Britain, as everybody will have noted, is an island nation, so our coastline is a vital part of what defines us as a visitor destination.

I am really glad that the “Starring GREAT Britain” campaign, which we launched earlier this year, features many coastal areas, but we need to ensure that people get an opportunity to see our amazing beaches, eat our amazing food and enjoy the perfectly sensible summer weather that we have.

The tourism industry in East Suffolk is worth an estimated £693 million and accounts for over 15% of jobs locally, but we have suffered post pandemic. Estimates suggest that we are down 2 million on pre-pandemic numbers, which I imagine is just the tip of the iceberg.

Can the Minister share with me what he is doing to support coastal tourism in places such as Southwold, Aldeburgh and Felixstowe?

I am very keen to integrate the creative industries far better into our visitor economy. My hon.

Friend will know in her own patch that it is not just the Aldeburgh festival, which has been going since 1948; she has Maggi Hambling living down the road in Saxmundham, and there is a lively artistic community. We need to build that far more into our coastal offer around the country.

I want us to get to 50 million international visitors to the UK by 2030. We will only be able to do that if more of them do not just visit London.

It is a bit shameful to accuse the poor shadow Minister of wimping out on cold water swimming —I am sure he would have done it if it had been available.

I am very keen that we have a national tourism strategy for the whole country by the end of this year, and I am working with the Visitor Economy Advisory Council to deliver that. That has to address the problems that many of our coastal areas have faced, including in Northern Ireland.

Again, I make the point that the creative industries in Northern Ireland are vital to the tourism economy.

I call the shadow Minister.

As has been said, tourism is a huge contributor to the UK economy, and I was delighted to take part in English Tourism Week, as many Members will have done. The Government have committed to 50 million visits by 2030, and Conservative Members welcome that ambition.

I was surprised to hear from the tourism sector that there is great concern about a purported cut to the VisitBritain budget.

Will the Minister categorically tell the House whether there will be a cut to the VisitBritain budget, and if so, will he transparently tell the House how much that budget will be cut by?

I think the hon. Gentleman is talking about the GREAT campaign budget, and it is certainly true that finances have been tough. We are looking at precisely what money we may be able to source into that fund for the next year.

I am very serious about wanting to develop a UK-wide visitor economy strategy. I think it might be valuable if the hon.

Gentleman and I sat down at some point and he gave me some of the ideas that are rocking around in his brain, and we will see whether any of those can be incorporated into our plan.