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Tourism recovery plan, the uk’s tourism industry during covid-19 pandemic.

The UK’s tourism industry was one of the hardest-hit sectors during the COVID-19 pandemic. In 2020, inbound flight arrivals to the UK dropped by 90% year-on-year, hotel occupancy fell significantly, and the sector was closed completely for at least six months of the year.

In a bid to help the industry recover post-pandemic, the UK Government set out the Tourism Recovery Plan in 2021, announced by then Tourism Minister Nigel Huddleston MP. It acknowledged the economic potential of the sector, set out a clear policy direction for the future, and detailed ambitions for domestic and international tourism recovery.

Why the Tourism Action Plan?

The Tourism Recovery Plan replaced the Tourism Sector Deal and the International Business Events Action Plan, both published in 2019, and was based on their foundations.

In the short term, the focus of the framework was to drive immediate tourism recovery from the COVID-19 pandemic by swiftly increasing trip volume and visitor spend. Looking long term, it focused on supporting the industry to be more ‘resilient, sustainable, inclusive and innovative’ than ever.

Tourism Recovery Plan: key goals and commitments

Boost trip volume.

Recover domestic overnight trip volume and spend to 2019 levels by the end of 2022, and inbound visitor numbers and spend by the end of 2023 – both at least a year faster than independent forecasts predict.

Across all regions

Ensure that the sector’s recovery benefits every nation and region, with visitors staying longer, growing accommodation occupancy rates in the off-season, and high levels of investment in tourism products and transport infrastructure.

Build back better

Support the development of a more innovative and resilient tourism industry, maximising the potential for technology and data to enhance the visitor experience and employing more UK nationals in year-round quality jobs.

Conserve and protect

Ensure the tourism sector contributes to the enhancement and conservation of the UK’s cultural, natural and historic heritage, and minimises environmental damage.

Greater accessibility

Support inclusivity and accessibility across the UK’s tourism offering, creating a visitor experience that is considered the most accessible of any in the world.

Best for business

Return the UK swiftly to its pre-pandemic position as a leading destination for business events, attracting more to our shores and growing international audiences.

Read the full Tourism Recovery Plan

For a comprehensive overview of its pledges and commitments, read the original 62-page Tourism Recovery Plan on Gov.uk .

“The government is committed to supporting the [tourism] sector to emerge from the pandemic more resilient, more sustainable, more inclusive and more innovative. We want the recovery to be swift in every nation and region, and in both urban and rural areas.”

Why is the Tourism Recovery Plan important?

According to data from the Office for National Statistics, the UK’s largest economic contractions in the services sector in 2020 were all part of the tourism industry: air, maritime, travel agents, accommodation, rail and entertainment. Tourism was also the sector most reliant on the government’s financial support measures such as the furlough scheme. Through the scheme, more than £25 billion was provided to the leisure, tourism and hospitality sector over the course of the pandemic.

Devolved nations

The British Tourist Authority is the national tourist agency, responsible for marketing Britain worldwide and developing Britain’s visitor economy. In the UK, tourism is devolved with England , Scotland , Wales and Northern Ireland each having their own national tourist boards.

Each of the devolved administrations had their own post-pandemic recovery strategy, but the Tourism Recovery Plan set out the UK Government’s intentions to support their efforts, and to collaborate on shared initiatives.

Discover more

Tourism sector deal.

Announced in 2019, the industry and government’s flagship commitment to tourism included 10,000 more apprenticeships and 130,000 extra hotel rooms.

Alamy Stock Photo

Tourism image

Introduction to tourism in Britain

Explore how Britain’s tourism industry is organised both nationally and locally.

VisitBritain/Rod Edwards

Tourism Action Plan

The government’s Tourism Action Plan (TAP) outlined its UK-wide support for the industry – including the Discover England Fund

Shutterstock / Richie Chan

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"This government is determined to help the UK’s world class tourism sector recover as quickly as possible with a full return to pre-COVID numbers by 2023 – ahead of independent forecasts. This means domestic and – in due course – international visitors spending more, staying longer, visiting throughout the year rather than just during the traditional tourist season, and accessing a more diverse range of destinations across the country. The government is committed to supporting the sector to emerge from the pandemic to become more resilient, more sustainable, more inclusive and more innovative. Whilst London is crucial to the fortunes of the UK’s tourism sector overall, we want the recovery to be swift in every nation and region, and in both urban and rural areas." - The Rt Hon Oliver Dowden CBE MP, Secretary of State of Digital, Culture, Media and Sport

News - 04 Jul 2024

Tourism in the uk: building for the future and supporting further growth, key speakers.

