Louise Stewart
Strategy and
Development
Director
Growing the
Visitor Economy
in England
Visitor Economy
Visitors
• Leisure
• Business
• VFR
• Day/overnight
Supply chain
• Accommodation
• Attractions
• Bars/rest...
● The sector is currently
worth £106bn
● It provides 2.6m jobs
● Projected to be £217bn
(2025)
● It benefits every part
of...
Tourism has grown throughout the
recession
5
10
15
20
25
30
35
40
45
50
55
Apr-06
Jun-06
Aug-06
Oct-06
Dec-06
Feb-07
Apr-07
Jun-07
Aug-07
Oct-07
Dec-07
Feb-08
Apr-08...
0
10000
20000
30000
40000
50000
60000
70000
80000
90000
2010 2011 2012 2013
Domestic Overnight Tourism Day Visits Inbound ...
0
5000
10000
15000
20000
25000
South West South East North West London Yorkshire &
the Humber
West
Midlands
East of
Englan...
The majority of visitor spending is
from the domestic market
£19.0
£46.0
£18.0
Tourism Spend in England 2013 (£bn)
Domestic Overnight
Domestic Day Trips
Inbound (est.)
Source: GBTS 20...
0
2000
4000
6000
8000
10000
12000
14000
South West South East North West London Yorks &
Humb
West
Midlands
East East
Midla...
94
94
ENGLAND
109
Cornwall
109
Lake District
107
Northumberland
Yorks Dales
York
Kent
Bristol
Manchester
Gt Yarmouth
Essex...
81
2
17
80
16
4
It hasn't affected how I feel about taking
holidays in England next year
It's put me off taking holidays i...
Lacking information and
inspiration
– Many simply ‘don’t know what
they don’t know’
• large swathes of the country are
unf...
We need to provide 3D inspiration and
information to build consideration – and
eventually, action
Where to go?
Heard of pl...
The Seaside
31%
seaside
(14.4m)
Trips to the seaside made up 31% of the 46.0m
overnight domestic holiday trips taken in 2012
40
16
13
...
Seaside holidays including overnight stays are more
likely than other trips to include children
The length of stay at dest...
What are the main overnight seaside destinations?
Annual Average Overnight Trips (millions)
2006-8 2007-9 2008-10 2009-11 ...
40.4 41.3 39.8
47.0
43.5
46.2 46.0
14.4 14.4 13.1
16.2
14.2 14.5 14.4
0
10
20
30
40
50
60
2006 2007 2008 2009 2010 2011 20...
25 26 26 27
29
29
27 28 29 29 29
23 23
21
23 23 22
26
23 23
24
21
18
20
10
20
30
40
2006 2007 2008 2009 2010 2011 2012
Sea...
Overnight seaside trips not only tend to be longer in duration than
other trips, but have also remained longer when the ma...
NATIONAL
The Tourism and
Policy Delivery
Landscape
DCMS/ National
Government
VisitEngland
Destination
Management
Orgs
Private business
In simple terms…
200,000 tourism businesses
57 trade associations
England’s Strategic Framework
for Tourism 2010 - 2020
• 5% growth year on year in the value of
tourism
• Creation of 225,0...
The role of VisitEngland
• Champion the sector and drive forward the
industry’s shared Strategic Framework for
Tourism
• A...
• 60 people based in London
• Three Directorates - Strategy &
Development, Enterprise, Marketing
• 12 people overseas
• Wo...
• Budget - £7m
• Plus Regional Growth Fund c. £6.5m
• Irregular funding for specific
activities e.g.
GREAT, Flooding recov...
• Quality schemes
− Accommodation – National Quality Assurance
Scheme
− Attractions – Visitor Attractions Quality Assuranc...
Business support and advisory information
Quality Edge Magazine – essential business advice magazine featuring
real case s...
