Visit Cornwall Tourism Summit Andrew Stokes February 2018
The Discover England Fund What have we done?
Discover England Fund Fund Objectives To grow tourism in the regions of England To increase the competitiveness of England s tourism offer, domestically and internationally To develop world-class bookable tourism products in line with market trends and in response to consumer demands
Discover England Fund High-level criteria Collaborative demonstrate that each bid has the support of a group of public/private partners, DMOs and LEPs Integrated transport solutions are key - pricing / passes - local solutions e.g. linking attractions - technology Match-funded Demonstrate how products meet customer needs - bookable - tangible Demonstrate international and domestic tourism benefits Status of Grant Funded Projects Year 1 20 test and learn projects delivered Years 2-3 Years 2-3 Large Scale projects ( 1 Million +) Year 2 Pilot projects ( 250,000) 20 projects have been approved by the Independent Awards Panel and ratified by the BTA Board - 12 Large-scale (circa 1m) - 2 500,000 Years 2-3 projects - 6 Year 2 pilots
Year 1 Regional Impact Year 1 Pilot Projects 14 Projects covering one or more regions 6 Projects with nationwide impact Golf Tourism England Golf Tourism England Incentive England Leopold Marketing Brit Xplorer National Express Britrail England Pass ATOC Britain Fix-(ED) STA Travel Town and Country - Superbreak
Year 2 Pilot Projects
All Years 1 and 2 Pilot Projects Limited Creating Royal Connections, England s Brilliant Racecourses Access, Science, Literary led by led Legends, Destination by Marketing led by Visit Culture Plymouth Cheshire Coasting, English led City by The Sport of Kings, led Food Contiki by Visit Hubs, Kent led by Destination Nottinghamshire led by Cheshire West and new packages for Bristol 18-35 year olds targeting visitors Chester Council from The This Connections project Asia, Australia, will target extend project Canada, the the will US visits produce Europe, travel of delegates trade a New series with Zealand, of literarythemed attending Africa new, Destination South Culture Creating immersive, Coasting, bookable experience-led scientific Bristol bookable and USA. itineraries which is conferences trialling English-themed These is itineraries also an based will National urban in include for Manchester three visitor food visitors Lottery iconic locations, and from with drink the hub landmarks, match-funded Middle experiences Nottinghamshire, regional concept East, science heritage specifically to incorporating by promote the tours. Hampshire locations Arts the for Council world-famous the area s and American Shakespeare s England accommodation. growing race-courses market, through reputation the as Cultural (Ascot, encouraging England a destination Newmarket, Destinations visitors for produce. York to Programme, explore and The Chester) England template will target with beyond will luxury visitors be rolled from accommodation London. Northern out to other France offers, urban and in areas. heritage the Netherlands locations. with bookable art trails along the South East coast of England
Year 2 Large Scale Projects
All Discover England Fund Projects Year 1 Pilot Projects Telling the Stories of England: Developing Cultural Tourism Products across England for the US Alumni Market Growing Manchester as an International Gateway: Creating New Bookable and Commissionable Visitor Products South West Coast Amazing Experiences and Making Experiences Gardens and Gourmet Golf Tourism England Great West Way Pass(port) to the Coast London + Manchester: The Gateways of England Growing New International Audiences for England s Heritage Product Town and Country Your Way Britain Fix(-ed): STA Travel (carried forward from Tranche 1) Discover the Mighty Rivers and Majestic Canals of England (re-submission) BritRail England Pass M-Ticket Applicant UK Countryside Tours Marketing Manchester South West Coastal Path Association Visit Kent Golf Tourism England Visit Wiltshire National Coastal Tourism Academy London & Partners Marketing Cheshire Superbreak STA Travel Marketing Birmingham ATOC Leopold Marketing Growing Make Discover The England s Great Great Manchester England s West Coast, Memories Way, led Great as led by in National National England s by Express Walking International English Riviera Tourism Company E-Car Club Gateway National Trails, VisitWiltshire Coastal The Collection, led Tourism Parks, to by the Marketing North, led Academy by led Peak England s Peak by Marketing District Visit East Anglia Visit Hull and East Yorkshire Manchester National and Developing Historic Derbyshire a new touring 120 route Between London and Compass Holidays Park CitiesAuthority Applicant Incentive England Supporting England s Regional Visitor Economies through the Development of Brit Xplorer England s Seafood Coast Enabling the last mile journey to tourist locations with integrated travel solutions and booking offers The Friendly Invasion Hull UK City of Culture Creative Gateway to the North of England Self-Guided Activity App Year 2 Pilot Projects 3 The