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Industry must take part in VisitBritain strategy review

10 December 2007 by
Industry must take part in VisitBritain strategy review

Hospitality and tourism operators have been urged to play a full part in the strategy review of VisitBritain.

The scope of the review, announced by Culture Secretary James Purnell in October, was revealed today.

• The review of marketing Britain overseas will look at the appropriate balance of online investment and overseas representation and the relative importance of individual markets

• The review of key national tourism issues will look at areas such as sustainable tourism, the visitor experience and infrastructure where a national leadership and co-ordination role is called for.

• The review of the delivery of tourism benefits from the 2012 Games will develop an implementation plan in association with the industry that identifies the resources needed from the public and private sectors to deliver the tourism legacy.

It will be chaired by VisitBritain chairman Christopher Rodrigues and report back to the Department for Culture Media and Sport (DCMS) by early summer 2008.

"I would encourage the industry to participate in this review to shape our future direction and am confident that we will together deliver a strategy that enables VisitBritain to continue to deliver for all sectors of our £85b industry."

Reacting to today's announcement, Travelodge chief executive Grant Hearn said: "We welcome the review if it will genuinely tackle the big issues of funding, skills, planning and political leadership.

"It should not have anything to do with DCMS as they have proven inadequate in managing tourism's potential. Downing Street should lead it therefore placing tourism at heart of this government and economy."

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By Daniel Thomas

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