The total value of tourism to the UK could rise by more than 60% to £188bn over the next decade, according to a new report. Research from Deloitte and Oxford Economics has predicted that the favourable exchange rate, the lure of the 2012 Olympics and the appeal of UK tourist attractions should ensure the sector grows at an above-average 3.5% per annum between now and 2020. The report also revealed that spending by overseas visitors would almost double, from £16bn now to £31bn in 2020, making tourism the UK's fifth-largest industry and third-largest foreign exchange earner. The report follows a call by Ufi Ibrahim, the new chief executive of the British Hospitality Association, for the government to assist the leisure industry in the run up to the 2012 Olympics. She said: "As demand for leisure, travel and recreation continues to grow across the world, the potential for the hospitality industry to grow its contribution to GDP and jobs across Britain is hugely significant. "However, Britain is acting upon a highly competitive international tourism stage, which is becoming more challenging every year. "How British hospitality meets that competition – and how much support it receives from government in doing so – will dictate how well it succeeds in the next decade and beyond."