Britain seen as expensive − behind all main competitors except USA on perceptions of value-for-money. Cost biggest influencer on destination choice (GfK and GREAT brand tracker) • Britain least associated with fun, compared with competitors (GfK) • London-centric (IPS) • Perception of bad weather (feedback) • Quality accommodation at affordable prices (feedback) • Existing products lack diversity (feedback) • Standards of 1-3* and group hotel accommodation • Lack of hotel/group accommodation in certain parts of Britain