In your gap year before going to university to study Tourism Management you are working for a UK-based tourism development consultancy that specialises in carrying out feasibility studies for new tourism projects all over the world. You have been asked to work with Jim Edwards, one of the junior co...
Unit 12: Responsible Tourism – Soubedath Achabi Ligali
Assignment 2
Within this booklet I will be explaining the consequences of different roles and objectives as well as
comparing the objectives and roles of a variety of tourism agents, this is within the voluntary, private
and public sector. Lastly, I will recommend suitable solutions that may conflict interests between
different tourism agents and consider the likely preventive actions; such as the collaboration of
tourism partnerships as well as planning consultations or a formed pressure group. Negotiation and
compromise measures will also be included within my recommendations.
Public
Public sectored agents tend to either operate regionally, nationally, locally and internationally.
A public sectored agent company can be one of the followings; Tourist Boards (VisitEngland),
National tourist boards (London & Partners), regional development agencies (England RDA),
conservation organisations (National Trust) and local authorities/council (Lewisham).
1- VisitBritain/ VisitEngland
VisitBritain’s role is to develop England’s tourism products, this is by promoting England’s
tourism products such as attractions, historic sites and many more worldwide. This will then
boost UK’s visitors spend as UK’s tourism is worth over £125 billion to Britain’s GDP. Inbound
tourists contributed a rough value of £26.2 billion. VisitBritain is a national tourism agency and they
are a non – departmental public sectored organisation funded by Digital Culture Media and Sports as
VisitBritain, plays the part in increasing the volume as well as awareness of the tourism products the
UK has to offer. VisitBritain works with a wide range of organisations within the UK as well as
overseas. VisitBritain advertises within their official website attractions, a range of accommodations,
shopping facilities and music festivals.
VisitBritain’s mission is to expand the growth of inbound tourism worldwide. They are also trying to
improve English tourism products to prevent loss of culture. According to VisitBritain they have an
ideal role in terms of developing England’s tourism products: “We have a unique role in developing
England's tourism product, raising Britain’s profile worldwide, increasing the value of tourism
exports and developing Britain and England's visitor economy.”
Compare to Walt Disney, VisitBritain/VisitEngland shares some differences and similarities between
their roles and objectives. VisitBritain and Walt Disney’s objective are to be globally known, their
main difference between their objective is the fact that VisitBritain wants to promote the tourism
products Britain has to offer to tourists to help increase Britain’s GDP and Walt Disney wants to
promote their organisation to increase their profit rates. Both organisations roles consist of
promoting what the destination has to offer, such as attractions like the Big Ben or what the
organisation has to offer such as theme parks and movies. If there was a Disneyland/ Disneyworld
within the UK, VisitBritain will then promote one of Walt Disney’s business segment to increase the
amount of tourist spend.
2- Lewisham council
The borough of Lewisham is situated in south London. They are responsible for making sure
Lewisham is a great place to visit, study as well as live. As Lewisham is a Labour partied borough, this
means Lewisham is due to have new housing facilities to reduce homeless problems, more youth
clubs to help prevent youth knife crimes within the Lewisham borough and many more. They are
responsible for providing a wide range of facilities and services to help the Lewisham community.
For example, Lewisham Shopping Centre is being improved gradually with a wide range of shopping
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