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An interesting case study was Liverpool which, after enormous development for Capital of Culture 2008, has emerged as the preferred base for many international visitors to explore the Lake District. Wider discussion touched on the longer term, sustainable opportunities presented by the country’s annual social and sporting events calendar rather than one-off mega-events, taking action around red tape such as the cost and confusion of travelling Britain’s rail network, and the appeal of cities as gateways into the countryside for which the destination is renowned. The group acknowledged that the increasing trend for consumers to take shorter holidays, more often and throughout the year meant that city breaks were a more popular option and that London’s popularity – as well as its iconic landmarks, royal links and attractions – made it top of the list for many people. Patrick Richards, Head of Groups Sales for Europe & the Americas, met with the Minister John Penrose alongside other ground handlers GoWest, E-Voyages and Globus as well as the Association for British Travel Agents, VisitEngland and VisitBritain to share viewpoints on why there is such concentration on London and what can be done to encourage operators to package up ‘out of London’ destinations. In its efforts to spread economic wealth to all parts of the UK, the issue is of particular interest to the government as 50% of overseas visitors only come to England’s capital, which benefits from 11 times the number of visits to Edinburgh and 20 times the number to Birmingham. MEDIA RELEASE 5 July 2012 UK government explores ways to spread tourism beyond London Kuoni Global Travel Services invited to meet with UK Minister for Tourism UK government explores ways to drive tourism to nations and regions beyond London Opportunities explored around the annual social and sporting events calendar, red tape and the appeal of cities as gateways into the countryside This week, Kuoni Global Travel Services was invited to attend a meeting with the UK Minister for Tourism as he explored ways to drive tourism to nations and regions beyond London.