Delivering the full potential of the visitor economy

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• Delivering the full potential of the visitor
  economy
• Crowne Plaza Docklands
• 11 November 2008

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Welcome Introduction
Christopher Rodrigues CBE Chair, Review Panel
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Four core objectives

• Marketing Britain overseas.
• Marketing England at home and overseas.
• Supporting national tourism policy development
  
• resolution of key tourism issues.
• Securing tourism benefits of 2012 Olympic
  Paralympic Games.

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Listening to industry

• Seven captains of industry events.
• Multiple meetings with public diplomacy
  partners.
• And with the nations and regions
• Comprehensive written submissions

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• Tourism reaches parts of the economy other
  industries cannot reach

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• Deloittes report presentation
• see separate PowerPoint on www.tourismreview.co.uk

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Review Findings
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Strengths

• Geographic location/transport hub
• Aviation giants/low cost carriers/rail network
• Proximity of Continental Europe
• Culture heritage resources
• Coast countryside
• Global events
• Sport
• Education
• London

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Weaknesses

• Losing share of world travel market
• Not seen as a welcoming destination
• Visas expensive and difficult to obtain
• Quality variable
• Creaking transport infrastructure
• London-centric and seasonal
• Visitors heavily taxed
• British not best ambassadors for own country

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Challenges opportunities

• International visitors becoming older
• Experiences matter as much as destinations
• New destinations
• New investment in existing destinations
• Events
• Ryder Cup 2010
• London 2012 Olympic Paralymic Games
• Commonwealth Games 2014
• 2nd generation online/user-generated content

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Review findings for VisitBritain

• National Tourist Office vital
• Revised mission Inspiring people to explore
  Britain
• Recognition of our portfolio of national and
  regional brands

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From this
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to a brand toolkit
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VisitBritains focus

• Overseas network - serving all, equally
• Champion of Britain brand
• Draw together national tourism strategy for
  Britain
• Strategy insights to inform policy agenda
• Shared platforms
• technology
• commercial
• Delivered in partnership with key stakeholders

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Review findings for VisitEngland

• A separate arms-length organisation
• Developing Englands national tourism strategy
• Engaging with the industry
• Marketing the visitor economy
• Driving economic growth and excellence in English
  tourism
• Partners for England Forum primary platform for
  stakeholder engagement

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Ten recommendations
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Marketing Britain overseas

• Consolidate Britains position in traditional
  international markets and invest in emerging
  markets building on VisitBritains overseas
  network.
• Create product development and marketing
  initiatives that increase the value of inbound
  tourism spend.
• 3. Work with the industry and the national
  tourist board to develop UK-wide internet
  platforms and shared new media strategies.

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Marketing England at home and overseas

• Create a new English tourism lead body and agree
  processes for interaction with stakeholders and
  appropriate performance metrics.
• Create the strategy and 10 point plan for
  Englands tourism industry.

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Supporting the development of national tourism
policy

• 6. Engage all stakeholders in national tourism
  policy development and the nation in support for
  the tourism industry.
• Create a new Government-sponsored Tourism
  Advisory Council which draws together senior
  practitioners from industry and the public sector
  to engage with the government departments whose
  policies impact on tourism.
• Ensure that the visitor economy is considered in
  the development of public policy.
• Re-define the role of VisitBritain and agree new
  ways for it to work with its stakeholders and
  develop metrics to
  demonstrate its performance and value.

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Securing the legacy tourism benefits of 2012

• Secure agreement on future public and private
  sector funding and the resources needed to
  deliver the 2012 Olympic tourism legacy.

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What next?

• Deloitte/Oxford Economics report available online
  now
• Comments on the draft report by 17th November
• Publication of final report at the end of the
  year

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Investing to counter the recession

• The Campaign to Explore Britain

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A weaker helps inbound tourism
27.5
10
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The Campaign to Explore Britain
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The Review will deliver-

• Independent verification of direct indirect
  value of visitor economy
• A recession recovery plan to boost domestic and
  inbound tourism in 2009
• A ten step collaborative action plan to achieve
  the full potential of the visitor economy
• Clarity on future roles of VisitBritain
  VisitEngland and their relationships with key
  stakeholders

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• Delivering the full potential of the visitor
  economy

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Panel discussion and QA
Chair Bernard Donoghue, VisitBritain Panel Rashid
Bashir, Deloitte Christopher Rodrigues CBE,
Review Panel Chair Bob Cotton OBE, Tourism
Alliance Penelope, Viscountess Cobham, Review
Panel member Hugh Taylor, Chairman
VisitEngland Tom Wright CBE, CEO VisitBritain
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• Delivering the full potential of the visitor
  economy

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See separate notes on the questions and responses
which were raised on www.tourismreview.co.uk