1. IntroductionTourism is the third largest industry after the oil and automobile industries. It is also of great importance to the British economy. Accounting for almost 9% of GDP, it employed more than 2.6 million UK citizens and one in 12 workplaces depended in one way or another on tourism. In 2010, more than 29 million tourists visited the UK and spent around 17 billion, with all the economic benefits that ensued (UNWTB, 2012). It is therefore necessary for all players in the sector to be aware of any external factors that may affect their performance or productivity. In this essay I will critically evaluate all elements of the PESTLE analysis and show how UK travel and tourism marketers are adapting to the situation. changes in the macro environment. This can be best achieved through PESTLE analysis.PESTLE AnalysisThis is a method of analysis that helps in designing strategies and understanding the external (macro) environment.Political FactorsPolitical factors reflect the intervention of the government in the economy. Thanks to the country's stable political environment, high predictability of government policy and low political risk (The PRS Group, 2014)1,5, the UK offers good opportunities for any business. In the medium term, government policy on tourism and covered by the Government Tourism Policy (2011)3 aims to strengthen the sector. Some political issues are related to security. After 9/11 and especially after the London Underground terrorist attacks in 2005, businesses are forced to spend more (in terms of costs of terrorism, Britain ranks 94th and in terms of business costs of crime and violence, 49th place, although it is fifth in the country). place).Economic factorsGreat Britain is one of the most developed countries. Neck...... middle of paper ......accommodation is in places with environmentally friendly practices. Meanwhile, around 40% of tourists have a positive attitude towards such practices (waste collection, use of public transport, etc.). Conclusion Given the current situation and forecasts for the development of tourism in the United Kingdom, it is very likely that this type of business will succeed. In order to withstand the high competition in this sector, organizations are forced to use new strategies to survive. Not all of them seek to improve their profitability or strengthen their competitive advantage, especially with the arrival of new entrants on the market. The country offers a good economic, legal and political situation and the government is open to legislative changes aimed at assisting and developing the sector. These are the basic factors that contribute to easy adaptation of marketers to changes in the macro environment..