Welcome. Martin Peters CEO Leicestershire Promotions

Transcription

1 Welcome!

2 Welcome Martin Peters CEO Leicestershire Promotions

3 Agenda 10am Welcome 10.15am 10.40am 11.10am 1pm 2pm 3.30pm 5pm Keynote speaker, Beverley Nielson, Former CEO Heart of England Tourist Board Q&A Managing change, Colin Bell Lunch & tourism partnership networking All about money workshop, Malcolm Gallagher All about marketing workshop, Emily Whitehead Close

4 STEAM the value of tourism in Leicester and Leicestershire bn >22,00 jobs >33m Visitors

5 Stay Play Explore Family short breaks for 2 adults & 2 children from 149 Short breaks for 2 adults from 149 Overnight accommodation with breakfast plus entry into 3 world class visitor attractions/experiences ,000 bookings + 20,000 bednights Impact 2 million + Yorkshire Warwickshire Leicestershire

6 Publications Great Days Out guide Market towns guides Events & festivals Loogabarooga Edible Forest Spirit of Harborough Harborough Carnival East Midlands Food & Drink Festival ChocFest Artisan Cheese Fair PieFest Classic Car/Motor Cycle Shows

7 Leicestershire Tourism & Hospitality Awards businesses have reached the finals with 153 finalists in 22 categories

8 Speaker Beverley Nielson Former CEO Heart of England Tourist Board

9 Tourism - Seeds of growth Tourism in UK 1 spent directly generates additional 1.80

10 Sky s the limit 22bn

11 Framing the challenge In 2016 UK residents spent 18.5Bn on overnight trips in England Overseas visitors to England spent 22Bn in % of overseas visitor spend was by visitors from EU 1.6 billion day trips were taken to English destinations in 2016, with spending totalling 53.5Bn

12 Shelling out GVA 2013 bn % Regl GVA England London North West Scotland West Midlands East Midlands Rest of Engl (excl Ldn) The Midlands Inbound Tourism: The West Midlands reported the highest proportion of business visits in 2016 The East Midlands - the only area where a long haul market is not in top five generating markets East Midlands takes c3% of inbound tourists Top five markets in East Midlands are in Europe Ireland, Poland, Germany, France, Spain and Italy

13 How prepared are East Midlands Firms? 62% UK SMEs have done no Brexit planning (Sept 2018) 69% UK micros no assessment or preparation for Brexit How can we as business people know what to do if we don t know what s agreed and not agreed For us as a business, as we have seen the drop in net EU migrant workers falling from 320k to 100k, we have found it much harder to appoint people into jobs. People are not coming to the UK as much. Our wages are not going up as much as the rest of the EU at around 7-8% in Czech Republic and Poland, compared to 2.5% in UK. DTI used to produce leaflets and send them to businesses outlining what they were doing, helping SMEs to feel involved. SMEs do not have a strong lobbying voice speaking up for them.

14 EU Rules and Regulations impacting Tourism -- Deep Roots The 2015 Package Travel Directive The Tour Operators Margin Scheme (TOMS) Access: incl visa regime and the Common Travel Area Road Transport: Carriage of passengers by coach and bus currently allowed to drive all over Europe Air Transport: market access, safety and air traffic management Passenger rights: when flight is delayed or cancelled Mutual recognition of qualifications directive: Guiding, Diving and hotel management qualifications Health and safety: Blue Flag and clean beaches and employment rights Health Cover: European Health Insurance Card guarantees local access during temporary stays Data: The Passenger Name Records (PNR) Directive Cross-border employment and labour rights: The Posted Workers Directive Duty free shopping Roaming: capped mobile phone charges State Aid regulations

15 Keeping it fresh Ageing Workforce 60% Tourism workers are 30 years and over 41% of EU nationals and 24% RoW nationals in tourism are aged Skills Shortages 25% businesses report vacancies 38% hard to fill industry requires 1.3m staff Most acute occupations to fill - Front-of-house staff : (45% hard-to-fill vacancies) - Chefs : (36% hard-to-fill vacancies) Country Nationality workers Nos. Employed Tourism % By Nat. UK 2,166, England EU 27 (non UK) 246, Non EU 161,

16 Inbound tourism growth leaps and bounds GREAT Priority Market Percentage Change 2010 ( billion ) 2016 ( billion ) % Change US France Germany Gulf Cooperation Council - (Saudi,Bahrain,Kuwait, UAE, Oman and Qatar) China India Brazil

17 UK Airport Passenger Numbers and % share Source: CAA & IDEA Institute UK Airports Passenger Analysis 2018 pax 2017 pax 2018 growth % 2016 pax 2017 growth % Total Runways (sampled) Airport/ Region % total pax Airport % region total HEATHROW 78m 76m 3% 75m 1% 2 27% 45% GATWICK 46m 43m 5% 40m 7% 1 16% 26% STANSTED 26m 24m 6% 23m 8% 1 9% 15% LUTON 16m 15m 8% 12m 19% 1 6% 9% LONDON & SOUTH EAST TOTALS 173m 166m 4% 158m 5% 8 61% N/A MANCHESTER 28m 26m 7% 23m 11% 2 10% 64% NORTHERN POWERHOUSE TOTALS 43m 40m 7% 36m 11% 6 15% N/A BIRMINGHAM 13m 12m 11% 10m 15% 1 5% 73% EAST MIDLANDS 5m 5m 0% 4m 5% 1 2% 27% MIDLANDS ENGINE TOTALS 18m 16m 9% 15m 12% 2 6% N/A SCOTLAND TOTALS 28m 26m 7% 25m 6% 5 10% N/A N. IRELAND TOTALS 9m 8m 5% 7m 10% 3 3% N/A TOTALS PASSENGERS (PAX) 285m 270m 5% 252m 7% %