If we don’t promote England, awareness of
the product drops and trip taking falls
Daily Telegraph (15th March 14) – 28 pp Supplement
Essentials (w/c 31 March)
Woman (w/c 24 March)
Pick Me Up (w/c 24 March)
SUB NATIONAL
The Tourism and
Policy Delivery
Landscape
Sub National Tourism Delivery Structure
• In 2003 - 9 Regional Tourist Boards
Promotion
Management
Research
Business suppo...
The Tourism Landscape
• Local tourism bodies
Mixture of funding sources and funding levels
Promotion vs. management
about ...
Strong local partnerships
are critical to delivering
great customer
experiences and
developing the tourism
product.
• Clea...
A Destination
Management Plan
(DMP) is a shared
statement of intent to
manage a destination
over a stated period of
time.
Research &
Insights
• Since 2006, the highest rate of growth in domestic trip taking is
among the most affluent AB’s, but DE’s are taking fewe...
2. Technological changes
• Since 2006, there has been an increase of over 100% in the number
of domestic trips booked onli...
Seaside attractions businesses are becoming
increasingly savvy in the digital age
53% are on Facebook
41% are on Twitter
2...
3. Leisure time changes
• Despite the recession, spending on leisure and recreation has held
up – money may be tight, but ...
http://visitenglandtrends.com/
More information on the National
Tourist Board
www.visitengland.org
@visitengland
@visitenglandbiz
Search VisitEngland (bu...
Questions?
Louise Stewart Presentation
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Louise Stewart Presentation

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Louise Stewart from VisitEngland's presentation from The National Coastal Tourism Academy's event, 'One Year On'

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  • Provide a national overview and an understanding on how tourism works locally to national
  • We talk about the visitor economy and not tourism for a number of reasons.Firstly the word tourism has different meanings to different people – most think of holidays and leisure activities when thinking of it but tourism is much wider than leisure. Consider the different reasons people travel – business, leisure or visiting friends and relatives and also the types of tourism –day or overnight trips. It is more diverse than most think.Secondly the economic impact of tourism is not easy to see as it is fundamentally an experience. A visitor’s trip, however, has an extensive and complex impact across an integrated supply chain. It is not just the core elements that most consider in tourism (Hotels, hospitality or attractions) but also retail, transport and other services that visitors spend money on.
  • And this is the picture at destination level.I won’t go through all the figures in detail but you can see how widely satisfaction varies across the country, and within regions. One of the interesting things here is to look at results within competitive sets. For example, cities tend to score lower than other destination types – makes sense, you wouldn’t expect a weekend in say Manchester to deliver the same level of satisfaction as a week in Cornwall. However, I imagine Manchester would want to understand what it is that Liverpool does better.We can also see that London scores really highly for a city destination (but it’s not the best – that’s York) – but also the diversity of scores along the South Coast which result in the overall average index of 88 for the SE region outside London.The next question then is “what are the drivers of satisfaction”? We also look into this in this survey, as we ask people to rate the destination they stayed on against 30-40 different attributes – things like value, accommodation, food & drink, attractions etc. You’ll be relieved to hear that I’m not going to look at all of those for all destinations, but I’ve just chosen a few to illustrate what I mean
  • This chart shows results from a question that we’ve asked 2 years in a row. Last year, we wanted to know whether the bad summer was likely to put people off holidaying at home in future, and this year we wanted to know what difference the good weather made.And the good news is – most of the population – 80% know that what the weather does one year doesn’t have any bearing on what happens the next – and also perhaps that the weather is not the most important thing about a domestic break. For the rest – well, last year, 16% said that the wet weather would put them off taking domestic trips in future, whereas this year virtually the same number said that the good weather would make them more likely to book trips – so I guess you could say this balances itself out!We know that the weather plays a significant impact on short term trip decisions, but I think it’s important to remember that it doesn’t impact longer term attitudes as much as we might think
  • This is how it should look to businesses to allow you to get on with the business of tourismNB!!! Remember to refer to the previous slide in relation to DMOs = their landscape looks like the previous slide too (or equivalent locally)
  • In a nutshell a DMP provides:strategic direction for up to 5 yearsCoordination in delivery between multiple delivery partnersPrioritised actions within an annual rolling programmeIdentifies responsibility and resources for their deliveryTailored to the locality – takes into account all the local issues and opportunities (not a cookie-cutter solution).
