In a new report entitled 'Tomorrows Tourism Today', the government said it aims to grow the UK tourism industry by nearly 25% by 2010, from the current £76bn a year to £100bn a year. The new initiative aims to redress the UK's current 'balance of payments deficit' (UK holidaymakers spending more abroad than foreign counterparts spend here) of £15bn. The report, published as the joint tourism prospectus of DCMS and the UK tourism industry, outlines key drivers for growth in the UK. It identifies e-Tourism as one of the only pieces of e-Government that generates net income for the UK from abroad, and is able to produce a significant return on investment.
"The means by which customers access information, and plan and book their visits, have changed fundamentally," the report said. "Tourism is one of the most significant sectors to be affected by the internet. Not all parts of the industry have reacted effectively to these changes, and many thousands of small and medium sized enterprises face particular challenges."
The report outlined new strategies to market Britain abroad, including new online initiatives of VisitBritain, the countries official tourism organization, to increase the impact in marketing Great Britain overseas, through maintaining and promoting new international websites.
Launching Tomorrow's Tourism Today, Culture Secretary Tessa Jowell said: "Tourism is vital to our economic success, as well as fostering perceptions of Britain throughout the world. Tomorrow's Tourism Today will help us take this multi-billion pound industry to the next level, by setting out common objectives and action plans, with clear responsibilities for all."
Autor: Robin Langford
Quelle: NetImperative, 20.07.2004