Bristol to 'England's 14 night link itineraries, Coast' a package project will of tailored will be promote designed visitor experiences, Cheshire West & Chester the Council to coastline promote Contiki This project The two-year will Collection collaboration increase the tells the stories of volume the of 15 National of visitors of England s Parks coming walking using including interactive holidays destinations, video England technology accommodation, Destination combining which Bristol attractions allows stunning and Marketing Cheshire through England Manchester premiere will Historic create Cities a Airport joined by and up, creating Nottingham for branded UNESCO City of the first time collection Literature that scenery holidaymakers transport offered options. by create seven their of own our presents of Visitcoastal National Kent itineraries. walking trails Applicant showcase experiences. the them as one It city, product will and also excursions for provide US visitors. business that open The support the with the warm hospitality offered by English bid pubs focuses and VisitWiltshire and North a on trade of people marketing England. accommodation and events providers. strategy and to uses These create Marketing Peak augmented rural bookable District and coastal reality tourism England's Heritage Cities to Marketing Manchester product London & Partners itineraries bring the cities will either and their be booked stories National in to Parks their life. England Tourism entirety Officers Groupor National Tourism Coastal Academy amended to suit individual needs. Destination Plymouth Royal Racecourses - The Sport of Kings Contiki's Limited Access Strategy and Experience Development in Food & Drink Tourism Brilliant Science Creating Literary Legends Culture Coasting Year 2-3 Large Scale Projects Great West Way Discover England's Great Walking Trails The Collection Growing Manchester as an international gateway to the north London and Cultural England Make great memories in England s National Parks and Countryside England s Coast CONNECTIONS
Challenges, Lessons and Learnings Delivery Timescales Projects have had to deliver on tight timescales Incorporated a high level of flexibility in our ability to re-profile Worked with projects to set realistic project milestones Proliferation Consolidation not fragmentation Digital and web platforms a key element of this.
Challenges, Lessons and Learnings Getting Product Development right What is Product Development? How to reach the international consumer. Products must be bookable! Working closely with project leads and wider industry to align strategic vision. Substantial calendar of industry engagement including workshops. VisitBritain Product Development and Distribution team leading on dissemination of learnings in this area.
Challenges, Lessons and Learnings Encouraging Innovation 26 projects in 2 rounds of Pilot projects to trial innovative concepts. Mangrove, Innovation Consultants created an innovation framework and worked with applicants. Challenging the industry Bidder support from across VisitEngland/VisitBritain teams. Consultancy support. Seed Funding at application stage.
Building New Partnerships A key criteria for all Discover England Fund projects. Collaboration and Partnerships essential in providing the international visitor with a world class joined-up experience. DMO Collaboration has enabled product consistency across geographies and efficient knowledge sharing. Private Sector Partnerships have been key to delivery attractive bookable product. Successful partnerships have drawn together: Transport providers Accommodation providers DMCs Ground Handlers
What is bookable product? A bookable tourism product for the international consumer is: a specific offering which has been developed in line with insights of the target market and consumer i.e. language, interests, cultural considerations, dwell time available for sale and commissionable for the travel trade so it can be included in packages or through trade platforms such as OTAs Footer
Considerations when developing bookable product ü ü ü ü ü ü ü ü Products to be well researched (in terms of market appeal) and fully developed to take to market Better packaging Develop off the shelf saleable products - complete packages with products grouped together, that can be built easily into tour programmes Awareness of the key contracting requirements of the travel trade Early release of information about upcoming events/exhibitions - 1 year to 18 months in advance Work closely with other product developers to develop highly attractive joint tour products and to undertake joint marketing and visitor servicing with integrated booking, where possible Ensure that visitors have memorable, authentic experiences that will differentiate the product from others and ensure repeat visits and recommendations Engage with DMCs, on whom many tour operators rely on heavily to source new product obtain their advice on how to make the product as attractive as possible Remember that OTAs will become an increasingly important route-to-market for out-of-london experiences.
