The UK Tourism Recovery Plan was launched in 2021 and sets out the role that the United Kingdom government will play in assisting and accelerating the tourism sector’s recovery. The plan outlines six key aims and objectives which include:
A swift recovery back to 2019 levels of tourism volume and visitor expenditure.
To see the benefits of tourism shared across every nation and region as tourism recovers and then exceeds 2019 levels.
To build back better with a more productive, innovative and resilient tourism industry.
For tourism to contribute to the enhancement and conservation of the United Kingdom’s cultural, natural and historic heritage and minimise damage to the environment.
Providing an inclusive and accessible tourism offer that is open to all.
For the UK to be a leading European country for business events.
The Plan included targets for domestic overnight trips to recover to 99 million with GBP 19 billion in spend by the end of 2022, and 41 million international visitors spending GBP 28 billion by the end of 2023. This aim was underpinned by activities to reopen safely, support businesses and stimulate demand.
By the end of 2022, domestic overnight trips exceeded this target - welcoming 126 million with GBP 33 billion in spend. In contrast, international visitors came to a total of 31.2 million, spending GBP 26.5 billion.
The Government works closely with the devolved administrations - Scottish and Welsh governments and the Northern Irish Executive - to improve tourism for the whole of the United Kingdom. Each of the devolved administrations has their own recovery strategy and the UK Government supports their efforts, collaborating on shared initiatives.
To meet the objectives of the Recovery Plan, the United Kingdom government has launched several initiatives. Nationally supported and strategic Local Visitor Economy Partnerships (LVEPs) will replace Destination Management Organisations, providing robust local leadership and governance in tourism destinations (see box below).
A registration scheme for short-term rentals in England will be implemented through the Levelling Up and Regeneration Bill. The consultation for the design of the scheme was undertaken in 2023 and it will be operationalised soon.
Over GBP 1.5 billion in grants and loans will be provided to approximately 5 000 organisations through the Culture Recovery Fund, to fund heritage sites in the United Kingdom. Additional funding will be provided through the Towns Fund (worth GBP 3.6 billion in total), the United Kingdom Shared Prosperity Fund (GBP 2.6 billion), the Getting Building Fund (GBP 900 million), and the United Kingdom Community Renewal Fund (GBP 220 million). The Levelling Up Fund (worth GBP 4.8 billion in total) supports a significant number of projects across the United Kingdom that have a visitor economy element or focus.
Investment in transport infrastructure and connectivity is crucial to underpin the success of the United Kingdom tourism sector. VisitBritain’s Gateway Innovation Fund will provide grants to deliver international marketing activity for a specific inbound gateway or region. The United Kingdom continues to invest in and renew the rail and bus networks, with over GBP 35 billion of rail investment between 2022-23 and 2024-25. The United Kingdom have also published a framework and plan for achieving net zero aviation by 2050.
Work to develop the United Kingdom’s approach to accessibility and inclusion has focused on actions to build on existing best practice and toolkits, such as the National Accessible Scheme, and examine existing access limitations in tourism services based on different protected characteristics. These have been undertaken with consultation through the Tourism Industry Council Working Group on Inclusivity and Accessibility, the Disability & Accessibility Ambassador, England’s Inclusive Tourism Action Group, and other stakeholders.
Additionally, the Ministerial Advocacy Programme will be enhanced by increasing Ministerial attendance at business events and letters of support for event bids, evaluating the case for expanding the VisitBritain Business Events Growth Programme and working with the Tourism Industry Council Working Group to produce a strategy for sustainable business events in line with the broader Sustainable Tourism Plan.
