It’s the elephant in the room for tourism. The travel industry has suffered lately. The news has a depressing overtone of recessions and credit crunches which is effecting how we spend our money. Suddenly people with disposable incomes are tightening their belts and sacrificing some of life’s luxuries, including holidays.
Working in the travel business it’s, not difficult to notice the trend in people’s behaviour change when buying tickets for their vacation. Customers are waiting until the end of the month during the pay day period to splash the cash and are willing to stay closer to home. With TV campaigns affectionately promoting breaks in the UK as staycations, more people are looking to attractions on their door step and with the Diamond Jubilee and Olympics just around the corner, the spotlight is on London this year.
It’s something we might not have considered a few years ago, but as we pray for a warm English summer, looking for things to do in London has become a hot topic of conversation. Come to think of it, I don’t have any holidays abroad booked this year. My diary is filled up with activities in and around London.
This isn’t just about what there is to do in London however; it’s about how it is perceived against the competition. Orlando, Florida has a huge influx of UK tourists each year, visiting their world class attractions such as Walt Disney World and Universal Studios. As the third highest contributor to this regions tourist trade, Orlando regards the UK as one of its most reliable sources of income.
Closer to home, London has Paris to compete with. The Channel Tunnel provides easy access for UK tourists to hop over and enjoy a short city break, visiting similar landmarks, culture and history. Let’s not forget Disneyland Paris as well, which has risen to success on its 20th anniversary after a turbulent start in the 90s.
Some could argue that London is aiming to achieve the same role as Orlando and Paris, being the encompassing epicentre for entertainment and attractions. With Thorpe Park already being the country’s most popular theme park and, more recently, the new Harry Potter Tour at the Warner Bros. Studio, I can’t help but think this is turning into a familiar scene.
The next couple of months have a lot riding on London and how it can perform as a tourist attraction. In some ways, it’s still revelling in the success of the Royal wedding in April last year, which could have been considered as a warm up to this year’s main event.
The Diamond Jubilee will no doubt bring with it all the pomp and ceremony it deserves, enticing viewers from over the pond in Canada and America along with the Commonwealth nations. It’s their window into a culture unique to the UK bringing their own fairy-tale imagination to this year’s proceedings, likened to a real-life Disney story.
Attractions such as Madame Tussauds have already taken full advantage of this occasion with their exclusive royal room and a new wax work of the Queen. Tourists to Buckingham Palace and the Tower of London will be booming during and after the event which will crossover onto the start of the Olympics.
The Olympics will be a very different affair however, as a more public event, bringing together the multi-cultural heartbeat of the city. At a time when human endeavour and achievement is never more so prominent, London will be the stage for this performance and along with it, the various attractions and sights will provide a mild distraction.
The next few months will be a test to see how London as a whole copes with the influx of tourists, demanding logistical finesse and large strains on its infrastructure. If it fails, London will suffer a hangover for the months that follow. If it succeeds, London could enjoy a number of years as one of Europe’s leading tourist spots, which could even help its way out of a recession.