Why on earth...?

Andrew Marr and James Naughty have both recently been guilty of the same unfortunate mistake when they inadvertently mis-introduced the ‘Culture Secretary, Jeremy Hunt’.  Strangely the same mispronunciation seemed to be affecting some parts of the travel industry last week, only this time it was harder to pin all the blame on Dr Spooner.

Mr Hunt you see, has hit upon a plan so cunning that in the words of Blackadder ‘You could stick a tail on it and call it a weasel.’  (Cunning Hunt… be careful!)  Starting next month, the Department of Culture, Olympics, Media and Sport will be spending £4 million pounds of taxpayers money on its biggest ever TV advertising blitz with one purpose in mind - to stop your customers going overseas on holiday this summer.  The strapline... ‘There’s so much happening in Britain in 2012, why on earth would you want to go abroad?’

Thanks Mr Hunt.  I imagine £4 million is just the interest you’ve earned this month on all that APD revenue sloshing around in the Treasury?  How on earth do you think that this shameless waste of money is going to persuade the huge majority of the population who don’t have even a sniff of an Olympic ticket to pop their passports back in the top drawer?   I’m sure the marketing agency commissioned to make the ads was keen to point out that the question is rhetorical but really, it’s not that difficult to provide a straight answer.

Here are a few just to get the ball rolling: Abroad is where you can find great value for money; Abroad is where the weather is better; Abroad is where you can broaden your horizons, explore different cultures and forget about the daily grind; Abroad is where they also watch the Olympics… so no need to miss out on anything really.

Don’t get me wrong, I’m not against domestic tourism.  I’m not even against the Government promoting domestic tourism.  I just have a problem with our money being spent with the clear single objective of persuading people not to travel abroad.  This can only result in further pressure on a sector of the economy which is already seriously struggling.  Hundreds of thousands of UK jobs depend on the outbound tourism sector and to attack us so blatantly is outrageous.

I’m excited that the Olympics is taking place in London this year and yes, many people will decide to adjust their travel plans to fit in.  Domestic tourism, especially day trips, will increase and record numbers will visit the UK from overseas, but this does not need to be at the expense of everyone employed in outbound tourism.

Kuoni has been one of very few businesses creating valuable new jobs over the last eighteen months.  We’re investing on the High Street when others are closing down.  We recognise that even in the most difficult times people still want their annual trip abroad.  So come on Mr Hunt, give us a break and shelve this ridiculous plan now.