Nationwide

THE general objectives of the English Tourist Board, a statutory body created by the Development of Tourism Act 1969, are: ‘to provide a welcome for people visiting England, to encourage people living in England to take their holidays there, and to encourage the provision and improvement of tourist amenities and facilities in England’. In marketing terms, this means that the Board has to compete with overseas tourist destinations in order to maintain and to increase the general level of tourism in England, by helping the established resorts to maintain their peak level of business, and by assisting those resorts to achieve growth over an extended season. That is the strategy. It is implemented by five annual marketing operations.