It was also the year that marked the launch of UKinbound, an organisation that raises the profile and the value of tourism to the UK economy on behalf of its members.
Back then, the key issues facing the sector included the availability of hotel accommodation, recognition of the tourism industry, taxation, regulation and visas. Forty years on, not an awful lot has changed. Taxes, in varying forms, are still top of the agenda, visas continue to cause a headache, and regulation – including ensuring a level playing field with disrupters such as Airbnb – still tops the list of gripes for many.
What is new are the aftershocks created by the UK’s seismic decision last year to quit the EU. In 1977 we were just getting used to being part of the EU; now we are busy ensuring the tourism industry’s voice is heard as we brace for our departure.
In my role as head of UKinbound, my day job revolves around helping our members to attract and explain to the rest of the world just what a great place Britain is to visit, but it’s a message that sometimes needs to be shouted just as loudly to the domestic market. This year saw confidence levels in the UK tourism industry reach a record high and a determination to make the most of the drop in sterling. And while it spells an obvious value for overseas visitors, it’s worth UK agents pointing out that it also means the UK remains good value when compared with euro destinations.
There are clouds on the horizon though. Nearly 30% of our workforce originates from the EU – a worrying statistic in a post-Brexit world. We need to do all we can to encourage our young people to join our vibrant sector. And the government must play its part in ensuring that they have the right skills to help the UK maintain its appeal as a leading destination – for both the inbound and domestic market.
I have also been concerned by the worrying growth in support for a tourism “bed tax” proposed by none other than the man in charge of the tourism hotspot of the UK, mayor of London Sadiq Khan. We should be doing everything we can to try and encourage people to holiday in the UK – saying you’re going to slap a tax on them when they get here is completely counterintuitive.
There have been positive changes since 1977 – our voice has got louder, and the tourism industry is being recognised as a major contributor to the UK economy. Evidence includes a new Tourism Action Plan published last year, and the industry’s promotion to the government’s Economy and Industrial Strategy Committee.
But at its heart the UK tourism sector remains reassuringly old-fashioned – for all its advances, our industry is simply about people looking after people. As long as that remains our USP, the UK’s tourism industry will retain its Krypton Factor for many years to come.
Deirdre Wells OBE is a member of the UK’s Tourism Industry Council and chief executive of UKinbound