Last week, UKinbound celebrated its 40th anniversary at its Annual Convention in Plymouth, where the leading trade association revealed a new brand identity and released its latest business barometer results, which indicate some of the main challenges facing the tourism industry in 2017.

In a survey of its members, 28% expressed that uncertainty about the UK’s future relationship with the EU is one of the biggest challenges currently affecting their business. Attracting visitors from new markets and currency fluctuations were also identified as key areas of concern, at 26% and 25% respectively.

However, despite these challenges, UKinbound members remain positive about the year ahead, with 82% reporting that they are confident about bookings over the next 12 months. Members also identified that they anticipate cultural experiences to be the key growth area for attracting inbound visits in 2017. This follows a successful end to 2016, whereby nearly two-thirds (64%) of members reported a year-on-year growth in bookings and visitor numbers in November and December, with China leading as the top inbound growth market.

UKinbound’s chief executive officer, Deirdre Wells OBE commented: “It is extremely encouraging to hear that our members remain confident about 2017, in spite of the uncertainty about the UK’s future relationship with the EU. However, these results highlight that more than ever, we need continued support from the Government to help us promote the UK as a welcoming destination and facilitate the growth of our industry.

“We will continue to put our members’ case to Government to ensure that we secure the best possible trading conditions for our industry post Brexit – in particular access to a highly skilled workforce, remaining part of the EU Open Skies Agreement and a smooth and welcoming reception for our visitors at the Border.”

To mark its special 40th anniversary, UKinbound has also unveiled a new brand identity created by Toucan Design, an award-winning creative agency based in Exeter. The new identity maintains the visual elements of British heritage whilst at the same time representing a more modern, fresher approach in order to reinforce and promote UKinbound’s position as the leading voice for inbound tourism across the UK.

The announcements of the survey results and the new branding were made at UKinbound’s special 40th Anniversary Annual Convention, which took place at the Holiday Inn, Plymouth from 8th – 10th February. The event welcomed over 250 UKinbound members for three days of thought-provoking debates, talks from key note speakers and multiple networking opportunities. To coincide with UKinbound’s 40th anniversary, the convention reflected on the achievements and challenges of the inbound tourism sector over the last 40 years, as well as providing valuable up-to-date industry news and predictions for the next 40 years.

Supported by Destination Plymouth, the timing of the event compliments the city’s multi-million-pound development as it prepares to celebrate the Mayflower 400 commemorations in 2020.

Amanda Lumley, chief executive of Destination Plymouth said: “Destination Plymouth is delighted that UKinbound chose to host its 40th Anniversary Annual Convention in Plymouth, Britain’s Ocean City. Delegates attending the convention will hear of the exciting developments in the city including Plymouth’s £34m History Centre development, which is now underway; the creation of a new high quality waterfront hotel for Plymouth situated at the former Quality Inn site on the Hoe, the plans for a Mayflower trail, and details of a new cruise liner terminal for the city.”