Blackpool takes tourism seriously – so should the government

Last week I delivered a keynote speech to the Short Stay Accommodation Association’s annual exhibition and conference. This was an opportunity to stand in front of a global audience and talk about some of the positives of Blackpool.

As someone born and bred in Blackpool, I know what tourism means – not just in economic terms, but as the very fabric of a community and I was proud to stand before business and industry leaders not just as MP for the town I call home, but as someone whose first job was selling souvenirs to holidaymakers on Blackpool promenade. 

My mum moved to Blackpool in the ‘80s to become a Butlins red coat and never left. Tourism is in my blood. I understand that this industry isn’t just about business – it’s about people, places and pride.

Like our 130-year-old tower, Blackpool is still standing – not because of luck, but because we take tourism seriously.

And yet, for all its value and contributions, tourism is too often dismissed as a pleasant distraction rather than a serious force. It is overlooked by policymakers who fail to recognise its true contribution to our society.

Blackpool understands this struggle better than most. For years, our town has been written off as a relic of a bygone era. But like our 130-year-old tower, Blackpool is still standing – not because of luck, but because we take tourism seriously. Tourism in Blackpool has sustained livelihoods, fuelled regeneration and breathed life into our streets. And it is only growing in strength. 

In 2023, over 21.5 million people visited Blackpool, contributing nearly £2 billion to the economy. Tourism accounts for almost a third of Lancashire’s visitor economy and supports more than 23,000 full-time jobs. Blackpool’s story is a reminder of the power of tourism. And just as Blackpool deserves to be taken seriously, so does this industry.

Time and again, tourism is knocked back. Rising costs, burdensome business rates and a tax system that fails to recognise the pressures the industry faces, all takes its toll. The new increase in employer National Insurance Contributions alone is a threat to jobs and growth, particularly in communities like Blackpool, where tourism is the beating heart of the economy.

The cost-of-living crisis has only added to the pressure. For many families, a day at the seaside or a weekend away is not just leisure – it’s an escape, a moment to breathe, a chance to make memories that will last a lifetime. And yet these moments are slipping out of reach for too many.

Our ability to be resilient should not mean we should accept continued neglect.

I’m proud that in Blackpool families with little disposable income can still enjoy a day at the seaside – but increasing families' spending power will support local businesses too. Because making tourism sustainable doesn’t mean just for businesses, but for the people who rely on it for employment and recreation.

Tourism has always been resilient. It adapts, it innovates and pushes forward. But our ability to be resilient should not mean we should accept continued neglect. The government must act to give this industry the attention it deserves. That means reforming business rates, ensuring meaningful relief to small and medium-sized businesses. Cutting VAT for hospitality and tourism is a move that would not only protect jobs but stimulate growth, increase turnover and strengthen our global competitiveness. 

As chair of the All Party Parliamentary Group for Hospitality and Tourism – this is the change I am fighting for.  In this role I have the privilege of working closely with businesses, industry leaders and workers across the sectors. This engagement has provided valuable insight into how we can help tourism businesses thrive, attract more visitors and ensure our hospitality workforce receives the support it deserves.

The APPG is one of the most popular cross-party groups in Parliament, demonstrating the shared understanding across the House that this industry is vital to our economy and our communities. MPs from all parties agree that government action is necessary now to ensure the industry continues to thrive.

An industry that contributes £165 billion to the economy cannot be an afterthought.

I’m proud to represent Blackpool on this platform, to remind policymakers and the industry of the opportunities my town holds. But I am fighting for every corner of our country that relies on tourism to survive. For the places that build their economies around the simple idea that people should come together to share an experience. For the three million people who work in tourism and hospitality – who welcome guests, who create experiences and memories for families, and who keep this industry alive.

An industry that contributes £165 billion to the economy cannot be an afterthought. It’s a fundamental pillar of our economy and part of our national identity. It’s a force for good – bringing people together, creating memories and driving our communities forward. 

It’s time we gave tourism the respect it deserves. I’ll keep fighting for that respect in Parliament and beyond.