In 2019, tourism, according to Visit Britain, was the fastest growing industry in employment terms in the UK and was predicted to be worth over £257 billion by 2025. The pandemic, subsequent lockdowns and travel restrictions have had a devastating effect on the industry. Overseas visits almost entirely stopped in Q2 of 2020, down by 96.2%. The Office for National Statistics reported that the number of people who reported their main job as being in travel and tourism related industries in the third quarter of 2020 (July to September) was 10.8% lower than in the same period in 2019. While consultancy firm Tourism Economics estimated that 140,000 direct tourism and travel jobs were lost across the UK in 2020 due to the pandemic. While domestic tourism – and the supposed rise of the “staycation” – has fared better, this has also seen a 49% fall in domestic spending.

The government has responded with financial support for the tourism, aviation and wider travel sector. The airline industry alone has reportedly received over £7 billion in government funding, including the furlough scheme. In June 2021, the government stated that “over £25 billion” of financial support had been provided to hospitality tourism and leisure businesses in the UK during the pandemic, including furlough, Bounce Back Loans, the VAT cut and business rats reliefs or small grants. A £10 million Kick-starting Tourism Package to support communities that depend on tourism was also introduced, whilst small businesses in tourist destinations received grants of up to £5,000 to help them adapt their businesses following the pandemic. Destination Management Organisations (DMOs) at risk of closure were provided with £1.3million in funding as well.

In June 2021, the government published its Tourism Recovery Plan, aiming to help domestic tourism recover to pre-pandemic levels by 2022 and international tourism by 2023. It sets out a “framework for tourism policy” up to 2024, replacing the Tourism Sector Deal and the International Business Events Action Plan (both published in 2019). The Government states it will also develop a new Sustainable Tourism Plan later in 2021. The plan also outlines steps to stimulate demand for domestic tourism, with a focus on cities that have seen the slowest recovery. Initiatives include a new rail pass for domestic holidays, a National Lottery funded voucher scheme for tourist attractions and marketing campaigns. Trade body UK Hospitality welcomed that the Government’s plan had recognised “the key role hospitality and tourism plays in the UK” but said the plan needs to come with a “root and branch reform of business rates” and a permanently reduced rate of VAT to support the sector in the longer term.

Even as travelling for leisure became legal again, the subsequent traffic-light’ system for travel poses challenges still. The subsequent costs of quarantine and testing has presented a significant dampener on the influx of tourists into the UK. Border force capacity has also been raised as an issue with the Department for Transport’s Global Travel Taskforce recognising in its April 2021 report on the ‘Safe Return of International Travel’ that Covid-related entry restrictions can create bottlenecks at busy airports, which not only create delays and discomfort for travellers, but can disparage travelling as well. Questions also remain in terms of Covid-status certification or ‘Vaccine Passports’, and whether such a move could pave an easier path for tourists into the UK.

Beyond the pandemic, Brexit will offer a challenge to the industry, with key industry bodies arguing before the pandemic that the UK’s withdrawal forms the EU threatens 25,000 jobs in the holiday industry, and that the end of freedom of movement will make it harder for the tourism industry to employ talented staff. A 2018 report by Tourism Alliance showed that 38% of hospitality and tourism businesses were struggling to fill vacancies. Furthermore, tourism spending after inflation has been largely stagnant in the UK for over two decades. Initiatives like the 2017 Tourism Action Plan and digital campaign #MyTourismJob have probably done more to identify the problem than actually solve it.

This symposium therefore offers tourism organisations, local authorities, regional economic groups and other key stakeholders the opportunity to discuss the challenges facing the tourism industry, and to additionally develop innovative ideas to strengthen the future of the industry.

• Discuss priorities for the Tourism Recovery Plan and the upcoming Sustainable Tourism Plan, as well as steps for future government support
• Examine the effectiveness of government initiatives to support the tourism industry in response to the pandemic
• Analyse how ‘Staycations’ could become an increasingly important aspect of the tourism industry and what steps can be taken to push it
• Uncover the best approaches to develop and sustain a highly talented workforce for the tourism industry
• Analyse how business rates could be reformed to better support the industry
• Explore the Traffic-light system for entry to the UK, how that is effecting tourism and whether this can be better managed
• Analyse Border Force capacity, how that is effecting tourism, and whether this will be improved in years to come
• Assess methods to improve collaboration between central and local government, alongside the private sector, in strengthening British tourism
• Learn the most successful strategies used by local authorities to promote tourism in their areas
• Discuss the best methods to ensure tourism does not harm rural or urban surroundings for locals

Who Should Attend?

