James Berresford, Visit England CEO at the Landscapes for Life Conference 2013
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Transcript of James Berresford, Visit England CEO at the Landscapes for Life Conference 2013
James BerresfordCEO, VisitEngland
Growing Rural Tourism through collaboration
●The sector is currently worth £97bn
●It provides 2m jobs
●Projected to be £158bn (2020)
●It benefits every part of the country
Visitor Economy is Big Business in England
Rural Tourism• Our Countryside is one of our greatest strengths• Exploring the countryside is one of the top
activities undertaken whilst on holiday in England.
• There is unrealised potential and opportunities to improve the offer.
• AONBs vital part of England’s rural story
• Creates employment & opportunities for business
• Provides the ability to supplement the income streams of businesses
• Supports the economic
viability of communities. • Contributes to the
conservation & enhancement of England’s natural environment through the businesses and visitors.
Tourism is vital to the countryside
The role of VisitEngland
• Champion the sector and drive forward the industry’s shared Strategic Framework for Tourism
• Promote England's tourism offer
• Provide official intelligence on tourism and visitor economy in England
• Support local areas grow their economies through tourism
• Advise Government on English Tourism issues
Our shared ambition
• England’s Strategic Framework for Tourism 2010 - 2020
• 5% growth year on year in the value of tourism• Creation of 225,000 jobs• Additional £50bn expenditure• Driving collaboration & partnerships
• The rural tourism and Wise Growth action plans are integral to the accord
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60Domestic Overnight Trips in England – Rolling 12 Month Trend
Trips(m)
2012 YOY
0%Holiday
VFR
Business
-1%
+3%
Source: GB Tourism Survey
Across 2012 as a whole, performance trends were flat...
London
North E
ast
West
Mid
lands
South E
ast
Yorksh
ire &
the H
umber
South W
est
North W
est
East o
f Engla
nd
East M
idla
nds
Large c
ity/ la
rge to
wn
Seaside
Small t
own
Countrysid
e/ villa
ge
13%11%
5%4%
3%
-2% -2%
-7%
-11%
8%
-1%-3%
-6%
Domestic Holiday Trips in England - Year on Year Change 2011 vs 2012 (%)
...but it was very mixed around the country
Source: GB Tourism Survey
2012 Performance Headlines
• Domestic Overnight Tourism (England)• 104 million trips • £19.5bn expenditure
• Tourism Day Visits (England)• 1.47bn day visits• £48.5bn expenditure
• Inbound Tourism (UK)• 31.1 million visits (England c. 27m)• £18.7bn expenditure (England c.£16.3b)
0.2%
9%
12%
14%
1%
4%
Spend c. £84bn
(+10% on 2011)
Growth 8.7% (average
year on year since 2010)
105
Peak District
108Cornwall
107
Lake District
106
YorkshireDales
105
NorthYorkshire
96York
98
YorkshireCoast
97
OtherDevon
100Northumberland
101Isle of Wight
94Brighton
91Suffolk
94Norfolk
93
Gloucs & theCotswolds
89
Hampshire
95
London
94Bristol & Bath
89Bournemouth& Weymouth
89Somerset
85
Manchester
86Torquay
86Cheshire
85Other Dorset
81Kent
81Lancashire
Coast
76Birmingham
Countryside destinations are among our star
performers
Source: VE Brand, Communications and Satisfaction Tracker
Source: VisitEngland Brand & Satisfaction Tracker
Bournemouth
Torquay
Environment and welcome / customer service score better than the norm in countryside destinations
Opportunities to eat/drink local food and produce
Value for money generally
Quality of food, drink and dining
Levels of customer service
Quality of accommodation
Welcoming and friendly people
Clean and tidy environment
A place I feel safe and secure
62%
63%
67%
67%
71%
73%
76%
76%
56%
60%
63%
62%
67%
67%
67%
69%
All English Destinations Countryside Destinations
% Describing Destination as Excellent or Very Good
Source: VisitEngland Brand & Satisfaction Tracker
Easy to get to by public transport
Ease of getting around by public transport
Reasonably priced car parking
Availability of independent local shops
Wide range of attractions and things to do
Doesn't take too long to get to
27%
28%
43%
51%
56%
57%
39%
40%
40%
50%
58%
57%
All English Destinations Countryside Destinations
% Describing Destination as Excellent or Very Good
Access issues relate to public transport rather than time / distance
Source: VisitEngland Brand & Satisfaction Tracker
The Tourism Landscape
• Local tourism bodies Promotion vs. management
200+ local tourism bodies
circa 40 can be considered DMOs
some bodies operating within a larger entity
most bodies looking for engagement with VEGood examples include - Visit York, Marketing Cheshire, Bath Tourism Plus, Visit County Durham
• New Interest in Visitor EconomyChambers of Commerce, Business Improvement Districts, LEPs
• 32 LEPs with a clearly identified interest in tourism
• Nationally working on partnerships that deliver for tourism and the economyDEFRAEnglish National Parks AssociationArts Council England
Next…English Heritage
• LocallyEncouraging Destination Management Plans
Collaboration is key for success
• It proposes a way forward for partnership working
• Aims to deliverGreat experiences for visitors
Increased economic growth
Recognises the landscapes, the communities and the businesses within AONBs are vital and to be sustained.
The Accord is a welcome step forward