The tourism industry is still sounding a note of caution for 2012 in spite of the Olympics and Diamond Jubilee, according to the Tourism Society’s Prospects debate.
Geoffrey Lipman, director of Greenearth.travel who chaired the session, outlined some of the grim realities which will influence the markets in 2012. The year is threatened by the squeeze of austerity budgets – particularly in Europe, continued uncertainty from the arab spring, the decision making inertia from elections in key markets. This after several years of profitless growth He warned, for the second year in a row, the need to batten down the hatches, cut costs, make creative alliances and ride out the storm,
But what about the fantastic 2012 Britain has been promised with media and tourism opportunities showcasing the Queen’s Jubilee and Olympics?
Liz Hall, head of research hotels and leisure, PricewaterhouseCoopers, noted the danger of displacement to London rather than additional business for UK as a whole.
Ken Robinson CBE, independent tourism advisor, estimated that there could be 300,000 inbound Olympic visitors, but these will be replacing 420,000 lost inbound visitors. With the vast majority of Olympics tickets being sold to UK residents within driving distance from London, most Olympic visits will be day trips, he added.
David Edwards, head of research, VisitBritain took a somewhat more optimistic view but highlighted the danger of the “paradox of thrift”, where austerity can actually worsen market performance through too much saving.
Bernard Donoghue, director of ALVA, the Association of Leading Visitor Attractions, recognised that the Olympics’ true tourism potential is in the future: “2012 will give us the longest and richest TV and social media advert in history. Take advantage and you will gain the benefits for years to come.”
Download presentation slides here
