p10 news feb20 18/2/09 12:53 Page 10
news conference report
ttglive.com
UKinbound Convention
February 11-13 ■ Ramada Manchester Piccadilly
Members of UKinbound gave the government’s
SPORTS TOURISM.
support for the tourism industry short shrift at
Coe hails ‘golden
their annual conference. Rupert Murray reports
decade’ for sport
UKinbound blasts
LORD Sebastian Coe believes the next 10 years
could be a golden era for the inbound tourism
industry.
The London Organising Committee chairman
Brown budget cut
said there was a “plethora” of sporting champi-
onships in the next “golden decade” that could
deliver “serious benefits” to tourism.
“After the Olympics we have the Common-
UKinbound has called for changes to air matched by financial support and the wealth Games and there’s every opportunity in
passenger duty to be delayed and budget for promoting the UK overseas 2018 to go on driving with the football World Cup.
backed TTG’s campaign to get the tax had been cut. “Australia believes the Olympics brought in
reformed. “For the first time the prime minis- close to £986 million in tourism.”
Chairman Philip Green has condemned ter seemed to recognise the industry
Gordon Brown for failing to follow through and the four million jobs it creates,” Green
on rhetoric about supporting tourism with cash. said. “But we are being told there is no more
RECESSION.
He also accused the government of wiping out money available for promotion of the country or
the benefits of a weak pound for inbound the Olympics.”
‘Discounting is
tourism by making APD more expensive. VisitBritain’s head of government affairs,
The organisation is backing TTG’s campaign to Bernard Donoghue, said tourism could help haul
reform the tax and has asked members to the country out of recession if the government
lazy marketing’
support our Downing Street petition, which has matched the £6.5 million for marketing that the
been signed by 2,000 people to date. industry had raised itself.
Speaking at last week’s conference in Donoghue said: “It has been proven that TRAVEL companies should avoid
Manchester, Green said Brown’s public support spending money on promoting the UK is an discounting to attract customers in
of inbound tourism in January had not been investment which pays dividends.” tough times and focus on selling an
experience instead, according to
Susan Biggs, founder of the Tourism
SOCIAL MEDIA.
Network consultancy.
Sign up to Twitter
She warned there were too
many discounts available, mean-
now or miss out
ing customers were getting
used to sales.
“If you put price at the front
TRAVEL companies should register their names and centre of marketing, people will focus on it.
with twitter.com whether they feel ready to use It is lazy marketing,” she said.
the site or not, a social media specialist warned. “If you offer discounts now and the recession
Andrew Davies of Chamaeleon.net demon- worsens next year, what will you do then?”
strated the site to an audience devoid of twitter- Biggs recommended the strategy of offering
ers and urged them to consider it. an unmissable experience. She cited the exam-
“It can make you money. The chance to create ple of a farmer in the south-west, who ran a bed
a dialogue with clients for those who get in early and breakfast and was short of staff for lambing.
JURYS RULES ON JOBS: Barbara Cassani, is enormous,” he said. He also encouraged dele- He started selling “lambing holidays” giving
chairman of Jurys Inn hotels, revealed gates to embrace blogging and online forums. people the chance to help on the farm. The
that the chain is to create 1,100 jobs in initiative was so successful he had to pass
11 hotels due to open in 2009 and 2010 ■ Follow TTG on Twitter at twitter.com/ttglive customers on to other bed and breakfasts.
10 20.02.2009
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