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Tuesday 20 July 2004, 9:00 AM

The Tourism Alliance published its 2004 Annual Report today and called upon the government and industry to be ambitious in its goals for Britain's tourism industry.

Currently worth £76bn per year, the Alliance supports the Government's target of a tourism industry generating £100bn by the end of the decade.

Richard Tobias, director-general of the Tourism Alliance said: "The Tourism Alliance supports the vision of government in driving Britain's tourism industry to a value of £100bn by the year 2010. However, this can only be achieved if government investment in marketing England and Britain increases to keep pace with competition from other destinations. Simply relying on our reputation, heritage and attractions is not enough.

"Similarly, local authorities must be encouraged to provide a high quality environment for visitors and be persuaded that investing in tourism infrastructure brings benefits to the community as well as the industry" he continued. - m/f - "During the past ten years the skill level of Britain's tourism workforce has undoubtedly improved but there is still much to be done to match the performance of some of our competitors. The Tourism Alliance believes that tourism and hospitality businesses should be given tax incentives to encourage investment in skills training" Further recommendations are listed in the report, together with an analysis of the industry's strengths and weaknesses. "The last three years have been difficult for the tourism industry but we want to put all that behind us and focus the industry and government on the opportunities for growth. Tourism is already worth more than the aerospace and automotive industries combined. With vision and ambition we can be even more successful" Tobias concluded. ends Editors Note The Tourism Alliance is an alliance of sixty private, public and voluntary sector bodies promoting Britains tourism industry. It was created with the encouragement of the Culture Secretary of State, Tessa Jowell, to co-ordinate and facilitate communications between government and the tourism industry. Tourism is a devolved power that falls to the Scottish Parliament in Scotland and the national Assembly for Wales in Wales. In England tourism is sponsored by the Department for Culture, Media and Sport. The Tourism Alliance 2004 Annual Report will be available online ( from 9.00am Tuesday 20th July 2004. Media Contacts For further press enquiries please telephone Rebecca Sutton-Ward on 020 7395 8246. The Tourism Alliance, Centre Point, 103 New Oxford Street, London WC1A 1DU

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