Working together to achieve success was the message coming from Visit Britain at the English Destination Management Forum held in London last week. Around 100 senior representatives from English destination and tourism organisations attended the meeting which was addressed by the Minister for Heritage, Arts and Tourism, Mr John Glen MP.
Sally Balcombe, Chief Executive of Visit Britain/Visit England began with an update on the Industrial Strategy Tourism Sector Deal which has now been formally presented to the government. More than 450 businesses and organisations fed into the consultation process to help shape the final outcomes of the submission by reaching out to the 200,000+ small businesses in all the sectors that make up our vibrant tourism industry. At the end of September, the Tourism Industry Council signed off on the following bid priorities:
- A 10-year tourism and hospitality skills campaign to boost recruitment, skills and long-term careers providing the industry with the workforce it needs;
- Boosting productivity by extending the tourism season year-round and increasing global market share in the business visits and events sector;
- Improve connections to increase inbound visits from more markets by 2030 by making it easier for overseas and domestic visitors to not only travel to the UK but explore more of it;
- Creating ‘tourism zones’ to build quality tourism products that meet visitors needs and expectations, extending the tourism season and fixing localised transport issues to improve the visitor experience.
Mr John Glen, MP, spoke of his support for the bid, his firm belief in the priorities put forward and the need for the tourism industry to speak with ‘one voice’; to work collaboratively to achieve a sector deal which could be worth millions of pounds.
Marketing updates highlighted the need to look beyond the expected, to link the ‘known and loved’ to the unexpected experience just around the corner and there were a number of breakout sessions including diversification and commercialisation of destinations, tourism trends and how to make the most of English Tourism Week.
- VisitEngland/VisitBritain update:
- VisitEngland/VisitBritain Marketing update:
- DMO diversification and commercialisation:
- Tourism Trends:
- Business Support update:
- How to make the most of English Tourism Week:
- How to make products bookable for the international markets:
Ends November 2017.
Jennette Baxter, Development Manager for Visit Exmoor, met John Glen, MP, in London.