  • Louise Stewart Presentation

    1. 1. Louise Stewart Strategy and Development Director Growing the Visitor Economy in England
    2. 2. Visitor Economy Visitors • Leisure • Business • VFR • Day/overnight Supply chain • Accommodation • Attractions • Bars/restaurants • Retail • Transport • “other” services – laundry, petrol stations, food suppliers
    3. 3. ● The sector is currently worth £106bn ● It provides 2.6m jobs ● Projected to be £217bn (2025) ● It benefits every part of the country The Visitor Economy is Big Business in England
    4. 4. Tourism has grown throughout the recession
    5. 5. 5 10 15 20 25 30 35 40 45 50 55 Apr-06 Jun-06 Aug-06 Oct-06 Dec-06 Feb-07 Apr-07 Jun-07 Aug-07 Oct-07 Dec-07 Feb-08 Apr-08 Jun-08 Aug-08 Oct-08 Dec-08 Feb-09 Apr-09 Jun-09 Aug-09 Oct-09 Dec-09 Feb-10 Apr-10 Jun-10 Aug-10 Oct-10 Dec-10 Feb-11 Apr-11 Jun-11 Aug-11 Oct-11 Dec-11 Feb-12 Apr-12 Jun-12 Aug-12 Oct-12 Dec-12 Feb-13 Apr-13 Jun-13 Aug-13 Oct-13 Dec-13 Domestic Tourism in England – Rolling 12 Month Trend Trips (m) A challenging start and end to the year left domestic overnight trends down slightly on 2013 Source: GBTS Holiday VFR Business 2013 % change -2% -2% -5%
    6. 6. 0 10000 20000 30000 40000 50000 60000 70000 80000 90000 2010 2011 2012 2013 Domestic Overnight Tourism Day Visits Inbound Spending Despite a slight drop in 2013 performance, tourism spending in England has still grown on average by 5% year on year since 2010 +7% +11% -1% (est) Average Annual Growth = 5% Spend ‘000 £71bn £76bn £84bn £83bn
    7. 7. 0 5000 10000 15000 20000 25000 South West South East North West London Yorkshire & the Humber West Midlands East of England East Midlands North East Domestic Overnight Trips (All Purposes) 2011-2013 2011 2012 2013 Only the West Midlands and London & the South East saw growth in domestic visitor volumes in 2013 Trips (m) Source: GBTS
    8. 8. The majority of visitor spending is from the domestic market
    9. 9. £19.0 £46.0 £18.0 Tourism Spend in England 2013 (£bn) Domestic Overnight Domestic Day Trips Inbound (est.) Source: GBTS 2012, GBDVS 2012, IPS 2012 Total tourism spending in England in 2013 was c.£83bn
    10. 10. 0 2000 4000 6000 8000 10000 12000 14000 South West South East North West London Yorks & Humb West Midlands East East Midlands North East 2012 2013 And looking at inbound trips to England, London drastically outperforms all other regions Trips (m) Source: IPS
    11. 11. 94 94 ENGLAND 109 Cornwall 109 Lake District 107 Northumberland Yorks Dales York Kent Bristol Manchester Gt Yarmouth Essex Leeds East Sussex Around the country – and within regions – there are wide variations in visitor satisfaction Scarborough 109 Lake District 109 Yorks Moors Liverpool Bath Cotswolds London New Forest Isle of Wight Torquay Yorkshire Coast 97 71 73 Kent Coast Durham Warwickshire Gloucester -shire Staffordshire Lincoln 73 Eastbourne Peak District Skegness 94 Notting -ham Suffolk Cambridge Newcastle Blackpool Chester Bournemouth Wey- mouth Somerset Oxford StratfordShropshire Brighton Wiltshire Derbyshire Other Devon Birmingham Other Norfolk 97 97 99102104 9797 98 98 97 100 81 79 89 88 82 89 88 77 7585 84 77 76 89 88 91 93 91 92 95 92 96 96 96 92 89 86 80 9097
    12. 12. 81 2 17 80 16 4 It hasn't affected how I feel about taking holidays in England next year It's put me off taking holidays in England next year It's made me more likely to take holidays in England next year Impact of Weather on Future Holiday Intentions 2013 2012 Some of our visitors will always be influenced by the weather - though most aren’t Source: VE Staycation Research
