Sajid Javid’s appointment as the new culture secretary has been hailed by the hospitality and tourism sector, with industry leaders describing him as the “big hitter” the department needs, but warning there is plenty to be done.

Javid has been thrust into the limelight since replacing Maria Miller following her resignation on Wednesday, demonstrating his ability to answer tough questions with a solid performance on the BBC’s Question Time last night, and tourism chiefs are hoping these wits can be used to help revive Britain’s regional hospitality hotspots.

Recent figures showed London and the southeast of England accounted for two-fifths of all annual tourism spending in the UK in 2011 with regional towns lagging, partly due to increasing competition from their European rivals in luring British holidaymakers.

The British Hospitality Association (BHA) has said that small and medium-sized businesses across the country are under increasing pressure – with the growth in staycations seen over the last four years under threat from the renewed popularity of trips abroad.

Great Britain Tourism Survey (GBTS) figures reveal domestic trips fell by over 3 million in 2013, while spending fell to £23.3bn, an £682m decline on 2012.

While London saw a 1.3% rise in domestic trips, six of the eight regions outside of London saw a decrease – with Yorkshire and Humberside, the worst hit area, seeing a decline of 11% on 2012.

And despite 2013 being a record-breaking year for inbound tourism, the BHA have warned that a strengthening pound and cheaper air travel could see the UK return to a tourism deficit – where more money goes out than comes in.

"With a strong economic background, Sajid Javid will be highly welcomed as the kind of big hitter the department needs given the challenges ahead,” said CEO of the BHA Ufi Ibrahim.

"After two years of growth, this decline coincides with countries like Spain, France and Germany stealing a march on the UK. The strong increases by our competitors underline the need for government policy to support improved competitiveness – particularly across the regions.”

Ibrahim also highlighted the importance of the tourism industry to the economy in terms of revenue and employment. Figures released by the Tourism Alliance last week, show that, over the last three years, the tourism industry had created a new job every six minutes, a feat Javid will be eager to maintain.

She added: "On behalf of the 10 per cent of the population who work in hospitality and tourism businesses up and down the UK, the BHA has been asking the government to focus on creating a coordinated task force to ensure joined up action and thinking for the industry across areas such as jobs and growth, airport and infrastructure, visas, food security, VAT and regional marketing."