British Tourism Framework Review Tom Wright Chief Executive, Visit. Britain TMI Annual Convention 2009 Mercure Holland House Hotel Bristol 9 October 2008
The Required Framework A British national tourism organisation (NTO) to harness the resources of Britain, the devolved agencies, industry and government • • An NTO that harnesses its international network to develop and coordinate marketing programmes and partnerships • An England structure constituting a shared English leadership agency for national and devolved tourism interests
WHERE WE ARE TODAY
The global visitor economy Predicted growth Actual to mature economies of 3% pa Number of visits (millions) 1, 600 1, 400 1, 200 1, 000 800 600 Forecasts 1. 6 bn Middle East Africa 1 bn Asia and the Pacific Americas 846 mn Europe 400 200 0 1950 1960 1970 1980 1990 2000 2010 2020
Global picture – share of international arrivals in 2007 4 in 5 are intra-Europe trips 9 in 10 are intra -AP trips
Inbound to Europe – trends and forecasts
Forecasts in context 650 million more ‘middle class’ Asian households
Over the past few years. . . UK population more diverse More foreign students at UK universities More UK residents own a home abroad More UK based multi -nationals More Brits live abroad More competition for holiday visitors
The £ 85. 6 bn British pie
UK’s global market share of international tourism 6 th most visited destination and earner from international tourism
Trends in inbound and outbound tourism 1991 – Gulf War 1994 – Channel Tunnel 1997 – Asia finance crisis 2001 – FMD and 9/11 2003 – Gulf War/SARS 2004 – EU expands
The UK’s International Tourism Balance of Payments
Inbound markets – contrasting trends 2000 -2007 (1) 1. 4 million more visits from Spain 1. 1 million more visits from Poland 900, 000 more visits from Ireland 700, 000 more visits from Germany 700, 000 more visits from Italy
Inbound markets – contrasting trends 2000 -2007 (2) 346, 000 fewer visitors from USA 225, 000 fewer visitors from Japan 66, 000 fewer visitors from Israel 52, 000 fewer visitors from Greece 34, 000 fewer visitors from Hong Kong
Contrasting trends • Shift in purpose mix of inbound trips • Friends and family are important • Business tourism
FUTURE CHALLENGES & OPPORTUNITIES
Access challenge: Getting to, from and around Britain
Socio demographic challenges & opportunities 12% inbound visits were by the over 55 s in 1993, 17% in 2007 British ex-pats account for one-in-eight inbound visits The family unit is evolving
The internet
Accommodation sector productivity challenge On average 53% of available bed spaces in serviced accommodation are empty
Heritage and culture remains a core UK strength Britain perceived as a world leader In an increasingly competitive market vital to build on USPs, not rely solely on tactical use of ‘fashion’
CHALLENGES REAL & PERCEIVED
A SUSTAINABLE FUTURE
The future • Economic cycles will ensure good years and bad years but… …has the era of discretionary spending power & falling travel costs ended? • New global hubs for business • Socio-demographic change will impact why we travel and who we travel with
The future • Geo-politics • Fashions will come and go …. there will always be shocks • Technology will alter how we research, book, experience and recount travel Competition for tourist $ Climate change will shape government, business and consumer behaviour
Sustainability • Economic prosperity • Social equity and cohesion • Environmental & cultural protection • Resource depletion • Balance scorecard
The future…to 2012…& beyond • Welcoming the world • Engaging the customer • Extending our reach through partnerships • Winning new business • Leaving a legacy
WHY TOURISM MATTERS
Tourism reaches parts that other industries don’t… Dispersed throughout Britain Indirect benefits Brand Britain Spillover effect Major source of employment Won’t achieve full potential without active public agency & government support & investment
WHAT IS THE NEEDED TOURIST BOARD FRAMEWORK?
£m tourism investment Destination investment
Enquiries
VISION & POLICY Visitor INDUSTRY Destination Marketing Organisations/ Local Authorities Overseas Networks Distribution Services STRATEGIES Wales Scotland Britain London England Shared Platforms
Visit. England Partne rs for Englan d The National Tourism Strategy VE Business Services (shared with VB) Marketing & The Visitor Experience Industry Engagem ent
Visit. England The National Tourism Strategy • Policy and Advocacy • Strategy Development • Research & Insights • Communications & Reputation Marketing & The Visitor Experience • Gateway Marketing • Digital Marketing • Visitor Information • Visitor Offer Industry Engagement • Managing and Developing Quality • Business Development & Support • Key Account Management
The role of Partners for England Informs and influences England’s tourism strategy Offers direction & acts as an expert advisory panel to VE Ensures stakeholder buy-in Promotes outcomes with the tourism communities it represents Actively involves the industry Maximises resources through partnership working
Visit. Britain VB Policy Forum Business Services (shared with VE) Secretariat Strategy & Insights Marketing Britain Oversea s Network Marketin g Director s Board Distributio n Services
Visit. Britain Core Strategy & Insights • Communications • Research & Insights • Policy & Advocacy • Strategy Marketing Britain • Brand Partnerships • Britain Online • Events & Exhibitions
Visit. Britain - Common Platforms Overseas Network • Operations & Stakeholder Management • Europe • Asia Pacific • Americas Distribution Services • National Tourism Open Platform (NTOP) • Retail & Commercial Services • Publishing • BLVC
Decade of change VB 3 & VE BTA & ETC 2000 FMD & 9/11 2002 VB 2004 2006 2008
What does success look like • • • Strategic partners, Brand partners, travel partners Shared platforms One overseas network Shared strategies and metrics Common policy and Government affairs 2012 legacy THE HIGH ROAD
what happens next?
End Oct – Nov…consultation on draft report with stakeholders 11 Nov…Deloitte’s Economic Case for Tourism launched …and publication of Executive Summary of British Tourism Framework Review …full report released end Dec/Jan 2009
New VB 3 year strategy Feb 2009 New 3 year VE/P 4 E England strategy 2009
QUESTIONS
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