VisitEngland/VisitBritain Engagement Session Welcome. Hallmark Hotel, Chester Wednesday 22 February 2017

Transcription

1 VisitEngland/VisitBritain Engagement Session Welcome Hallmark Hotel, Chester Wednesday 22 February

2 VisitBritain/ VisitEngland update Sally Balcombe, Chief Executive Regional engagement meeting, Chester 22 nd February

3 Our Aims VisitBritain: Market the nations and regions of Britain overseas to drive growth in international leisure and business tourism. VisitEngland: A focus on building world-class products, supported by distribution and marketing. 3

4 Our New Chairs Steve Ridgway CBE Chairman of the British Tourist Authority Denis Wormwell Chairman of the VisitEngland Advisory Board 4

5 Our Activity VisitBritain Activity VisitEngland #OMGB Home of Amazing Moments Marketing & Digital Content #OMGB Home of Amazing Moments Event Support Programme Business Visits & Events Event Support Programme BV&E Strategy for England Inbound trends & Britain s competitiveness 800 press trips Film Tourism James Bond, Fantastic Beats and Where to Find Them Research Statutory research & product development research (DEF) PR 2017 Year of Literary Heroes Film Tourism BFG, Swallows & Amazons Commercial partnerships Developing Partnerships Regional partnerships International Trade missions Explore GB Rail Itineraries Food Hubs Business Support Business Support Hub Product Development 40m 3-year Discover England Fund BTIG Welcome Group Statutory advice Advising PD partners Industry Engagement English Destinations Forum, regional roundtables Political Engagement Policy advice post-brexit 5

6 Our Statutory Duty to Advise Government It shall be the duty of the British Tourist Authority to advise any Minister or public body on such matters relating to tourism in Great Britain as a whole as the Minister or body may refer to it or as the Authority may think fit. 6

7 Our Political Engagement Meeting with Ministers across Whitehall departments Providing evidence to Select Committees Leading international delegations Delivering statutory research for government departments 7

8 Post-referendum growth and response 8

9 A positive story for 2016 good growth post-referendum In 2016 there were a record number of inbound visits to the UK, up 3% on Forecast for 2017 to see a further increase in visits to 38.1m. Forward Keys flight booking data: Next 3 months looking positive with Feb-April up 16% Long-haul markets look particularly strong USA bookings are up 33% for February to April 2017 Source: International Passenger Survey, Q1-4 provisional data 9

10 Brexit - Most Europeans say referendum has had no effect on likelihood to visit Larger number of Europeans more likely to visit than less. Many in USA and China more likely to visit. Following the referendum decision, would you say you are more likely to visit Britain in the future, less likely, or does it make no difference? 10

11 Value for money a good time to visit Notably in USA and China Widespread agreement that Britain remains an expensive destination The weak pound makes it a good time to visit Britain Britain is still an expensive destination The fall in the pound makes it more likely that I will personally visit Britain Total China USA France Spain Italy Poland GER SWE NL 70% 85% 78% 69% 70% 73% 67% 62% 61% 63% 60% 64% 63% 60% 67% 65% 68% 62% 46% 50% 56% 88% 68% 58% 56% 54% 52% 44% 44% 41% In January 2017 the pound was 12% cheaper for Europeans, 14% cheaper for Americans and 10% cheaper for Chinese travellers when compared to January 2016 Source: ICM/VisitBritain. Online fieldwork conducted 25th-31st August international travellers (taken a holiday abroad in the last three years) per market. 11

12 Brexit Our Marketing Response Emphasising value and our welcome in our relationship with Europe Tactical campaigns in Europe with Easyjet and in the US with American Airlines Our #OMGB campaigns in Europe are focussed on key markets of: France Germany Spain Italy 12

13 Brexit Our Policy Priorities Continued visa free travel 2/3 inbound visitors came from EU countries in % of spend in 2015 came from EU countries Air Service Agreements to be renegotiated quickly particularly with the US/EU 73% of international visitors arrive by air Domestic consequentials: An opportunity to revisit regulation. Opportunity to design a better system of regulation to protects consumers & allow businesses to offer the products customers want 13

