New Tourism Alliance Chairman Launches Strategy

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6 Jul 2012

New Tourism Alliance Chairman Launches Strategy

Michael Hirst OBE has been elected as the new Chairman of the Tourism Alliance, the UK tourism industry’s umbrella body, representing over fifty organisations.


Michael Hirst is Chairman of the Business Visits & Events Partnership and a former Chairman and Chief Executive of Hilton international. His career spans the broad range of tourism activities, including holiday and leisure centres, restaurants, pubs, and attractions.


In taking on the position he said that "the Alliance’s role must be to maintain the momentum for tourism created by the Olympics and the Jubilee celebrations and ensure that Government support continues so that the tourism legacy can be maximised."


“The Alliance’s new three year strategy identifies five core issues that affect the international competitiveness of the UK tourism industry that the Government must address if the tourism legacy of hosting the Olympics is to be realised. These issues are: reducing regulatory burden, facilitating visa applications, providing adequate aviation capacity, reducing VAT and reviewing Air Passenger Duty. "


Resolving these key issues will put the tourism industry in its rightful place as a main-steam growth sector of the UK economy, generating jobs, skills, exports and investment, as well as being a leading contributor to the fortunes of local businesses, the Nation’s image and community well-being.


A copy of the Tourism Alliance annual report is available to members from Sue McNicol on

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