This document analyzes the UK government's 2011 tourism policy. It was one of the coalition government's first major policy statements formed after the 2010 election amid an economic crisis. The policy aimed to increase tourism as a potential growth sector and capitalize on a weak pound. It sought to boost domestic tourism and develop a new marketing campaign. The policy reflected the government's neoliberal agenda and focused on reducing regulation and improving industry coordination and skills. It changed governance structures and relationships between public and private sectors, aiming for more private sector leadership but with cuts to public funding for tourism. The analysis concludes the policy swung between ambitious and mundane goals and lacked clarity on institutional arrangements and mechanisms to measure success.