Britain has moved up two places in a survey of tourism competitiveness performed by the Word Economic Forum.
The result means VisitBritain has achieved the ambitious target set by government within the latest tourism policy.
With very fine margins separating the head five places, competition on the top of the table is fierce (0.01 difference between second and fifth position occupied by Britain).
The biennial study, published under the title, Reducing Barriers to Economic Growth and Job Creation, sees positive movement for Britain within the Travel & Tourism Competitiveness Index’s top 10 countries.
Britain’s close European competitors witnessed considerable movement with France falling four places from third in 2011 to seventh, while Spain climbed to fourth from eighth.
But through VisitBritain’s extensive global GREAT marketing and a global profile never before seen on this country, Britain’s perceived ability to compete on an international scale shifted two places to fifth from seventh.
Britain is inside the top ten for a couple of other measures, including:
- Cultural resources: Britain ranks third for cultural resources. It’s in accordance with Britain’s World Heritage cultural sites, large selection of international fairs and powerful creative industries, which all rank inside the top ten (largely caused by the Olympics and the Diamond Jubilee).
- Air transport infrastructure: Britain ranks 5th
- Environmental sustainability: Britain ranks 7th.
- Policy rules and regulation: Britain ranks 8th (includes transparency of policy making and visa requirements but extends to more business-related indicators comparable to prevalence of foreign ownership, property rights, business start-up costs etc).
- Internet use for business to consumer transactions: Britain ranks 1st.
Britain’s global marketing and effectiveness to draw tourists via marketing campaigns has moved up a gargantuan 22 places from 43 in 2011 to 21 in 2013.
Chairman of VisitBritain, Christopher Rodrigues said: “Tourism is an industry during which Britain is world class and competes internationally.
“These results clearly display what the industry and government can achieve once we interact, but more need to be done.
“Last year was Britain’s year to be showcased all over, and we now have used that to drive tourism growth with record spend last year.
“Our ambition is to construct in this to continue to deliver growth and jobs for Britain with an ambitious target of 40 million visits a year by the top of 2020 with the intention to support 200,000 additional jobs.”