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Overseas markets

Overseas visits to Britain are increasing, as is the amount of money visitors spend once they are here.

Britain is now winning back the market share of world tourism which it lost during the 1980s and 1990s. Tourism is our fastest growing industry and the UK now accounts for around 5 per cent of world tourism receipts.

The British Tourist Authority (BTA) is the statutory body responsible for promoting Britain as a tourist destination worldwide.

BTA works in partnership with the Scottish, English, Wales and regional tourist boards, and is a government - sponsored agency funded by the Department of National Heritage.

BTA's main responsibilities are:

- to promote tourism to Britain from overseas;

- to advise the government on tourism matters affecting Britain as a whole;

- encouraging the provision and improvement of tourist amenities in Britain.

In addition to its 'head office' in London, the BTA has a network of over 40 offices overseas which handle enquiries on Britain from members of the public, travel trade and media.

External influences on international travel to Britain.

Socio-economic factors, demographic trends, the travel patterns of different nationalities, and political factors all have a decisive influence on international travel to Britain.

Economic forecasts can help to determine target markets.

Decisive economic factors include employment and unemployment levels, interest rates, consumer confidence and levels of disposable income.

Discretionary or disposable income (the sum left once essential living costs and other fixed costs such as mortgage repayments have been paid) is a key determinant of tourism demand.

The cost of travel is a further determinant. The worldwide trend towards deregulation of air travel should lead to reductions in air fares as competition between airlines intensifies.

There is also increased competition on the Channel routes, between the ferry companies and the Channel Tunnel.

Accommodation and entertainment costs (such as shopping, eating out and entry to attractions) are equally important in determining Britain's competitiveness, as are exchange rates.

Other social factors which affect international travel trends are age, standard of living and holiday entitlement.

Factors accounting for Britain's popularity as a tourist destination.

Research undertaken by the BTA has shown that visitors to Britain are attracted by several aspects:

a) Heritage, countryside and attractions:

- historic cities

- cathedrals and churches

- castles

- stately homes and their gardens

- archaeological sites of major historical importance such as Stonehenge and Hadrian's Wall

- industrial heritage

- museums and galleries

- literary heritage

- tradition and pageantry

- the beauty and diversity of Britain's countryside and coasts

b) Entertainment and the arts:

- the range and quality of Britain's artistic life (in London around 30 per cent of all theatre tickets are bought by overseas visitors)

- the visual arts — many of our galleries enjoy an excellent reputation in overseas markets;

- sporting events — including Wimbledon tennis, British Open golf, Five Nations rugby, the FA Cup Final and major horse races.

c) Accommodation:

- Britain offers a wide spectrum of accommodation ranging from small B & Bs (bed and breakfast) to luxuriously appointed self- catering cottages and apartments.

- B & Bs and the opportunity they offer to stay in the home of a British family are especially popular with overseas visitors.

d) Shopping:

- Britain is renowned for its shopping in terms of quality, variety and value for money

- Markets remain a strong favourite with many visitors.