Recognising the tourism industry as one of the UK’s most successful exports, the Secretary of State for Digital, Culture, Media and Sport, Jeremy Wright has called upon the industry to respond with a renewed commitment to promote its offer throughout the year, not just in the peak summer months, and increase clear career paths. 

The sector has been asked to look at the key themes of:

  • Making tourism and hospitality a career for life 
  • Making the UK the most accessible tourism industry in the world 
  • Sharing industry data to identify growth opportunities in new and emerging markets 
  • Increasing accommodation capacity 

Securing this deal will be a game-changer for the industry, spelling a step-change in how we underpin the success of tourism for a generation, fixing issues from skills and productivity to extending the season year-round and building stronger tourism destinations up and down the country. And it will be a game-changer for the economy, with a sector deal growing the value of the industry and increasing employment in tourism. 

The bid for a sector deal was a result of the tourism industry coming together with one voice during the last 18 months, getting behind the bid with its own ideas for the future and working in partnership. 

Sarah Montgomery, Chair of the Destination Staffordshire Board said :

This is very good news in recognising the significance and importance of tourism as a powerhouse in the economy, with clear areas of focus for the deal going forward. Timescales are not mentioned in the announcement but we will be seeking to maximise benefits for Staffordshire that may result from the negotiated deal.

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