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Commonwealth Games 2002

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Wednesday, 23 January, 2002, 06:55 GMT
UK bids to woo back tourists
Trafalgar Square
UK tourist attractions are receiving fewer visitors
The UK tourism industry has launched a multi-million pound campaign aimed at wooing back tourists scared off by 11 September and the foot and mouth crisis.

Under the slogan "UK OK," the industry hopes to recover at least half the 2bn it lost last year due to a slump in visitor numbers.

Over a thousand hotels, attractions and other tourism businesses are offering hefty discounts, backed up by a 5m advertising campaign.

Coordinated by the British Tourism Authority, the promitional drive is aimed at the UK's main overseas markets - the US, Canada, FRance, Germany, Ireland, Belgium and the Netherlands.

Competitive edge

Organisers are also hoping that the Commonwealth Games and the Queen's golden jubilee celebrations will attract more visitors.

(The campaign) will give us a much-needed edge over all those destinations competing for bookings for this year's holiday season," said UK culture secretary Tessa Jowell.

Official statistics show that overseas visitor numbers fell by 30% on the year in October, reflecting the impact of the 11 September attacks.

Arrivals for holiday visits had already fallen steeply during the key summer season due to the foot and mouth outbreak.

The drop in tourist numbers triggered a wave of bankruptcies among UK tourism businesses, who depend heavily on high-spending overseas visitors.


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See also:

18 Sep 01 | Business
What now for tourism?
08 Jun 01 | Business
Tourism numbers hit record low
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