English tourism is in a muddle, underfunded and confused, with no co-ordinated strategy for the English tourism product, say industry leaders.
"English tourism is a real dog's dinner at the moment," said Adrian Clark, director of the Tourism Society. "No one is taking responsibility for the development of tourism at grassroots level. We're just publicising the end product."
VisitBritain markets Britain internationally and England domestically, through the England Marketing Advisory Board. The organisation has a mere £35m to market Britain overseas in 27 countries and £10.5m for domestic tourism.
Meanwhile, VisitScotland independently receives £35m, but 90% of Scotland's tourism comes from the UK, so this is where it focuses the majority of its marketing.
Only four English regional tourist boards now remain, with the regional development agencies (RDAs) performing the role that the network of 12 once did. This includes compiling visitor numbers and advising local hotels, restaurants and attractions.
"The danger of this is that each RDA has its own priorities and tourism may not be high on their agenda," said a spokesman for the British Hospitality Association. "We should see increased funding not as a cost, but an investment in a successful and growing industry."
Steve Beioley, director of the Tourism Company, also voiced concerns. "There is a fear issues are currently falling through the cracks," he said. "Tourism is very important to the economy. We need to get the Government more involved so we can look at it in the widest context, co-ordinating efforts in the regions so we make sure public money is wisely spent and opportunities aren't missed."