Formation of the Visitor Economy Advisory Council
The announcement comes as part of the government’s broader plan to enhance the UK’s tourism industry, which is worth £74 billion to the economy and accounts for 4% of the Gross Value Added (GVA).
The new council, co-chaired by Tourism Minister Sir Chris Bryant MP, aims to foster collaboration between the government and the tourism industry to drive growth and improve the overall visitor experience.
Objectives and Membership
The Visitor Economy Advisory Council will include an inclusive membership representing the entire visitor economy.
The council’s primary objectives include creating a National Visitor Economy Strategy, set to be launched next autumn, and addressing critical issues such as marketing, tourist board reforms, skills gaps, and the promotion of regional destinations.
This initiative is designed to ensure that tourism growth is not limited to London but is distributed across various regions of the UK.
Economic and Industry Impact
The tourism sector is a significant contributor to the UK economy, employing almost as many people as the NHS and generating substantial tax revenues.
However, the sector faces challenges such as high taxes, including VAT and aviation taxes, which make the UK less competitive compared to other European destinations.
According to the World Travel & Tourism Council (WTTC), the UK ranks 113th out of 119 countries for price competitiveness, highlighting the need for targeted reforms to unlock the sector’s full potential.
Some Statistics
- The tourism industry contributes £280 billion to the UK economy annually.
- The sector supports over 4.1 million jobs, accounting for 11.3% of total employment.
- The UK aims to welcome 50 million international visitors per year by 2030.
Leadership Response
“I am passionate about making the UK a top visitor destination that truly rivals our European counterparts. We need a true partnership between the government and the sector to deliver such growth,” said Sir Chris Bryant MP, Tourism Minister.
Sir Chris Bryant MP, Tourism Minister.
The Tourism Minister’s emphasis on collaboration underscores the critical role that both government and industry must play in driving the sector’s growth and addressing its challenges.
Progress and Targets
- The UK currently attracts around 38 million international visitors annually.
- Pre-pandemic levels saw 41 million visitors in 2019.
- The government is committed to surpassing 50 million visitors by 2030, with a focus on improving regional tourism and the overall visitor experience.
Local and Regional Impact
The strategy to boost tourism extends beyond London, with a focus on developing stronger regional destinations. Moreover, Minister Bryant highlighted the need to complement London and Edinburgh with other attractive regional areas, showcasing the UK’s diverse heritage, arts, music, and cultural offerings.
Consequently, this approach aims to distribute tourism benefits more evenly across the country. It will support local economies and enhance national pride, thereby fostering a more sustainable tourism industry.
Furthermore, by promoting regional destinations, the UK can reduce its reliance on London as the primary tourist hub, creating a more balanced and resilient tourism sector .
Immediate Implications
The formation of the Visitor Economy Advisory Council marks a significant step towards revitalizing the UK’s tourism sector.
Furthermore, the government plans to take immediate action, creating a National Visitor Economy Strategy and reforming tourist boards, to address long-standing challenges and capitalize on the sector’s growth potential.
Broader Significance
The initiative reflects a broader recognition of tourism’s critical role in the UK’s economic growth and regional development.
By investing in and supporting the tourism industry, the government aims to create a more competitive and attractive destination, not just for international visitors but also for domestic tourism, thereby fostering economic resilience and job creation across the country.
