Welcome Leicester and Leicestershire Tourism Forum 2015 - - PowerPoint PPT Presentation

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Welcome

Leicester and Leicestershire Tourism Forum 2015

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Chas Bishop

Chief Executive - National Space Centre Chairman - Leicester Shire Promotions

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Martin Peters

Chief Executive Leicester Shire Promotions

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A ‘Candyfloss’ industry?

• One of the fastest growing sectors in the UK , responsible

for one-third of the net increase in UK jobs between 2010 and 2012. representing 9.6 per cent of UK employment

• Set to grow 3.8% per annum to 2025 – significantly faster

than manufacturing, construction and retail

• Currently worth £127bn and growing to £257bn by 2025 -

10% of UK GDP and 11% of total UK employment

• For every £1000 generated in direct tourism GVA there is a

further £1200 that is secured elsewhere in the economy through the supply chain

• Recent employment growth has been ‘stellar’ – more than

four times the rate of manufacturing

• One third of all new jobs created in Britain between 2010

and 2012 were in the sector Deloitte, November 2013

“Tourism is . . .fundamental to the rebuilding and rebalancing of our economy. It’s one of the best and fastest ways of generating the jobs we need so badly in this

• country. Tourism presents a

huge economic opportunity . . . driving new growth in the regions” David Cameron

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• Over the last 5 years 13% growth 1.3 £bn – 1.481

£bn

• Sector grew by 6.1% in 2013 – more than double

the regional average and ahead of the national growth figure

• 881 new jobs created in 2013

“Organised tourism, of course, began in

• Leicestershire. Leicester and Leicestershire are

in a stronger position than they have been for many years.” Simon Calder, Senior Travel Editor, The Independent

The Leicestershire Visitor Economy

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“We used to be somewhere people would drive through to reach their destination. Now we are that destination.”

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• Over 80,000 contacts on database with a genuine

interest in holidaying in Leicestershire.

• Highly targeted and profiled
• 330 products now bookable on line
• One of the ‘top five’ most visited destination sites in the

country

• Extensive social media and PR activity
• Attend trade and consumers fairs
• Place advertorials and host visits
• 31,709 bed nights for short break packages booked

through LPL in 2014

• Leicestershire visitor economy effectively ‘rebalanced’
• ver 9 years, positioned as a leisure and business

tourism destination

• Occupancy levels rising

Leisure Tourism Activity

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• KRIII 'takeover' on homepage
• 4 x groups of 100 this year – more planned
• Accommodation booking service in place for reinterment

week

• Three centre itinerary in place for overseas groups
• Historical and archaeological conferences being sought
• The new KRIII SPE break live

King Richard III

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Business Tourism Campaign – Events delivered/secured

Ukinbound

11-13 February 2015 Leicester successfully hosted UKinbound Annual Convention which attracted up to 200 UKinbound members. Deirdre Wells, OBE, Chief Executive of UKinbound said: “The Annual Convention has been a huge success - not only have we been able to welcome a large number of our members to this event to open insightful discussions, but we were also able to share the news and celebrate 2014’s triumph of increased tourism figures. It has also been a pleasure to work with Leicester Shire Promotions and cannot thank them enough for their support in creating what has been one of our most successful conventions to date.”

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Bids currently in the pipeline

• Bid submitted to host a major

national awards ceremony in the destination in either 2016 or 2017 with 450 guests attending the event and familiarisation visits. A decision is expected in March.

• Bid submitted to host a major

industry conference in Leicester in 2017 with 850 delegates attending. A decision is expected in April

• Bid submitted for national conference

and awards event for 250 delegates

• ver three days. A decision will be

made in May 2015

#tourismforum2015 Bids in the pipeline

• A bid is being developed to host a major arts conference

for 2018 and will attract up to 250 delegates over 2 days. Submission deadline is end of April/early May 2015.

• A bid is being developed for a major European conference

for 2018 or 2019 which will attract between 800 –1000 delegates. Submission deadline is October 2015.