    13. 13. Lacking information and inspiration – Many simply ‘don’t know what they don’t know’ • large swathes of the country are unfamiliar and/or not expected to be appealing • patchy awareness even amongst the self proclaimed more knowledgeable empty nesters – Potential visitors have a relatively narrow repertoire of places visited or wanting to visit • and often only have a vague perception of not yet visited wish list places We can’t fix the weather or the economy but... Lack of knowledge plus broad brush prejudices can prevent consideration of much of England. “(South East)The wrong kind of people – not for me.” (Derby: Empty nester) “Liverpool, Birmingham, Leicester triangle, is there anything there to see or do?” (London: Pre-family) “I think the majority of seaside towns in the UK are tacky apart from Cornwall.” (London: Pre-family) Source: VisitEngland Thematic Research
    14. 14. We need to provide 3D inspiration and information to build consideration – and eventually, action Where to go? Heard of places or have vague appealing image, but not always both Where is it? People's geography can be quite poor, and location and proximity steers are helpful What’s there to do? Beautiful scenery is not always enough, especially for longer trips (and if it rains…) Need a sufficiently 3D view to be compelling Source: Motivations and Barriers Research
    15. 15. The Seaside
    16. 16. 31% seaside (14.4m) Trips to the seaside made up 31% of the 46.0m overnight domestic holiday trips taken in 2012 40 16 13 11 10 8 3 0 0 24 14 11 9 16 8 4 9 6 The South West accounts for 40% of all domestic holiday seaside trips which involve an overnight stay SW SE Y&H East NW East Mids NE London West Mids 44 26 10 14 6 27 40 9 10 12 Holiday camp / camping / caravanning Hotel / motel Other serviced accommodation Self-catering Friends / relatives 44% of all domestic seaside holidays which involve an overnight stay include camping / caravanning sites Almost half of overnight stays at seaside destinations take place in summer (Jul-Sep), although there are still notable off-peak trips 10 32 44 1414 28 38 20 Jan-Mar Apr-Jun Jul-Sep Oct-Dec Overnight Domestic Holiday Trips Seaside trips % All trips % Source: GB Tourism Survey
    17. 17. Seaside holidays including overnight stays are more likely than other trips to include children The length of stay at destinations tends to be longer for seaside trips than trips to other destinations Seaside trips including overnight stays are predominantly made by car Seaside trips are also more likely than other trips to be made by those from lower social grades 29 29 22 20 36 30 19 15 AB C1 C2 DE 82 6 5 6 78 12 3 7 7 27 32 30 18 35 26 17 1 2-3 4-7 8+ Number of nights away 47% 34% 53% 66% Seaside trips All trips With children No children Car Train Organised coach Other Seaside trips % All trips % Source: GB Tourism Survey Overnight Domestic Holiday Trips (Cont’d)
    18. 18. What are the main overnight seaside destinations? Annual Average Overnight Trips (millions) 2006-8 2007-9 2008-10 2009-11 2010-12 Scarborough 1.40m 1.53m 1.53m 1.63m 1.62m Blackpool 1.65m 1.55m 1.50m 1.54m 1.48m Isle of Wight 1.00m 1.05m 1.05m 1.11m 1.03m Skegness 0.87m 0.88m 0.95m 1.01m 1.03m Brighton 1.00m 1.10m 1.08m 1.10m 1.02m Bournemouth 1.02m 0.98m 0.93m 0.97m 0.96m Great Yarmouth 0.71m 0.72m 0.70m 0.72m 0.68m Portsmouth 0.62m 0.64m 0.59m 0.61m 0.67m Torquay 0.63m 0.62m 0.54m 0.60m 0.63m Newquay 0.72m 0.70m 0.64m 0.62m 0.57m Weymouth 0.54m 0.55m 0.54m 0.57m 0.52m Source: GB Tourism Survey