• Local Tourism Officers
• Destination Management Organisations (DMOs)
• Department for Culture, Media and Sport
• VisitBritain and VisitEngland
• Greater London Authority and Visit London
• Culture, Heritage and Arts Officers
• Environment, Regeneration, Conservation and Communities Officers
• Local Authority Directors, Managers, Chief Executives, Leaders and Elected Members
• Hospitality Industry
• Chairs of Local Strategic Partnerships
• Heads of Economic Development
• Heads of Policy and Performance
• Youth Arts Officers
• Sports Officers
• Arts Council Regional Directors
• English Heritage Regional Directors
• Sport England Regional Directors
• CABE Regional Directors
• Directors from Regional Government Offices and Development Agencies
• New Deal for Communities
• Directors of Arts and Leisure Providers
• Creative Consultants
• Community Consultants
• Board Members and Directors of Arts and Creative Institutions

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Travel and tourism in the United Kingdom - statistics & facts

How many tourists visit the uk, travel planning and behavior of british tourists, key insights.

Detailed statistics

Travel and tourism's total contribution to GDP in the UK 2019-2022

Distribution of travel and tourism expenditure in the UK 2019-2022, by type

Travel and tourism's total contribution to employment in the UK 2019-2022

Editor’s Picks Current statistics on this topic

Travel, Tourism & Hospitality

Inbound tourist visits to the UK 2002-2023

Destinations

Leading UK cities for international tourism 2019-2023, by visits

Leading outbound travel destinations from the UK 2019-2023

Further recommended statistics

• Basic Statistic Travel and tourism's total contribution to GDP in the UK 2019-2022
• Basic Statistic Distribution of travel and tourism expenditure in the UK 2019-2022, by type
• Basic Statistic Distribution of travel and tourism expenditure in the UK 2019-2022, by tourist type
• Basic Statistic Travel and tourism's total contribution to employment in the UK 2019-2022
• Premium Statistic Median full-time salary in tourism and hospitality industries in the UK 2023
• Premium Statistic CPI inflation rate of travel and tourism services in the UK 2023

Travel and tourism's total contribution to GDP in the UK 2019-2022

Total contribution of travel and tourism to GDP in the United Kingdom (UK) in 2019 and 2022 (in billion GBP)

Distribution of travel and tourism spending in the United Kingdom (UK) in 2019 and 2022, by type

Distribution of travel and tourism expenditure in the UK 2019-2022, by tourist type

Distribution of travel and tourism spending in the United Kingdom (UK) in 2019 and 2022, by type of tourist

Travel and tourism's total contribution to employment in the UK 2019-2022

Total contribution of travel and tourism to employment in the United Kingdom (UK) in 2019 and 2022 (in million jobs)

Median full-time salary in tourism and hospitality industries in the UK 2023

Median annual gross salary for full-time workers in tourism and hospitality industries in the United Kingdom (UK) in 2023, by industry (in GBP)

CPI inflation rate of travel and tourism services in the UK 2023

Consumer price index (CPI) inflation rate of travel and tourism services in the United Kingdom (UK) from May to December 2023

Inbound tourism

• Basic Statistic Inbound tourist visits to the UK 2002-2023
• Premium Statistic Inbound tourist visits to the UK 2019-2022, by purpose of trip
• Basic Statistic Leading inbound travel markets in the UK 2019-2022, by number of visits
• Premium Statistic Leading inbound travel markets in the UK 2023, by growth in travel demand on Google
• Premium Statistic Number of overnight stays by inbound tourists in the UK 2004-2022
• Premium Statistic International tourist spending in the UK 2004-2024
• Premium Statistic Leading inbound travel markets for the UK 2019-2023, by spending
• Premium Statistic Leading UK cities for international tourism 2019-2023, by visits

Number of overseas resident visits to the United Kingdom from 2002 to 2023, with a forecast for 2024 (in millions)

Inbound tourist visits to the UK 2019-2022, by purpose of trip

Number of overseas resident visits to the United Kingdom (UK) from 2019 to 2022, by purpose of trip (in millions)

