Bottomley sets target for Japanese business

The UK should be attracting a million Japanese visitors a year by 2000, a 50% increase on the current level, claimed National Heritage Secretary Virginia Bottomley last week.

Mrs Bottomley set the target during the British Tourist Authority-organised Elegant Britain tourism mission to Japan - the first such mission to be headed by a cabinet minister.

She promised she would be lobbying other ministers on the importance of tourism on her return home. "I will be talking with those in the departments of transport, education and employment to stress how vital tourism is as a wealth-earner of the future," she said.

In her presentations to Japanese tour operators, Mrs Bottomley focused on how the UK offers a vibrant and modern experience, as well as a rich heritage.

Such messages also formed the basis of the sales calls made by the 24 other delegates on the mission, including representatives from Thistle Hotels, Forte Hotels, the Ritz in London and Cumbria-based English Lakes Hotels.

English Lakes' marketing director Simon Berry said the Japanese market was increasingly important to his five hotels, having grown from nothing to make up 10% of business in the past three years.

From last week's trip, he notched up more than six promises of further business.

But the delegates were dogged by questions about BSE throughout the week. Speaking at a British Embassy reception in Tokyo for the Japanese travel press, Mrs Bottomley said: "The World Health Organisation has said that our beef is now safe. You have the assurance of a cabinet minister who used to be a health minister.

"British beef is delicious but not compulsory, so if Japanese visitors come, they will not be forced to eat it."

• See Caterer's 27 June issue for a full report on the Elegant Britain mission.