Welcome Tourism Breakfast Briefing Ian Frost Chief

Welcome Tourism Breakfast Briefing

Ian Frost Chief Executive Allerdale Borough Council

Cllr Alan Smith Leader of the Council Allerdale Borough Council

Cllr William Jefferson Executive Member: Tourism and Culture Allerdale Borough Council

Graham Kennedy Destination Manager Allerdale Borough Council

Create a strong Allerdale Destination Brand

Making the most of digital

Market opportunities

Claire Dunn Sector Skills Manager Cumbria Local Enterprise Agency

Workplace 2030 (13 years away) • Leaner, more agile workplace; • Flat structure; • Empowered employees; • Shorter job tenure; • High levels of Emotional Intelligence; • Artificial Intelligence & Automation; • Lifelong learning culture.

What is the Outcome of the Sector Skills Panels: To develop a Sector Skills Plan for the 8 growth priority sectors (Nuclear, Manufacturing, Visitor Economy, Professional Services, Construction, Health and Social Care, Land based / Agriculture / Rural and Logistics) described in the Cumbrian Strategic Enterprise Plan by April 2018. The Sector Skills Plan for Visitor Economy consists of: * A description of the Sector in its broadest sense; * Analysis of the skills requirement in the Sector; * Forecast of the potential supply and demand by employers from the learning and provider network; * Recommendations to address the issues and challenges raised by the forecast.

Aiming for Sustainable Business Growth for Cumbria through people and skills development These Sector skills plans are being developed as an integrated part of the ESF funded Edge Project. They are being developed to leave a legacy which will inform and influence the planning and delivery of the skill provider curriculum which will meet Cumbrian employer requirements.

How can you play part in the Cumbria skills agenda? • • • The Visitor Economy will be asked to nominate members to work on a Task and Finish group who have expertise and knowledge of the broad skills requirements of the sector. The Task and Finish group members will contribute from a Cumbrian sector perspective rather than an organisational perspective: The Visitor Economy main Group will receive regular updates in the work of the Task and Finish group and will provide an oversite on the direction of travel; The Task and Finish group members will contribute by sharing knowledge and expertise of the sector.

So what are the Benefits for you or one of your colleagues joining the Task and Finish Group? 1. You are contributing knowledge and expertise of the sector to the task and finish group on an important project for Cumbria; 2. You will develop meaningful relationships with sector specialist training providers to enhance your company skill base; 3. You can influence Government thinking in the development of the Skills system for Cumbria; 4. You can influence career advice and guidance and work experience within your Sector; 5. You can gain an understanding of the emerging teaching and learning processes and activities in the provider base; 6. You have the ability to influence curriculum planning in the provider base to make it more relevant to employer needs.

What does the Sub Group look like? • • • 1 / 2 Learning and Training Providers 8 – 10 employers (representatives from each District) I Public Body / Stakeholder that has industry knowledge 1 LEP Sector Skills Manager as the Facilitator 1 Representative from the Enterprise Adviser Network We envisage 3/4 engagement sessions to develop the Sector Skills Plan

Visitor Economy Sector Panel update Panel Meeting Content of Panel 1 Panel Established and Landscape of the Economy discussed and Agreed 2 Learning and Development landscape and skills pinch points discussed and agreed 3 Next meeting afternoon of Monday 22 January 2018 in Penrith Solutions and actions agreed and report developed Engagement on development of report via email necessary too

If you would like to have a voice … Contact: Claire Dunn, Sectors Skills Manager LEP Mobile: 07969230009 Office Number: 01768 212861 Email: cdunn@carlisle. ac. uk

Allerdale Tourism Breakfast What is driving success in the tourism sector? Gill Haigh Managing Director Cumbria Tourism

Overview • • • Research latest & trends What is driving this success? Opportunities and ensuring it continues Case Studies Listening and working together

Trends 2016 & 2017 Inbound Tourism 7 th - consecutive year of growth 27% - increase in nights 28% - hike in spend 2017 - the UK welcomed 4. 0 million overseas visits in July, up 6% on July last year and setting a new July record. 14% - growth in visits to NW January - June. Domestic visitors So far in 2017 overnight stays are -2% on last year Day visits around -4%. England serviced accommodation occupancy up 1%.

• • • Cumbria Stats/Trends £ 2. 72 billion value to Cumbria 36, 240 FTE jobs 45 m visitors - 6. 3 m overnight 4% increase - tourist days 5. 2% increase - tourist numbers 4. 1% increase - tourism revenue 86% domestic - 14% overseas Many first time visitors from younger age groups 50% increase in day visitor spend 19% increase in staying visitor spending (including accommodation) Satisfaction up Latest BSS - a good season overall but concerns about increasing costs, staff recruitment, and traffic and parking problems for visitors.

Allerdale Stats/Trends Allerdale = 16% share of Cumbria’s visitors and tourism revenues 2015 – 2016 saw an increase of: • 3. 1% tourist days • 3. 7% tourist numbers • 3. 2% tourism revenue • Jobs supported by tourism grew by 1. 3% mainly due to day visitors

What is driving this success? • • • Exchange rate Staycation Prospects of Brexit Regular flights into Manchester/Newcastle & ferries into North East New & emerging markets Major commercial & capital investments leading to real success stories: Lakes Distillery Lingholm Kitchen Lodore Falls • Film notoriety & world class events and experiences • Deemed as ‘Safe’ • Successes of CT & Visit Britain/England

It’s a crowded marketplace! Visitors have greater choice of where to spend time and money • • • Budget airline packages Competition from other UK destinations Traditional activities key but want new ones too Everyone seems to want to be the Adventure Capital Changing and higher expectations Many more information & booking sites What is this telling us? Cumbria’s tourism offer must be able to evolve to remain attractive and meet expectations.

Opportunities - made for visitors • LD WHS designation + Hadrian’s Wall • Catalyst to raise international profile and competitiveness • Attract/retain talent and draw in potential investment • Incentive to develop new products/services that will attract new customers/markets • Plans for passenger flights to/from Carlisle Airport • Attract and disperse approach • Build on reputation of successes • Extend stays, seasons and increased spend • CT will build on strong track record of raising profile of ‘Cumbria – World Class Destination’ – in partnership Just 1% increase in cultural visitors spending on accommodation, leisure activities, and food and drink, could boost our economy by about £ 20 m

CT Award winners

Cumbria Tourism – Achieving on your behalf • • Inherit strong position - county DMO – 40+ years 2, 500 member businesses countywide 97% commercially funded Not-for-profit – every penny reinvested to deliver simple mission: “Establishing Cumbria as a world class destination and growing tourism” Delivered through: - Effective Destination Marketing and Communications - Strong Leadership and Strategic Representation - Supporting Sustainable Development - Research, Policy & Strategy • Shaped by our members • Confident team and Board • High regard for CT – locally, nationally - reflected in invitations

Conclusion Cumbria’s visitor economy’s success is all our responsibility To achieve this we must …. . • form true partnerships • Think differently and challenge our perceptions • Be open to change and work differently • Achieve a balance - in ways attractive to tomorrow’s visitors and sympathetic to our landscape ---------------------------------------------- • CT is well placed to deliver marketing of our world class destination and ‘the place to be’. • We welcome Allerdale’s approach • Strong member/partner support = the more we can achieve • Keen to hear views from everyone here today The prominence and success of Cumbria Tourism and its services can only be a win, win for Allerdale and its visitors”.

Questions and next steps Ian Frost Chief Executive Allerdale Borough Council