UK inbound has criticised David Cameron for issuing more words than action in his latest campaign to promote tourism in the UK. The Prime Minister’s’ GREAT’ marketing campaign was revealed earlier this week but inbound operators say the promotion is not enough.
“Once again, the Government has come up with a great slogan, but no tangible measures to offset the negative perceptions potential tourists have of the UK,” said Mary Rance, chief executive for UK inbound.
She added that the government should be focusing on airport taxes,VAT rates on accommodation and ‘cumbersome’ visa application processes if tourism targets are to be met. “Our industry would rather see politicians’ take actions to address the barriers tourists face when trying to travel to the UK and come up with workable solutions, rather than spend so much time and effort papering over the cracks with slogans and catchphrases,” said Rance.
Members of the association were concerned that the Olympics would have a ‘detrimental effect’ on their business in the next year, while August’s riots only posed short term damage.