Britain's competitiveness

Few British industries are as strong as travel and tourism, and few have such growth potential.

The market place for global tourism is getting tougher. The growth in global travel over the last two decades means that Britain is competing against more destinations for a larger number of potential visitors.

Find out how the world views Britain and read our tourism growth strategy for Britain, as well as see tourism's potential role in creating jobs and economic growth.

Britain's visitor economy facts

Waiter serving champagne cocktail at Pier 17 restaurant, St Peter Port, Guernsey, UK
Find out the central role tourism plays in creating new jobs across Britain.

Britain’s image overseas

A castle on a small island with a bridge to mainland
Discover how the world views Britain.

Britain's welcome

Group of people eating Chinese food on Chinese New Year in Chinatown, London, England
Britain’s welcome to overseas visitors

Britain tourism strategy

Cover of Delivering a Golden Legacy: a growth strategy for inbound tourism 2012-2020 featuring a red briefcase with Union Jack on it on a white background
Read our long-term tourism growth strategy for Britain which aims to attract 40 million international visitors a year, spending £31.5 billion, by 2020.