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James Berresford Chief Executive VisitEngland

James Berresford Chief Executive VisitEngland. Partnerships, Policies Promotions & Reviews. Our shared growth ambition 5% average growth, year on year, in the value of tourism since 2010 7 % uplift in jobs since 2010 = 178,000 Circa 70% of actions completed Refreshed in 2015.

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James Berresford Chief Executive VisitEngland

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  1. James Berresford Chief Executive VisitEngland Partnerships, Policies Promotions & Reviews

  2. Our shared growth ambition • 5% average growth, year on year, in the value of tourism since 2010 • 7% uplift in jobs since 2010 = 178,000 • Circa 70% of actions completed • Refreshed in 2015

  3. The “staycation” trend of more domestic holidays has continued for 5 years – levels of holiday taking are still higher than pre-recession Trips (m) Holiday VFR Business Source: GBTS

  4. Growth patterns in trip volumes are very different in London vs elsewhere in England Vs. Pre-recession high +8% -5% Source: International Passenger Survey

  5. 90 70 50 30 How Satisfied Are Visitors to English Destinations? Overall Performance Likelihood to Revisit 86% excellent/ very good 77% definitely/ probably TRI*MIndex: 94 86% definitely/ probably 65% much/ slightly better Likelihood to Recommend Likelihood to Recommend Competitive Advantage Source: VE Brand, Communications and Satisfaction Tracker Source: VisitEngland Brand & Satisfaction Tracker 2013-14 data

  6. 90 70 50 30 And Visitors to the Isle of Wight? Overall Performance Likelihood to Revisit Isle of Wight 76% Isle of Wight 90% 86% excellent/ very good 77% definitely/ probably TRI*MIndex: 94 86% definitely/ probably 65% much/ slightly better Isle of Wight 74% Isle of Wight 92% Likelihood to Recommend Likelihood to Recommend Competitive Advantage Isle of Wight 100 Source: VE Brand, Communications and Satisfaction TrackerNB Base size for Peak District = 55 Source: VisitEngland Brand & Satisfaction Tracker

  7. Northumberland x 102 Newcastle 92 Durham 87 ENGLAND Scarborough Lake District Lake District North York Moors 94 97 95 111 99 Yorkshire Coast York 102 Yorks Dales 104 The Isle of Wight is one of the best performing English destinations in delivering visitor satisfaction 100 Leeds Blackpool 83 x 89 Manchester Lincoln Peak District 85 80 98 Skegness Liverpool Staffordshire Derbyshire 91 96 92 74 Chester Birmingham Other Norfolk Gt Yarmouth 94 Notting-ham 75 x 90 97 Warwickshire 83 Suffolk 82 Cambridge 94 Stratford 91 Shropshire 95 91 Essex Cotswolds x 74 100 London Bristol Bath Kent Coast 100 Oxford Canterbury Wiltshire 85 101 92 81 88 94 East Sussex Somerset Gloucester-shire Kent Total New Forest 82 95 104 82 86 Total Hants Other Devon Brighton 91 Eastbourne Bournemouth Cornwall 96 82 89 95 91 Isle of Wight 108 Torquay Wey-mouth 100 105 x 7

  8. The IOW exceeds the England average in being safe, clean, welcoming and offering good value and good local transport % Describing Destination as Excellent or Very Good Source: VisitEngland Brand & Satisfaction Tracker

  9. There are no areas where the Island scores more than 1% below the national average – even cost of access is in line % Describing Destination as Excellent or Very Good Source: VisitEngland Brand & Satisfaction Tracker

  10. Futures

  11. 1. Demographic trends • The population is changing – over the next 10 years, the number of older people will increase ...and as baby boomers hit retirement age, catering for this group (who don’t behave like “old” people) will be vital • There’s also been a mini baby-boom – leaving the “squeezed middle” to care for (and finance) the growing numbers of young and old • There are increasing numbers of UK residents born outside the country – but their leisure habits are often poorly understood • The traditional family unit is less common than it once was – but this isn’t always recognised by businesses

  12. 2. Technological trends • Since 2006, there has been an increase of over 100% in the number of domestic trips booked online... • ...mobile devices have changed how we use the internet... • ...yet not all businesses have a website yet (and if they do, it’s not always mobile enabled) • Near universal internet penetration in the UK + proliferation of holiday-related UGC mean that the consumer has more information than ever before to help make a decision FOMO (the fear of missing out) can drive increased leisure But it can be overwhelming – we need to help simplify things