14 Marketing activity 14

15 Focus of 2017/18 campaigns Invite the world to come to Britain now Enhanced focus on the audience, in particular on advocacy Provide integrated platforms to promote and support Discover England Fund initiatives 15

16 partnerships Commercial partner programme with focus on reach and relevance (Expedia, Emirates, Hainan Group, regional gateways, BA/AA, Trainline) Large scale media partnerships to distribute rich relevant curated content to our target audiences Tech partnerships (Google, Facebook, Snap) to build advocacy programme for word of mouth 16

17 Domestic GREAT campaign Two major switches audience and seasonality: a) Target lost generation of younger demographic who no longer travel domestically b) Target shoulder season to generate additional impact Greater support for coastal & rural areas 17

18 Get involved in #OMGB in 2017 Amazing moments could involve classic sporting events, afternoon tea, famous landmarks and monuments, an unbelievable view Ask yourself: is your moment worth shouting about? Upload your image to Instagram, Twitter or Facebook, and add #OMGB Encourage your visitors and guests to create and share their own moments 18

19 England s Year of Literary Heroes 2017 is a year of major literary anniversaries: 200th Anniversary of Jane Austen s Death 20 th Anniversary of Harry Potter and the Philosopher s Stone 125 th Anniversary of the first Sherlock Holmes publication See some of the literary links we are promoting at: 19

20 Getting the right product to the customer 20

21 Food Hubs Developing England s Product Food Hubs provide an exciting opportunity for growing rural/coastal tourism and extending the season. 21

22 Food Hubs Developing England s Product VisitBritain and DEFRA have identified four food hubs to help refine our food tourism offer Showcasing British food as heritage, modern and innovative pulls for international markets Food Hubs to be targeted to key GREAT markets of Germany, USA and China 22

23 Rail Developing England s Product Developing best practice solutions to the final mile issue DEF funding helping produce an m- ticket for the England BritRail pass Working with DFT and RSSB to feed tourism data into future rail franchise decisions Creating itineraries and tours to experience the UK by rail Collating content and imagery of English rail journeys for future campaigns 23

24 Discover England Fund Round 2 update Andrew Stokes, England Director 24

25 Round 2 Opportunities Option 1: 2 year large-scale collaborative projects The major bulk of investment in Years 2-3 ( 13m) will support a limited number of 2 year projects Minimum value of 1m 40% match funded half cash and half in-kind To deliver a step-change in English bookable tourism product and joined-up collaborative delivery NOW CLOSED FOR EOIs 25

26 Round 2 EOIs update 14 invited to submit a full business case by 12 th April 2017 decisions on successful projects in June A good range of product themes and geographical spread represented e.g. heritage, coast, countryside, culture, routes and gateways, gardens, food and drink Wide range of support and expertise available: VE/VB teams (distribution/marketing) Mangrove on product innovation SQW on evaluation All applicants currently firming up product propositions and reviewing evidence to support the business case 26

27 Timetable for Round 2, option 1 By 28 th October 2016 Logging of Expression of Interest During December 2016 Midday 12 th April 2017 May June 2017 June July 2017 July 2017 March 2019 Determine whether to take EOI forward to full application Deadline for Full Application Applicants notified of Awards Panel s decision Grant offer process & project set-up Project delivery (dependent on the set-up process above) 27

28 Round 2 Opportunities Option 2: 1 year projects & pilots 2.1m is available in Year 2 to support: A limited number of new 1 year projects (opened 20 th February; applications deadline 13 th April) Continuation funds of up to 125k for a limited number of Round 1 projects where early successes can be demonstrated (deadline 20 th February) Further details on 28

29 For further information:

30 Discover England Fund Research Update Sharon Orrell, Head of Visit England Research 30

31 Developing the programme Project Feedback from DEF consultation (March 2016) Status Commissioned - Re-analysis of IPS - Re-analysis of other surveys - Best practice case studies - Innovation guidance 31

32 Published so far 32

33 Developing the programme Project Feedback from DEF consultation (March 2016) Call out for research requirements (June July 2016) Status Commissioned - Re-analysis of IPS - Re-analysis of other surveys - Best practice case studies - Innovation guidance 37 project requests received 33

