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Following the relaxation of international travel rules, 12 Destination Marketing Organisations (DMO) representing the tourism and leisure sector across the North of England have written to the Culture and Transport ministers to call for further government support to rebuild the visitor economy in the region.
The letter, addressed to Transport Secretary, Grant Shapps, and Digital, Culture, Media and Sport Minister, Nadine Dorries, highlights the value of inbound tourism to Northern England, and calls for a change in director to help rebuild the sector: the North received 5.31 million visitors in 2019 who brought £2.63 billion to the region’s economy.
Despite the easing of travel restrictions as the coronavirus pandemic has progressed, visitor numbers to the region remain well below their 2019 levels. Manchester Airports Group, which operates the North’s busiest airport, saw passenger numbers fall 13% week-on-week following the tightening of testing rules in November in response to the Omicron variant.
The letter highlighted the growing numbers of tourists from China and the USA to the region and the associated economic benefits being seen in the years preceding the pandemic. Since direct flights between Beijing and Manchester were introduced, visitor numbers from China rose 38%, with spending up 120%. Inbound tourists from the USA to Manchester also grew on average by 10% year-on-year from 2014 to 2019.
Sheona Southern, Managing Director at Marketing Manchester, one of the 12 DMOs to have co-signed the letter, commented:
“Every day that restrictions remain in place represents another dent in consumer and business confidence, along with damaging the long-term recovery of the inbound tourism market at what is a vital time of year for forward bookings.
“Tourism as a sector has doubled globally between 2010 and 2020, yet even in this period the UK tourism sector grew at a slower pace and has continued to lose market share, especially as competition from new destinations has increased with support from their respective Governments.
“Now, following the Covid-19 pandemic, the UK and destinations like Greater Manchester are facing a huge uphill battle to kickstart the inbound visitor market, which is already behind the curve and suffering issues with negative perceptions. We must act now and ensure that we do not miss the opportunity to fast track our economic recovery by encouraging an uplift in international arrivals in 2022.”
Karen Smart, Managing Director at Manchester Airport, added:
“Manchester Airport is the global gateway to the North and the recovery of the aviation and inbound tourism sectors will underpin the wider economic recovery of our region.
“The relaxation of testing and isolation requirements for fully-vaccinated travellers is therefore very welcome. We are glad that Government has recognised that restrictions should not remain in place once they are no longer serving any purpose.
“We fully support calls from our region’s Destination Marketing Organisations to set out a framework for lifting the remaining restrictions, including testing on arrival, which will do a great deal to restore consumer confidence.”
The letter to Government has been coordinated by Marketing Manchester and co-signed by leaders from Welcome to Yorkshire, Marketing Cheshire, Cumbria Tourism, Marketing Peak District and Derbyshire, Marketing Lancashire, Visit County Durham, Visit Leeds, Make it York, Marketing Liverpool, Newcastle/Gateshead Initiative and Northumbria Tourism.