Leading inbound travel markets in the UK 2019-2022, by number of visits

Leading inbound travel markets for the United Kingdom (UK) in 2019 and 2022, by number of visits (in 1,000s)

Leading inbound travel markets in the UK 2023, by growth in travel demand on Google

Leading inbound travel markets in the United Kingdom (UK) over the previous 30 and 90 days as of June 2023, ranked by growth in travel demand on Google

Number of overnight stays by inbound tourists in the UK 2004-2022

Number of nights spent by overseas residents in the United Kingdom (UK) from 2004 to 2022 (in millions)

International tourist spending in the UK 2004-2024

Spending of international visitors to the United Kingdom from 2004 to 2022, with a forecast for 2023 and 2024 (in billion GBP)

Leading inbound travel markets for the UK 2019-2023, by spending

Leading inbound travel markets for the United Kingdom from 2019 to 2023, by spending (in million GBP)

Cities and towns in the United Kingdom ranked by international visits from 2019 to 2023 (in 1,000 visits)

Outbound tourism

• Premium Statistic Number of outbound tourist visits from the UK 2007-2023
• Premium Statistic Outbound tourism visits from the UK 2019-2022, by purpose
• Premium Statistic Leading outbound travel destinations from the UK 2019-2023
• Premium Statistic Leading outbound travel markets in the UK 2023, by growth in travel demand on Google
• Premium Statistic Number of outbound overnight stays by UK residents 2011-2023
• Premium Statistic Outbound tourism expenditure in the UK 2007-2023

Number of outbound tourist visits from the UK 2007-2023

Total number of visits abroad from the United Kingdom from 2007 to 2023 (in millions)

Outbound tourism visits from the UK 2019-2022, by purpose

Number of visits abroad from the United Kingdom (UK) from 2019 to 2022, by purpose (in millions)

Leading countries visited by residents of the United Kingdom from 2019 to 2023 (in 1,000 visits)

Leading outbound travel markets in the UK 2023, by growth in travel demand on Google

Leading outbound travel markets in the United Kingdom (UK) over the previous 30 and 90 days as of June 2023, ranked by growth in travel demand on Google

Number of outbound overnight stays by UK residents 2011-2023

Number of overnight stays abroad by residents of the United Kingdom from 2011 to 2023 (in 1,000s)

Outbound tourism expenditure in the UK 2007-2023

Total expenditure on visits abroad from the United Kingdom from 2007 to 2023 (in million GBP)

Domestic tourism

• Premium Statistic Domestic overnight trips in Great Britain 2010-2022
• Premium Statistic Domestic tourism trips in Great Britain 2018-2022, by purpose
• Premium Statistic Number of domestic overnight trips in Great Britain 2023, by destination type
• Premium Statistic Number of tourism day visits in Great Britain 2011-2022
• Premium Statistic Total domestic travel expenditure in Great Britain 2019-2022
• Premium Statistic Domestic overnight tourism spending in Great Britain 2010-2022
• Premium Statistic Expenditure on domestic day trips in Great Britain 2011-2022
• Premium Statistic Average spend on domestic summer holidays in the United Kingdom (UK) 2011-2023

Domestic overnight trips in Great Britain 2010-2022

Number of domestic overnight trips in Great Britain from 2010 to 2022 (in millions)

Domestic tourism trips in Great Britain 2018-2022, by purpose

Number of domestic overnight trips in Great Britain from 2018 to 2022, by purpose (in millions)

Number of domestic overnight trips in Great Britain 2023, by destination type

Number of domestic overnight trips in Great Britain in 2023, by destination type (in millions)

Number of tourism day visits in Great Britain 2011-2022

Number of tourism day visits in Great Britain from 2011 to 2022 (in billions)

Total domestic travel expenditure in Great Britain 2019-2022

Total domestic tourism spending in Great Britain from 2019 to 2022 (in billion GBP)

Domestic overnight tourism spending in Great Britain 2010-2022

Annual domestic overnight tourism spending in Great Britain from 2010 to 2022 (in billion GBP)

Expenditure on domestic day trips in Great Britain 2011-2022

Annual expenditure on domestic tourism day visits in Great Britain from 2011 to 2022 (in billion GBP)

Average spend on domestic summer holidays in the United Kingdom (UK) 2011-2023

Average spend on 'staycation' summer holidays according to Britons in the United Kingdom (UK) from 2011 to 2023 (in GBP)

