Tourism is one of the biggest UK industries. It is worth £66 billion a year to the economy and employs 1.6 million people. Britain is currently one of the most popular destinations in the world. However, in a globalised market “we need to be ambitious to maintain the fantastic growth we have seen in recent years”, said the Secretary of State for Digital, Culture, Media and Sport Jeremy Wright. During the Tourism Industry Council he confirmed the Government’s intention to secure a deal for the UK tourism industry. It aims to boost competitivity by improving skills and investing in infrastructures. The Secretary of State also called for the collaboration of the sector in sharing more data with VisitBritain (especially regarding visitor figures, behaviours and audience analysis), so to help it tailor promotion to target audiences and set a more united approach to environmental protection.
The heritage sector plays a key role in the tourism industry and the Heritage Alliance have been working with the authors of the deal. Country Land and Business Association (CLA) and Association of Leading Visitor Attractions (ALVA) [Alliance members] are members of the Tourism Industry Council and other Alliance members such as Historic Houses have been working in the development of the draft deal proposals.