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Should tourists matter to museums?  <ul><li>Andrew Bateman – Tourism Manager </li></ul><ul><li>Kirstin Monk – Tourism Offi...
Are tourists a worthwhile target market for museums? <ul><li>Britain’s unique culture and heritage attracts £4.5bn worth o...
Hampshire & IoW rank well nationally <ul><li>Hampshire is the 6 th  most visited county nationally </li></ul><ul><li>£2.40...
The Hampshire destination brands North Wessex Downs Hampshire Winchester Test Valley South Downs New Forest Southampton Po...
Traditional ‘Push’ marketing <ul><li>Take your product to the customer </li></ul><ul><li>Brochures </li></ul><ul><li>Direc...
Destination marketing  <ul><li>Creating a holistic visitor experience  </li></ul><ul><li>Inspiring people to visit through...
What does your museum mean to you? <ul><li>Collections? </li></ul><ul><li>Archives? </li></ul><ul><li>Local history? </li>...
What are visitors looking for?  <ul><li>Memories </li></ul><ul><li>Experiences with friends and family </li></ul><ul><li>V...
Drivers for visiting museums <ul><li>Social  – e.g. nice place to spend time with friends and family, or to visit the shop...
Thematic approach to destination marketing <ul><li>Literary heritage </li></ul><ul><li>Countryside </li></ul><ul><li>Food ...
Visit Hampshire <ul><li>Linked to national database </li></ul><ul><li>Partnership working with local authorities </li></ul...
Destination marketing in Hampshire <ul><li>The New Forest Tourism Association </li></ul><ul><li>Winchester & Heart of Hamp...
Online marketing examples <ul><li>Website editorial & database entry </li></ul><ul><li>Event promotion </li></ul><ul><li>I...
Off-line marketing examples <ul><li>PR & press trips </li></ul><ul><li>Publications e.g. visitor guides </li></ul><ul><li>...
Joining up the cultural offer <ul><li>What other complementary tourist product is located near your museum? </li></ul><ul>...
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Should tourists matter to museums?

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A presentation by Andrew Bateman, Tourism Manager and Kirstin Monk, Tourism Officer at Hampshire County Council’s Economic Development Office. The presentation looks at the importance of tourism to Hampshire, how best to meet the needs of visitors and provides a quick overview of the types of destination marketing activity taking place across Hampshire. The presentation was one of several presentation made at a one day workshop that looked at the issue of museums and tourism. The event, called Working Together, took place at the Historic Dockyard in Portsmouth on 8th November 2011 and was organised by The Tourism Company and SAM Ltd. The workshop is part of a broader campaign, funded by Renaissance, to help museums in Hampshire and the Solent to work together to promote themselves to tourists.

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Should tourists matter to museums?

  1. 1. Should tourists matter to museums? <ul><li>Andrew Bateman – Tourism Manager </li></ul><ul><li>Kirstin Monk – Tourism Officer </li></ul><ul><li>Economic Development Office </li></ul><ul><li>Hampshire County Council </li></ul>
  2. 2. Are tourists a worthwhile target market for museums? <ul><li>Britain’s unique culture and heritage attracts £4.5bn worth of spending by inbound visitors annually </li></ul><ul><li>UK is fourth best out of 50 for its culture in the Nation Brands Index </li></ul><ul><li>57% of respondents from 20 countries agreed that history and culture are strong influences on their choice of holiday destination (only 15% disagreed) </li></ul>
  3. 3. Hampshire & IoW rank well nationally <ul><li>Hampshire is the 6 th most visited county nationally </li></ul><ul><li>£2.40bn is spent by tourists annually in the county </li></ul><ul><li>Day visitors are the key market </li></ul>
  4. 4. The Hampshire destination brands North Wessex Downs Hampshire Winchester Test Valley South Downs New Forest Southampton Portsmouth The Solent Hayling Island
  5. 5. Traditional ‘Push’ marketing <ul><li>Take your product to the customer </li></ul><ul><li>Brochures </li></ul><ul><li>Direct mail </li></ul><ul><li>E-newsletters </li></ul>
  6. 6. Destination marketing <ul><li>Creating a holistic visitor experience </li></ul><ul><li>Inspiring people to visit through video, imagery and stories </li></ul><ul><li>Social media engagement & word of mouth </li></ul><ul><li>Working in partnership with other tourism providers </li></ul><ul><li>Meaningful product packaging </li></ul>
  7. 7. What does your museum mean to you? <ul><li>Collections? </li></ul><ul><li>Archives? </li></ul><ul><li>Local history? </li></ul><ul><li>Display boards? </li></ul><ul><li>Education programme? </li></ul><ul><li>Events programme? </li></ul>
  8. 8. What are visitors looking for? <ul><li>Memories </li></ul><ul><li>Experiences with friends and family </li></ul><ul><li>Variety </li></ul><ul><li>Choice </li></ul><ul><li>Quality </li></ul><ul><li>Value for money </li></ul><ul><li>Peace of mind </li></ul><ul><li>A treat </li></ul>
  9. 9. Drivers for visiting museums <ul><li>Social – e.g. nice place to spend time with friends and family, or to visit the shop/café </li></ul><ul><li>Intellectual – e.g. to improve my own knowledge </li></ul><ul><li>Emotional – e.g. to see beautiful things in an attractive setting </li></ul><ul><li>Spiritual – e.g. for peaceful contemplation </li></ul>
  10. 10. Thematic approach to destination marketing <ul><li>Literary heritage </li></ul><ul><li>Countryside </li></ul><ul><li>Food and drink </li></ul><ul><li>Arts & entertainment </li></ul><ul><li>Military heritage </li></ul><ul><li>Shopping </li></ul><ul><li>Families </li></ul>
  11. 11. Visit Hampshire <ul><li>Linked to national database </li></ul><ul><li>Partnership working with local authorities </li></ul><ul><li>Thematic campaigns </li></ul><ul><li>Itinerary builder </li></ul><ul><li>Event promotion </li></ul><ul><li>www.visit-hampshire.co.uk </li></ul>
  12. 12. Destination marketing in Hampshire <ul><li>The New Forest Tourism Association </li></ul><ul><li>Winchester & Heart of Hampshire DMO </li></ul><ul><li>Portsmouth </li></ul><ul><li>Southampton </li></ul><ul><li>Hamble Valley </li></ul><ul><li>Test Valley </li></ul><ul><li>Gosport </li></ul><ul><li>Havant </li></ul>
  13. 13. Online marketing examples <ul><li>Website editorial & database entry </li></ul><ul><li>Event promotion </li></ul><ul><li>Itineraries </li></ul><ul><li>Thematic campaigns </li></ul><ul><li>Reciprocal links </li></ul><ul><li>Video </li></ul><ul><li>Social media </li></ul>
  14. 14. Off-line marketing examples <ul><li>PR & press trips </li></ul><ul><li>Publications e.g. visitor guides </li></ul><ul><li>Signage </li></ul><ul><li>Photography </li></ul><ul><li>Tourist Information Centres </li></ul><ul><li>Tourism networking groups </li></ul><ul><li>Collaborative working and promotion </li></ul>
  15. 15. Joining up the cultural offer <ul><li>What other complementary tourist product is located near your museum? </li></ul><ul><li>How are you networking with these businesses? </li></ul><ul><li>Are you selling your museum’s product or promoting the visitor experience in your literature and on your website? </li></ul><ul><li>How integrated is your marketing with your local destination website? </li></ul>
  16. 16. Any questions? Thank you for listening

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