Academics predict major opportunities for UK tourism

26th Mar 2009

Experts from Bournemouth University’s International Centre for Tourism & Hospitality Research (ICTHR) are predicting major opportunities for the UK Tourism industry.

Commenting during British Tourism Week academics from the centre predict that with the cost of UK holidays dramatically cheaper than many international destinations, more people will choose to holiday in the UK this year. What is clear from the research generated at BU’s ICTHR is that where there is crisis there is also opportunity.

The experts highlight major economic benefits for the UK and the opportunity of much needed jobs being generated, as people from overseas become keener to holiday in the UK due to the declining strength of the pound.

Professor John Fletcher, Director of the ICTHR said: “The short term picture for UK tourism is looking very good as the weak pound makes overseas travel expensive for UK citizens and trips to the UK relatively cheap for international visitors. As well as giving the tourism industry a much needed boost this will generate additional income and employment opportunities.”



Professor Fletcher adds: “There is a window of opportunity for the tourism industry to set out its stall, showing the quality of its products and services, so that as we move further into the 21st century, with the combined forces of higher energy costs and the pressures of climate change, the UK tourism industry can look forward to a strong, robust future.”


The Centre’s leading eTourism expert Professor Dimitrios Buhalis warns that UK tourist organisations and destinations will be required to use agile marketing and technology to deal with the current market conditions.


He states: “Technology enables organisations to increase their efficiency and reduce their operational costs as well as to adopt innovative marketing.  It also supports the personalisation of tourism products and the creation of value through dynamic packaging.


“Tourism organisations that use a multichannel strategy will be able to access many prospective travellers and also to deal with a very last-minute demand that is expected to rise in the current economic climate,” continued Professor Buhalis.



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