Competitors enjoy more flights from Japan. Aviation seat capacity to Britain fell from over 800,000 seats per year to just fewer than 500,000 seats over past six years (Capstats) • Perceived as expensive, but less so than France and Italy (NBI) • Poor perceptions of Britain’s welcome (NBI) • Food and drink in Britain perceived as poor quality (NBI) • Seasonal tours and new tours lacking, e.g. fewer Britain products available to sell in autumn and winter beyond London and Cotswolds (trade feedback) • Tours for independent special interest groups lacking (trade feedback)