In 2000, South West England hosted a fifth of all tourism trips in England, being surpassed only by London as a tourism destination. Visitor spending contributed over £5 billion to the regional economy, with tourism supporting around 225,000 jobs. The nature and distribution of tourism has changed so that virtually all communities are now touched in some way by tourism. 
 
More than 10,000 businesses are involved in the provision of accommodation and attractions in the region. Many others in the retail, catering and transport sectors rely on tourism spending. The industry also involves the voluntary and public sector, with the policies and activities of a wide range of local authorities and other public bodies, including Government and the EU, having an impact on tourism. 
 
The South West RDA and South West Tourism is taking a lead to co-ordinate the preparation of a Ten Year Action Plan for tourism. Any Action Plan should provide a clear framework within which all the players can develop and implement their own policies and activities. 
 
Some of the aims of the Action Plan are to:

• increase the proportion of GDP in the region from tourism and leisure;
• provide opportunities for new entrants and tourism related businesses;
• make tourism a year-round activity;
• enhance the distinctive character and quality of local destinations.