Tourism trap

THERE is a lot to admire about the new Government's initial instincts on tourism. The 2012 Olympics, says Culture Secretary Jeremy Hunt, must benefit the whole country and the Queen's Diamond Jubilee celebrations – also planned for two years hence – provides a one-in-a-generation opportunity to create a permanent legacy.

Mr Hunt's ambition is admirable. So, too, is his determination to encourage more Britons to holiday at home and enjoy the country's unrivalled landscape and places of historical interest. It can only be hoped that Ministers lead by example and boost domestic tourism this summer.

The Minister's challenge will, however, be turning this vision into reality at a time when tourism budgets are being squeezed as part of the wider public sector cuts and when private companies, who might contribute to his planned 1bn marketing blitz, are having to make tough decisions on their own activities.

It is why the Government has to be pragmatic over budget decisions so that it does not unfairly penalise those organisations that are proving to be both effective and innovative in their approach. For example, Mr Hunt would probably benefit from looking at the creativity behind Welcome to Yorkshire's approach to marketing that has led to tourism contributing 6.5bn a year to the regional economy and supporting 250,000 jobs locally.

It has only achieved this because of its pro-active approach – one that needs to be sustained, and even expanded, across Yorkshire and the whole country if tourism is to play a full role in Britain's economic recovery. It is why Mr Hunt, and other decision-makers, need to consider the consequences of their difficult decisions.