Tourism Strategy ReviewFor Greater Manchester / 2011
A tourism review- This presentation is a briefing and discussion prompt to help kick start Visit Manchester’s 2011 review of Greater Manchester’s Tourism Strategy, which was published in 2008. It begins with a ‘refresher’ of the strategy, then covers some performance data for the sector over the last few years, and finishes with some discussion points and questions regarding the review.
Scope- Content - Structure- Performance against 2008 strategy - Interviews, research and roundtable- Highlights and successes - Presentation- Where more work is needed - LinkedIn discussion platform
Key points- A city to be proud of - Building the Original - A partnership for Tourism Modern brand- We are each of us tourists - Collaboration with partners in the Original Modern city - Pivotal to Manchesters across the City Region and national and international wider Northwest- Quality of life, physical environment, culture, brand entertainment, food and - Attractions, hotels, services. galleries, theatres, restaurants all striving to be original, and modern - A better Manchester product to increase business-related tourism
Getting the basics right- Northwest - Enhanced - Improved products - An improved Tourism Strategy communication and higher quality infrastructure for with the regions experiences the visitor visitors economy - For the people - Higher levels of who work in the - Tourism and the productivity and visitor economy to visitor economy performance from have, and to be based on the tourism using, improved principles of businesses levels of skill sustainable development.
Beyond basics- Our Original - Globally - Tourism sector as - Tackle tough Modern vision is recognised and a key plank of issues like wider to: iconic events, delivering against community developments, the Original benefits, initiatives and Modern brand accessibility and opportunities vision diversity, a more inclusive nighttime - A better quality of life for the economy communities of - A blue skies Greater strand of long Manchester and range thinking that wider City Region explores issues such as
Iconic...- Not just buildings or - Good examples - Icons of the future? places - Manchester International - Mediacity:uk- Could be events, or people, Festival - MOSI or collectives - Manchester Pride - Chetham’s School of Music- Built around themes that - In The City are true to our city: - Whitworth Art Gallery. industry, innovation, pop - Imperial War Museum - Still require a campaign culture, sport, radicalism North around hearts and minds and independence - Global sporting brands that shows the sector what it really means to be original modern?
Better performance- Meeting expectations - Empowering the sector to - A competitive game fully engage- Customer service, - Manchester already information, facilities, - Tourism teams know the benefiting from increased public realm, food, ease of scale of the task and they visitor numbers - but doing getting around, know what needs to be nothing is not an option atmosphere and buzz. done to turn things around. - Competition tighter in the They need a voice.- The experience from years ahead, as other core arriving at the airport and - Cultural, tourism and arts cities and urban markets throughout the stay has to sectors working hand-in- across Europe raise their be of a much higher quality hand with planners, game. developers and major institutions.
An holistic view- A better quality of life, for - Quality of urban space, - Still a tendency to forget all of Greater Manchester street trees, public art. that there are only a handful of internationally- A real alternative to short - Major challenges for local breaks overseas. tourism businesses. recognised attack brands product for local and- Economic growth AND - To accept theirs is largely a regional markets. environmental domestic leisure offer (like sustainability. 80% of English tourism).- Boosting physical activity, - Extending stays and health and mental working together. wellbeing. - mini-dispersal or themed promotions.
First challenges- Better productivity - More ambition in local - Connectivity product development- We need to move our - Good public transport links destinations and right across the City Region businesses up the value - A high quality visitor chain experience both for us and- Start competing more for those who are new to aggressively with the short the City. breaks market overseas - Integrated approach to- Ensure that we make more ticketing. out of the visitors we have - Late night Manchester
25 ingredients- Airport road - Green space projects - Cosy high street- Street clocks - Fire station - Signage- Bike lockers - Public loos - Railway station- Outdoor cinemas - Wi-Fi hot spots - Street seating- Trams - Perfect park - Bridges- Well-designed apartments - Covered market - Seamless integration- Urban landscaping - A modernist mall- Childs play - City swimming- Summer houses - Police boxes
Greater GreaterRanking Ranking Ranking Country of origin Manchester Country of origin Manchester Country of origin Visits (000) 2009 2008 2007 Visits (000s) Visits (000s) 1 Irish Republic 183 1 Irish Republic 172 1 Irish Republic 200 2 Germany 85 2 Poland 105 2 Germany 109 3 Spain 76 3 Germany 104 3 Poland 102 4 USA 74 4 USA 82 4 USA 101 5 France 62 5 Spain 72 5 Spain 96 6 Poland 44 6 France 60 6 France 56 09 08 07 7 Netherlands 33 7 Netherlands 33 7 Netherlands 45 8 Australia 30 8 Australia 32 8 Italy 33 9 Norway 28 9 Italy 30 9 Australia 32 10 Switzerland 25 10 Canada 28 10 Norway 32 11 Sweden 23 11 Norway 21 11 Canada 31 12 Canada 22 12 Sweden 19 12 Portugal 22 13 Italy 20 13 Denmark 16 13 Pakistan 19 14 Denmark 18 14 Belgium 15 14 Sweden 18 15 Belgium 16 15 India 15 15 Czech Republic 16 16 India 9 16 Switzerland 12 16 Denmark 16 17 Finland 9 17 South Africa 12 17 Belgium 12 18 Portugal 8 18 Portugal 12 18 Israel 10 19 China 8 19 China 11 19 Turkey 10 20 South Africa 7 20 New Zealand 9 20 Japan 9
How are we doing?What should we include in our review?
Basic standards?- STEAM 2007-9- Occupancy data 2007-9- Attraction Visitor numbers 2007-9- Number of welcome to excellence places taken 2007-9- Information on the role out of the basic standards- WHAT more do we need?
Iconic?- Manchester new VIC- Urbis / National Football Museum- MediaCity- Xmas 09 marketing campaign- World Sport 08- WHAT more do we need?
Sector profile?- Political conferences- Best practice example- Conference Ambassador Programme- WHAT more do we need?
Connectivity?- Ports of Entry Welcome Project at Manchester Airport- Piccadilly Station: Network Rail looking to implement visitor welcome Improvements (following audit) across all station using this one as a pilot- WHAT more do we need?
Sense of place &sustainability- Successful bid for RDPE money to promote Manchester’s Countryside- Spinningfields Public Realm?- Bury Town Centre redevelopment- WHAT more do we need?
Business performance- Tourism award winners- Chill Factore - Accessibility- The Lowry Hotel Outstanding Customer Service Award- Radisson SAS Hotel - Sustainability- Numbers of people who’ve attended Welcome to Excellence Training courses- WHAT more do we need?
Inclusive nighttimeeconomy?- CityCo / town centre managers- Markets that extend into the evening (such as the xmas markets)- WHAT more do we need?
Blue sky thinking- Pathfinder initiative - Visit England- Creative Tourist- www.visitmanchester.com- the Manchester Conferences website- WHAT more do we need?
The future...- Future predicted tends and stats- Weather and events (snow, volcanos, temperature swings, seasons merging etc)- VAT/Tax/APD- Staycation trends- Use of technology – pushing boundaries, quick turnaround, and social media needs to be mainstream in communications- Dark Periods (ie quiet times in city)- Events strategy required- WHAT more do we need?