Pubs seen as crucial in bid to promote tourism

By Clive Smith and The PMA Team Pubs can play a huge role in helping to persuade more people to visit the UK from abroad. British Tourist Association officials believe that warm friendly images of people having fun in pubs are far more likely to encourage foreigners to visit Britain than brochure photographs of "cold" historic buildings, which more often than not, give the appearance of being closed. BTA spokesman Joss Croft told a seminar at the British Travel Trade Fair in Birmingham that pubs were one of Britain's strengths and tourist boards should make the most of them. "Unfortunately, many of the images portrayed to people abroad give the impression that we are not a particularly friendly nation and one which, at times, gives the impression that we don't want visitors. We need to look at our marketing to ensure we portray images of places and events in which foreign visitors feel they could fit into and enjoy. "For example, we show lots of photographs of our magnificent castles and stately homes, but so often they do not feature people and consequently look uninviting and closed. "In contrast, photographs of pubs show people enjoying themselves and visitors can relate to this. They can see themselves in those environments and enjoying that kind of atmosphere," he said. "We need to give foreigners different reasons to visit Britain and showing images of how pubs fit into everyday life in towns, villages and cities could be a tremendous boost. People can relate to enjoying a pint and a pasty," he added. Croft told delegates that Europe was losing its share of world tourism to countries like America and South Africa and in turn, Britain was losing its share of European tourism. "Britain is perceived as an expensive destination so people are spending less time and less money here," he said. "However, prior to recent events, Britain was on course for recovery and by developing a Britain Brand' we hope to give our foreign visitors more reasons for wanting to visit us." Croft listed as Britain's weaknesses: expensive, a poor attitude towards visitors, bad weather, begging/litter, not family friendly, poor food and lack of variety. For its strengths he highlighted: culture, heritage, history, pubs, scenery, London, music and monuments. The power of the pint Lonely Planet guidebook editor David Else has listed a "pint at a traditional pub" as one of the things that makes Britain "quite simply, the most beautiful island on earth". Else, who has just overseen the publication of a new edition of the backpacker's guide, said: "In the space of a few hours you can immerse yourself in history at ancient castles or stone circles, marvel at majestic cathedrals, eat in world-class restaurants or friendly local cafes, down a pint in a traditional pub, stroll through chocolate box' villages, hike over wild moors, or dance all night in an ultra-trendy club." However, visitors should watch out for signs of excess with "splattered evidence of too much ale, followed by an extra large vindaloo, which decorates the pavements of British cities every Sunday morning", warns the guidebook.