Two new reports from the British Hospitality Association (BHA) have highlighted the economic importance and potential of the hospitality sector in the UK.

One of the studies - produced by Oxford Economics - found that the industry is currently the UK's fifth largest employer and generates an estimated £34bn in gross tax revenue. More than 2.4 million people are directly employed within the sector, in addition to 1.2 million indirectly, according to the report. The core hospitality economy is believed to have a turnover of £90bn.

Oxford Economics has forecast that the hospitality economy is set to employ 2.66 million direct workers by 2015 under a trend scenario - a net increase of 236,000 jobs. Meanwhile, a second, internal study has reinforced the sector's bid and potential to create a further 236,000 jobs in the next four years, although raised concerns over the threat of global competition.

In Creating Jobs in Britain - a Hospitality Economy Proposition, the BHA has urged the government to help with its aim to ensure Britain is a "world-class" destination for tourism. Among the recommendations and actions set out in the study is the creation of a cross-cabinet committee on tourism and hospitality to co-ordinate policy.

The guarantee of a long-term future for UK national tourist boards, a joint-study with government over the impact of the VAT increase and assurances that Local Enterprise Partnerships will embrace the sector are also called for in the report. BHA chief executive Ufi Ibrahim said: "It's time that we took steps to ensure not only our survival in global hospitality and tourism, but - far more important - that we secure our growth.

"We are seeking a real change from the new government so that it champions the hospitality industry through a strong partnership that benefits members, the wider society and the UK economy in general."