Have you heard the one about the Englishman, the Welshman and the Scotsman? Because of the recession and the collapse of the pound, all three decided to take their family holiday at home. I know, it's not much of a gag, but it's good news for anyone involved in domestic tourism. This year, more UK holidaymakers will spend their two weeks here.
This time last year, the only people holidaying "at home" were politicians keen to be seen to be patriotically supporting Blighty's beaches, or those seeking to avoid adding to their carbon footprint. To these two groups this year will be added those looking to keep costs down due to the recession and others hoping to get more value from their holiday spending. This year, in theory, is a golden chance to put the UK back on the tourist map. Combined with a likely influx of overseas visitors, drawn by the better (for them) exchange rate, it could all add up to being a crowded summer on this little island.
Are we ready for it? The unpredictable weather could scupper things. By mid-June, after the third straight week of rain, an overpriced Tuscan villa might start to seem worth it after all. Then there's the transport infrastructure. One snarled-up Bank Holiday weekend should be enough to get any European visitors pining for the fast, clear roads that they're accustomed to, and reliable, non-crowded trains that not only depart on time, but arrive when they should, too.
On the bright side there is better news once they eventually get to their destination. Because what is beyond doubt is that UK tourism has got slicker and more professional over the last decade. The Basil Fawlty school of hotel and catering has, to coin a phrase, ceased to be. Alongside world-class hotels, many with outstanding spa and leisure facilities, the UK also offers better customer service than ever before. If we can't quite match US standards of customer care, we are improving.
So, what does the tourism industry itself make of the coming season? In this issue, we speak to a number of senior figures from all sectors of the trade. Overall, their positive take on this summer's potential makes a welcome relief from the tales of doom and gloom elsewhere in the economy. If it's still too early to talk about green shoots, surely it must be OK to discuss possible silver linings?
Richard Cree
Click here to read previous comments