That is the view of most UK tour operators who are more optimistic about the future than they have been for a long time, according to UKinbound, which represents the interests of tourism businesses.

But the future is not without serious challenges, it warned.

Potential barriers to growth include the rise in aviation taxation - which could seriously hinder the UK's competitiveness - as well as uncertainties surrounding the Government's forthcoming tourism strategy.

UKinbound is also working in partnership with a number of organisations – including VisitBritain, Visit London and ETOA - to counter misconceptions that Britain - and particularly London - might be too busy or expensive to visit in 2012.

"There has been much scaremongering about the Olympic effect," said Mary Rance, UKinbound chief executive.

"But the UK is completely different from previous host countries, both in terms of our ease of access and our intrinsic strengths, while the infrastructure improvements generated by the 2012 Games will make us even more attractive in the long term.

"We have more than enough capacity here and we need to reassure potential visitors that they can enjoy this fantastic, dynamic destination just as much in 2012, if not even more so."

Early next year UKinbound will convene a forum of some of the UK's leading hoteliers and tour operators to drive the message home and agree a plan of action that will secure future business.


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