TOURISM POLICY

Tourism Policy and Strategy

[Name of Student]

Tourism Policy and Strategy

Introduction

Tourism is one of the important business industries of UK. It is considered to be a profitable business that can generate huge revenue for the country through precise policies and strategies. Almost 200,000 businesses in this industry are significant for the economy of the country. These businesses have contributed to the recovery of the economy too, by providing a GDP of £52bn. It has made tourism to become the fastest growing sector of the country. There are many policies that have been formulated on the government level to promote tourism. All these policies form a hierarchy under corporate strategy to mega policies.

The policy that has been selected from the level of this hierarchy is to attract visitors towards the country through proper advertisement campaign. Media plays a strong role at the modern technological era. Using this as a strong medium would not only facilitate in encouraging tourism but would build a strong and positive image of the country worldwide. It is important to understand this tourism policy along with the strategies that have been devised to implement the policy for fostering tourism in the country.

Discussion

Tourism is the fastest growing industry for any country. Tourism provides employment for the communities, sustains economy, increases integrity of the country, fast economic growth. It is amongst the top 6th business industry of the country and third leading export earner (Fernando & Long, 2012, p.75). At present UK is a 6th position amongst tourist destination of the world (Khulshreshtha, 2011, p. vii). It is the main source of wealth and employment and is a cost effective approach to revive neglected communities. The government plays a vital role in devising policies and strategies that underpins the industry. Understanding the policies for tourism therefore is of immense importance (Penrose, 2011, p. 7 & Visit Britain, 2012, p.10).

Attracting visitors to UK means enhancing tourism for the country. This will in turn increase the sot power of the country and improve the image of the country overseas. To improve and increase the integrity and image of the world the tourism sector, government and the business sector needs to collaborate and work together to lay a strong influence on tourism altogether. Involvement of networks, partners and stakeholders will improve the tourism policies and will make the implementation of policies easier (Louise Mangion, 2011, p.48).

Thus, a strategy has been devised that by the year 2020, almost 40,000 visitors will be attracted to Britain to increase tourism in the country (Visit Britain, 2012, p.6). The policy that has been selected is promotion of tourism by attracting 4 million visitors to the country through advertising campaigns.

Aims and Objectives of Tourism Policy

In 2011, many policies were devised to promote tourism. The aim and objectives of the policy was to ensure that UK makes the best from tourism opportunities. The main reason behind these policies was to attract more visitors towards the country so that more revenue can be generated. Tourism was one of the ...