Strategic Framework: A Growth Strategy for English Tourism · PDF fileDirector of Strategy and...
Transcript of Strategic Framework: A Growth Strategy for English Tourism · PDF fileDirector of Strategy and...
Louise Stewart Director of Strategy and Development
Strategic Framework: A Growth Strategy for English Tourism
Who is the strategy for?
VisitEngland
Business
Local organisations
Third Sector
Government
Industry engagement pre-consultation (Feb)
Industry-wide consultation- Mar to May
Launch of final strategy - July to be agreed
Post launch engagement – July onwards
Indicative Timeline
A resilient and globally competitive tourism industry that acts as a key driver of the economy and local prosperity
across England
The vision is to build:
The strategic objectives are to:
Increase the contribution of tourism to the
English economy
Increase tourism employment and local prosperity
Strengthen the competitiveness of
businesses and England’s tourism
offer
These objectives will be achieved by:
Investing in tourism products and experiences in line with market trends & strategic needs
Attracting & retaining motivated people and developing their skills
Increasing the visibility & understanding of England’s tourism offer
Overcoming barriers to business competiveness and investment
Investing in the infrastructure and environment on which tourism growth relies
Priority 1 – Investing in tourism products & experiences in line with market trends & strategic needs
Action will be taken in these areas:
Making evidence available on market trends & building understanding of it
Developing locally differentiated products & experiences
Investing in products suited to people with access needs
Investing in year round products & experiences (seaside & rural)
Developing cultural assets and iconic buildings & attractions
Investing in facilities & services for the business visits & events market outside of London
Increasing personalisation of tourism products & experiences
Strengthening activity & participatory tourism experiences
Priority 2 – Attracting & retaining motivated people and developing their skills
Action will be taken in these areas:
Repositioning of the industry as an employer & career choice
Increasing digital skills & capability in the industry
Employing & developing skills matched to the needs of new markets
Increasing the number & quality of apprenticeships
Strengthening collaboration between the industry & the academic and teaching professions
Develop vocational training within the industry
Priority 3 – Increasing the visibility & understanding of England’s tourism offer
Action will be taken in these areas:
Understanding product-market fit and identifying the most effective channels for target markets
Strengthening domestic marketing
Making the most of major events and seeking to attract more of them
Promoting the England offer to inbound markets
Facilitating access to travel planning information of consistent quality, including new media
Priority 4 – Overcoming barriers to business competitiveness & investment
Action will be taken in these areas:
Increasing resilience & minimising the impact of external shocks
Improving access to finance for tourism investment
Strengthening business support for tourism SMEs
Reducing unnecessary regulations on tourism businesses
Influencing the planning system to support sustainable tourism investment
Strengthening use of, and access to, IT in tourism businesses
Reducing disincentives in inbound travel, such as visas and taxes
Increasing awareness of tourism growth benefits & opportunities amongst development bodies
Priority 5 - Investing in the infrastructure and environment on which tourism growth relies
Action will be taken in these areas:
Increasing London airport capacity & developing use of regional airports
Investing in & removing road traffic bottlenecks on key tourist routes
Sustaining conservation, maintenance & access in natural landscapes, coastal & heritage sites
Ensuring readiness for HS2 & HS3 through advance planning & links
Increasing connectivity to superfast broadband in all parts of England
Sustaining maintenance of the public realm
Improving provision of public transport & facilitating use by visitors, especially in rural areas
Promoting regeneration, investment & up-keep of town centres
Measuring success
CATEGORY MEASURE PROXY / ANNUAL MEASURES
VE & PARTNER ACTION MEASURES
ECONOMIC CONTRIBUTION
GVA e.g. visitor spend
EMPLOYMENT Full time employment
ONS employment in tourism industries
GLOBAL COMPETITIVENESS
Global ranking measures
e.g. Nations Brand Index (Britain)
A resilient and globally competitive tourism industry that acts as a key driver of the economy and local prosperity across England
To increase the contribution of tourism to the English
economy
To increase tourism employment and local
prosperity
To strengthen the competitiveness of
businesses and England’s tourism offer
1 Investing in tourism products and experiences in line with market trends and strategic needs
2 Attracting and retaining motivated people and developing their skills
3 Increasing the visibility and understanding of England’s tourism offer
4 Overcoming barriers to business competitiveness and investment
5 Investing in the infrastructure and environment on which tourism growth relies