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Visit Britain's new tourism strategy

On 02/05/13 by Brigid Simmonds (Chief Executive)

Visit Britain, which promotes inbound tourism to the UK, launched a new strategy this week, which I was really pleased to attend.

As the organisation which promotes inbound visitors to the UK, Visit Britain wants to ensure that our Olympic legacy works for our tourism industry, and that we capitalise on the huge success of London 2012.

Visit Britain want to welcome an extra 40 million visitors to the UK by 2020, which will generate around 200,000 additional jobs. It is a big business, and a growth will contribute to the UK’s economic recovery.

Having these ambitious targets is great news. In the beer and pub sector, we know that we have something uniquely British to offer inbound visitors. Pubs in particular, are a top tourist attraction in their own right, (number 3 on the VB must visit list), so have a key role to play in delivering this growth.

Industry will have to work closely alongside Visit Britain in meeting these targets and we need to work with the Government, too. Ministers are certainly listening when it comes to looking at the barriers to tourism growth, such as tackling unnecessary red tape in the sector. We just need to translate the enthusiasm into something which cuts costs for pubs.

There’s no doubt that those who promote tourism in Britain are becoming ever more keenly aware of what pubs have to offer. This year, the BBPA is working with Visit England as a sponsor for their Tourism Pub of the Year, which will certainly showcase some of the fantastic pubs already delivering great things for our tourism industry. We have also worked closely with Visit Peak District on Pub Information Points and of course published our accessibility brochure.

There are huge opportunities for British beer and pubs in working closely with the wider tourism industry and we will make the most of them!


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