Regular contributor Brian Hordon (Silversea Cruises UK) looks at the Tories' proposed review of domestic tourism marketing...
I tend not to get involved in the political side of travel and tourism, because I invariably do not understand the thinking behind politicians' proposals.
But I am about to change, to the benefit of all political parties involved. I am prepared to share my wisdom achieved over 50 consecutive years in tourism.
The March 21 issue of Travel Weekly recently reported, under the headline 'Maketing needs change', that "the Tories could hold a review of the UK tourism market structure if the party wins the next election".
Some of the quotes in the article jump so high off the page that they could be worth a flutter in the Grand National. For starters, the Shadow Minister for tourism believes funds are "spread too thinly across a number of agencies" (no reference to the miserly funds that are currently available).
Between them, the two parties talked about "concerns about regional agencies"; "concern that we are losing out to competitors and need to look at the domestic market"; a "need to close the current UK tourism deficit"; "a challenge for the tourism industry to see how it can increase domestic tourism".
We cannot blame the politicians. We should blame their researchers, who are simply reviving the same old comments politicians always make when they have to enter the tourism arena.
My advice is to revisit previous reviews, and look at what was actioned, what worked, what did not work, and why.
Then present a new proposal on tourism marketing. But this time, do it alongside some of the many very talented people working in the domestic tourism industry.
Brian Hordon, director of training and development, Silverseas Cruises UK