Merlin Entertainments chief Nick Varney has said the next UK government must hand over responsibility for promoting tourism to a new department, saying the Department for Culture, Media and Sport (DCMS) had made it a “second-tier priority”.

Varney, who is also chair of the British Hospitality Association (BHA), was speaking at the body’s annual summit, where he outlined the association’s agenda for the new government following tomorrow’s (8 June) general election.

According to Varney, the Department for Business, Energy & Industrial Strategy should take up Britain’s tourism remit, saying the sector “would not be regarded as a serious industry” within government until that happens.

The summit took place three days after the London Bridge terror attack, with Varney offering a message of condolence to those affected and a message to the tourism and hospitality sectors.

“The next period is going to be very difficult, particularly in London,” he said. “However, as in the past, the hospitality and tourism sector will be at the forefront of telling the world not only that the UK remains open for business, but also that the terrorists will not win.”

In his speech, Varney called again on the government to reduce VAT on tourism-related industries – including visitor attractions, accommodation and restaurants – something he said was a “silver bullet solution” to tackle rising costs within the sector and competition from overseas.

“Reducing VAT will lock in the competitive advantage, allow the industry to better absorb cost pressures and be the much needed tonic to drive the revival of depressed parts of the UK, such as coastal communities,” he said.

“Our industry has for too long been under-appreciated and undervalued. We need to change this because the policy issues before us are existential for many of our members and of prime importance for our country’s future, not least in the vital area of job creation.”

2016 was a record-breaking year for inbound tourism to the UK with 37.3 million visits, up 3.4 per cent on 2015, with visitors spending £22.2bn (US$28.4bn, €26bn), matching 2015’s record spend.