    19. 19. 40.4 41.3 39.8 47.0 43.5 46.2 46.0 14.4 14.4 13.1 16.2 14.2 14.5 14.4 0 10 20 30 40 50 60 2006 2007 2008 2009 2010 2011 2012 Overnight trips to the seaside have fallen back to pre- recession levels, unlike holiday trips overall 25 29 31 35 39 42 47 20 25 25 30 33 36 42 0 10 20 30 40 50 60 2006 2007 2008 2009 2010 2011 2012 All trips Seaside trips Online booking of seaside trips is rising in line with trips overall, although seaside trips are still slightly behind the online booking curve Number of overnight holidays (millions) Source: GB Tourism Survey % of overnight holidays booked online
    20. 20. 25 26 26 27 29 29 27 28 29 29 29 23 23 21 23 23 22 26 23 23 24 21 18 20 10 20 30 40 2006 2007 2008 2009 2010 2011 2012 Seaside Holidays (%) AB C1 C2 DE 30 32 32 33 33 36 36 36 30 31 32 32 30 31 30 20 20 18 18 19 19 19 18 17 17 17 15 14 15 10 20 30 40 2006 2007 2008 2009 2010 2011 2012 All Holidays (%) Overnight seaside trips are more likely than other trips to be made by lower social grades. However, the representation of lower social grades on seaside holidays is in decline, in line with the holiday market overall Source: GB Tourism Survey
    21. 21. Overnight seaside trips not only tend to be longer in duration than other trips, but have also remained longer when the market overall has shortened trip lengths slightly 33 35 36 33 36 36 3534 36 35 38 34 35 33 34 30 30 30 31 30 32 0 20 40 60 2006 2007 2008 2009 2010 2011 2012 Seaside Holidays (%) 1-3 nights 4-7 nights 8+ nights 49 49 51 50 52 52 53 27 28 28 29 27 28 26 20 20 17 18 18 17 17 0 20 40 60 2006 2007 2008 2009 2010 2011 2012 All Holidays (%) Source: GB Tourism Survey
    22. 22. NATIONAL The Tourism and Policy Delivery Landscape
    23. 23. DCMS/ National Government VisitEngland Destination Management Orgs Private business In simple terms…
    24. 24. 200,000 tourism businesses 57 trade associations
    25. 25. England’s Strategic Framework for Tourism 2010 - 2020 • 5% growth year on year in the value of tourism • Creation of 225,000 jobs • Additional £50bn expenditure • Driving collaboration & partnerships
    26. 26. The role of VisitEngland • Champion the sector and drive forward the industry’s shared Strategic Framework for Tourism • Advise Government on English Tourism issues • Provide official intelligence on tourism and visitor economy in England • Promote England's tourism offer in the UK and overseas • Support local areas grow their economies through tourism
    27. 27. • 60 people based in London • Three Directorates - Strategy & Development, Enterprise, Marketing • 12 people overseas • Work on behalf of all of England – regularly out and about
    28. 28. • Budget - £7m • Plus Regional Growth Fund c. £6.5m • Irregular funding for specific activities e.g. GREAT, Flooding recovery
    29. 29. • Quality schemes − Accommodation – National Quality Assurance Scheme − Attractions – Visitor Attractions Quality Assurance Scheme − Others - racecourses, places of interest, motorway services…… • National Tourism Awards • English Tourism Week
    30. 30. Business support and advisory information Quality Edge Magazine – essential business advice magazine featuring real case studies and practical tips Pink Book – the complete guide to legislation relevant to accommodation providers in England, available online and in print Accessibility and Sustainability – a wealth of tools and resources to help operators enhance customer appeal by providing access for all and operating sustainably Online Marketing Toolkit – a comprehensive series of step by step guides to help businesses embrace digital marketing (available from Summer 2014) A Business Advice hub on VisitEngland’s new industry website will include all these resources and more when it launches Summer 2014.
