Objectives

British Tourism Week aims to demonstrate that tourism is critical to the economy of the United Kingdom.

To achieve this we will:

• Increase industry awareness

  BTW will help redefine both the image and the reality of British tourism for the future, by bringing together under one banner:
  • businesses and their employees from every sector of the industry
  • government at all levels
  BTW aims to address, with all constituents and stakeholders, the lack of understanding of the size, scope and importance of the tourism industry and the inter-dependability of the different sectors such as transport, tour operators, accommodation and attractions.

• Raise quality standards

  BTW aims to encourage a greater appreciation of the value of providing a quality tourism product. All sectors of the industry need to seek continuous improvement in order to guarantee an enjoyable experience for visitors and improve the UK’s international competitiveness.

• Promote training and professionalism

  BTW will encourage tourism employers and employees to improve their customer service and skills-levels through training and development. BTW will, by raising awareness of the scope and importance of the tourism industry, emphasise that the industry represents a great career choice with extensive opportunities in multiple disciplines.

• Improve the UK’s competitiveness

  The UK has been losing global market share for inbound tourism over the last ten years. BTW will explore how the UK’s complex tourism industry can work together and with government to improve its international competitiveness.

• Support the preparations for hosting the London 2012 Olympic and Paralympic Games