Delivering the full potential of the visitor economy Tom Wright, VisitBritain CEO P4E Forum, Leicester 25 November 2008 The Tourism Prize The Economic Case for the Visitor Economy . Current economic contribution Visitor economy worth more than previous estimates. DIRECT:
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Tom Wright, VisitBritain CEO
P4E Forum, Leicester
25 November 2008
Visitor economy worth more than previous estimates.
Over the next 10 years, the sector is expected to grow but the share of the total economy would remain similar to current levels
Over the next three years, it would be a very challenging environment and the base case is likely to be replaced by our ‘recession scenario’
Quality of the offer and visitor experience are critical for high value added visitor economy.
Wider (non-tourism specific) policy barriers can have significant impact on the outcomes for the visitor economy.
Market failures suggest that public sector intervention is essential to maximise economic impacts.
Communicate your contribution, take advantage of growth opportunities and deal with the short term challenges – complacency is not an option.
Geographic location/transport hub
Aviation giants/low cost carriers/rail network
Proximity of Continental Europe
Culture & heritage resources
Coast & countryside
Inspiring people to explore Britain
…to a brand toolkit
Marketing England at home and overseas
Securing the legacy tourism benefits of 2012