A survey of UKinbound members found that 41% ranked more awareness of regional attractions and tourism products as key to enticing more visitors from abroad.

Another 25% of members called for improved transport links to encourage tourists to explore more of the UK, while 23% highlighted a lack of group accommodation as a hindrance. Better flight connections from northern Europe to regional airports and a single pass across all local transport systems were two specific examples cited.

Members were also asked which transport infrastructure improvements should be made, with 59% stating that the UK train network should take priority. A further 24% said an increase in international airline routes to regional airports should be top of the list.

The findings were revealed at UKibound’s annual convention in Cardiff. Chief executive Deirdre Wells said: “We share our members’ views that further promotion of our regional attractions, better transport connections and increased group accommodation would encourage more international guests to visit the UK’s nations and regions. We will continue to call on the government to deliver a world-class transport infrastructure which can help our businesses grow.”

The survey also revealed a decline in members’ confidence about the future as Brexit approaches and following the strengthening of the pound, making the UK less of a bargain. In March 2017, 86% of members were confident about business in the coming year, but this figure had fallen to 54% by January 2018.

Wells added: “It’s clear that the boost our members’ experienced post EU referendum has subsided. This means that it is critical that we work with the government to secure a Tourism Sector Deal as part of the Modern Industrial Strategy to deliver future productivity and growth to our £25 billion industry.”