LCR Visitor Economy Members Meeting Opportunities & Challenges - - PowerPoint PPT Presentation

LCR Visitor Economy Members Meeting

Opportunities & Challenges Peter Sandman Head of Visitor Economy 19th July 2017

• Priorities – International & far domestic markets
• Positioning & Proposition – Leading with Liverpool +

destinations & product brands that are significant

• Dispersal – Packaging (themes, experiences), information &

connectivity

• Leisure Markets – Under indexing in key markets – France ,

Germany, Italy, Belgium & US – target 2%

• Business Tourism
• National corporate/associations = multi year deals/rotating

annual business

• International = Associations through ambassador programme
• +/- 500 delegates
• Visitor Economy Resilience – Staying visitors increased by

63% since 2003, it is a stable market averaging 3.4 million rooms sold in serviced accommodation per annum

Growth

• £4.4bn by

2020 versus £4.1bn in 2016.

Market Opportunities

Strategic Opportunities

Destination Marketing £1m+ plus by 2020

Progress – Centralising delivery & establishing a comprehensive marketing strategy capable of securing public/private sector investment

Destination experience

Destination Marketing

BVE Product

Skills & Connectivity

BVE Subvention £1m+

Progress – BVE SIF full business case provides a sustainable solution – including commercial model and LCR Strategy

Skills & Connectivity

Progress– LJLA route/carrier development, building digital platforms, cruise liner terminal. Creating career pathways through VE Passport.

Product Internationalisation – Progress – Projects have

been agreed, scoped and

• prioritised. Funders – DEF,

SIF, ERDF & Interreg

• Greater collaboration over core funding – Mandatory or voluntary levy

are being considered by Edinburgh, Manchester, Newcastle, Birmingham.

 Destination marketing  Business meetings & events  Destination Management & Development

• UK Industrial Strategy – DCMS/VE Sector Deal
• City Region Mayor/Devolution – Links to portfolio areas, recognised

economic driver, SIF, special advisor through VEN Chair.

• New Structures & Relationships - LEP/Marketing Liverpool = Visit

Liverpool, Northern Partners & Visit England

• Skills Partnerships – Liverpool Welcome, FE College relationships and

employer engagement

• Research Collaborations – LJLA, NML, Sefton, Wirral & Liverpool ONE

Organisational Opportunities

• Core Funding (or lack of) – Commercial focus is reducing time &

resource being spent working for the common good.

• Leadership & Voice – Organised & the right people to influence &

champion the sector at local, regional and national level.

• Destination Marketing – LCR Strategy, encouraging joint packaging,

investment in digital channels/capability, research & data needs/systems - especially MERVIN/DMS

• Skills - Making progress, but…… perception, employer engagement, filling

gaps, foreign languages & long term investment are key issues.

• Transport Connectivity – Part of the customer journey, but integration in

areas such as packaging & ticketing is some way off….

• Intelligence led – Insights/emerging markets, market dynamics,

satisfaction, market sizing, accessing third party intelligence and data.

Some of the Challenges….