Tourism Sector Deal Asks of Government
Industrial Strategy White Paper The strategy sets out how the Government will boost productivity and earning power across the country by focusing on 5 foundations: Ideas People Infrastructure Business environment Places Footer Friday, February 9, 2018
Tourism recognised in the White Paper Business Secretary Greg Clark MP, House of Commons, 27th November: The tourism and hospitality sectors are very important. They feature in the industrial strategy as two areas where it is particularly important to work together with firms big and small, as we are doing, to establish training institutions and spread technology so that we can raise their performance to compare with the strongest performance elsewhere in the economy. Footer Friday, February 9, 2018
Sector Deals Four Sector Deals, first trailed in the Green Paper, have been announced: 1. Life Sciences Sector Deal 2. Construction Sector Deal instead of the Creative Industries 3. Artificial Intelligence Sector Deal 4. Automotive Sector Deal The next stage will now lead to Sector Deals being struck with industries who have demonstrated: Clear leadership. Represents the breadth of the sector. Rigorous analysis of the strengths/weaknesses. Impact on productivity. Footer Friday, February 9, 2018
Tourism v other Sectors Tourism 3.1m people 126.9bn Life Sciences 482,000 people 37bn Automotive 169,000 people 71bn Creative Industries 2.9m people 84bn Nuclear 64,000 people 3bn per annum Sector Deal? Sector Deal? Sector Deal? Sector Deal?
High Performance Sector Current performance Central forecast: 2025 And we could be Value 126.9bn 257.4bn (2025) 268.3bn (2025) Growth Average annual growth in overnight arrivals 2006-16 UK = 1.6% Western Europe= 2.4% Forecast annual growth in overnight arrivals 2016-2025 UK = 3.6% Western Europe= 3.3% 1.8m extra visits if inbound tourism to the UK had grown at the same pace as Western Europe in 2006-16 Jobs 3.1m in every local authority 3.7m jobs by 2025 Each extra 54,000 in tourism spending creates a new job Productivity Output in per hour 18.3 Compared to 33 in food, and 28 in transport Output in per hour 20.8 If real productivity follows 2006-16 trend Increase of 1% yields 12bn additional output increase into the economy
UK-wide and industry-led Industry Engagement Steve Ridgway, Sector Deal leader, has had CEO-level meetings with the industry. Four industry-led Working Groups have met, consulted and reported back with key proposals: 1. Regulation 2. Connectivity 3. Industry of the Future 4. Industry of Choice The BTA hosted an online consultation on the tourism sector deal to help shape the final submission. This resulted in 500 responses from DMOs, SMEs and the cultural sector. National and Regional Round Tables with industry
Tourism Sector Deal What a Sector Deal will deliver How we will deliver it Productivity The Industry of the Future Connectivity Place & Product A Tourism & Hospitality Skills Campaign fixing the image and boosting long-term careers. Improved Productivity increasing the season, and improving business visits and events. Tourism Zones helping make our product thrive and be Europe s most competitive. Skills Connectivity - driving more visits from more markets than ever by 2030
Skills: Workforce for 2030; a New Campaign Tourism needs a workforce to match its ambition: Long Term Growth can only be supported by a Long Term shift in attitudes to sector and major addressing of Labour needs. An Industry 10 Year Campaign to recruit UK workers. Helping to change perceptions of the industry and building long term career paths. The Government would activity support by seconding specialist DWP staff and working with the Careers and Enterprise Company. Align education system with skills and employment needs particularly around vocational training in hospitality and facilitating development of Degree Apprenticeships in hospitality, akin to Hospitality Centres of Excellence in Europe. Recruiting and training of 5,000 industry representatives to work with Careers and Enterprise Company and Springboard to secure 50,000 work experience opportunities and placements, and helping to mentor and encourage uptake of careers in the industry. Sector Skills Shortage Resolution of status of EU citizens in UK is essential. KPMG estimates that the sector currently requires 62,500 EU migrants per annum to maintain current activities. Employer Skills Survey suggests that 25% of businesses are reporting vacancies, with 38% considered hard to fill and 64% being skills related alone. Case Study: Perception of the Industry At every industry roundtable, businesses have highlighted the poor perception of the industry as critical to success. Helping parents understand careers routes and encourage their children to look at the sector is vitally important. Anticipated Growth 2017 2030 Core Hospitality skills shortages
Productivity: Britain; Europe s most productive Tourism Sector by 2030 Tourism will increase it s productivity by 1%. With over 3m workers linked to tourism, this target will have profound impacts on the UK economy. Full review of Government financial support for Events and new long term, cross-departmental plan for BV+E. Build a national programme of events to showcase Britain s business and cultural excellence and expertise. Direct action and support would be strategically planned with BEIS, FCO, DCMS and DIT. Understand the data: A new system of measuring tourism productivity improvements with way points agreed across the sector. Increased shoulder season in rural, coastal and towns through Tourism Zone Action Plans. Defined local targets for extended season. Government set targets agreed by LEPs and Metro Mayors for increases in productivity and tourism included in local plans. Increasing the Season is critical Business Visits and Events January February March April Peak Season May June July August September October November December Case Study: New Zealand Tourism2025 set out to improve seasonality in order to improve productivity. Britain currently lags behind the competition in 5 th place. A full review of Government financial support and new, longer term planning targeting the Gold List of events, operating cross departmentally is critical to future resilience and success. Business Visits and Conferences support other key sectors, boost Britain s image overseas. A best practice programme could help to make Britain the most attractive destination globally within 10 years. Focus on new markets to increase shoulder season, retention of skills, events and localised strategies to keep businesses operational, longer. Business Visits have successfully increased the season in competitor markets and boost overall productivity. Robustness and resilience built around sustainability.
