PM Looks To Future Of Tourist Trade

The UK's tourism industry has received high-level praise this week as Prime Minister David Cameron has spoken of the "magnificent" response from the British tourist industry to create a marketing fund of more than £100 million.

The PM challenged the industry to create a marketing fund to boost tourism around the royal wedding, The Queen's Diamond Jubilee and the London Olympic and Paralympic Games.

Despite the scenes of chaos at Heathrow and Gatwick airports when snow stranded thousands of tourists just before Christmas, the industry has now sought a new direction in 2011 in a four-year marketing campaign.

It aims to bring in an extra one million overseas visitors a year, two billion more in visitor spending in the UK and create 50,000 new jobs across the country.

Companies including British Airways, DFDS (ferries), lastminute.com, P&O and Radisson Edwardian have pledged cash and payment in kind to help match the £50 million of public money already committed by national tourism agency, VisitBritain.

At a Reception in Downing Street to thank those already involved, the PM said: "I challenged British businesses to help us put together the best tourism marketing campaign ever for Britain - something that will make us the must-see destination for visitors from new growth markets in Asia and Latin America, as well as core ones like Europe and the USA.

"The response has been magnificent, with pledges of cash and kind from companies that look set to push us well beyond our initial target."

(BMcC/GK)