18 Airports Birmingham Intl 2017 East Midlands Intl 2017 Capacity for pax growth Direct Destinations Served 18m (with new Stands) 36m (with enhanced infrastructure) c80m (with new Runway) 174 destinations 330 onwards destinations Serviced by 50 airlines 10m (Current runway) 80 destinations (All short haul except 2 long-haul flights to Cancun in Mexico and Orlando, US, weekly, during summer season only) Annual Flights 118,000 flights pa 60,000 flights pa c28,000 cargo 35,000 passengers % Business v Leisure Long Haul v Short Haul Freight 17% Business v 83% Leisure 12% Long Haul v 82% Short Haul Mixed: pax and freight includes smaller and larger items in belly-hold 6% Business v 94% Leisure <1% Long Haul v 99%+ Short Haul Largest dedicated Freight airport (In-hold => can move smaller and larger items incl Bombardier Carriages) Night Flight Restrictions Max 5% traffic at night ( ) None Source: IDEA INSTITUTE

19 East Midlands International Markets

20 East Midlands International Markets EMA : Routes from Spain = 44% of seats (just under a million per year); Republic of Ireland, France and Italy = fewer than 200,000 seats per year.

21 Value of East Midlands Top Inbound Markets to UK UK Inbound tourism spend for EU member states ( millions) Country Poland Ireland Germany France Spain Italy Totals

22 European Funding benefitting tourism European Funding available for tourism operators in East Midlands a. European Structural and Investment Funds (ESIF), incl Skills Funding Agency funding for skills b. European Regional Development Fund (ERDF) c. Cohesion d. ESD Effort Sharing Decision (ESD) e. European Agricultural Fund for Rural Development f. European Maritime and Fisheries Fund g. LIFE h. Competitiveness of Enterprises and Small and Medium-sized Enterprises( COSME) i. Horizon 2020 j. Creative Europe k. Erasmus + l. Employment and Social Innovation (EASI)

23 Existing frameworks for trade facilitation in this sector General Agreement on Trade in Services (GATS); sets out general rules, principles and obligations as a framework for trade in services GATS Modes : 1) where a product rather than a service supplier/consumer crosses a border ; 2) where the consumer of the service crosses a border (eg. an inbound tourist); 3) where the company crosses a border (e.g. a retail chain opening a new establishment in another country); and 4) where the service provider moves The key piece of horizontal EU legislation in services is the Services Directive, which covers half of the services sector, including tourism, providing that Member States cannot impose discriminatory, unnecessary or disproportionate requirements on services providers from other Member States.

24 Tourism in England VisitBritain, Arm s Length Body of DCMS with annual targets to increase international visitor growth and spend across Britain Works with Visit England, Visit Scotland and Visit Wales, to deliver targets LEPs, incl LLEP, have local tourism strategies and targets working with DMOs Issues over coordination of strategy across regions, eg East and West Midlands Role for Midlands Engine?

25 Q & A

26 Managing Change Colin Bell Winning Moves

27 hello

28 IKEA by failing to prepare, you are preparing to fail Benjamin Franklin

29 IKEA Leadership People Customers Finance Value Proposition Markets Operations Products Adapted from Business Model Generation

30 IKEA capitalising on market growth

31 IKEA Recruiting, developing and retaining the people you require to deliver growth

32

33 MARKET PRODUCT

34

35 Be ready for the twists and turns If you don t know where you re going, then all roads lead there! THERE

36 Build a trusted team & delegate

37 CHANGE

38 Don t get stuck in the weeds:

39 markets

40 Key questions: Which markets represent growth for you? International and/or domestic? Have you got any experience in these markets? If not do you know anyone who has?

41 customers

42 Key questions: Which customer segments represent growth? What do they demand, need, want? What does your ideal customer look like? How can you get to them? How can you use the internet, social media, trip adviser etc. to get to more businesses?

43 products

44 Key questions: What new products and services can help you to attract new customers and access new markets? Can you sell more services/products to your existing customers? Can additional demand help to smooth seasonal peaks and troughs? e.g. different markets travelling at different times of the year?

45 people

46 Key questions: What skills are critical to the delivery of your value proposition? Are they easily available? Why should people work for you rather than someone else? How can you attract new employees? How do you develop and retain talent in your business?

47 finance

48 Key questions: Does a weak make your products or services more attractive to overseas and domestic tourists? Where do you need to invest for growth? How will you access growth capital? Have you accessed EU funding in the past, where will you access similar funding in the future?

49 operations

50 Key questions: Thinking about your suppliers, do any of them source their goods from the EU, how will this effect your business? How can you use technology to attract more customers and capitalise on market growth? How do you use technology to cope with growth and become more efficient?

51 leadership

52 Why should I follow you? What is your VISION?

53 Key questions: Do you have a trusted team that you can delegate to? How adaptable and flexible is your culture? How change orientated are your people? How can you inject a sense of entrepreneurial spirit into your business?

54 competence high Telling/participating Delegating Telling Selling/participating lo w low confidence high

55 Task: Plot where you think your people currently are. Think about what you need people to do to capitalise on market growth. Do your people currently have the required competence and confidence? Draw an arrow to where you need people to be.

56 competence high J M DM BM M M lo w low confidence high

57 Task: Plot where you think your people currently are. Think about what you need people to do to capitalise on market growth. Do your people currently have the required competence and confidence? Draw an arrow to where you need people to be. In groups discuss how you can help them to make the shift.

58 And finally Adapted from Business Model Generation

59 next steps

60

61 Q & A

62 Lunch Tourism Partnership Networking

63 All about the money workshop Malcolm Gallagher

64 All about the marketing workshop Emily Whitehead