More needs be done to attract overseas holidaymakers to book cheap flights to the UK following the announced cuts to Visit Britain.
This is according to UK Inbound, the trade association representing the country’s inbound tourism industry, which issued a statement after it was confirmed in the government’s spending review that Visit Britain will receive 34 percent less funding.
Mary Rance, UK Inbound’s chief executive, said that powerful overseas marketing is what’s needed to attract more people to travel on holidays to Britain.
"Inbound tourism is the third largest exporter and major contributor to the UK economy," she commented.
"Visit Britain has taken its share of the pain in the comprehensive spending review and we as an industry stand poised to work in partnership with them to ensure that international awareness, presence and expertise is not lost."
Ms Rance went on to say that the travel industry needs to "work constructively" if it wants to achieve the prime minister’s aim of the UK becoming the world’s fifth most-visited destination.
In July, UK Inbound challenged the findings of an independent report commissioned by Visit Britain, which predicted that the UK’s tourism revenue would grow by more than 60 percent by 2020.