34 Developing the programme Project Feedback from DEF consultation (March 2016) Call out for research requirements (June July 2016) Status Commissioned - Re-analysis of IPS - Re-analysis of other surveys - Best practice case studies - Innovation guidance 37 project requests received Identification of 5 thematic areas - Activities & Themes - Destination Types - BV&E - Travel Trade - Future Trends Research currently underway 34

35 Watch this space 35

36 Regional Gateways Analysis 36

37 Analysing the Role of England s Gateways Around 40,000 interviews are conducted each year with overseas visitors as part of the International Passenger Survey Interviewing takes place at gateways all around the country air, sea and rail This means that for every respondent, we know where they left the country (in most but not all cases, the same place they entered) To support the DEF, we have commissioned a detailed analysis of this data We can look at results by region, mode of transport, and individual gateway 37

38 Gateway analysis underlines the weight of inbound traffic via London (and the South East) Gateways Share of overseas visit volumes Combined Gateway Region All UK UK Holiday Visitors Visitors London 63% 66% Scotland 5% 6% Wales 2% 2% South East 16% 18% North West 6% 3% West Midlands 3% 1% South West 2% 1% North East 1% 2% East 1% 1% East Midlands 1% <0.5% Yorkshire 1% <0.5% 2. Gateway Mode All UK Visitors UK Holiday Visitors London airport 55% 54% England regional airport 13% 6% England seaport 12% 14% Rail 13% 18% 3. Individual Gateway All UK Visitors UK Holiday Visitors Heathrow 26% 23% Gatwick 12% 13% Stansted 11% 14% Eurostar 8% 12% Manchester 5% 2% Luton 4% 2% Birmingham 3% 1% Liverpool 1% 1% Newcastle 1% <0.5% Bristol 1% 1% East Midlands 1% <0.5% Leeds/Bradford 1% <0.5% 38

39 Trip Purpose 39

40 Less than 1 in 5 passengers through England s regional airports travel for holiday purposes - a very different profile to the overall market % of VISITS ( ) BY TRIP PURPOSE 100% 90% 80% 70% 7% 7% 8% 4% 4% 23% 25% 23% 26% 34% 60% 19% 50% 28% 29% 16% 40% 45% 30% 20% 39% 39% 45% 52% 10% 0% Total England London airport England regional airport England seaport Rail 18% Holiday VFR Business Study Misc other Source: IPS 2013, 2014,

41 Within London s gateways, profiles differ widely % of VISITS ( ) BY TRIP PURPOSE 100% 90% 80% 70% 60% 8% 8% 7% 7% 2% 2% 13% 9% 12% 31% 33% 32% 3% 1% 4% 13% 2% 18% 41% 26% 20% 4% 4% 13% 2% 2% 1% 17% 10% 24% 50% 25% 52% 50% 41% 53% 40% 30% 20% 10% 35% 44% 48% 27% 57% 40% 38% 18% 15% 27% 29% 24% 0% Heathrow Gatwick Stansted Luton Eurostar Manchester Birmingham Liverpool Newcastle Bristol Holiday Visit friends/relatives Business Study Miscellaneous other Source: IPS 2013, 2014,

42 and there are also differences in profile outside the capital % of VISITS ( ) BY TRIP PURPOSE 100% 90% 80% 70% 60% 8% 8% 7% 7% 2% 2% 13% 9% 12% 31% 33% 32% 3% 1% 4% 13% 2% 18% 41% 26% 20% 4% 4% 13% 2% 2% 1% 17% 10% 24% 50% 25% 52% 50% 41% 53% 40% 30% 20% 10% 35% 44% 48% 27% 57% 40% 38% 18% 15% 27% 29% 24% 0% Heathrow Gatwick Stansted Luton Eurostar Manchester Birmingham Liverpool Newcastle Bristol Holiday Visit friends/relatives Business Study Miscellaneous other Source: IPS 2013, 2014,

