Speaking last week at a meeting with domestic tourism bodies, shadow tourism minister Tobias Ellwood said it is vital that overseas visitors recognise that Britain remains a safe place to visit, regardless of adverse media stories about the number of swine flu cases.
He added that the chief medical officer's warning that 65,000 people could die this winter had been damaging.
'There is no doubt this pandemic must be taken seriously, but ill-advised statements are leading to misleading headlines, which, in turn, pose a threat to British tourism,' said Ellwood. 'Our message should be clear; Britain remains very much open for business.'
Visit London, the tourism body for the capital, would back a campaign with 'a robust message, arguing against why anyone should cancel a trip to the UK,' according to communications director Ken Kelling.
A spokesman for VisitBritain said it was actively seeking to reassure visitors through travel-agency partners and the media, but would consider a broader campaign if the level of concern required it.
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