Guests on a panel at UKinbound’s Convention in Bristol said the UK’s tourism board, VisitBritain, did not have sufficient spending power in overseas markets.
Fiona Pollard, a VisitBritain trustee and board member at Bath’s Roman Baths, reported that Tourism Australia spends 37 times more in China than Britain does.
“The UK spends about £20 million promoting a sector that’s worth £127 billion to the economy; it’s a very small amount of money to be spent across 20 different source-market destinations.
“If we don’t work effectively to make our money go as far as it possibly can, we are not doing a good job,” she insisted.
UKinbound must ‘work effectively’ against underfunding
Government
Pippa Jacks
6 February 2020
The UK’s inbound private sector must work together to compensate for Britain’s underspend on tourism promotion.
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