Tomorrow's Tourism Today outlines plans for action and responsibilities for delivery for the DCMS and its key partners in five areas. These are the four joint priorities agreed by the DCMS and the tourism industry; marketing and e-tourism, quality, skills and data, plus a fifth priority for the DCMS – advocacy for tourism across Whitehall and the EU.
Tomorrow's Tourism Today, which had the working title of the Tourism Prospectus, is the result of consultation by the DCMS with its key partnership organisations; VisitBritain, the England Marketing Advisory Board (EMAB), the Tourism Alliance, the Local Government Association and the Regional Development Agencies. It also reflects comments from over 30 organisations and individuals who responded to a final round of general consultation.
The idea for Tomorrow's Tourism Today came from the series of Hartwell Conferences between the DCMS and the tourism industry. They were part of the process of tackling the downturn in tourism that followed the Foot and Mouth outbreak and the September 11th attacks in 2001.
The tourism reform agenda has led to significant changes in the structures that help support the tourism industry. Most notable are the creation of VisitBritain as a dynamic marketing organisation promoting Britain abroad and England domestically, and the passing of regional tourism strategy in England to the Regional Development Agencies. Tomorrow's Tourism Today gives a clear guide to agreed roles and responsibilities for a programme of partnership working to produce sustainable growth for the tourism industry.
These documents are available online in Adobe Acrobat (.pdf) format.