On the 12 August 2010 David Cameron made a speech on the challenges and opportunities facing the UK tourism industry. He stated:

“For too long tourism has been looked down on as a second class service sector. That’s just wrong. Tourism is a fiercely competitive market, requiring skills, talent, enterprise and a government that backs Britain. It’s fundamental to the rebuilding and rebalancing of our economy.”

In March 2011 the Government’s Tourism Policy was unveiled. Aspirations for growth were distilled into three distinct objectives. First, to fund a global advertising campaign to increase inbound tourism by attracting an additional 4 million visitors over the next four years. Secondly, to increase the proportion of UK residents holidaying in Britain to match those who holiday abroad. Finally, to become one of the world’s top 5 visitor economies for competitiveness. 

To find out more about the Government Tourism Policy read our Head of Tourism Affairs David Bishop's article for the Tourism Society.