New research released by VisitBritain, the national tourism agency, at the start of British Tourism Week, forecasts that tourism will be one of UK’s best performing sectors over the coming decade, with the value added contribution to the economy growing at 3.5 per cent per annum.
This would mean tourism showing faster growth than more recognised industries such as manufacturing, utilities, retailing, transport and communications.
According to the International Passenger – the key monitor of international tourism to the UK – the first nine months of 2009 also saw 22 per cent growth in the number of holiday visitors from the UAE to the UK, proving UK cities among the top holiday choices for travellers from the Middle East.
Tourism is currently benefiting from the weak pound making Britain good value to overseas visitors while more UK residents have holidayed at home – the staycation effect.
However, long-term growth will depend on continued investment in the sector and its promotion, enhanced government policies and renewed regulatory support.
Over the next decade the forecast for the UK tourism industry is very positive. Inbound visitor spend is currently worth £16 billion ($24.5 billion) – making tourism the UK’s third foreign exchange earner. Spending by foreign visitors is forecast to almost double to £31 billion in 2020, growing 4.4 per cent a year.
In the Middle East, VisitBritain is to focus its 2010 marketing campaign on a ‘Dynamic Britain’ theme in a bid to attract the younger generation of travellers. The theme highlights contemporary Britain with a very quirky and, at times irreverent, look and feel aimed at the young and the young at heart. The campaign capitalises on the appeal of popular culture and the creative industries, which include music, fashion, sport and film.
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“With an estimated 65 per cent of the Middle East region’s population under the age of 30, we are seeing an increase in demand for exciting adventures and unique experiences from our visiting Middle Eastern guests,” said Carol Maddison, manager, VisitBritain UAE.
“We are shifting our focus and implementing more creative, fresh and exciting incentives to appeal to the Middle East’s youth market and to coincide with the promotion of our major upcoming events which include the Ryder Cup in October this year and the London 2012 Olympics.”
For those looking to spot their favourite film stars, London offers the popular Celebrity Walking Tour. Home to the stars and subject of a major film of the same name, Notting Hill has a worldwide reputation for attracting London’s visiting and resident celebrities. Guests can also opt for the retro tours of London in a classic Mini Cooper. There is nothing more quintessentially British than a Mini in London. Visitors are driven by eloquent and knowledgeable chauffeurs – all dressed in period 60s’ attire – set to a chic 60s’ sound track.
As Olympic fever sweeps London, visiting guests can take a peek at how plans are coming along for the games venues on informative guided walking tours. Led by experienced and knowledgeable tour guides, the weekly Olympic walks take visitors along the Lower River Lee Valley and through the Olympic Park.
Some of the other exciting activities that make up ‘Dynamic Britain’ include coasteering in Wales. Middle East guests can experience this unique adventure sport with the exhilaration of sea level traversing, rock climbing and cliff jumping and swimming into sea caves. It’s a coastal exploration along the wild and beautiful Pembrokeshire coast. In England, located in the North Lakes and home to Bassenthwaite Ospreys, travellers from the region can visit the highest ‘Go Ape’ course in the country, at 360 m above sea level, and get a thrill from riding a zip slide through skies, over water and through England’s only true mountain forest.
VisitBritain UAE is also working with regional partners in promoting tours around major UK films including James Bond, Sherlock Holmes, Alice in Wonderland and the upcoming Robin Hood movie.
And Sue Lovel, head of England’s North Country is upbeat on working with the travel trade this year.
She said: “With routes into Manchester and Newcastle with Etihad and Emirates, tourists have the opportunity to land straight into the region.”
England’s North Country is a varied region. Historical cities such as York and Chester offer wonderful attractions and tea rooms and boat ride activities.
“We also have the colourful city of Liverpool with the Beatles and the maritime connections,” said Lovel. “Manchester offers a wonderful culture centre and Newcastle and Leeds are traditionally big import cities.
“We also have five national parks which include the Lake District and the Yorkshire Dales and five World Heritage Sites which include Hadrian’s Wall, built by the Romans, which stretches from the west to east coast. Blackpool is also very popular with the Arab travelers. There is something for everybody and that’s our key strength.”