Low awareness of offer, Britain seen as short-break destination (trade feedback) • London accounts for nearly half of all visits (IPS) • Less likely to go to rural or coastal areas and explore than average (IPS) • Low levels of regional knowledge among consumers and trade (feedback) • Poor perceptions of natural scenic beauty (GfK) • Mid-range accommodation standards and service. 37% say quality will determine if they return to place (feedback and EC) • No ferry route, but speculation Britain-Norway link will return in near-future (media)