Latest market insights and marketing plans from VisitBritain/VisitEngland. Anke Monestel, VisitEngland 8 th February 2018

Transcription

1 Latest market insights and marketing plans from VisitBritain/VisitEngland Anke Monestel, VisitEngland 8 th February

2 Inbound tourism trends 2 Friday, February 9, 2018

3 inbound overall forecast a record year Visits up 6% to 39.9m, spending up 12% to 25.1bn 16% 12% 8% 4% 0% -4% -8% Visits - left hand axis Spending - right hand axis Source: International Passenger Survey/VisitBritain 3

4 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Jan-17 Feb-17 Mar-17 Apr-17 May-17 Jun-17 Jul-17 Aug-17 Sep-17 Oct-17 Although growth has slowed recently Inbound visitor growth year-on-year (3 month rolling average) 16% 14% 12% 10% 8% 6% 4% 2% 0% -2% 3% 8% 8% 9% 7% 7% 7% 5%5% 4% 3% 5% 5% 5% 1% 2% 2% 0% 1% 1% 2% 0% 5% 9% 15% 10%10% 13% 10% 9% 6% 4% 3% -1% Source: International Passenger Survey (2017 provisional data) 4

5 Where is growth coming from? JAN - OCT 2017 Visits (000) % change vs Holiday 13,370 13% VFR 9,980 5% Business 7,370-4% Miscellaneous 2,550 5% JAN - OCT 2017 Visits (000) % change vs Europe 23,700 3% North America 4,080 11% Rest of World 5,490 16% Source: International Passenger Survey provisional data Holidays up 13% year to date although more moderate growth recently Business visits down 4% this year Europe up 3% year to date North America up 11% (although the most recent numbers show a decline) Rest of World visitor numbers have been growing rapidly 5

6 Regions and nations latest data Visits (000) Q1-Q Growth vs 2016 Scotland 2,551 14% Wales 909 6% London 15,108 7% Rest Of England 12,728 4% North East 425 0% North West 2,382 10% Yorkshire 1,054-4% West Midlands 1,779 10% East Midlands 969-5% East Of England 1,862 3% South West 2,091 2% South East 4,173 5% UK TOTAL 30,105 7% Source: IPS provisional data Inbound visits: London: visits up 7% year to date after strong growth in Q1 and Q2, despite a 1% dip in Q3 Rest of England up 2% in Q3 and up 4% year to date South East up 5% year to date Scotland: leading growth in 2017 with 14% 6

7 Jan-15 Mar-15 May-15 Jul-15 Sep-15 Nov-15 Jan-16 Mar-16 May-16 Jul-16 Sep-16 Nov-16 Jan-17 Mar-17 May-17 Jul-17 Sep-17 Nov-17 Jan-18 Prospects for 2018 Visits forecast to grow 4% to 41.7m Spending up 6% to 26.9bn So continued growth is forecast though at a lower rate than in 2017 With risks to the downside! has risen, especially against US$, though still cheap against Global economic outlook is benign and stable Euro US dollar 7

8 Domestic tourism trends 8 Friday, February 9, 2018

9 Apr-06 Jul-06 Oct-06 Jan-07 Apr-07 Jul-07 Oct-07 Jan-08 Apr-08 Jul-08 Oct-08 Jan-09 Apr-09 Jul-09 Oct-09 Jan-10 Apr-10 Jul-10 Oct-10 Jan-11 Apr-11 Jul-11 Oct-11 Jan-12 Apr-12 Jul-12 Oct-12 Jan-13 Apr-13 Jul-13 Oct-13 Jan-14 Apr-14 Jul-14 Oct-14 Jan-15 Apr-15 Jul-15 Oct-15 Jan-16 Apr-16 Jul-16 Oct-16 The last decade in domestic overnight tourism Trips (m) Domestic Overnight Tourism in England Rolling 12 Month Trend 2016 vs 2015 Holiday 0% VFR -9% Business -1% Source: GBTS, VVA 9

10 Into 2017 growth in holidays, but declines in VFR / business volumes England Domestic Overnight Tourism January October 2017 Trips -1% / Spend +2% Trips Holiday +4% VFR -3% Business -7% Spend Holiday +5% VFR -2% Business -5% Source: GBTS 10

11 2017 has seen a recovery in short breaks (but longer trips also continue to grow) Trips (m) Domestic Holiday Visits in England YTD 1-3 nights +5% nights +2% 1-3 nights 4+ nights Source: GBTS estimate is based on Jan-Oct trends 11

12 2017 Domestic Performance Trends: Trip Volumes Q1-Q3 Source: GBTS January September

13 More resources available

14 Our marketing approach Friday, February 9,

15 Our audience Explorers Buzzseekers 15

16 OUR ROLE CHANNEL E.G. JOURNEY Our customers journey PASSIVE INSPIRATION ACTIVE IDEATION EXPLORING OPTIONS BUILD ITINERARIES GROWING ANTICIPATION ON THE GROUND SHARE AND ADVOCATE Make them think of Britain differently Help them plan Help them travel Help them share 16

17 ACTIVITY The always-on approach TIME 17

18 Our approach to content Broadcast messaging Content tailored to audience Own-channel focused Distribution-led Limited use of data Data and insight driven Help us with engaging content ideas, stories, experiences and personalities! 18

19 Our brand strategy THE PROBLEM Foreign travellers feel they already know exactly what to expect from Britain OUR STRATEGY The world s most wonderfully unexpected island 19

20 Platform Idea I TRAVEL FOR Travel Passions (per market) I travel for adventure I travel for fun I travel for food & drink I travel for culture Expected/Unexpected Link expected and unexpected to travel passions putting people at the heart 20

21 Coastal + Country Life 365 DAYS Cool Cities visitbritain.com 21 visitbritain.com visitbritain.com

22 Domestic campaign: Join the World Discover the UK Influencer content Blog articles UGC imagery from Instagram Top-line inspiration with added anecdotes and interesting details Sends the user to various partners to book/find out more. 22

23 Industry Involvement Use the hashtags #Lovegreatbritain and #LoveUK Submit tailored experiences, images and video content to Toolkit in progress. 23

24 English Tourism Week Friday, February 9,

25 Any questions? 25