Whilst Brits are none too chuffed about the current exchange rates, near parity of Sterling and the Euro means that European hotels, tourism businesses and food and drink producers wishing to promote themselves in Britain, through a British PR consultancy, have never had it so good.

This is a time when European businesses should be appointing a British PR agency to promote their product.  For example, Catapult PR has acquired Italian language skills over the last five years and is in a great position to promote Italian hotels, Italian food producers and Italian tourism destinations.

The drawback has always been cost, but now exchange rates make PR really affordable.

Although Brits may be less inclined to board a plane and travel to Euro destinations in 2009, there are still opportunities.  Recent surveys suggest that Brits view a foreign holiday as a necessity and will not forego their two weeks in the sun. 

Personally, I feel that 2009 presents huge opportunity for Italian agriturismo.  Having promoted a farm tourism PR campaign in Britain for two years, I understand the attractiveness of the rural product.  A PR campaign for Italian agriturismo in Britain would really put it on the map and assist Italian food producers at the same time, food and drink being so entwined with travel these days.

Agriturismo and camping in Europe should be big draws this year, as the recession persuades Brits to downgrade slightly, opting for a different class of accommodation than usual and maybe trying something new.  With the added appeal that farm tourism has, with its back to nature message, it should be a great time for agriturismo and campsites across Europe, if they get their PR right.