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Niche Tourism as an Agent of Growth

Niche Tourism as an Agent of Growth. Phil Evans Head of Strategy VisitEngland. Niche Tourism as an agent of growth. Tourism is growing everywhere…but so too are the options for visitors Domestic m ass market tourism can no longer offer a growth solution

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Niche Tourism as an Agent of Growth

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  1. Niche Tourism as an Agent of Growth Phil Evans Head of Strategy VisitEngland

  2. Niche Tourism as an agent of growth • Tourism is growing everywhere…but so too are the options for visitors • Domestic mass market tourism can no longer offer a growth solution • The ‘typical’ domestic summer holiday has changed beyond recognition • The industry needs to adapt to ever-changing consumer behaviours • Opportunities to contribute to the national growth target

  3. Tourism is growing everywhere?

  4. …maybe not everywhere!

  5. The Move from Mass Tourism

  6. Accommodating new kinds of tourism

  7. Changing Consumer Behaviours

  8. Opportunities for Growth

  9. There are many opportunities to move away from what is commonly seen as mass tourism

  10. Value for time

  11. Developing new niche products: • Food and Drink • Walking, Cycling and Activity Breaks • Nature Tourism • Re-focusing on traditional strengths • Industrial Heritage • Accessible Audiences • Arts, Crafts and Learning • Developing Local Identity

  12. A destination doesn’t need to have a unique World Class Heritage Site to develop its own identity- we are lucky in England to have multiple options but the same rules can be applied almost anywhere

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