The Business of Marketing Yorkshire to the World Presented by: Joanna Royle, Marketing Director...
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Transcript of The Business of Marketing Yorkshire to the World Presented by: Joanna Royle, Marketing Director...
The Business of Marketing Yorkshire to the World
Presented by:
Joanna Royle, Marketing DirectorAmanda Smyth, Marketing & Campaigns Manager
Why Tourism?
Our largest industry
Worth over £4 billion
Supports 160,000 jobs
Creates 1-in-5 new jobs
Travel, Leisure & Hospitality
Providing facilities and services:• People travelling for leisure and business
and to visit friends and relatives
• International visitors to this country
• UK residents travelling to another area of the country
• Local residents or workers
Accommodation
Restaurants, coffee shops & cafes
Pubs, clubs and bars
Airlines
Ferries, pleasure boats
Trains
Buses and coaches
Car hire & taxis
Tour operators
Visitor attractions
Sports facilities
Arts venues
Leisure Shopping Centres
HOSPITALITY TRAVEL & TRANSPORT
LEISURE & ENTERTAINMENT
VISITOR SERVICES – TICs, BANKS & ATMS, POST OFFICES & TELECOMS, TOILETS ETC
Tourism in Yorkshire
• The total value of tourism in Yorkshire in the year 2004 was £4.1 billion:
Domestic Overnight
International Overnight
Day Visitor
DomesticOvernight
£1,866,000
International Overnight£346,000
Day Visitor£1,929,000
Industry Structure
• In April 2004, Central Government announced that the strategic responsibility for tourism would be devolved to Regional Development Agencies, with the Regional Tourist Boards acting as their natural delivery partner.
Industry structure
• Yorkshire Forward undertook a review and consultation process to identify the best structure for the future development and delivery of the tourism economy in Yorkshire.
h
Industry Structure
YORKSHIRE FORWARD
Strategic Framework RES related
Northern
Way
Business Plan YORKSHIRE TOURIST BOARD
VISITORS INTO REGION
REGIONAL TOURISM MARKETING STRATEGY
PARTNERSHIPS - LOOKING AFTER VISITORS
SRIP/ AREA TOURISM
PLAN
SRIP/ AREA TOURISM
PLAN
SRIP/ AREA TOURISM
PLAN
SRIP/ AREA TOURISM
PLAN
The role of YTB
• With effect from 1 April 2005, YTB became a new, transformed, focused regional organisation with a new Chair, Board and Regional Tourism Council.
New Operational Structure
Yorkshire Tourist BoardRegional marketing agency
12 Non-Executives + 3 Execs
Tourism Operators Group
Sectorial / Geographical rep’s.New membership packageYTB provides secretariat
Tourism Authority Forum
80% Local Authorities20% Other RepresentationNew subscription packageYTB provides secretariat
Sub-Regional PartnershipsDestination / Visitor Management
Link to Sub-regional Economic PartnershipSLAs with DMPs / Local partnerships
The role of YTB
• YTB is the region’s official tourism agency
– representing and co-ordinating the
industry to assist in the development of
a quality sustainable tourism product
and to enable effective marketing of
the Yorkshire region.
The role of YTB
• YTB is a partnership organisation, with over 1,900 private sector members and the support of all Local Authorities in the region
Why change?
• Better and more integrated services• Improved co-ordination – avoiding
duplication• Investment opportunities with Yorkshire
Forward• Coherent marketing campaigns using clear
brands• Provide tourism businesses with a ‘one
stop shop’
Bold Vision Bright Future
• YTB launched new tourism marketing strategy for the region in 2006.
Strategic Goals
oIncrease the value of tourism earnings in Yorkshire by
5% per annum from £4.2b in 2003 to £5.9b by 2010
Leisure Tourism
Business Tourism
Knowing the Customer
Delivering theExperience
Brand StrengthEffective
Communications
Corporate Objectives
• Deliver tourism actions in the RES, SFVE & RTMS
• Effective sub-regional delivery
• Maximise opportunities & services
• Beacon of excellence & motivation
• Voice of tourism
YTB Income = £6.9m
Membership13%
VB2%Yorkshire
Forward45%
Self Generated45%
Marketing Expenditure = £6.1m
Overseas Marketing
22%
Domestic Marketing
72%
Staffing10%
Delivery
How?
By working together By marketing the region By encouraging quality By creating membership benefits
Delivery
• Market Intelligence
• E Business
• Leisure & Trade Campaigns
• Business Tourism
• Communications
• Raising Quality
• Member Services
Discussion and Questions?