Accommodation

• Premium Statistic Number of accommodation businesses in the United Kingdom (UK) 2008-2021
• Premium Statistic Number of accommodation enterprises in the United Kingdom (UK) 2018-2021, by type
• Premium Statistic Turnover of accommodation businesses in the United Kingdom (UK) 2008-2021
• Premium Statistic Turnover of accommodation services in the United Kingdom (UK) 2015-2021, by sector
• Premium Statistic Number of hotel businesses in the United Kingdom (UK) 2008-2021
• Basic Statistic Most popular hotel brands in the UK Q3 2023
• Premium Statistic Consumer expenditure on accommodation in the UK 2005-2022

Number of accommodation businesses in the United Kingdom (UK) 2008-2021

Number of enterprises in the accommodation industry in the United Kingdom (UK) from 2008 to 2021

Number of accommodation enterprises in the United Kingdom (UK) 2018-2021, by type

Number of enterprises in the accommodation industry in the United Kingdom (UK) from 2018 to 2021, by sector

Turnover of accommodation businesses in the United Kingdom (UK) 2008-2021

Turnover of accommodation businesses in the United Kingdom (UK) from 2008 to 2021 (in million GBP)

Turnover of accommodation services in the United Kingdom (UK) 2015-2021, by sector

Turnover of accommodation services in the United Kingdom (UK) from 2015 to 2021, by type (in million GBP)

Number of hotel businesses in the United Kingdom (UK) 2008-2021

Number of hotel and similar accommodation businesses in the United Kingdom (UK) from 2008 to 2021

Most popular hotel brands in the UK Q3 2023

Most popular hotel brands in the United Kingdom (UK) in 3rd quarter of 2023

Consumer expenditure on accommodation in the UK 2005-2022

Consumer spending on accommodation in the United Kingdom (UK) from 2005 to 2022 (in million GBP)

Travel behavior

• Premium Statistic Attitudes towards traveling in the UK 2024
• Premium Statistic Travel frequency for private purposes in the UK 2024
• Premium Statistic Travel frequency for business purposes in the UK 2024
• Premium Statistic Share of Britons taking days of holiday 2019-2023, by number of days
• Premium Statistic Share of Britons who did not take any holiday days 2019-2023, by gender
• Premium Statistic Share of Britons who did not take any holiday days 2019-2023, by age
• Premium Statistic Leading regions for summer staycations in the UK 2024
• Premium Statistic Preferred methods to book the next overseas holiday in the UK October 2022, by age
• Premium Statistic Travel product bookings in the UK 2024
• Premium Statistic Travel product online bookings in the UK 2024

Attitudes towards traveling in the UK 2024

Attitudes towards traveling in the UK as of March 2024

Travel frequency for private purposes in the UK 2024

Travel frequency for private purposes in the UK as of March 2024

Travel frequency for business purposes in the UK 2024

Travel frequency for business purposes in the UK as of March 2024

Share of Britons taking days of holiday 2019-2023, by number of days

Share of individuals taking days of holiday in the United Kingdom from July 2019 to May 2023, by number of days

Share of Britons who did not take any holiday days 2019-2023, by gender

Share of individuals who did not take any days of holiday in the United Kingdom from July 2019 to November 2023, by gender

Share of Britons who did not take any holiday days 2019-2023, by age

Share of individuals who did not take any days of holidays in the United Kingdom (UK) from July 2019 to November 2023, by age

Leading regions for summer staycations in the UK 2024

Leading regions for travelers' next summer staycation in the United Kingdom as of April 2024

Preferred methods to book the next overseas holiday in the UK October 2022, by age

Preferred methods to book the next overseas holiday among individuals in the United Kingdom (UK) as of October 2022, by age group

Travel product bookings in the UK 2024

Travel product bookings in the UK as of March 2024

Travel product online bookings in the UK 2024

Travel product online bookings in the UK as of March 2024

• Premium Statistic Travel & Tourism market revenue in the United Kingdom 2018-2028, by segment
• Premium Statistic Travel & Tourism market revenue growth in the UK 2019-2028, by segment
• Premium Statistic Revenue forecast in selected countries in the Travel & Tourism market in 2024
• Premium Statistic Number of users of package holidays in the UK 2018-2028
• Premium Statistic Number of users of hotels in the UK 2018-2028
• Premium Statistic Number of users of vacation rentals in the UK 2018-2028

Travel & Tourism market revenue in the United Kingdom 2018-2028, by segment

Revenue of the Travel & Tourism market in the United Kingdom from 2018 to 2028, by segment (in billion U.S. dollars)

