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Vamped up efforts to push UK tourism

The Enjoy England tourist board is joining tour operators, ABTA and hotel owners to give UK tourism a new boost.


The tourist board believes that travel agents are failing to tap into the market for tourism within the UK, so an 18-member committee has been formed to plan a series of promotional events called 'Book Britain'.


Claire Hancer, sales and trade marketing manager for Enjoy England said: "There is a big untapped market out there as so many people are taking multiple holidays nowadays. Agents should be getting in touch with customers after their holiday abroad and asking them if they'd like a short break in the UK. They could promote this service using A-boards and window posters."


Representatives of Thomas Cook and of the Co-operative Travel Trading Group are also on the committee, helping schedule events such as road shows and golf tournaments.


"Travel agents don't always realise how much money can be made from booking UK breaks," Hancer said. "We want the industry to work together to educate agents and therefore increase bookings."


Hancer added that many travel agents and consumers are unaware of holiday opportunities in their homeland. "Agents know Spain and Greece like the back of their hands but they don't know their own country," she said.



 


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Zoe Westof Editorial


20/12/2007



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