The UK is the world’s fifth most visited overseas travel destination. The Government is investing £400 million a year of public and lottery money in sport, including £100 million on the Athens Olympics and £459m on school sport. Crucially, as well as recognising the importance of sport in promoting the pursuit of excellence, there is increased official recognition of the importance of sport and active leisure in tackling social and health problems. Leisure goods and services now account for close to 20% of all household spending, up from 11% in 1974. Sector sales are running at around £90 billion per annum. Although UK households continue to spend the highest proportion of their income on leisure goods and services, recent research suggests that the leisure and entertainment industry is being hit hardest by consumers reining in their spending.