Tourism Zones: Growth, productivity and developing place. Tourism Zones: Across the UK, tourism is a strong local economic component, but more needs to be done to build product, encourage extended season, and fixing localised transport issues to improve experience especially in coastal communities. Best competitor practice has seen Tourism Zones work. How a Tourism Zone will work Local Leadership encouraging new cooperation and clear leadership teams Business Rates TZs will have the incentive to retain business rates and help start-ups, local SMEs and following success of enterprise zones. Transport TZs will push localised ticketing connecting rail, bus and tram networks to help customer experience and solving final mile issues. Product Building product and using the Discover England Fund to grow new and competitive local offers for customers both inbound and domestic. Tourism Zones Local Digital Plans Localised digital plans helping SMEs get to new markets and building resilience. Broadband roll out will be overseen and pushed by the management. Local Enterprise Partnerships including Tourism on their boards and in local growth plans. Shoulder Season increase targets TZs will have agreed targets for increasing shoulder season through events and planning. Planning TZs will have simplified planning, through local development orders helping attractions and hotels grow and increase business and trade. Current Issues Fragmentation Government identified in Tourism Action Plan. Seasonality is an issue, with many businesses closing at certain time, reducing productivity. Product doesn t have the reach it could have. Many markets don t know about English product outside of London. Transport isn t built to make exploration easy. Asks Pilot Tourism Zones with 5 zones working over 5 years. Work across DfT and Rail Delivery Group to fix ticketing/final mile. BEIS to help SMEs digitise locally with best practice. Criteria Biddable. Pre-Existing Transport Hub. Clear Tourism dominated economy. Potential to build new and exciting product through local leadership. Case Studies: UK s existing Hotspots Cornwall: 1 in every 10 is in Tourism. Bicester Village: Highly connected, strong international saturation. Linked to other attractions nearby. Cumbria: Lake District National Park connected on West Coast Mainline, but difficult to navigate. North Wales: New adventure products, strong marketing, within 1hr of 2 International airports, but fragmented final mile solutions. Case Study: Japanese Tourism Zones - Increasing stays, through local cooperation with sites/accommodation. - Increasing Transport connectivity. - Improved local data to understand customers. - Online bookings.
Connectivity: driving more visits from more markets than ever by 2030 Globally and domestically connected: By 2030, we want to be driving domestic and international customers from more markets, to more destinations in the UK, at more times of the year, to spend more money. Access to the UK EU nationals must continue to have visa-free access to the UK and if Electronic Travel Authority is introduced they must be used as an opportunity to improve visitor experience and target marketing. Border Force and UKVI must be adequately resourced to deliver management of the border and customer service. Government to facilitate cooperation and coordination between UKVI, DIT, Border Force, DMOs and airports to meet the demands of major events and conventions. Two-year as standard visit visas to be extended to key markets such as India and a ten year visa for China adopted. Tourism Transport Tourism to be embedded in surface transport planning. Involvement in franchising and planning. Australia has mandated tourism planning as part of its 2020 Tourism Plan this is an example to follow. Capacity improvements and tax policy (including APD) to make developing new air and international rail routes as easy as possible. Inclusion of Tourism within the Government s aviation strategies and future legislation. Evidence The price competitiveness and process of UK visas has been identified as a barrier for travellers and can effect perceptions of our welcome. A strong domestic transport network which is easily navigable by international visitors will improve their perceptions of Britain, increase their confidence in the use of the British public transport network and encourage visitors to travel to all parts of Britain. 74% of overseas visitors travel to the UK by air. Ensuring that we are developing new routes into regional gateways will deliver growth outside London - as well as increasing capacity along existing routes.
The Next Steps White Paper on the Industrial Strategy 27th November Novembe r 2017 Announcement of new Sector Deals early 2018 Negotiation on a deal with the Government - ongoing Spring 2018
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