A CAMPAIGN to cut VAT on tourism is gathering pace after being backed by people in Malmesbury and North Wiltshire's MP, who say that it is vital in order to bring more visitors to Wiltshire.

James Gray is among those to have signed up to the Cut Tourism VAT campaign, that is lobbying the Government to bring the UK into line with most other European countries, by reducing the VAT paid on tourism services such as hotel rooms, attractions and restaurants, to five per cent.

North Wiltshire received 3.6million day visitors in 2013, with 318,000 people staying the night in the area during that time. It is the second most popular area to visit in the county, after Salisbury, and tourism remains an integral part to the economic success of towns like Malmesbury.

Chaired by the MD of Butlins, The campaign believes cutting VAT will boost the UK economy by billions and will create 120,000 new jobs. It's run by the British Hospitality Association and wants VAT cut to five per cent.

The campaign claims the UK is one of only four European countries to not take advantage of EU rules allowing VAT reductions.

It has more than 1,000 active campaigners and 100 MPs have signed up to support it.

Mr Gray, said: "Quite plainly, tourism is incredibly important to north Wiltshire. We have far too many people passing through and not enough over-nighters. We want people to stay in places like Malmesbury. There is a strong argument for the reduction and I am happy to add my name to the campaign."

Sharon Nolan, chairman of the Athelstan Museum in Malmesbury said she welcomes any campaign that could bring more tourists to the area.

"It does make sense. If it makes tourists come to the town, that's great. We totally rely on donations, so the more people visiting the museum and donating, the better for us."

Alix Young, hotel manager at The Pear Tree, Purton, said: "Bringing the UK in line with other European countries will make us a more attractive destination for tourists.

"Currently British families or international visitors choosing a UK break pay almost three times as much VAT compared to a French or German holiday, and twice as much as in Italy and Spain."

"This makes us a far more expensive country to visit. Reducing tourism VAT would help lower prices, but also allow businesses to increase investment."

David Andrews, CEO of VisitWiltshire, said: "While all major European tourism destinations apply a reduced rate of VAT to tourism products, averaging 10.5 per cent, the UK still applies the standard rate of 20 per cent.

"This significantly undermines Wiltshire's ability to compete with our main European competitors, so VisitWiltshire supports the call for a cut in Tourism VAT.

"Reducing VAT to five per cent on key tourism services, would boost domestic tourism."

For more information on the campaign visit cuttourismvat.co.uk