Tourism in the United Kingdom of Great Britain and Northern Ireland (UK)

UK’s position in World Markets

•

UK is world no. 5 destination

after US, Italy, France, and Spain in terms of £ also below China in terms of arrivals lower growth rate than rivals – tourism 4% of GDP – 7% of the workforce •

UK is world no. 4 source country

after US, Germany and Japan UK tourist spend abroad has doubled 1991-8 – Balance of payments deficit in tourism £6.8bn

Tourism Structure

Department of Culture Media and Sport British Tourist Authority English Tourism Council Wales TB Scottish TB NITB 10 Regional Tourist Boards

Incoming Tourism

• Top five markets – USA 3.9m visitors – France – Germany 3.2m

2.8m

– Ireland 2.1m

– Netherlands 1.6

– Total 25.4m

£2.5bn

£0.7bn

£0.9bn

£0.6bn

£12.5bn

BTA Marketing Strategy

• 27 target countries with offices • Segmented by key markets, for example:

Segment Countries Products

Youth DINKs Ireland Canada Australia, F, D India, HK Empty nesters US and Europe Seniors NZ, Europe DJs and clubbing Film locations Heritage ‘jewels’ Walking Gardens

English Tourism Council

Objectives • Leadership of the industry – taskforces: resorts, transport, technology • Quality – inspection and classification • Competitiveness – research data – brand values • Wise Growth – sustainability and regeneration

The ‘England’ brand

history, heritage and ceremony

as represented by the lion rampant;

culture

as represented by the theatrical masks;

tranquillity

as found in the English countryside and represented by the country scene

vibrancy, innovation and youth culture

which is symbolised by an abstract 'energy rose'.

UK outbound

Cope, R ‘UK Outbound’

Travel&Tourism Analyst

Jan 2000 • 30m in 1991, 50m in 1998 spending £20bn • 82% to Europe, 9% to N.America

• Top six – France, Spain, Ireland, USA, Germany, Italy – fastest growth Cuba, Japan, Australia, SA, Caribbean • 34% inclusive, 29% independent, 16% business, 13% VFR • To Europe 56% air, 44% tunnel and sea

Inclusive holidays

To the main destinations – Spain, Greece, Turkey, USA, Cyprus, Portugal 60-80% of UK visitors take I.Hs.

The market is dominated by 4 vertically integrated companies – Thomson, Airtours, JMC(Thos Cook) First Choice with 57% of the market in volume.

Spain has over 40% of summer and winter markets

Thomson Holidays

• Now part of the Preussag group (TUI) • Vertically integrated – Britannia Airways, Lunn Poly Travel Agents • Horizontally integrated – Thomson, Portland (direct-sell) Freestyle (youth) Just (budget) Holiday Cottages • European expansion – 'Fritidsresor' and 'Royal Tours' (Scandinavia)

Other sectors

• Skiing: – 1m skiers 33% to France, 20% US – 10% of inclusive tour market – ageing market, replaced by snowboarders • Cruises – fastest growing cruise market in the world – becoming cheaper, younger, mid-market through entry of Thomson and Airtours • Adventure – only 100k (0.5%) but growing fast – Egypt, Morocco, Peru, India, Nepal – empty nesters as well as youth

Key issues

• Competitiveness (price/quality) of London • Getting foreign tourists off the beaten track – London, Stratford, Edinburgh • • Future of the seaside resorts • Royal Britain or Cool Britannia?

United

Kingdom?

Sources

• http://www.englishtourism.org.uk/ • http://www.staruk.org.uk/ • http://www.britishtouristauthority.org/ • http://www.thomson-holidays.com/home.htm

• Cope, R(2000) ‘UK Outbound’

Travel and Tourism Analyst

, Jan 2000 Corporate Intelligence Group, London • Digest of Tourism Statistics 22, British Tourist Authority