Travel and tourism
The London 2012 Olympic and Paralympic Games are expected to deliver a £2 billion boost to Britain ’s inbound tourist industry. Games-related and Games-motivated tourism will mean over half a million extra visitors in London alone in 2012, but most of the growth is expected to be achieved in the 4 years following the Games – if we can get it right in terms of the quality of service tourists receive.
The VisitBritain website gives the following advice in its marketing section for the UK tourist industry:
- Prepare web, print and/or signs in Spanish. Learn a few important and common Spanish phrases.
- Although the majority of Germans (especially the under 50s) speak English sufficiently well, it is still an advantage to have important signs and information material in German. An increasing number of visitors from the new federal states will appreciate some guidance in German.
- Japanese language is a must. There are many ways of saying ‘ Britain ’ in the Japanese language and whichever word is used will influence perceptions.
- A Chinese-speaking guide is a must.
- When marketing to the Dutch, language becomes very important
- Italian’s command of English is generally poor. 13.3% of Italians under 35 have a reasonable command of English.
- The French are reluctant to speak English
One of the more negative perceptions of Britain that overseas visitors have is that we are ‘polite but unwelcoming’. Tourism information staff with language skills will be much in demand as the industry seeks to build closer, more responsive customer relationships and transform attitudes.
Information and sales consultant, Britain and London Visitor Centre, central London