Town Focus on Hunstanton - Hunstanton Cliffs and beach. Picture: Matthew Usher.

Economic forecasts for 2012 have made grim reading but there’s hope the London Olympics and Queen’s Diamond Jubilee will bring a much-needed boost to UK businesses. Annabelle Dickson asked the chief executive of tourism body Visit East Anglia and a few of its members about their hopes and fears for 2012.

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It was 2011 that saw government funding for the tourism sector slashed and a private sector body formed to collectively market the region. A new train operator was appointed and many across the region and the UK decided to holiday here.

Looking ahead to the next 12 months, tourism bosses do not expect an easier year, but while there may not be clear waters ahead the landmark Olympics – which will see a torch relay pass through Norfolk and Suffolk – and Diamond Jubilee provide a glimmer of hope.

Although they are yet to see a big rush of bookings, Keith Brown, chief executive of Visit East Anglia, said the next few months would be a chance to seize the opportunities.

“Any mention of 2012 in the last few years automatically made you think of the Olympic and Paralympic Games and, with around 200 days to go, it is hard to believe the ‘greatest show on earth’ is nearly upon us,” he said. “Tourism businesses are still yet to see any tangible impact but Visit East Anglia over the next few months will be busy ensuring we use this opportunity to continue to promote our prime destinations but to a wider global audience.

“However, this is not the only major tourism event of significance in the new year. The Queen’s Jubilee will be a great opportunity to celebrate our royal heritage and our new rail operator will be working with us to help showcase the best that we have to offer visitors from closer to home.”

The timing of such events in an economic downturn could not be better, but hotels and other businesses know they will have to work harder.

Ian Russell, managing director of Wroxham Barns, said: “Customer expectations of quality and value will continue to increase; consumer confidence will remain low, with last-minute booking being a key feature of the market. Political and financial uncertainties prevail in many overseas destinations, and with some airlines and tour operators.”

But Norfolk and Suffolk providers of accommodation, attractions and resorts offered a compelling holiday offer to the UK market.

“London 2012 gives us a unique opportunity to emphasise how close and accessible we are to the Games and London. More than ever, our tourism businesses and destinations must work together so as to achieve maximum impact from hard-pressed budgets.”

Tim Rowan-Robinson, chairman of TA Hotel Collection which has hotels along the Suffolk coast also predicts more challenging times.

“We are not expecting an easy time in 2012. When consumer-spending is tight, our customers will be increasingly demanding of value and search for it.

“However, East Anglia is well placed to gain share, in the short-break market in particular, from longer distance trips and the increasing awareness of all the good things that the area has to offer.

“Provided we continue to invest in our staff, maintain our properties and combine forces, through Visit East Anglia, to market the destination, we can build new business that will stay with us into the future.”

Alex Paul, general manager of Suffolk Secrets, said: “Adapting to customer demands is getting increasingly important so businesses will need to be flexible and adapt quickly to changes in buying patterns. For example the rising number of short breaks will be a key issue for the accommodation sector in 2012.”

In response Southwold brewer Adnams plans to refurbish its Crown Hotel this year.

Liz Cobbold, head of marketing, said: “We believe that customers will be looking for great-value experiences and stays in 2012 and the timing of the Diamond Jubilee and torch relay could not be better as it will add some exciting free events to the visitor calendar for 2012. East Anglia has a great deal to offer visitors from across the UK – especially in the wealth of quality local food and drink and accommodation.”

annabelle.dickson@archant.co.uk