British Refocuses On Tourism Goals
Posted by Tousala | Posted in General Interest, Travel and Leisure: General | Posted on 23-02-2011
Tags: economy, Tourism, Travel, UK
0
A few weeks ago the British tourism minister cautioned that the island nation would have to redouble its efforts to ensure that the London 2012 Olympics had a lasting impact on UK Tourism. But as seems to be common in the UK at the moment, the money to actually act on this call to action simply isn’t there. And the consequence is that VisitBritain, the main agency for promoting British tourism outside of the UK, is drastically reducing its operations. VisitBritain is to pull out from 14 overseas markets, including South Africa, New Zealand, Korea and Mexico. Job losses of 30% are expected, with promotion left to 21 markets. With their budget already cut by 34% in autumn, it seems that the losses were inevitable.
The strategy (if there is one) relies heavily on tourists seeking UK holidays because of the big three events: the Diamond Jubilee, Royal Wedding and London Olympics. By maybe people will head on Holidays to Barbados instead. The remaining 21 offices are, after all, in countries responsible for 80% of foreign tourist income. But focusing on the events in 2011 and 2012 is in complete contradiction to the government’s supposed priorities. Honestly, nothing much is happening in the UK after 2012. Meanwhile, the UK is having to face up to the fact that more and more people head on Dubai Holidays and other new locations opened up by both tourist infrastructure and maturing tastes.
Overseas arms of VisitBritain aren’t the only limbs being lopped off: the Regent Street visitor centre is going to be axed as well. To fill the vacuum, VisitBritain hopes to focus more on online services, especially mobile and ‘smartphone’ experiences. What a bandwaggon to jump on. Have VisitBritain never used a smartphone in a foreign country before? Even before you consider that many do not have these devices, (or use them well enough to have them) the data roaming charges and available coverage on these devices are just ludicrous and pitiful, in that order. VisitBritain’s goals are unrealistic. But there is hope: perhaps a world full of people are just waiting to move their Tropical Sky Weddings Abroad in Britain in imitation of the worlds most prominent History of Art graduates.

