Support is saying sorry – and more
The relationship between politicians and the community they serve is like a marriage. Sometimes, it begins with a sparkle but ends with a fizzle. Sometimes, the start is slow but it grows into something creative. Either way, success in both politics and marriage can only be achieved through honesty, good communication and the ability to back words with action. So…
During the closed sessions of the English Tourism Council (ETC) Forum in London last week, the Secretary of State for Culture, Media and Sport, Tessa Jowell, all but admitted that the removal of the marketing function from the remit of the English Tourist Board when it was renamed the ETC two years ago was a mistake. Full marks for honesty there, Tessa.
At the moment, the promotion of England to the home market is done through the regional tourist boards in liaison with the regional development agencies. Unlike Scotland and Wales, where national tourist authorities have a marketing brief (and budget), in England no one authority has responsibility for overall marketing strategy and co-ordination of effort - at least in practical terms. This leads to duplication of effort at regional level, particularly in market research.
Times change and the decision taken two years ago has been surpassed by recent events. During the past six to nine months, it has become obvious that England could do with a powerful, co-ordinated, fully funded, ongoing marketing campaign to help generate domestic business. Boosting the British Tourist Authority (BTA) in order to attract overseas visitors is all very well, but the home supporters need encouraging too, particularly now, with foreign visitors staying away.
Jowell's tacit admission that the Government may have got it wrong is, therefore, well timed. But it will only mean something if it leads to an immediate restoration of the ETC's marketing function and, more to the point, if funding is made available to turn that function into action.
As always, money is a problem. There isn't any extra cash, and budget applications being made to the Treasury now will not take effect until 2003. That will be too late to have any impact on the crisis being experienced by operators today.
The existing funding has all been allocated, including the as-yet-unspent £12m given to the BTA to promote the UK during the foot-and-mouth outbreak. While the BTA has welcomed the suggestion that the ETC be given back its marketing teeth, it is unlikely to give up any of its own resources because it fears - quite rightly - that it won't get the money back. The regional tourist boards think the same.
That leaves the ETC like a shipwrecked sailor on a desert island. A passing boat has sent a signal but no rescue vessel has been launched.
Jowell and Minister for Tourism Kim Howells, as relatively new kids on the block, are in a position to review the present set-up of the ETC, and their willingness to take a fresh look at the situation is to be welcomed. What they need to do, however, is find the funding to boost the ETC - and the home market - right here, right now. Later will be too late.
Communication between the Government and industry is good at the moment, and getting better. On the other hand, failure to turn words into action may lead to a hearing in the divorce courts.
Forbes Mutch
Editor
Caterer & Hotelkeeper
