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Enhancing England's Tourism: A Strategic Framework for Growth and Quality

The British Tourism Framework aims to improve collective marketing efforts, drive up quality experiences, and leverage England's strengths. With a focus on maximizing the opportunities from the London 2012 Olympics, it advocates for a thriving tourism industry that contributes £97 billion to the economy and creates 225,000 jobs. Key objectives include enhancing global visitor market share, developing compelling destinations, and facilitating better engagement between visitors and their experiences. Through strategic actions, the framework champions tourism's vital role in England's economy and quality of life.

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Enhancing England's Tourism: A Strategic Framework for Growth and Quality

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Presentation Transcript

  1. British Tourism Framework Review

  2. Consultation • Improve the “collective” marketing of England • Drive up quality of experience & place • Build on our strengths • Maximise the 2012 opportunity for England • Champion the cause of tourism

  3. The Framework – makes the case for tourism • £97bn • 225,000 jobs • Entry-level and entrepreneurial jobs • Tourism cannot be off shored and has impact right across the country

  4. The Framework – sets out the opportunities • Strength, variety and richness of offer in England • 2012 and the Cultural Olympiad • Decade of Sport • VisitEngland – a new body for tourism

  5. The Framework – sets out challenges • Financial constraints (doing fewerthings better) • Perceptions and understanding of tourism • Inconsistencies in quality • The cost of doing business in England

  6. Our visionTo maximise tourism’s contribution to the economy, employment and quality of life in England

  7. Strategic Framework objectives • Increase England’s share of Global Visitor Markets • Offer visitors compelling destinations of distinction • Champion a successful, thriving tourism industry • Improve engagement between the visitor and experience

  8. Increase England’s share of global visitor markets • The national and international marketing strategy (and Olympics marketing strategy) • A business tourism action plan • A national events programme including the Cultural Olympiad, the Decade of Sport and the Queen’s Diamond Jubilee

  9. Create compelling destinations of distinction • Regional tourism framework agreements celebrating and cementing the activity of the visitor economy within regions and amongst a range of regional partners • Best practice in destination management planning • Assured England (a new approach to Quality accreditation) • The England Satisfaction Survey

  10. Champion a successful, thriving tourism industry • Making the case for Tourism • National Research and Intelligence Programme • Resort Action Plan • Rural Tourism Action Plan • Sustainability • The National Skills Strategy

  11. Greater engagement between the visitor and experience • Modernising visitor information • Tourism and Transport Strategy • Accessibility

  12. Taking the challenge forward

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