    31. 31. If we don’t promote England, awareness of the product drops and trip taking falls
    32. 32. Daily Telegraph (15th March 14) – 28 pp Supplement
    33. 33. Essentials (w/c 31 March)
    34. 34. Woman (w/c 24 March)
    35. 35. Pick Me Up (w/c 24 March)
    36. 36. SUB NATIONAL The Tourism and Policy Delivery Landscape
    37. 37. Sub National Tourism Delivery Structure • In 2003 - 9 Regional Tourist Boards Promotion Management Research Business support • By 2014 - over 200 local tourism bodies
    38. 38. The Tourism Landscape • Local tourism bodies Mixture of funding sources and funding levels Promotion vs. management about 40 can be considered DMOs some bodies operate within a larger entity most bodies look for engagement with VE • New Interest in Visitor Economy Chambers of Commerce, Business Improvement Districts, LEPs
    39. 39. Strong local partnerships are critical to delivering great customer experiences and developing the tourism product. • Clear leadership • Greater engagement in decision making about the area • Better access to and availability of knowledge Destination Management
    40. 40. A Destination Management Plan (DMP) is a shared statement of intent to manage a destination over a stated period of time.
    41. 41. Research & Insights
    42. 42. • Since 2006, the highest rate of growth in domestic trip taking is among the most affluent AB’s, but DE’s are taking fewer trips than ever before • Strong trip growth in the 55+ age group – but only a slight uplift among under 35’s ...and as baby boomers hit retirement age, catering for this group (who don’t behave like “old” people) will be vital • The traditional family unit is less common than it once was …… so traditional products set up for the family may need to adapt 1. Demographic changes
    43. 43. 2. Technological changes • Since 2006, there has been an increase of over 100% in the number of domestic trips booked online ...but some smaller businesses don’t even have their own website yet 20% of consumers ONLY access the internet through a mobile device • Almost universal internet penetration in the UK plus growth of holiday related social media means that the consumer has more information than ever before to help make a decision – but can feel overwhelmed A more complex influencing task for tourist boards and businesses alike
    44. 44. Seaside attractions businesses are becoming increasingly savvy in the digital age 53% are on Facebook 41% are on Twitter 22% have e-newsletters 17% operate online blogs 10% have a mobile-optimised website 8% have mobile apps Seaside Visitor Attractions (2012) All Visitor Attractions (2012) 55% are on Facebook 45% are on Twitter 29% have e-newsletters 16% operate online blogs 10% have a mobile-optimised website 7% have mobile apps Source: Visits to visitor attractions survey
    45. 45. 3. Leisure time changes • Despite the recession, spending on leisure and recreation has held up – money may be tight, but work life balance is vital • Value-seeking (and the role of great deals) will remain crucial • It’s not just about “the big holiday” any more - the average English holiday is getting shorter and shorter with people taking portfolios of trips • ...and we’ve changed how we plan – last minute is ever more common, making it hard for businesses to predict customer flows, changing marketing lead times
    46. 46. http://visitenglandtrends.com/
    47. 47. More information on the National Tourist Board www.visitengland.org @visitengland @visitenglandbiz Search VisitEngland (business support videos) Fortnightly newsletters
    48. 48. Questions?

    ×