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Robin Bischert Chief Executive Bath Tourism Plus

Discover how Bath Tourism Plus promotes tourism, improves local economy, and enriches visitor experiences in the historic city of Bath. Explore key achievements, challenges, and future directions.

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Robin Bischert Chief Executive Bath Tourism Plus

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  1. Robin Bischert Chief Executive Bath Tourism Plus

  2. Bath Tourism Plus (BTP) • BTP is a Destination Marketing Organisation responsible for promoting and marketing Bath and the surrounding area • Company established in October 2003 – replacing the local authority operated Bath Tourism Bureau • Public/Private Partnership – ‘not for profit’ local authority controlled company

  3. BTP Board Structure • Two shareholders • B&NES Council • GWE Business West • 13 Board Directors • Executive Chair • 3 Directors nominated by each individual shareholder • 6 Directors nominated for their professional expertise and/or sector knowledge

  4. Bath Tourism Plus • BTP Company Mission • “Work with its partners to deliver a flourishing and sustainable tourism industry in B&NES which contributes to economic prosperity, enhances the image of Bath and the surrounding area, is in harmony with its unique environment and adds to the quality of life for those who live there”

  5. DestinationPartnership

  6. DestinationPartnership Future Bath Plus’s main areas of focus • Creation of a Business Improvement District • Research and assessment of destination performance • Coordination of events and destination marketing activity • Championing product development and public realm improvement

  7. Starting Point BTP Business Plan 2003/5 “ …following the establishment of a membership organisation and its first two years of operation the Company will enter into a new joint working arrangements within a larger sub regional partnership organisation”

  8. Key Challenges A strategic reassessment of the operation = Focus on Destination Marketing rather than Destination Management • Invest in areas offering potential income growth and synergy with both the company and destination objectives: • New DMS system with online booking capability • Takeover the Bath Christmas Market • Refresh TIC • Withdrawal from loss making areas e.g. reduce the number of publications

  9. Key Challenges Cultural change • Adopt a commercial focus • Reassessment of priorities • Devolved responsibility • Encouraging innovation and entrepreneurship • Excel on promises made to our members and over delivery against plans agreed with shareholders • Reward success

  10. The story so far…………….Income & Funding 2004 - £800K (50% Public sector funding) 2011 - £2m (20% Public sector funding) • Commercial income 42% increase during the last two years • Public sector funding support £400,000 per annum via a Service Level Agreement with B&NES Council

  11. The story so far……..Commercial Membership 2003 No commercial members 2011 452 (over 90% annual retention rate) 85% of members are SMEs Average membership fee £200 Additional income per member £595* Total average income per member £795 * Income from advertising and accommodation booking commission

  12. The story so far………Commercial Membership

  13. The story so far………...Tourist Visitor Centre Footfall • - 301,000 2011 - 540,000 Accommodation Bookings 2003 - 6,000 2011 - 9,000 (6,000 bookings online) Value of Bookings 2003 - £593,000 2011- £1.6m

  14. The story so far……..…..Tourist Visitor Centre Net Retail income 2003 - £30,000 2011- £101,000 Tickets sold 2003 - Minimal 2011- 39,500 Value of Ticket Sales 2011 - £546,000

  15. The story so far……………..…………Marketing Limited budgets - so focus has been on PR Campaigns • Jane Austen (BBC Series + Hollywood movie). BTP generated coverage in; - Daily Express, Daily Mail, Sunday Express, Telegraph Magazine, Country Living, GB Magazine (Holland), Check In (Finland) and the Washington Times (USA)

  16. The story so far……………..…………Marketing Royal Bath (Royal Wedding) 12 international journalists visited Bath to feature the destination in articles around the Royal wedding Overall value of PR coverage 2003 – £500,000 2011 – £1.7M

  17. The story so far............Bath Christmas Market Trading loss/surplus 2004 (-£17,000) 2011 £135,000 • 129 retail units • 300,000+ visitors over an 18 day period • £60 spend per person on retail, entertainment, food and drink in the market and city

  18. The story so far............Bath Christmas Market • 64% of visitors attracted to Bath because of the market • 13% of visitors stay overnight • In 2010 the Christmas Market generated an additional spend of £10.8m in the destination

  19. The story so far………………………Research

  20. The story so far....................................Staffing

  21. Questions

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