The British Inbound Tour Operators Association (BITOA) officially ceased to exist on Monday when chief executive Stephen Dowd unveiled its new name and identity: UKinbound.

Speaking to Leisure Opportunities, Dowd said the new name was the result of an independent review initiated 18 months ago to see how BITOA was viewed by its members and customers.

“Our members recognised that the world did not see them as they saw themselves,” he said. “Although they are progressive, the association was seen as being old fashioned and quaint, stuck in the mud and unapproachable.

“We therefore wanted a new name to reflect what we do and to better communicate with overseas operators.

“There are between 70 and 80 trade associations in our industry, nearly all of which are known by acronyms – we wanted to get away from that and have a name which is instantly recognisable and easily pronounced by our many customers for whom English is not their first language.”

The new organisation has laid out its three-fold objectives: lobbying government, improving professionalism through the promotion of best practice and life-long learning and providing business networking opportunities for members.

UKinbound has also recently obtained Approved Trading Organisation (ATO) status with UK Trade & Industry (UKTI) effective from 1 April 2005. This means that relevant trade shows and sales missions will have the financial support of the UKTI to enable the organisation’s members to break into new and emerging markets.

UKinbound is also working with People First to ensure that inbound tourism is given greater prominence in the range of courses offered. “Too often people end up in our industry by accident,” said Dowd, “We want to make it a positive choice.”

The new name and logo was unveiled by tourism minister Richard Caborn at World Travel Market, taking place this week at ExCeL in London. Details: www.ukinbound.org