Jacobs Media Group is honoured to be the recipient of the 2020 Queen's Award for Enterprise.

UKinbound underwhelmed by GREAT marketing campaign

23 September 2011 by
UKinbound underwhelmed by GREAT marketing campaign

UKinbound has given a lukewarm reception to David Cameron's GREAT marketing campaign, saying that it falls far short of the efforts needed to encourage inbound tourism into the UK.

The Prime Minister launched a new drive, two days ago, to promote Britain abroad in order to capitalise on the economic potential of London 2012 and the Queen's Diamond jubilee next year.

Central to the GREAT campaign - intended to generate £1b in Olympic business boost and attract four million extra visitors to the UK - is a focus on everything the UK has to offer as one of the best places to visit, study, work and do business. Posters publicising the campaign include images of tycoon Richard Branson, animated characters Wallace and Gromit, and King Henry VIII.

However, Mary Rance, chief executive for UKinbound - the trade associaition representing the UK's inbound tourism industry - said that while the Government has come up with a great slogan, there are no tangible measures to offset the negative perceptions potential tourists have of the UK. "One month after the riots, foreign markets still have concerns and it is imperative to restore faith in the UK as a safe and secure destination and even more importantly, to ease the barriers to travel that incoming tourists still face," she said.

In a recent survey of UKinbound members, undertaken by Qa Research, almost 50% reported that the riots had an immediate impact within the first few days of the riots occurring, with cancellations of confirmed bookings from clients overseas, particularly from markets in the Middle East, China and Germany. The student market was more concerned than other parties.

But, the majority of members surveyed feel that the riots will have minimal impact on their business in the long term, provided there is not a reoccurrence. Over two-thirds of those surveyed feel that the Olympics will have a more detrimental effect on their businesses over the next 12 months.

"Our industry would rather see politicians take actions to address the barriers tourists face when trying to travel to the UK and come up with workable solutions, rather than spend so much time and effort papering over the cracks with slogans and catchphrases," said Rance, who highlighted the need for the Government to address the issues of

punishing airport departure taxes, crippling rates of VAT on accommodation and other services, and cumbersome visa application processes in key emerging markets.

Cameron says fund to create 50,000 tourism jobs is on target >>

BHA chief Ufi Ibrahim criticises Government for dragging feet on tourism >>

Your guide to profiting from the London 2012 Olympics >>

By Janet Harmer

E-mail your comments to Janet Harmer here.

If you have something to say on this story or anything else join the debate at Table Talk - Caterer's new networking forum. Go to www.caterersearch.com/tabletalk

Caterersearch.com jobs

Looking for a new job? Find your next job here with Caterersearch.com jobs

Blogs on Caterersearch.com ](http://www.caterersearch.com/blogs) Catch up with more news and gossip on all Caterer's blogs
[E-newsletters](http://www.caterersearch.com/email-newsletters.htm)[ For the latest hospitality news, sign up for our E-newsletters
The Caterer Breakfast Briefing Email

Start the working day with The Caterer’s free breakfast briefing email

Sign Up and manage your preferences below

Check mark icon
Thank you

You have successfully signed up for the Caterer Breakfast Briefing Email and will hear from us soon!

Jacobs Media Group is honoured to be the recipient of the 2020 Queen's Award for Enterprise.

The highest official awards for UK businesses since being established by royal warrant in 1965. Read more.


Ad Blocker detected

We have noticed you are using an adblocker and – although we support freedom of choice – we would like to ask you to enable ads on our site. They are an important revenue source which supports free access of our website's content, especially during the COVID-19 crisis.

trade tracker pixel tracking