43 Regional Distribution Holiday Trips 43

44 Gateway and region visited aren t always precisely aligned Region Visited for Holiday Trips All LONDON gateways All REGIONAL ENGLAND gateways England London Reg. Eng. SE SW East E.Mids W.Mids NW Yorks NE 0 EnglandLondon Reg. Eng. SE SW East E.Mids W.Mids NW Yorks NE 100 All SCOTLAND gateways 100 All WALES gateways England London Reg. Eng SE SW East E.Mids W.Mids NW Yorks NE EnglandLondon Reg. Eng SE SW East E.Mids W.Mids NW Yorks NE Source: IPS 2013, 2014,

45 There are differences in spread across the London airports Region Visited for Holiday Trips HEATHROW AIRPORT GATWICK AIRPORT EnglandLondon 23 Reg. Eng SE SW East E.Mids W.Mids NW Yorks NE EnglandLondon 17 Reg. Eng SE SW East E.Mids W.Mids NW Yorks NE STANSTED AIRPORT LUTON AIRPORT EnglandLondon 15 Reg. Eng. Source: IPS 2013, 2014, SE SW East E.Mids W.Mids NW Yorks NE EnglandLondon 21 Reg. Eng SE SW East E.Mids W.Mids NW Yorks NE 45

46 and across other gateways Region Visited for Holiday Trips EUROSTAR MANCHESTER AIRPORT England London Reg. Eng. SE SW East E.Mids W.Mids NW Yorks NE England London Reg. Eng. SE SW East E.Mids W.Mids NW Yorks NE LIVERPOOL AIRPORT BIRMINGHAM AIRPORT England London Reg. Eng. SE SW East E.Mids W.Mids NW Yorks NE England London Reg. Eng. SE SW East E.Mids W.Mids NW Yorks NE NEWCASTLE AIRPORT BRISTOL AIRPORT England London Reg. Eng. SE SW East E.Mids W.Mids NW Yorks NE England London Reg. Eng. SE SW East E.Mids W.Mids NW Yorks NE Source: IPS 2013, 2014,

47 Visitor Characteristics 47

48 While source markets by gateway largely reflect the origin / destination of carriers, there are exceptions 100% 90% 80% 39% 10% 7% 3% 2% % of HOLIDAY VISITS ( ) BY SOURCE MARKET 14% 5% 26% 23% 16% 6% 7% 3% 17% 4% 7% 3% 70% 60% 17% 11% 50% 40% 23% 83% 95% 82% 78% 90% 80% 90% 30% 56% 65% 20% 38% 10% 0% Heathrow Gatwick Stansted Luton Eurostar Manchester Birmingham Liverpool Newcastle Bristol Europe North America Rest of the World Source: IPS 2013, 2014,

49 Outside London, Manchester serves the greatest proportion of long haul travellers % of HOLIDAY VISITS ( ) BY SOURCE MARKET 100% 90% 80% 39% 10% 7% 3% 2% 14% 5% 26% 23% 16% 6% 7% 3% 17% 4% 7% 3% 70% 60% 17% 11% 50% 40% 23% 83% 95% 82% 78% 90% 80% 90% 30% 56% 65% 20% 38% 10% 0% Heathrow Gatwick Stansted Luton Eurostar Manchester Birmingham Liverpool Newcastle Bristol Europe North America Rest of the World Source: IPS 2013, 2014,

50 Trip length unsurprisingly linked to short / long haul profile % of HOLIDAY VISITS ( ) BY TRIP LENGTH 100% 90% 11% 4% 3% 9% 6% 6% 11% 3% 6% 14% 10% 6% 11% 9% 10% 80% 70% 60% 50% 21% 39% 45% 46% 45% 34% 24% 32% 17% 31% 29% 21% 20% 29% 37% 40% 30% 20% 10% 29% 42% 45% 38% 57% 30% 42% 55% 41% 33% 0% Heathrow Gatwick Stansted Luton Eurostar Manchester Birmingham Liverpool Newcastle Bristol 1-3 nights 4-7 nights 8-14 nights 15 or more nights Source: IPS 2013, 2014,

51 Over half of Eurostar travellers stay 3 nights or less % of HOLIDAY VISITS ( ) BY TRIP LENGTH 100% 90% 11% 4% 3% 9% 6% 6% 11% 3% 6% 14% 10% 6% 11% 9% 10% 80% 70% 60% 50% 21% 39% 45% 46% 45% 34% 24% 32% 17% 31% 29% 21% 20% 29% 37% 40% 30% 20% 10% 29% 42% 45% 38% 57% 30% 42% 55% 41% 33% 0% Heathrow Gatwick Stansted Luton Eurostar Manchester Birmingham Liverpool Newcastle Bristol 1-3 nights 4-7 nights 8-14 nights 15 or more nights Source: IPS 2013, 2014,

