Tourism in the United Kingdom of Great Britain and Northern Ireland (UK)

UK’s position in World Markets UK is world no. 5 destination after US, Italy, France, and Spain in terms of £ also below China in terms of arrivals lower growth rate than rivals –tourism 4% of GDP –7% of the workforce UK is world no. 4 source country after US, Germany and Japan UK tourist spend abroad has doubled –Balance of payments deficit in tourism £6.8bn

Tourism Structure Department of Culture Media and Sport British Tourist Authority Wales TB Scottish TB NITB English Tourism Council 10 Regional Tourist Boards

Incoming Tourism Top five markets –USA3.9m visitors£2.5bn –France3.2m£0.7bn –Germany 2.8m£0.9bn –Ireland2.1m£0.6bn –Netherlands1.6 –Total25.4m£12.5bn

BTA Marketing Strategy 27 target countries with offices Segmented by key markets, for example:

English Tourism Council Objectives Leadership of the industry –taskforces: resorts, transport, technology Quality –inspection and classification Competitiveness –research data –brand values Wise Growth –sustainability and regeneration

The ‘England’ brand history, heritage and ceremony as represented by the lion rampant; culture as represented by the theatrical masks; tranquillity as found in the English countryside and represented by the country scene vibrancy, innovation and youth culture which is symbolised by an abstract 'energy rose'.

UK outbound Cope, R ‘UK Outbound’ Travel&Tourism Analyst Jan m in 1991, 50m in 1998 spending £20bn 82% to Europe, 9% to N.America Top six –France, Spain, Ireland, USA, Germany, Italy –fastest growth Cuba, Japan, Australia, SA, Caribbean 34% inclusive, 29% independent, 16% business, 13% VFR To Europe 56% air, 44% tunnel and sea

Inclusive holidays To the main destinations –Spain, Greece, Turkey, USA, Cyprus, Portugal 60-80% of UK visitors take I.Hs. The market is dominated by 4 vertically- integrated companies –Thomson, Airtours, JMC(Thos Cook) First Choice with 57% of the market in volume. Spain has over 40% of summer and winter markets

Thomson Holidays Now part of the Preussag group (TUI) Vertically integrated –Britannia Airways, Lunn Poly Travel Agents Horizontally integrated –Thomson, Portland (direct-sell) Freestyle (youth) Just (budget) Holiday Cottages European expansion –'Fritidsresor' and 'Royal Tours' (Scandinavia)

Other sectors Skiing: –1m skiers 33% to France, 20% US –10% of inclusive tour market –ageing market, replaced by snowboarders Cruises –fastest growing cruise market in the world –becoming cheaper, younger, mid-market through entry of Thomson and Airtours Adventure –only 100k (0.5%) but growing fast –Egypt, Morocco, Peru, India, Nepal –empty nesters as well as youth

Key issues Competitiveness (price/quality) of London Getting foreign tourists off the beaten track –London, Stratford, Edinburgh Future of the seaside resorts Royal Britain or Cool Britannia? United Kingdom?

Sources Cope, R(2000) ‘UK Outbound’ Travel and Tourism Analyst, Jan 2000 Corporate Intelligence Group, London Digest of Tourism Statistics 22, British Tourist Authority