Hoteliers battle to save tourist trade

Hoteliers are joining forces to encourage more people back into the countryside, but economists predict the foot-and-mouth outbreak may have a devastating impact on tourism for years to come.

With the number of confirmed cases heading towards 350 this week, tourist businesses in the worst-hit areas were launching marketing campaigns to tell potential visitors that many rural attractions remain open.

Cumbria Tourist Board has asked its 2,000 commercial members to donate up to £100 each to set up a fighting fund to rebuild the local tourist industry.

South West Tourism is planning a pre-Easter campaign to correct the perception that the countryside is off-limits.

Over the past week, the Government has issued more specific advice about visiting rural areas in an attempt to restore public confidence in the countryside.

The English Tourism Council (ETC) is urging the Government to develop a long-term recovery plan for the industry.

"Some newspapers have had headlines saying the countryside is closed," said ETC spokesman Ken Kelling. "People need to be told they can still go into the country if they take precautions."

The Centre for Economics and Business Research, a think-tank, believes the outbreak will cost British tourism £5.5b - double the bill for farming.

Senior economist Paul Crawford said that, by December, foreign non-rural tourism will have slumped by about 40%.

By Linley Boniface

Source: Caterer & Hotelkeeper magazine, 22-28 March 2001