52 Holiday visitors through Manchester most likely to stay 8+ nights % of HOLIDAY VISITS ( ) BY TRIP LENGTH 100% 90% 11% 4% 3% 9% 6% 6% 11% 3% 6% 14% 10% 6% 11% 9% 10% 80% 70% 60% 50% 21% 39% 45% 46% 45% 34% 24% 32% 17% 31% 29% 21% 20% 29% 37% 40% 30% 20% 10% 29% 42% 45% 38% 57% 30% 42% 55% 41% 33% 0% Heathrow Gatwick Stansted Luton Eurostar Manchester Birmingham Liverpool Newcastle Bristol 1-3 nights 4-7 nights 8-14 nights 15 or more nights Source: IPS 2013, 2014,

53 There are differences by demographic as well as by trip type % of HOLIDAY VISITS ( ) BY AGE 100% 90% 20% 14% 11% 11% 14% 23% 25% 13% 19% 22% 80% 70% 60% 46% 46% 38% 33% 48% 36% 38% 41% 34% 41% 50% 40% 30% 20% 33% 40% 51% 56% 38% 41% 37% 47% 47% 36% 10% 0% Heathrow Gatwick Stansted Luton Eurostar Manchester Birmingham Liverpool Newcastle Bristol Aged years Aged years Aged 55 years or over Source: IPS 2013, 2014,

54 3 Points to Ponder 1. s both within London, and across England s regions, have very different trip purpose profiles 2. There is a relationship between gateways and where people subsequently stay but the two aren t identical 3. There are substantial differences in holiday traveller types / demographics across England s gateways. 54

55 Any Questions? 55

56 Re-presenting England s Heritage Cities Nicola Said Marketing Cheshire

57 Outline of presentation 1. Who we are 2. Overview of project 3. Current Status 4. Next Steps 5. Questions?

58 England s Heritage Cities > 4 million tourists > 200m economic impact Heritage led offer Not in central London England s Heritage Cities

59 Our Offer

60 Rationale for our project Heritage is one of the main products on which England is sold to international audiences. In Heritage settings beyond London it is difficult to attract the attention and interest of international visitors beyond the core market of couples over 45. There is a lack of relevant tools for the trade and the consumer to use to both sell and experience the product.

61 What are we going to do? We need to show our sites in a fresh context: through un-ignorable human stories. By combining human storytelling with augmented/virtual reality products, we ll tell these stories through a selection of digital products. The resulting digital products will be available for use on a range of devices. Focusing on 1 heritage site in each city. Targeted at millennials in the US to attract younger demographic

62 Who are we targeting?

63 Stages of our project 1. Identify Heritage Sites 2. Recruit Tech partner 3. Develop content ideas for 12 sites 4. Conduct 2 focus group sessions with target market 5. Develop app & promotional films for 12 sites 6. Launch to UK Travel Trade 7. Launch with US Trade 8. Other distribution through PR / Social Media / OTA 9. Evaluation

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65 Initial feedback from Focus groups The breadth and depth of England s heritage and history outside of London is of high interest to this younger, more global-facing US traveller. Our sites were not on the standard tourist trail and so had genuine appeal for being something different. The assets numbers (eg years old) and sites significance (eg THE Magna Carta) are sufficient to grab people s attention Want to get to know about the stories of the real people who existed and were part of the asset this made it more human, more engaging and more unique Really like to see how the sites changed over time

66 Technology which actually augments the experience The more sophisticated and immersive the tech / feature, the less appeal it seemed to have consumers do not want the app / tech to detract from the experience Simple text overlays of objects was of interest, as was the swipe-able photos Interested in anything that took them behind the scenes to places they weren t allowed to go or see. A simple 360 o video of eg the secret catacombs that you can only access when in range Consider how the technology would have wider potential than its use just at the time of the visit - post-trip Curation / personalisation / build your own adventure.

