tourism
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Weathering the
Tourism showing signs of growth
More than 9 million people visited the UK during the first nine months
financial storm
By Martin Nash
Latest figures show that
Provisional figures from the International
tourism is still prospering
Passenger Survey appear to indicate that
Britain's tourism industry reached a turning
point during the key summer months.
VisitBritain commented that the trend
seen in the summer with increasing
Sandie dawe is
numbers of overseas residents choosing to
chief executive
visit the UK is likely to continue to the end
of VisitBritain
of the year, mostly due to a favourable
exchange rate with the euro.
The figures show that in the first nine
months of 2009, overseas residents made More people holidayed in Britain in 2009
T
ourism has shown this year that it nearly 23 million visits to the UK and spent
can be an economic driver to lift £12.5bn. While the number of visits is 8 per equivalent to 100,000 additional holiday-
Britain out of the recession. We cent down compared to 2008, visitor spend makers. Figures for the first nine months of
have bucked the trend on leisure is unchanged due to strong growth in how 2009 show that Britain welcomed more
tourism with inbound visits up 3 per much. During the vital summer months of than 9 million holiday visitors.
cent and domestic holiday trips up 18 July to September, 3 percent more The North American market is recovering
per cent between January and August. international visitors holidayed in Britain too, with a 6 percent growth in total visits
The weak pound and the relative than over the same period in 2008, during the three months to September.
strength of the dollar and euro
presented VisitBritain with a golden
opportunity and we have worked with
'Line of light' planned for Hadrian's Wall
carriers who have offered great deals to
inspire people travelling to Britain. By Pete Hayman
Our other activity has included
working with global marketing partners Hadrian's Wall Heritage (HWH) has
to leverage British brands. This work announced plans to create a 'line of light'
extends the reach of our destination along the length of the World Heritage Site
marketing to new consumers – our between Wallsend, Tyne and Wear, and
agreement with the Premier League Bowness-on-Solway, Cumbria.
exploits the global appeal of football to Around 500 points of light will be placed
promote our cities and regions that are 250m (820ft) apart, following the 84-mile
home to Premier League clubs. And we (135km) Hadrian's Wall Path National Trail.
have built on our digital expertise, Led by HWH, the project will comple-
receiving 26 million visits to our family ment a wider programme of events and
of websites and extending our reach by activities drawn up by culture10 in North
distributing our content into major sites, The line will stretch along the wall's length East England and Lakes Alive.
such as Google Street View and Yahoo!
Looking forward, recent figures
suggest that Britain's tourism reached a
London mayor outlines marketing benefits
turning point over the summer, with
inbound tourism returning to growth The 'Only in London' campaign, de- spending means the city is now more
during the final months of 2009. signed to promote the capital as a visitor reliant on foreign investment and
For 2010, we forecast that the volume destination, boosted the economy by tourism, with a new 'Brand for London'
of inbound tourism will remain pretty £50m, according to mayor Boris Johnson. to be unveiled in spring 2010.
static at 30.4 million, with inbound Johnson also unveiled plans to invest a Johnson said: "We are working on an
visitor spending rising to £17.1 billion, further £400,000 in the £2m scheme in iconic identity to tie together the diverse
an increase of nearly 4 per cent on 2009. a bid to generate an additional £8m for strands that make up the London brand.
If sterling remains weak we may see a London's economy. According to the Hosting the London 2012 Games will
steeper increase in visitor spending mayor, anticipated cuts in public bring endless opportunities."
than expected.
20 Read Leisure Opportunities online www.leisureopportunities.com/digital © Cybertrek 2009
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