Travel Reference
In-Depth Information
Economic recession in the UK and/or
tourist generating countries
Activity 3.11
Working with a partner, carry out some research into
a current or recent marketing campaign carried out
by VisitBritain or the National Tourist Board for your
area. Compile a factsheet on the campaign listing its
objectives, techniques, target markets, media used
and effectiveness.
Recession occurs when the economic conditions
in a country lead to low output per worker, high
unemployment levels and high infl ation. Citizens in
such countries fi nd it hard to make ends meet and have
little spare cash to spend on trips abroad. As such, a
country that relies heavily on incoming tourism from a
country that is in recession will be hit badly in terms of
its visitor numbers and spending. At the time of writing
(2010) there has been an economic recession that has
affected the UK and the majority of countries around
the world since 2008. This recession has had a dramatic
effect on travel to and from the UK. Visits abroad by UK
residents fell in 2009 at the fastest rate since records
began. A total of 58.6 million visits abroad were made,
down 15 per cent from the 69.0 million made in 2008.
Visits to the UK by overseas residents also fell in 2009,
but at a slower rate, down 6.3 per cent to 29.9 million.
The falls follow a long period of overall growth in
international travel to and from the UK. Visits abroad
have grown at an average of 4.0 per cent per year over
the past 25 years and visits to the UK have grown at an
annual rate of 3.2 per cent.
This activity is designed to provide evidence for P4.
Availability and quality of products
and services
As people become more affl uent, they are able to
pay higher prices and look for better quality tourist
accommodation and facilities. Tourists are becoming
more demanding and expect to be able to fi nd
information about tourist facilities very quickly, often via
the internet, and make swift bookings without any fuss.
Tourist businesses must be able to adapt to the ever-
changing needs of domestic and overseas visitors to
the UK, by investing in their facilities and staff training.
Exchange rates
Changes in exchange rates can have a very signifi cant
impact on the fl ow of overseas visitors to the UK. As
an example, if the $/£ exchange rate changes from
$1.50 to $2 to the pound it will be more expensive
for visitors from the USA coming to Britain, although
British people benefi t when taking trips in America and
other countries that use US dollars as their currency. As
the pound weakens against the dollar, Britain becomes
a more affordable and attractive destination for US
visitors. The same applies within Europe in countries
that use the Euro - when the pound is weak against the
Euro, Britain is a more affordable destination.
Travel restrictions
Some countries in the world still impose travel bans or
restrictions on where their people can travel and there
have been stricter immigration rules in certain countries
since the 9/11 tragedy. The majority of overseas visitors
Tourists look for high quality facilities
