Strategic Position of the UK Tourism Industry Essay

Strategic Position of the UK Tourism Industry - Essay Example The present research has identified that the UK tourism industry is facing tough competition from other tourist destinations in Europe, such as France, Italy, Spain, and Germany. Due to decline in the valuable US market, the industry is facing the slowdown. The increasing number of Chinese tourists over past few years and the high average spending capacity of these visitors present China as a potential emerging market for UK tourism. While competitive tourist destinations are already capturing Chinese visitors, UK tourism industry needs to take some urgent steps including promotion of UK as a favorite tourist destination along with government taking suitable measures related to visa and tax policies. The information regarding the strategic position of UK tourism industry and strategic option suitable for it are collected from secondary sources on the internet including newspaper articles, articles from websites, such as Visit Britain, tourism society, etc. Other authentic sources of secondary information have also been searched to take the strategic audit. In order to do the strategic audit, suitable marketing models are used. The report has focused on the tourism industry as a whole and complies with the guidelines of the national tourism agency of Britain i.e. Visit Britain. A threat of new entrants: The threat of new entrants into the tourism industry of UK is quite high. Earlier, there were only a handful of low-cost carriers in the airline sector of the tourism industry. However, today there are a significant number of low-cost carriers that are presenting competition to well-established low-cost carrier services of Ryan Air and Easy Jet. Considering the emergence of new destinations for tourists on the global tourism map, the threat of new entrants is high. Governments of several countries and specifically the third world countries, such as Sri Lanka, India, etc. are seeing tourism as the major source to give the boost to their economy. Â