Committee
HC 156
Published 24 October 2022
Recommendations
7
Accepted
Para 39
The Government should publish an assessment of the direct and indirect impact that withdrawing from...
Recommendation
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 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.
Department for Culture, Media and Sport
View Details →
24
Accepted
Para 92
The Government should use a lighter touch with VisitBritain regarding operational decisions and campaign messaging.
Recommendation
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 Summary
The Government Communication Service (GCS) in the Cabinet Office has already reduced the approval requirements for government marketing materials.
Department for Culture, Media and Sport
View Details →
26
Accepted
The Government should make the Tourism Minister a full-time position.
Recommendation
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 …
Read more
Government Response 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.
Department for Culture, Media and Sport
View Details →
Conclusions (7)
1
Conclusion
Accepted
Para 15
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 …
Government Response 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 support creative businesses and professionals exporting to Europe - and the world - with a range of export support programmes.
3
Conclusion
Accepted
Para 26
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 …
Government Response 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 with the Family Holiday Charity to provide holidays for families facing difficult challenges.
5
Conclusion
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 …
Government Response 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.
14
Conclusion
Accepted
Para 62
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. …
Government Response 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.
20
Conclusion
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 …
Government Response 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 with the Family Holiday Charity to provide holidays for families facing difficult challenges.
23
Conclusion
Accepted
Para 91
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 …
Government Response 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.
25
Conclusion
Accepted
Para 98
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 …
Government Response 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.