The importance of a collective approach in delivering a thriving visitor economy

1. The importance of a collective approach in delivering a thriving visitor economy Jason Freezer, Destinations Manager

2. England's Regional Tourist Boards 1999 Northumbria Cumbria North West Yorkshire Heart of England East of England West Country Southern London South East England

3. Tomorrow’s Tourism A “wise” growth strategy for tourism is one which integrates the economic, social and environmental implications of tourism and which spreads the benefits throughout society as widely as possible. VICE Principle

4. Regional Tourism 1999 - 2010 • Regional Development Agencies (RDAs) created • RDAs given Strategic Leadership responsibility for tourism (2003) • DCMS regional tourism funding ‘direct’ to 9 RDAs • Recognition of Destination Management functions and structures below regional level, expansion, creation and formalisation of DMOs at local level.

5. Promoting Sustainable businesses & encouraging responsible visitors Greening VB Support Government Engage Industry Market to Consumers VisitBritain’s ST Strategy VisitEngland’s ST Strategy

6. Sustainability in action in England

7. Local Enterprise Partnerships (LEPs)

8. LEP prioritisation of Tourism/Visitor Economy

9. Strategic Framework – 2010 - 2020 • National Tourism Strategy • Stakeholders working together to achieve 5% annual growth • VisitEngland is the custodian of this document • Responsible for driving forward its implementation by partners • Coordinating the development of specific Action Plans • Monitoring progress of implementation • Measuring the impact • Provides the context for VisitEngland’s activities

10. This is a collective responsibility

11. Wise Growth

12. Wise Growth Vision and Objectives Grow tourism responsibly in a finite world, creating resilience and prosperity for all, balancing the growth aspirations of the Strategic Framework with the principles of sustainability. • principles of Wise Growth into all Action Plans. • principles of Wise Growth into communications strategies with visitors and residents to enable them to cherish the places they visit, live and work. • Measure, report and communicate the impacts of Wise Growth transparently.

13. Tourism stakeholdersand their priorities Visitors Authentic experiences Quality Value Business Environment Profit People Resilience Protect Preserve Enhance Residents Better place to live Jobs Community Wise Growth

14. Focusing on destinations • New audiences who need to understand the value of destination management • Nationally but also locally especially those who collectively own the destination • We need to: • Have a collective understanding to ensure we communicate the same messages nationally and locally • Measure our impacts and share results to prove our case

15. What does Destination Management involve?

16. What is a Destination M* Organisation? • A group of organisations that are focused on the growth of the local visitor economy (strategic partnership) • Not one organisation can complete all the functions in one place (or places) • Destination management organisations are about partnerships (public/ private and 3rd sector) • The “glue” that brings it all together

17. Destination Management Plans • Vision • A shared statement of intent for a given period of time on how to: • Manage • Develop; and • Promote • Identifies the opportunities and threats • Articulates each stakeholders role and responsibility

18. Succeeding in a new landscape • Celebrating and sharing best practice & innovation • Securing connectivity between local and national • Making sure the focus is on the destination