tourIsm Inbound figures ‘show promise’ leisure media sTudIo


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New inbound tourism fig- ures from the International Passenger Survey (IPS) “show promise at a key time” for the sector, according to national tourism agency VisitBritain. During the year to May


2012, the total number of vis- its was up 3 per cent to 31.3 million on 2011 – 12.3 million of which were holiday visits. Visitor spend for the period


grew 6 per cent to £18.2bn and VisitBritain said the growth shows the international GREAT marketing campaign is proving successful. Despite the encouraging figures, VisitBritain


Te number of overseas residents visiting the UK has grown 3 per cent


chair Christopher Rodrigues said there was no room for complacency and said the agency would continue its work aſter London 2012. Rodrigues said: “The Games provide a


wonderful platform, but tourism is a fiercely competitive business and there is no room for


complacency. Te real challenge comes aſter. “VisitBritain and its partners will roll out


of the next phase of the GREAT campaign immediately aſter the Games to ensure that the unprecedented coverage of Britain during the Games is converted into increased visitors.” Details: http://lei.sr?a=G9w1N


Revamp for county boundary signs under new plans


Culture secretary Jeremy Hunt has announced details of a pilot initiative to overhaul county boundary signs as part of wider efforts to boost UK tourism following the 2012 Games. Main routes into six counties – Cornwall, Cumbria, Derbyshire, Devon, Norfolk and


North Yorkshire – will benefit from the intro- duction of “colourful and striking” signage. Te £2m pilot is being run by the Department


for Culture, Media and Sport in collaboration with the Department for Transport. Read more: http://lei.sr?a=F4k5r


Hirst named as chair of Tourism Alliance


A three-year Tourism Alliance strategy targeting five “core issues” in need of government action has been launched by the organisation’s newly- elected chair, Michael Hirst. Hirst has succeeded Brigid


Simmonds as chair of the UK sector’s umbrella agency, which represents more than 50 businesses spanning the entire tourism industry. In his new role, Hirst called


on the government to address the issues such as providing adequate aviation capacity and reducing VAT to boost the UK’s competitiveness. Te other three issues contained in the strat-


Michael Hirst has called on the government to address a range of issues According to the Tourism Alliance, resolv-


egy call for a review of Air Passenger Duty; a reduction in regulations affecting the sector; and the facilitiation of visa applications.


Read Leisure Opportunities online: www.leisureopportunities.co.uk/digital


ing all five issues will enable the sector to drive growth and generate inward investment. Read more: http://lei.sr?a=T0A2O


Twitter: @leisureopps © CYBERTREK 2012


image: kamira/shutterstock.com


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