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Time of change in Tourism

Time of change with the move away from star grading, growth of Trip Advisor, issues around state aid Leicester Shire Promotions has responded to this by launching a number of new industry initiatives:

• Visitor Survey
• Quality Charter
• Industry Pass

To benefit from these initiatives it is essential that partners sign up for an enhanced listing on www.goleicestershire.com

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GoLeicestershire.com

Redevelopment of site will improve functionality and optimise new technology to improve use and ease of booking. Fully responsive site – perfect for all users including desktop computers, tablets & mobile phones Launch date: Wednesday 18th March

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GoLeicestershire.com

Basic Entry:

• Name and address
• Telephone number
• Brief description

Enhanced entry

• 8 images
• Unlimited text
• Web links, social media links
• Bookability
• Images featured across the site
• £75 plus vat pa

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GoLeicestershire.com

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GoLeicestershire.com

The difference an enhanced entry makes: Hotel - hits before and after buying an enhanced entry Attraction - hits before and after buying an enhanced entry Restaurant - hits before and after buying an enhanced entry

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Janine Williams

Director of Marketing Leicester Shire Promotions

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Visitor Survey

Visitors to the area will be encouraged to tell us what they think about their visit while in

• ur destination

www.talktous.direct

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Visitor Survey

• Online
• Instant
• Takes just a few minutes
• Mobile friendly

www.talktous.direct

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Visitor Survey

Questions include:

• Resident / day visitor / special

event / short break etc

• Where did you visit?
• What were the highs / lows of

your visit? www.talktous.direct

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Visitor Survey

Profiling questions also included

• Age
• Where are you from?
• Are you likely to visit again?

www.talktous.direct

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Visitor Survey

• Link on GoLeicestershire.com
• Postcards distributed around the destination
• Incentivised with prize draw

www.talktous.direct

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Visitor Survey

Get involved

• Distribute postcards
• Link to the website
• Find out more from the information desk

www.talktous.direct

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Visitor Survey

• 6 monthly report on results
• Issues raised by visitors will be shared with

relevant partners

• Bespoke surveys are available for all

partners, but with common profiling questions

• Cost: from £2,000 plus vat

Sign up for more information at the information desk www.talktous.direct

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Leicestershire Quality Charter – Proud to be a Quality Tourism Partner Sharon Earp, Dandelion Hideaway

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Leicestershire Quality Charter – Proud to be a Quality Tourism Partner

All tourism related businesses are eligible for a free entry on the new www.goleicestershire.com website, the official tourism website for Leicestershire, providing they are willing to comply with the new Quality Charter

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Leicestershire Quality Charter – Proud to be a Quality Tourism Partner

• Quality marque for visitors
• Encourages improved and continued quality by partners

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Leicestershire Quality Charter – Proud to be a Quality Tourism Partner

• Free for tourism partners to take part
• Free Charter logo for all partners that have purchased an

enhanced listing which can be displayed on websites, in print and at welcome points

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Leicestershire Quality Charter – Proud to be a Quality Tourism Partner

9 point agreement:

• Support the positive promotion of Leicestershire
• Welcome
• Customer Satisfaction
• Quality & Standards
• Information
• Accessibility
• Legal Requirements
• Sustainability

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Leicestershire Quality Charter – Proud to be a Quality Tourism Partner

Visit the information desk at the interval to read the full Quality Charter and sign the agreement

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Trade Pass Initiative

“Where shall we visit today?”

One of the most efficient, and cost effective, marketing tools is ‘personal recommendation’

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Trade Pass Initiative

• Hotel receptionists
• B&B owners
• Accommodation providers

Let Leicester Shire Promotions offer you a solution…

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Trade Pass Initiative

Leicester Shire Promotions can issue these key Leicestershire ambassadors with passes to visit local attractions so that they can personally experience the exciting attractions that we have in Leicester and Leicestershire.

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Trade Pass Initiative

All you need to do:

• Offer free admission to one person from

each accommodation provider in Leicester and Leicestershire.

• Stipulate your own terms and conditions

Leicester Shire Promotions will issue one pass for

• ne person per accommodation provider
• Online application by attraction/venue
• Online redemption by venue

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Trade Pass Initiative

Leicester Shire Promotions will follow up the campaign with a survey to each accommodation provider that has used a pass to evaluate how they have used this local knowledge to encourage additional visitors to your attraction Speak to staff at the information desk to see how you can take part in the Trade Pass Initiative

#tourismforum2015 For just £75 plus vat per year can have:

• Website enhanced entry
• Quality Charter sticker, artwork for website

and print

• Opportunity to take part in the trade pass

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King Richard III Activity