Travel & Tourism market revenue growth in the UK 2019-2028, by segment

Revenue growth of the travel and tourism market in the United Kingdom (UK) from 2019 to 2028, by segment

Revenue forecast in selected countries in the Travel & Tourism market in 2024

Revenue forecast in selected countries in the Travel & Tourism market in 2024 (in billion U.S. dollars)

Number of users of package holidays in the UK 2018-2028

Number of users of package holidays in the United Kingdom from 2018 to 2028 (in millions)

Number of users of hotels in the UK 2018-2028

Number of users of hotels in the United Kingdom from 2018 to 2028 (in millions)

Number of users of vacation rentals in the UK 2018-2028

Number of users of vacation rentals in the United Kingdom from 2018 to 2028 (in millions)

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A report outlines UK tourism policies

• Posted by: Martina Baldo
• Category: Policies & funding

With the right caution, but strong in a solid and constantly growing tourism sector, the UK Government aims to increase inbound arrivals in the country by 23% by 2025, aiming for European leadership in the hotel industry through the creation of over 130,000 additional beds, 300,000 apprenticeships, a data analysis centre and increased accessibility to tourism.

According to “UK Tourism: 2020 and Beyond” published by Tourism Alliance , however, there are additional policies that should be developed to increase the performance of the sector in the country.

Sustainable tourism development The report underlines the importance of tourism sustainability, especially in terms of the environment. Supporting initiatives such as Sustainable Aviation through the creation of a Sustainable Aviation Fuel Office would increase the UK’s leadership in this area.

Excellent services with global standards Given the need to recruit 1.3 million workers, tourism training, as well as academic training, will have to provide language skills, soft skills and tourist reception skills. Effective immigration policies will have to be put in place to meet the large number of qualified resources and language needs of the sector.

Business tax reform An inefficient property tax system is getting in the way of the British travel industry, and limiting investment. As a result, certain types of activities (e.g. retail and betting) are migrating online: but this is not possible for many tourist activities, such as hotels, which are penalised.

Rethinking forms of taxation on tourists The World Economic Forum speaks plainly : the current system of taxation makes the UK the least competitive destination in the world in terms of prices and a reduction in accommodation tax, the elimination of the airline passenger tax and the encouragement of the MICE segment to increase investment and export is proposed.

Obtaining adequate tourist facilities and support Tourism legislation is considered obsolete and inefficient. It is proposed that VisitEngland, the English Tourist Board, be elevated to national Tourist Board, on a par with VisitScotland and Visit Wales. In this way, VisitBritain could operate internationally, promoting the destination in a unified and competitive global way.

Creating sustainable destinations The country lacks a body responsible for promoting destinations at sub-national level. The National Tourism Board should therefore have partner DMOs, with independent access to government funds, to work together to develop and promote regional products, and to implement infrastructure that can decentralise tourist flows from the London area.

Investing in rural and maritime areas Despite playing a key role, tourism in these areas has not yet reached its full potential due to lack of investment. It is essential to develop dedicated Strategic Plans that recognise and support its development.

ETAs to increase arrivals The lack of homogeneity between the types of visas required to enter the country, together with the high cost of application, hinders international arrivals. The introduction of ETAs (Electronic Travel Authorisations) could improve the experience of tourists, obtaining visas quickly and easily, while increasing national security.

Developing educational tourism Educational tourism represents a significant slice of British tourism, worth around €31 million a year (£27 million), and could develop more smoothly thanks to the creation of a dedicated body.

Preserving cultural heritage The importance of Britain’s cultural heritage could be reinforced by an increase in the endowment of the Heritage Maintenance Funds, aimed at conserving these unique resources.

Improving the transport system The transport and infrastructure system should become more connected to tourism, favouring the most remote areas and favouring electric means of transport, in line with the priorities of social and environmental sustainability.

Safe and legal accommodation Following the advent of the sharing economy, it is necessary to update the regulations on the subject, so as to ensure safety and legality to national and international tourists.

At Twissen  we observed that tourism in Great Britain is facing challenges caused by external factors (such as the current health emergency ) and internal factors (such as the recent Brexit). Nevertheless, there is scope to maintain tourism as a thriving and profitable sector, investing in sustainability and openness to internationalisation.

She graduated in Intercultural Development of Tourism Systems and she has a passion for foreign languages and cultures. Since 2016 she works as administration and tourism project manager at Twissen.

