Tom Wright, chief executive of VisitBritain, has called on shops and restaurants throughout the UK to do more to promote regional food and drink – to encourage tourists to spend more.
He claimed that shopkeepers and restaurateurs throughout Britain are missing out by failing to tap into the tourist market.
A survey conducted recently by trade organisation Food from Britain found that British food is now a significant draw for tourists and the days of its being synonymous with unpalatable fayre are long gone.
Sixty-eight per cent of Britons who claimed that food and drink influences their holiday destination said they would consider taking a holiday in Britain because of the food on offer.
Sixty-four per cent of those surveyed also said they would go to restaurants known for quality food or visit attractions based around food and drink.
“Government figures show that overseas visitors last year spent a record £14.3bn and domestic tourists will spend four times that amount and more,” said Wright.
“Food and drink is an essential part of the holiday experience and we’re just not pushing our cuisine hard enough.
“When you look at the sheer diversity on offer, it’s clear
there’s plenty to tempt tourists to spend even more money and bolster the local and regional economies as a result.“