Creation addresses 'significant' problem

By Phil Davies
THE creation of VisitEngland is a move towards resolving one of the most significant problems facing the domestic tourism industry, according to experts.
The Tourism Alliance says the new initiative is needed to help with the co-ordinated development and promotion of England as a major domestic and international tourism destination.
Tourism Alliance board members Ros Pritchard and Bob Cotton will be observers on the VisitEngland board, giving a direct link from industry.
Pritchard, chairman of the Alliance, said: "The VisitEngland board has been given a clear and strong mandate to ensure the alignment of England marketing with regional and local marketing objectives and to oversee the Enjoy England marketing strategy.
"This means that the industry will regain the co-ordination required to ensure that it is competitive in the international market."
The Tourism Alliance claims that the devolution of responsibility for tourism to regional development agencies, while helping regional investment and development, has "reduced cohesion" between the various bodies and led to "less co-ordinated" promotion of England as a destination.

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