yet that tourism in England will be marketed nationally at home.
England is currently marketed to the domestic audience solely at a
regional level through the regional tourist boards.
Speaking to industry representatives at the biannual Tourism Forum
held at the British Museum, Tessa Jowell said:
'We all agree that the lack of strong co-ordination to market
England's tourist assets puts this country at a competitive
disadvantage. Finding a solution is one of our top priorities.
'What we need is a new arrangement for marketing England with a
strong national and regional dimension. It should also be based on
the kind of strong partnership with private business that we have
seen for our multi-million pound Million Visitor Campaign.
'We also need to develop better and more efficient arrangements for
marketing English tourism at a regional and local level than
Tessa Jowell said that she was giving close consideration to advice
provided to her by an industry group established following the
Hartwell House Seminar to look at the issue of domestic marketing.
She confirmed that the new plans would be announced to parliament in
the coming weeks, then discussed with the industry and public bodies
involved in their implementation.
The Tourism Forum met today to consider the progress made and to
discuss the way forward for the tourism modernisation programme that
had its foundations in the Hartwell House 24-hour Seminar in October
The culture secretary provided the Tourism Forum with a summary of
the issues discussed and action points agreed at the recent
ministerial Tourism Summit. The summary is available on
the DCMS website .
Amongst the issues under discussion were:
Training and skills - it is agreed that a strategic approach to
education, recruitment and professional development is essential.
Strong backing is being given to the bid for a new Sector Skills
Council which will have a key role to play in tying together the
'Fitness for Purpose' initiative - a critical part of building
standards in the hotel and restaurant sectors, the Local Government
Association and DCMS officials are working on firm recommendations to
implement this scheme. The Fitness for Purpose initiative would bring
together existing regulation into a single quality assurance
guarantee for consumers.
Data and e-tourism - received a huge boost with the recent
announcement of£3.6m of public money for the English Tourism
Council to develop EnglandNet, a world-class on-line tourism network
for England. Improving data gathering and having the supporting
technology was highlighted by the events of 2001. It was agreed at
the Hartwell House Seminar in October that the many sources of data
on tourism performance and trends should be brought together in order
to aid strategic decision-making. Short-term improvements have
already been made with the decision to reinstate the day-visit survey
and the commissioning of a public attitude survey.