Recruiters have urged the government to provide further support to the marketing efforts of Britain as a travel destination.

A recent report by the British Chambers of Commerce (BCC) and Travelodge claims the government’s strategy is stunting growth of the sector.

Ian Brooks, director at Gail Kenny Execuctive Search, told Recruiter: “The French and German economies yesterday reported that they had emerged from recession with both showing positive GDP growth in the last quarter. This coupled with a strong euro against the pound would suggest that the government should be funding additional marketing campaigns for Visit Britain to attract French and Germans to come to the UK and spend their euros.”

Nina Johnson-Bennett, director at Management Search Executive, adds: “The government’s lack of robust and consistent support for the tourism and hospitality industry is curious; probably because there is a lack of understanding of its complexities.

“While the exchange rate is against Britons travelling in the euro zone it is most attractive to euro tourists to come to the UK. The reduction in funding to Visit London has exacerbated the marketing efforts to maximise our tourism.

“The time has come for us to have our own minister, a renewed injection of cash nationwide and a robust marketing programme which will work in the short term now, in the medium term for the Olympics and for the long term. We are a success story waiting to happen.”