  13. 3. Leisure time / economic trends • Despite the recession, spending on leisure and recreation has held up – money may be tight, but work life balance is vital • ...but value-seeking (and the role of great deals) will remain crucial • It’s not just about “the big holiday” any more - the average English holiday is getting shorter and shorterwith people taking portfolios of trips • ...and we’ve changed how we plan – last minute is ever more common, making it hard for businesses to predict customer flows

  14. Growing Tourism Locally • Progress to date £517.19 million 9,620 indirect jobs (target 9,139) 4 more evaluation rounds still to come. • Working in partnership with VS & London and Partners to measure the economic impact of business events, meetings, incentives and conferences(with common methodology) • Complete evaluation will take place post March • For now…Activity continues

  15. Themed Campaigns Summer 2014 • Holidays through History • Cycling Autumn 2014 • A Taste of England • Romance Spring 2015 live now! • Heritage in Spring • Family in Summer/Big Summer Holiday • Be Part of History: Rugby

  16. Cycling Breaks in England’ supplement Guardian micro site

  17. Travel Trade • Media breakfast at ABTA convention with partners • Travel Trade Master lass for Destinations planned for Spring 2015 • Trade workshop with England’s Heritage Citieshosted over 750 B2B meetings connecting over 45 regional delegates with 40 key tour operators in an attempt to help drive tourism outside of London

  18. Quality Expertise Knowledge Relevant Real time Right channel Offers Ideas Availability New news Tactical etc I need information

  19. Destinations and Tourist/Visitor Information Centres Tourist/ Visitor Information Centres Businesses follow and are followed by Destination and TIC’s

  20. International activity Regional Airports Taskforce • Two roundtables per year involving DMOs, English regional airports and other key stakeholders (Tourism Minister, Airports Commission) • VisitEngland stand at World Routes in partnership with regional airports and DMOs • VE attendance at Routes Europe

  21. Strategic Partnership Update Arts Council • 10 successful Cultural Destination Projects • Focus now on delivery, sharing learning and evaluation National Parks • Volume & value data for NPs • NPs itineraries (international) • Presence on visitengland.com Creative England • Launched Jan 2015 English Heritage • Launched in Lincoln Oct 2014 Sport • In our sights for 2015/16

  22. Working with the Met Office • Keen to work together with tourism Considering timing of information Monitoring accuracy over crucial holiday periods Develop “Weather Bot” and embedding weather app on destination websites Develop a YouTube Guide to Weather Apps Pilot Met Office training for the tourism sector and encourage front of house staff to develop a degree of expertise in this area

  23. Access for All Project 2 (EC) • VE secured €125,000 cash grant from the EC • 7 destinations; 56 businesses • 1st October 2014 – end March 2016 Designing Implementation (product development) Dissemination (Marketing campaign - September 2015) Evaluation • Contact: Ross Calladine Northumberland Derbyshire Lincoln Nottinghamshire Birmingham Kent Brighton

  24. Tourism Superstar going strong • Engage your MPs for constituency day ETW15 • 14 - 22 March 2015 • The Big TweetEnd (21-22 March 2015) • Family Holiday Association – 40th Birthday 500 for 500 pledge Example of activity – Discover Lincolnshire: • Started 10 years ago, evolved into countywide event • Purpose to get local people to explore their local attractions & revisit later in year

  25. Rugby World Cup 2015 • 3rd largest global audience for a sporting occasion – 4bn TV audience • Over 2m tickets to be sold • 400-500k overseas tickets • Rugby “demographics” are just right • Shoulder period • no displacement or accommodation issues

  26. Why we’re involved – and why you should be! • Great spread of destinations • Opportunity to showcase England’s sporting heritage • Excellent chance to generate coverage of England and ultimately, drive new visitors to the country • Estimated economic impact of at least £2bn

  27. Year of the English Garden ‘16 • Capability Brown Tercentenary • Quintessentially English and a key motivator for travel internationally • Wealth of product (circa3,000 historic parks and gardens open to the public) • Working in partnership with DMOs, RHS, EH, NT, HHA, NGS. • 2014/15 - content gathering • 2015 - trade and PR programme • 2016 - consumer activity

  28. Looking ahead • Outcomes of Triennial and understanding what that means • Commons Select committee • General election and CSR • We need to maintain the momentum and be consistent in our message about the visitor economy locally and nationally National balance International competition Public sector support Anticipate new landscape Tourism’s ‘perception’

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