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Welcome within England’s Strategic Framework for Tourism

Welcome within England’s Strategic Framework for Tourism. James Berresford CEO, VisitEngland. Abolition of RDAs and dismantling of regional structures The rise of local DMOs structures A new national body for tourism A new Government with a new policy. A New Tourism Landscape. Key Stats.

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Welcome within England’s Strategic Framework for Tourism

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  1. Welcome within England’s Strategic Framework for Tourism James Berresford CEO, VisitEngland

  2. Abolition of RDAs and dismantling of regional structures The rise of local DMOs structures A new national body for tourism A new Government with a new policy A New Tourism Landscape

  3. Key Stats • Tourism is worth £96.7bn to England´s economy • Supports 2.2 million jobs • 25.5 million overseas visitors to England in 2010 • Spending £14.5bn

  4. Strategic Framework • 5% growth in value, year-on-year, over the next decade • Objective 4: To facilitate greater engagement between the visitor and the experience • Series of Action Plans Welcome Action Plan Transport Action Plan

  5. Transport Action Plan • Out for consultation • Opportunities for increasing leisure travel • Better transport connectivity to airports • Identifying the needs of leisure travellers using public transport • Greater integration of rail and improved access to regional airports • Improving the Brown Signing system • Identify the needs of the visitor from point of arrival to point of departure

  6. Welcome Action Plan • To provide a consistently warm welcome to England Staff upskilled to offer warm and convivial welcome Enhance sense of place at key touch points • Airport engagement through audit & improvement plans • Share best practice across airports and other sectors e.g. rail • VE support for visitor information

  7. Business Visits and Events • Promotion of English destinations to international business event planners - airport key contributor to destination promotion • Familiarisation visits for leading business event planners showcasing routes into England • ‘Best practice’ toolkit for destinations including destination welcome for events – airport key role in welcome • Focus on emerging markets in addition to traditional source markets

  8. A massive opportunity to turn the eyes of the world on the fantastic product we have… Festival programme Torch relay Diamond Jubilee And just everything else we do so well! 2012 Help or hindrance?

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