State of Tourism Trade
Tourism, as Britain’s fifth largest industry is significantly important, and yet it has been treated by successive Governments as the hobby industry. Tourism accounts for 8% of the UK's gross domestic product (GDP) which according to the UK Treasury is exactly the same 8% as the financial sector.
And yet, Britain's important Tourism Industry has endured 15 years of benign neglect during a period of sea change, due to the internet revolution, low cost flights, masive increased global competition and a change in tastes by the domestic market. British pensioners who once sat on a British seaside prom now backpack up mountains and cruise around the globe.
Fragmentation:
The fragmented marketing of England, Scotland, Wales, Northern Ireland has put parts of Britain in direct competition with each other, rather than create a strong Brand Britain. Devolution = fragmentation.
Domestically, exactly the same duplicated fragmented marketing of geographical areas by the public sector is also damaging.
The last time Britain was rebranded Maggi Thatcher was at the helm, absolutely everything has changed since the 70s. Todays global tourism industry is highly competive and run by professionals with big budgets. Here in Britain tourism is totally neglected, rather than highly valued. Huge infrastucture improvements are now required to change the fortunes of many seaside resorts.
Britain is also in dire need of a rebranding excercise, a new logo, and private sector global marketing. Surely, what is good enough for political parties at election time, must be the best way to market Brand Britain.
Any business, let alone country that fails to take the long view and invest in its future at a time of economic difficulty is heading for skid row. While London booms, the rest of Britain struggles to attract enough visitors.
Everything has changed:
Tripadvisor reviews and testimonials now provide potential guests with a far more accurate overview of standards, than the star grading system which is totally untrustworthy and in a state of decay.
How can the customer make an informed choice, when the official inspection system does nothing to stop star rated B&Bs, who have elected to get assessed under the less demanding guest house classification, continue to call themselves hotel. A genuine VisitBritain star assessed hotel would be a far superior place to stay in every respect.
Self regulation quality assesment is growing, but bad for Britains tourism industry.
Neither can tourists have any faith in an official assessment system that awards a Bog Standard 4* to vast majority of holiday cottages.
How to Fix Britains Tourism Industry:
Rebrand Britain.
Appoint the best possible private sector advertising agency to market Brand Britain as a single destination.
Introduce Summer Time all year round.
Reduce VAT.
Scrap the assesment system.
TBC