Marketing England to be ‘funded by business’

The Government has announced that it does not intend to fully fund a marketing body to promote tourism in England.

According to culture secretary Tessa Jowell, the future of any marketing body to promote England will depend on investment from the business sector.

Jowell described her vision of a restructured marketing body in Parliament on Monday, saying: “a new public-private coalition, focusing on domestic marketing and e-tourism, is the basis for discussion with the industry.”

The English Tourism Council (ETC) was created in 1999 and unlike its predecessor, the English Tourist Board, has no marketing role or budget. Instead the regional tourist boards must market themselves.

Since the foot and mouth outbreak last year and the events of September 11, there has been pressure from the private sector for a central body to co-ordinate marketing functions and prevent duplication.

Jowell said that there will be “radical change” to the ETC and the Regional Development Agencies will play a stronger role in promoting tourism, delivering strategy through the regional tourist boards.

She referred to the recent overseas campaign, overseen by the British Tourist Authority, as a possible template. The &£21m campaign, featuring Tony Blair, is a joint venture between the Department of Culture, Media and Sport and tourism industry partners, including American Express and Avis Europe.

British Hospitality Association chief executive Bob Cotton says he welcomes the idea of a body “with distinct responsibility for marketing England within the UK”, but adds: “It is important to get the funding and structure right.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here