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British Tourism Framework Review

British Tourism Framework Review. Tom Wright Chief Executive, VisitBritain TMI Annual Convention 2009 Mercure Holland House Hotel Bristol 9 October 2008. The Required Framework.

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British Tourism Framework Review

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  1. British Tourism Framework Review Tom Wright Chief Executive, VisitBritain TMI Annual Convention 2009 Mercure Holland House Hotel Bristol 9 October 2008

  2. 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

  3. WHERE WE ARE TODAY

  4. The global visitor economy Predicted growth to mature economies of 3% pa Actual Forecasts 1,600 1.6 bn 1,400 Middle East 1,200 Africa 1 bn 1,000 Asia and the Number of visits (millions) Pacific 846 mn Americas 800 Europe 600 400 200 0 1950 1960 1970 1980 1990 2000 2010 2020

  5. Global picture – share of international arrivals in 2007 4 in 5 are intra-Europe trips 9 in 10 are intra-AP trips

  6. Inbound to Europe – trends and forecasts

  7. Forecasts in context 650 million more ‘middle class’ Asian households

  8. Over the past few years... More UK residents own a home abroad UK population more diverse More Brits live abroad More foreign students at UK universities More competition for holiday visitors More UK based multi-nationals

  9. The £85.6bn British pie

  10. UK’s global market share of international tourism 6th most visited destination and earner from international tourism

  11. 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

  12. The UK’s International Tourism Balance of Payments

  13. 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

  14. 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

  15. Contrasting trends • Shift in purpose mix of inbound trips • Friends and family are important • Business tourism

  16. FUTURE CHALLENGES & OPPORTUNITIES

  17. Access challenge:Getting to, from and around Britain

  18. Socio demographic challenges & opportunities • 12% inbound visits were by the over 55s in 1993, 17% in 2007 • British ex-pats account for one-in-eight inbound visits • The family unit is evolving

  19. The internet

  20. Accommodation sector productivity challenge On average 53% of available bed spaces in serviced accommodation are empty

  21. 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’

  22. CHALLENGES REAL & PERCEIVED

  23. A SUSTAINABLE FUTURE

  24. 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

  25. 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

  26. Sustainability • Economic prosperity • Social equity and cohesion • Environmental & cultural protection • Resource depletion • Balance scorecard

  27. The future…to 2012…& beyond • Welcoming the world • Engaging the customer • Extending our reach through partnerships • Winning new business • Leaving a legacy

  28. WHY TOURISM MATTERS

  29. Tourism reaches parts that other industries don’t… Dispersed throughout Britain Indirect benefits Brand Britain Won’t achieve full potential without active public agency & government support & investment Spillover effect Major source of employment

  30. WHAT IS THE NEEDED TOURIST BOARD FRAMEWORK?

  31. Destination investment £m tourism investment

  32. Enquiries

  33. VISION & POLICY INDUSTRY Visitor Destination Marketing Organisations/ Local Authorities London England Wales Britain Scotland STRATEGIES Shared Platforms Overseas Networks Distribution Services

  34. VisitEngland VE Partners for England Business Services (shared with VB) The National Tourism Strategy Marketing & The Visitor Experience Industry Engagement

  35. VisitEngland 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

  36. 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

  37. VisitBritain VB Policy Forum Business Services (shared with VE) Secretariat Marketing Directors Board Strategy & Insights Marketing Britain Overseas Network Distribution Services

  38. VisitBritain Core Strategy & Insights • Communications • Research & Insights • Policy & Advocacy • Strategy Marketing Britain • Brand Britain • Brand Partnerships • Britain Online • Events & Exhibitions

  39. VisitBritain - Common Platforms Overseas Network • Operations & Stakeholder Management • Europe • Asia Pacific • Americas Distribution Services • National Tourism Open Platform (NTOP) • Retail & Commercial Services • Publishing • BLVC

  40. Decade of change VB3 & VE VB 2 VB FMD & 9/11 BTA & ETC 2000 2002 2004 2006 2008

  41. 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

  42. what happens next?

  43. 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

  44. New VB 3 year strategy Feb 2009 New 3 year VE/P4E England strategy 2009

  45. QUESTIONS

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