Essay On Pestle Analysis Of Tourism

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1. Introduction
Tourism is the third biggest industry after petrol and car industries. It is of great importance for the UK economy too. By constituting almost 9 % of GDP, it employed more than 2.6 million UK citizens and one of every 12 workplaces was somehow depending on tourism. In 2010 more than 29 million tourists visited UK which spent about 17 billion with all benefits for the economic from this (UNWTB, 2012). It is therefore necessary for every in the industry to be aware of all external factors that potentially affect their performance or productivity.
In this essay I’ll critically appraise all elements of PESTLE analysis and will show how UK Travel and Tourism marketers are adapting to the changes in macro environment. This can best be accomplished through PESTLE analysis.

PESTLE analysis
This is an analysis method that assists in designing strategies and helping to understand the external (macro) environment.
Political factors
The political factors reflect the government intervention into the economy. With country’s steady political environment, high predictability of government policy and low political risk (The PRS Group, 2014)1,5, UK is offering good opportunity for any business. In medium term, the government policy for tourism and covered by Government Tourism Policy (2011)3 is intended to enhance the sector.
Some problems of a political nature are related with the security. After 9/11 and especially after the terrorist acts in London Underground in 2005, the business is forced to spend more (in Business costs of terrorism, Britain is on 94th place and in Business costs of crime and violence-49th place although country’s general fifth place).
Economic factors
Britain is among the most developed countries. Cou...

... middle of paper ...

...ccommodation is in places with environmentally friendly practice. Meanwhile about 40% of the tourists have positive attitudes towards such practices (waste collection, use of public transport, etc)
Conclusion
At present situation and forecasts for development of tourism in UK, it is most likely such business to be successful. In order to resist the heavy competition in this industry, organizations are forced to use new strategies for surviving. All are hardly trying to improve their profitability or sharpening the competitive edge, especially with the coming of new entrants in the market. The country offers good economic, legal and political situation and the government is open minded for legislative changes aiming help and development of the sector. These are the basic factors contributing for easy adapting of the marketers to the changes of the macro environment.

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