TOURISM


Entering a year of opportunities


KURT JANSON Policy director of Tourism Alliance


English parks contribute £6.3bn


England’s national parks contribute between £4.1bn and £6.3bn to the economy each year, according to a report published by National Parks England. According to Valuing


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t’s obvious to even the casual observer that the government’s position on visitors to the UK is nothing short of schizophrenic.


It has correctly identified that two of


the key ways we’re going to get the econ- omy growing again is through increasing the UK’s exports to growing economies in Asia and South America and by getting companies in these economies to invest in the UK. Te spearhead of this initiative is the GREAT campaign, which has seen the Government commit almost £70m to promoting the benefits of trade with the UK. Tis investment has been supported by the Prime Minister and senior cabinet members undertaking regular trade-related visits to countries such as India and China. The success of this initiative is evi-


denced by the double-digit increases in the UK’s exports to Russia, China, India and Brazil achieved over the past year (albeit, from a low base). However this message of “we are open


for business and value your investment” is being critically undermined by cack- handed steps by the Home Office to achieve the dual aims of delivering on the Government’s target of reducing net immi- gration to tens of thousands by 2015 and to win back voters lured away by UKIP. Driving billboards around areas with


high ethnic populations stating that over- stayers should give “themselves up or they will be arrested” is clumsy and embar- rassing at best. At worst it is disturbingly similar to the efforts of various dictator- ships to root-out “subversives”. Ten there is the initiative to trial the


introduction of £3,000 bonds for supposed high-risk visitors from countries such as India. When this was mooted a month ago the clear message both UK and Indian busi- nesses gave to the Government was that this was detrimental to developing tour- ism, trade and investment between the two countries. As a result, the Prime Minister quickly back-tracking on the idea. But now, in a second u-turn, the trial is going ahead.


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England’s National Parks, the total economic activ- ity taking place within the boundaries of England’s parks is the equivalent to the UK’s aerospace industry. Te report shows that there


are currently around 22,500 businesses in the national parks, which have a combined turnover of £10.4bn, employing 140,000 peo- ple, Te parks receive more than 90 million visitors each year. John Dyke, chair of National Parks England,


said: “Tis report really shows the great value of national parks to the economy and national park authorities’ role in supporting rural


Tere are 140,000 people employed in England’s national parks


communities and businesses. It also reminds us of the other benefits national parks provide – clean water, stunning landscapes, wildlife habitats, a place to relax or to be active, to name but a few. Tese are hard to put a fig- ure on but immensely important to us all.” Details: http://lei.sr?a=O4w3E


Scottish parks revenues up by 25 per cent


Revenue generated by Scotland’s national parks has increased by 25 per cent over the past year, accord- ing to research conducted by VisitScotland. A total of £243m was spent


within Scotland’s national parks in 2012 by domes- tic visitors. Te Cairngorms and Loch Lomond & the Trossachs National Parks combined, attracted more than one million visitors from the UK and Ireland, with 570,000 domestic visits to Cairngorms, while Loch Lomond had a further 482,000 visitors. The research also suggests that The


Scotland’s natural beauty is drawing visitors from far afield


Cairngorms – which is more than twice the size of Loch Lomond and includes five of Scotland’s six tallest mountains – is more


suited to larger parties and younger consum- ers. Both parks have been heavily involved in the Year of Natural Scotland 2013 campaign, which is working to promote Scotland’s beauty. Details: http://lei.sr?a=r7E9a


Forest tourism campaign launched for England


VisitEngland, the national tourist board, and the Forestry Commission have launched a campaign to promote summer holidays in and around England’s woods and forests. Entitled ‘More in the forest’, the organisa- tions are working with a number of private


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


sector companies to highlight the breadth of activities available in England’s forests. According to Forestry Commission


figures, there are more than 40 mil- lion visits to England’s forests each year. Details:http://lei.sr?a=j8J2c


Twitter: @leisureopps © CYBERTREK 2013


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