PM outlines tourist ambitions
The Prime Minister has outlined his ambitions for the UK to become one of the top five tourist destinations in the world.
Talking to travel industry figures at London's Serpentine Gallery, David Cameron identified tourism as a major factor in boosting the economy — and targeted countries such as China as a source of more visitors.
He also questioned Britain's low international ranking when it comes to natural beauty, pinpointing this as something that can be improved.
Britain reportedly ranks as the 22nd most popular international destination for Chinese holidaymakers, but Germany is forecast to break into their top ten - a discrepancy that the Prime Minister wants to alter.
He said: "More than a seventh of England is designated as an area of outstanding natural beauty yet the UK is only ranked 24th in the world on natural beauty.
"We're behind Japan, Finland and Ireland. Ireland are 12th. Of course Ireland is beautiful. But why is the UK twelve places behind?
"It's a question of perception. And the truth is we've just not been working hard enough to celebrate our country and home and sell our country abroad.
"The UK has fallen from sixth to eleventh place in the World Economic Forum's Travel and Tourism Competitiveness Ratings between 2008 and 2009. I want to see us in the top five destinations in the world."
He also referred to a "great decade of sport", and said it was important to seize the opportunities that forthcoming international events will provide.
As well as the 2012 Olympics, Britain will also host the Rugby League World Cup in 2013, the Commonwealth Games in 2014 and the Rugby Union World Cup in 2015.
Visit Britain, the UK tourist board, has welcomed the Premier's comments, and said: 'We are delighted that the Prime Minister has declared so clearly that tourism is fundamental to the rebuilding and rebalancing of our economy.
"And we share his determination to use the coming decade to boost Britain's international competitiveness in tourism and to take our industry to a whole new level."
