James Berresford, Visit England CEO at the Landscapes for Life Conference 2013


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Landscapes for Life Conference 2013, 16th - 18th July 2013 in Suffolk.

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  • Picture: Suffolk coast
  • NB – Cotswolds are the biggest AONB and are in the top ten places that visitors will recall as a destination (i.e. most well known brands)

    Suffolk coast has iconic brands such as Aldeburgh; Isle of Wight is made up of predominantly AONB and its not just the countryside or the coastline but also the heritage and culture too – like Cornwall’s mining ruins or Castle Howard in Yorkshire to name just a few.
  • Creates employment and opportunities for business
    E.g. in Yorkshire, rural areas account for 39% of all jobs in the visitor economy in the region
    Employment figures sourced from Welcome to Yorkshire

    Provides the ability to supplement the income streams of businesses
    E.g. farm diversification
    Supports the economic viability of communities.
    E.g. shops, pubs, restaurants, transport and postal services supported and sustained by visitors.
    Another good project that encourages work with communities in rural areas is “pub is the hub”
    Contributes to the conservation and enhancement of England’s natural environment through the businesses and visitors.

    Where tourism can contribute to the conservation and enhancement of the natural environment it is important to stress that this is only with the involvement of the key stakeholders in the countryside – the collective engagement which the presentation returns to later.
  • James Berresford, Visit England CEO at the Landscapes for Life Conference 2013

    1. 1. James Berresford CEO, VisitEngland Growing Rural Tourism through collaboration
    2. 2. ● The sector is currently worth £97bn ● It provides 2m jobs ● Projected to be £158bn (2020) ● It benefits every part of the country Visitor Economy is Big Business in England
    3. 3. Rural Tourism • Our Countryside is one of our greatest strengths • Exploring the countryside is one of the top activities undertaken whilst on holiday in England. • There is unrealised potential and opportunities to improve the offer. • AONBs vital part of England’s rural story
    4. 4. • Creates employment & opportunities for business • Provides the ability to supplement the income streams of businesses • Supports the economic viability of communities. • Contributes to the conservation & enhancement of England’s natural environment through the businesses and visitors. Tourism is vital to the countryside
    5. 5. The role of VisitEngland • Champion the sector and drive forward the industry’s shared Strategic Framework for Tourism • Promote England's 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
    6. 6. Our shared ambition • 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 • The rural tourism and Wise Growth action plans are integral to the accord
    7. 7. 0 10 20 30 40 50 60 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 Domestic Overnight Trips in England – Rolling 12 Month Trend Trips (m) 2012 YOY 0% Holiday VFR Business -1% +3% Source: GB Tourism Survey Across 2012 as a whole, performance trends were flat...
    8. 8. 13% 11% 5% 4% 3% -2% -2% -7% -11% 8% -1% -3% -6% Domestic Holiday Trips in England - Year on Year Change 2011 vs 2012 (%) ...but it was very mixed around the country Source: GB Tourism Survey
    9. 9. 2012 Performance Headlines • Domestic Overnight Tourism (England) • 104 million trips • £19.5bn expenditure • Tourism Day Visits (England) • 1.47bn day visits • £48.5bn expenditure • Inbound Tourism (UK) • 31.1 million visits (England c. 27m) • £18.7bn expenditure (England c.£16.3b) 0.2% 9% 12% 14% 1% 4% Spend c. £84bn (+10% on 2011) Growth 8.7% (average year on year since 2010)
    10. 10. 105 Peak District 108 Cornwall 107 Lake District 106 Yorkshire Dales 105 North Yorkshire 96 York 98 Yorkshire Coast 97 Other Devon 100 Northumberland 101 Isle of Wight 94 Brighton 91 Suffolk 94 Norfolk 93 Gloucs & the Cotswolds 89 Hampshire 95 London 94 Bristol & Bath 89 Bournemouth & Weymouth 89 Somerset 85 Manchester 86 Torquay 86 Cheshire 85 Other Dorset 81 Kent 81 Lancashire Coast 76 Birmingham Countryside destinations are among our star performers Source: VE Brand, Communications and Satisfaction Tracker Source: VisitEngland Brand & Satisfaction Tracker Bournemouth Torquay
    11. 11. Environment and welcome / customer service score better than the norm in countryside destinations 62% 63% 67% 67% 71% 73% 76% 76% 56% 60% 63% 62% 67% 67% 67% 69% Opportunities to eat/drink local food and produce Value for money generally Quality of food, drink and dining Levels of customer service Quality of accommodation Welcoming and friendly people Clean and tidy environment A place I feel safe and secure All English Destinations Countryside Destinations % Describing Destination as Excellent or Very Good Source: VisitEngland Brand & Satisfaction Tracker
    12. 12. 27% 28% 43% 51% 56% 57% 39% 40% 40% 50% 58% 57% Easy to get to by public transport Ease of getting around by public transport Reasonably priced car parking Availability of independent local shops Wide range of attractions and things to do Doesn't take too long to get to All English Destinations Countryside Destinations % Describing Destination as Excellent or Very Good Access issues relate to public transport rather than time / distance Source: VisitEngland Brand & Satisfaction Tracker
    13. 13. The Tourism Landscape • Local tourism bodies Promotion vs. management 200+ local tourism bodies circa 40 can be considered DMOs some bodies operating within a larger entity most bodies looking for engagement with VE Good examples include - Visit York, Marketing Cheshire, Bath Tourism Plus, Visit County Durham • New Interest in Visitor Economy Chambers of Commerce, Business Improvement Districts, LEPs • 32 LEPs with a clearly identified interest in tourism
    14. 14. • Nationally working on partnerships that deliver for tourism and the economy DEFRA English National Parks Association Arts Council England Next…English Heritage • Locally Encouraging Destination Management Plans Collaboration is key for success
    15. 15. • It proposes a way forward for partnership working • Aims to deliver Great experiences for visitors Increased economic growth Recognises the landscapes, the communities and the businesses within AONBs are vital and to be sustained. The Accord is a welcome step forward