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Navigating the Landscape of Tourism Policy for Sustainable Travel Experiences

Tourism is a vital sector that not only contributes significantly to a country’s economy but also shapes its cultural landscape. In the United Kingdom, the formulation and implementation of effective tourism policies play a crucial role in fostering sustainable growth, preserving cultural heritage, and ensuring a positive experience for visitors. In this article, we will explore the key aspects of tourism policy in the UK, its impact, and the measures taken to balance economic benefits with environmental and cultural considerations.

Understanding Tourism Policy in the UK

1. definition:.

Tourism policy refers to a set of guidelines, regulations, and strategic initiatives developed by government authorities to govern and promote the tourism industry. In the UK, these policies are designed to address various aspects of tourism, including marketing, infrastructure development, environmental conservation, and cultural preservation.

2. Key Objectives:

The primary objectives of tourism policy in the UK include:

• Economic Growth: Stimulating economic growth by attracting visitors and generating revenue.
• Sustainable Development: Promoting sustainable tourism practices to protect natural and cultural resources.
• Visitor Experience: Enhancing the overall experience for tourists, ensuring satisfaction and positive feedback.

Components of UK Tourism Policy

1. marketing and promotion:, a. brand promotion:.

Promoting the UK as a desirable destination through branding initiatives that highlight its diverse attractions, historical landmarks, and cultural richness.

b. Digital Marketing:

Utilising digital platforms to reach a global audience, engage potential visitors, and showcase the unique experiences offered in different regions of the UK.

2. Infrastructure Development:

A. transportation:.

Investing in transportation infrastructure, including airports, railways, and roads, to facilitate smooth and convenient travel for tourists.

b. Accommodation:

Encouraging the development of diverse accommodation options, from hotels to sustainable and community-based lodging, to cater to various preferences.

3. Sustainable Tourism Practices:

A. environmental conservation:.

Implementing policies that promote environmental conservation, including responsible waste management, conservation of natural habitats, and efforts to combat climate change.

b. Cultural Preservation:

Protecting and promoting the cultural heritage of different regions, including historic sites, traditions, and indigenous practices, to enrich the tourist experience.

4. Regulatory Framework:

Establishing regulations and standards to ensure the safety, security, and well-being of tourists. This includes guidelines for travel agencies, accommodation providers, and tour operators.

5. Community Engagement:

Encouraging community involvement in tourism activities, fostering positive relationships between visitors and local communities, and ensuring that the benefits of tourism are shared equitably.

Impact of Tourism Policy in the UK

1. economic contribution:.

Tourism policy contributes significantly to the UK economy by generating revenue, creating employment opportunities, and supporting businesses in the hospitality, transportation, and entertainment sectors.

2. Cultural Enrichment:

Efforts to preserve and promote cultural heritage through tourism policies contribute to the enrichment and preservation of the UK’s diverse cultural identity.

3. Sustainable Practices:

Policies promoting sustainable tourism practices help minimise the environmental impact of tourism activities, ensuring the preservation of natural resources for future generations.

4. Global Competitiveness:

A well-defined and effectively implemented tourism policy enhances the global competitiveness of the UK as a tourist destination, attracting a diverse range of international visitors.

Challenges and Considerations

1. over tourism:.

The popularity of certain destinations may lead to challenges related to overcrowding, environmental degradation, and strain on local infrastructure.

2. Balancing Economic and Environmental Concerns:

Finding a balance between maximising economic benefits and addressing environmental and cultural preservation concerns is an ongoing challenge for tourism policy in the UK.

3. Community Involvement:

Ensuring meaningful community engagement and the fair distribution of benefits from tourism activities requires continuous efforts and effective policy implementation.

4. Adaptation to Changing Trends:

Tourism policies must be adaptable to changing trends, such as shifts in travel preferences, emerging technologies, and global events that impact tourism.

Future Directions

As the landscape of global tourism evolves, the UK’s tourism policy is expected to adapt to new challenges and opportunities. Future directions may include:

• Digital Innovation: Embracing technological advancements for enhanced marketing, visitor engagement, and data-driven decision-making.
• Diversification: Encouraging the development of unique and niche tourism offerings to attract a diverse range of visitors.
• Resilience Planning: Implementing strategies to address potential disruptions, such as pandemics or natural disasters, to ensure the resilience of the tourism sector.

