The UK government must ensure its target to have broadband capability for every home and business is met otherwise rural travel firms will miss out on growing demand for online booking.
A campaign group - The Final Third First - was launched this week to lobby national government, fronted by a range of organisations from local authorities to backers of local travel initiatives and commercial sites such as camping site PitchUp.
Government officials have pledged to have broadband available for all communities around the UK by 2012 - but campaigners are worried that other initiatives such as drives to have SuperFast broadband will eventually take precedent, meaning those at the back of queue will suffer.
Currently around a third of the UK - mostly in remote or rural areas - is unable to tap into broadband services, meaning that tour operators and suppliers in these areas are unable to accept bookings online and control web-based marketing.
The UK body charged with overseeing the high-speed access programme says the target of 2012 remains in place and SuperFast will be a reality for 90% of the country by 2017.
The problem is not exclusive to the UK, with a string of countries around the world setting targets to enable broadband access to as many people as possible but concentrating on larger cities and conurbations at the expense of rural communities.
Pitchup managing director Daniel Yates says:
“Without adequate broadband provision, rural businesses can't market themselves and engage with customers effectively in the increasingly important online environment. With online booking rates running at over 30%, smaller businesses in remote locations - including many that are vital to fostering UK tourism - are disadvantaged against larger companies.”
Pitchup managing director Daniel Yates says:
“Without adequate broadband provision, rural businesses can't market themselves and engage with customers effectively in the increasingly important online environment. With online booking rates running at over 30%, smaller businesses in remote locations - including many that are vital to fostering UK tourism - are disadvantaged against larger companies.”