Culture and the Visitor Economy - Presentation given by Louise Stewart


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Presentation given by Louise Stewart at the Crossovers conference - 19th September 2012, Economic Development Resource Centre, University of Greenwich

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  • Mention VB’s role……
  • Culture and the Visitor Economy - Presentation given by Louise Stewart

    1. 1. Culture and theVisitor EconomyLouise StewartPartnerships & PerformanceDirector
    2. 2. Our Mission “To lead and drive forward the quality, competiveness andsustainable growth of England’s Visitor Economy”
    3. 3. What VisitEngland does• Champion the sector and drive forward the industry‟s shared Strategic Framework for Tourism• Promote Englands tourism offer• Provide official intelligence on tourism and visitor economy in England• Support local areas grow their economies through tourism• Advise Government on English Tourism issues
    4. 4. Visitor Economy?• Visitors • Supply chain • Leisure/ Business/ • Core VFR • Accommodation • Day/ overnight • Attractions • Bars/ restaurants • Related • Retail • Transport • “other” services – laundry, petrol stations, food suppliers
    5. 5. Visitor Economy:It’s Big Business● The sector is currently worth £97bn● It provides 2m jobs● Made up of 249,000 businesses● It benefits every part of the country● Projected to be £158bn (2020)
    6. 6. Visitor spend adds local value It creates and supports jobsIt helps protect and preserve our heritage and
    7. 7. Recent changes• Financial- Less public money available- A difficult trading environment for businesses- Consumer spending harder to attract• Structural- Loss of Regional co-ordination (RDAs and Regional Tourist Boards)- Policy of localism- Creation of Local Enterprise Partnerships- Increase in the number and variety of destination organisations
    8. 8. Cultural Tourism?• All tourism to a greater or lesser extent is cultural• Customers don‟t make a distinction• Need to work more closely with cultural delivery partners nationally and locally for mutual benefit
    9. 9. So why doesn’t this work better already?• Historical – different funders, delivery structures and delivery partners• Definitions and language (consumer/visitor v audience)• Overlapping but not identical objectives set by funding streams with different targets or measures of success• There hasn‟t always been a spirit of collaboration e.g. „tourists want populist rather than creative content‟?• Opportunity and capacity to make it work better and some clear imperatives to make this happen
    10. 10. What are our shared aims??• Stimulating growth- Last year 7% tourism growth- Growth in tourism jobs up 5% compared to 2010• Supporting local communities and quality of life- Good places to visit = good places to live
    11. 11. Culture and Tourism - Shared objectives• Attracting customers to destinations and venues to spend money, which supports those venues, their wider local economies and their residents• Creating reasons for customers to visit in the first place and keep on visiting• Creating an excellent experience for those customers• Maximising the impact of resources invested in our sectors
    12. 12. What do we need to do• Nationally Govt support connectivity – objectives and targets ACE, VE and others – shared strategic planning Funding programmes aligned at the outset• Locally Shared strategic planning – destination management plans Sharing of ideas and plans at an early stage Joined up delivery of the visitor experience – connecting the dots for the consumer
    13. 13. Examples of where it works well• Iconic attraction led approach - putting the destination on the map; stimulating wider business development and entrepreneurship e.g. NewcastleGateshead, Margate• Adding distinctiveness to the local product• Creative content provides reasons to visit outside of the main tourism seasons• Culture regeneration e.g. Liverpool, Newcastle (music, art)• An event led approach e.g. Hay on Wye, Cheltenham Literature Festival, Brighton
    14. 14. Summary● We have a shared agenda – growth!● We must understand and align targets● Align funding streams nationally and locally● Partnership dynamic is critical
    15. 15.