Simmonds, who is also chief executive of the British Beer and Pub Association, said that the funding comes at an opportune time as the United Nations predicts that tourists from China and India are set to increase 69m to 150m per annum by 2020.
Culture secretary Jeremy Hunt said that the funding will be allocated to VisitBritain, as part of the GREAT campaign launched by the Prime Minister in September. The scheme aims to promote Britain to other countries.
“Tourism is already one of the UK’s biggest export industries,” said Simmonds. “This campaign will help generate an additional 60,000 jobs over the next four years. In conjunction with simultaneously launching of the 20.12% domestic tourism campaign, these campaigns will benefit all regions and aspects of the UK tourism industry – from small rural pubs and guesthouses through to large hotels and iconic tourism attractions such as the Tower of London.
“The Tourism Alliance has strongly advocated to Government for many years that tourism represents one of the best opportunities available to provide growth and employment for the UK economy. The announcement of the new funding today is a ringing endorsement of the strength of this argument.”