hospitalitytoday.com | 25
“Tourism is a shining star in an uncertain
world. As our fourth biggest service export,
and one of our fastest growing sectors,
tourism’s importance as a key economic
driver and job creator is clear. While the talk
is of trade deals with new markets, tourism is
already leading the way, competing strongly
in our most valuable source markets such as
the US and in markets that are crucial for our
future including China,” he said.
Domestic visitors spent an additional
£97.2 million in England as a result of
VisitEngland’s 2015 ‘Holidays at Home are
GREAT’ campaign.
The figures come on the back of a bounce
from inbound tourism to the UK in July
with more visits than ever before, up 2%
to 3.8 million compared to the same
month last year, with spend up 4% to £2.5
billion. It continues a long-term pattern
of growth which last year saw a record
36.1 million inbound visits to Britain and
spend of £22.1 billion.
Domestic visitors also spent more in
England last year than ever before, with
£19.6 billion spent by Brits on overnight
trips, up 8% on 2014.
British Tourist Authority Chairman
Christopher Rodrigues (right) said that
VisitBritain/VisitEngland was in “pole
position” to build on this growth and
fulfil its Government remit of growing the
value of inbound tourism to the nations
and regions, and developing England’s
tourism product through the Discover
England Fund.
Last year visitors from the US, Britain’s
most valuable source market, spent £3
billion in Britain for the first time and visits
from China, the world’s largest outbound
market, increased by 46%, with spend up
18%. This moved China into Britain’s top
10 most valuable markets, while flight
booking data from ForwardKeys showed
that bookings from China to the UK were
up 24% for October to December.
Rodrigues said “Once again we have shown
our ability to build great partnerships,
leveraging private sector money to amplify
our message and convert the aspiration to
travel into bookings. We have received £12.7
million cash and in-kind for our international
marketing, working with commercial partners
including Expedia, Hainan Airlines, STA
Travel and British Airways and a further
£2 million in-kind from trade partners for
Holidays at Home are GREAT”.