IntroductionThe hotel and tourism sector in the UK is highly competitive and saturated with many different tourism organizations and businesses, each trying to offer something good, different, unique and profitable. It is therefore necessary for each sector to be aware of all external factors that can potentially influence its performance or productivity. This can best be accomplished through PESTLE analysis. This is an analysis method that helps organizations in designing strategies, helping them understand the external (macro) environment in which they will work now and in the future. Political Political factors reflect government intervention in the economy. Great Britain is characterized by a stable political environment, high predictability of government policy and low political risk (The PRS Group, 2014) 15. In the field of tourism, the Government Tourism Policy (2011) 3 was developed to improve favorable conditions for the development of the sector in the medium term and in particular the 2012 London Olympic Games, the Royal Wedding and the Diamond Jubilee of Queen Elizabeth II. For the implementation of the above policy, the institutional structure has been developed, creating a stable model for destination marketing and management. In the World Economic Forum's Travel & Tourism Competitiveness Report 2013 21 (2013), the United Kingdom has a good score for government policy transparency (13th grade). However, the country has lower scores in travel and tourism prioritization (5th column - position 40) and a relatively low ratio between public spending and general budget sector respectively (only 2.8%, which places the country in 84th place among those included in the study). ). However above, inc...... in the center of the paper......sustainability. Bearing in mind that the UK is only ranked 33rd in terms of tourism sustainability, you can expect a tightening of requirements for businesses. Conclusion In the current economic situation and forecasts for the development of tourism in the UK, it is very likely that such activities will be successful. To withstand the fierce competition in this industry, organizations are forced to use new strategies to survive. Everyone hardly tries to improve the company's profitability or strengthen the competitive advantage, especially with the arrival of new players on the market. The country offers a good economic, legal and political situation and the government is open to legislative changes aimed at helping and developing the sector. These are the fundamental factors that contribute to easy adaptation of marketers to changes in the macro environment.