67 Develop content ideas Famous & Infamous / Dark Pasts Bringing to life the stories of the people who lived, played, worked and died at our sites Amazing and unique and world firsts - the only place on Earth where these can be found Revealing the unusual, mythical or bloody happenings at each site

68 Working Example: Chester Amphitheatre Blood in the Sand - Marcus Aurelius Nepos tells us about the yellow sand used in the amphitheatre, which was sourced from a specific quarry as it was found to be the most effective at soaking up blood. The sand would be raked and shovelled out of the arena after particularly bloody events, and piled outside. Fast Food - It wasn t just the animals at the arena that were slain; evidence of fast food was uncovered at the amphitheatre, suggesting spectators and gladiators enjoyed chicken legs and boiled eggs whilst watching the bloody battles unfold. Around the outer wall, on event days, there would have been food stalls, like a modern farmer s market perhaps, selling this fast food.

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70 Each site will get. A 30sec film to promote the city and app A section in the app with 10 stories and pieces of AR content A section on the EHC microsite Banners and assets to promote through their channels

71 Distribution Focus on product development Potential distribution through Expedia 365 BUT launch to Trade stories & films - 40 US/Can Tour operators lunch 2 nd March - UK Inbound launch event 30 th March Targeted social media advertising & PR Distribution through networks i.e. University alumni in target market

72 On to Year 2 Trade relations - Improve knowledge of the Heritage Cities product & new experiences Development of itineraries / build your itinerary tool Showcase connectivity by rail More stories, more interpretation Connect into visitlondon.com Partner with tour operator / OTA Improve knowledge of local tourism industry

73 Thank you!

74 Discover England Fund Project: Manchester International Gateway to the North Nick Brooks-Sykes, Marketing Manchester 74

75 Discover England 1 International Gateway to the North Successful Round 1 Application Builds on the activity supported by the Northern Tourism Growth Fund Recognises the importance of Manchester as the International Gateway to the North Seeks to address the lack of bookable, commissionable product

76 Discover England 1 International Gateway Project Outputs Business plan for city sightseeing bus City sightseeing itinerary Scoping document for 3 excursions into Northern England including suggested itineraries Scoping document for online booking and ticketing solution for excursions Strategic framework for Manchester as a regional gateway to England Assessment of delivery models for excursion product Dissemination event

77 Discover England 1 International Gateway Project Progress City Sightseeing Hop on/off Bus Tour Scoping of existing bookable product ex Manchester Development of quick win excursions, booking mechanisms and comms Scoping of ticketing solutions, including for cultural product Identification of potential ground handlers and operators to develop and deliver future product Partner consultation of Strategic International Gateway role

78 Discover England 2 International Gateway Project - EOI The programme will deliver the step change which is crucial to growing international tourism to the North It will create new bookable product and itineraries, extend distribution channels for existing product and raise the profile of the North in key international markets.

79 Discover England 2 International Gateway Project - EOI The focus will be on leisure visits from long haul markets (this may alter to include some key European markets too, dependent on emerging intelligence from VB research) with a market segment-focussed approach (eg Cultural Adventurers, Mature Experience Seekers and Lifestyle Travellers).

80 Discover England 2 International Gateway Project - EOI The programme will be based on key thematics (eg City Plus, Outdoor Adventures and Quintessentially English): Early themes include luxury, food & drink, gardens & gourmet, heritage & culture and town & country (including links from urban centres to the National Parks) Touring product will be a priority to disperse visitors across the region, creating a suite of leisure itineraries and excursions which start in Manchester and drive bookability and economic return for the whole of the North.

81 Discover England 2 International Gateway Project - EOI Working in partnership with destinations and private sector businesses, the activity will further cement collaboration across destinations, DMOs and LEPs across the North. The programme will pick up the ambitions from the DE Year 1 Manchester Gateway research (currently in progress) which will set out a new, strategic approach to Marketing Manchester s relationships with Northern DMOs.

82 Discover England 2 Next Steps Development of business case Feb/March Sense check with Mangrove/VE mid March Draft to partners late March for consultation Full business case to be submitted by 12 th April Assessment late April/early May Recommendations June Project commencement 1 st July