Tourism policy in the UK plays a pivotal role in shaping the country’s tourism landscape, fostering sustainable growth, and preserving its rich cultural heritage. As the UK continues to be a sought-after destination, an effective and adaptive tourism policy remains crucial for balancing economic benefits with environmental and cultural considerations. By addressing challenges and embracing future trends, the UK can continue to offer a memorable and enriching experience for visitors while safeguarding its natural and cultural treasures.

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An analysis of the UK Government’s 2011 Tourism Policy’

This review considers the UK Government’s 2011 tourism policy document. The policy was produced during a period of public sector restructuring in the UK and also during the global economic crisis, which began in 2008. The policy sets out a number of reforms to the governance of tourism at the national and local levels, which aim to increase the level of private sector involvement in leading and developing the tourism sector and to reduce the sector’s dependence on public funding. During a period of economic slowdown in the UK, the tourism industry can make a significant contribution to growth, but it is not yet clear whether these proposed reforms will support or impede the future development of the tourism industry in the UK

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• Society and culture

2010 to 2015 government policy: tourism

• Department for Culture, Media & Sport
• Department for Digital, Culture, Media & Sport

Updated 8 May 2015

© Crown copyright 2015

This publication is licensed under the terms of the Open Government Licence v3.0 except where otherwise stated. To view this licence, visit nationalarchives.gov.uk/doc/open-government-licence/version/3 or write to the Information Policy Team, The National Archives, Kew, London TW9 4DU, or email: [email protected] .

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This publication is available at https://www.gov.uk/government/publications/2010-to-2015-government-policy-tourism/2010-to-2015-government-policy-tourism

This is a copy of a document that stated a policy of the 2010 to 2015 Conservative and Liberal Democrat coalition government. The previous URL of this page was https://www.gov.uk/government/policies/helping-the-uk-tourism-industry-to-grow Current policies can be found at the GOV.UK policies list .

Tourism is one of the UK’s biggest industries. It helps to create wealth and jobs throughout the country and can bring new life to run-down communities.

We want to help tourism grow even further by funding campaigns and other promotional work that will inspire more people to visit and explore more parts of Britain.

As with other industries, we are also removing unnecessary rules that make it more difficult or expensive for tourism businesses to grow.

To help our tourism industry reach its full potential, we are taking the following actions.

Funding VisitEngland

Alongside the private sector, we fund VisitEngland to run marketing campaigns that encourage people living in the UK to take their holidays in England (known as ‘domestic tourism’).

With the help of VisitEngland campaigns, we want to increase the proportion of UK residents choosing to holiday in England to match those who holiday abroad.

Funding VisitBritain

Alongside the private sector, we are funding a £100 million campaign by VisitBritain to encourage international tourism. The GREATBritain image campaign has already provided more than £22 million to VisitBritain.

Together, we estimate both campaigns will bring 4.6 million extra visitors to Britain, £2.2 billion more spending in our economy and over 60,000 new jobs between 2011 and 2015.

Promoting the UK tourism industry

We work with the UK tourism industry to make it easier for it to grow by participating in international trade events and forums, advising it on ways to raise standards, and reviewing rules and regulations affecting the industry.

Ministers regularly meet with industry figures, host tourism roundtable meetings and go on regional visits, all with the aim of making better policy that helps the tourism industry to grow.

The tourism industry generates about £115 billion for the economy each year and supports over 2.6 million jobs (2010 figures).

The London 2012 Olympic and Paralympic Games showcased the UK to the world. The media attention that went along with London 2012, from the Olympic Opening Ceremony to the Paralympic Closing Ceremony, showed the world all the attractions that make Britain an amazing place to visit.

We launched the GREAT campaign to extend the economic potential of London 2012 by promoting the things that make Britain outstanding. The themes of the campaign are: countryside, culture, heritage, creativity, entrepreneurs, green, innovation, knowledge, shopping, sport, music and technology.

One of the campaign’s main objectives is to increase the number of tourists visiting the UK. We have so far provided VisitBritain with over £22 million to run their part of the GREAT campaign until at least 2015. In December 2012, we announced that another £12 million would be spent on the tourism element of the GREAT campaign.

We also been helping tourism grow by:

• making £1.7 million funding available to People 1st to provide 500 new apprenticeship places in the tourism industry and help create 15,000 jobs
• simplifying the visa application process, publishing visa application guidance in 6 languages in 2011, setting up new online visa application forms and making it easier for tourists from China to apply for visas to travel to the UK
• making 80 recommendations to change or reduce regulations, including 60 regulations in hospitality, food and drink, as part of the government’s Red Tape Challenge

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