Welcome Leicester and Leicestershire Tourism Forum 2015 #tourismforum2015
Chas Bishop Chief Executive - National Space Centre Chairman - Leicester Shire Promotions #tourismforum2015
Martin Peters Chief Executive Leicester Shire Promotions #tourismforum2015
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 “Tourism is . . .fundamental to • Recent employment growth has been ‘stellar’ – more than the rebuilding and four times the rate of manufacturing rebalancing of our economy. It’s one of the best and fastest One third of all new jobs created in Britain between 2010 • ways of generating the jobs we need so badly in this and 2012 were in the sector country. Tourism presents a huge economic opportunity . . . driving new growth in the Deloitte, November 2013 regions” #tourismforum2015 David Cameron
The Leicestershire Visitor Economy 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 #tourismforum2015
“We used to be somewhere people would drive through to reach their destination. Now we are that destination.” #tourismforum2015
Leisure Tourism Activity • 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’ over 9 years, positioned as a leisure and business tourism destination • Occupancy levels rising #tourismforum2015
King Richard III • 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 #tourismforum2015
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.” #tourismforum2015
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 over 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. #tourismforum2015
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 #tourismforum2015
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 18 th March #tourismforum2015
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 #tourismforum2015
GoLeicestershire.com #tourismforum2015
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 #tourismforum2015
Janine Williams Director of Marketing Leicester Shire Promotions #tourismforum2015
Visitor Survey Visitors to the area will be encouraged to tell us what they think about their visit while in our destination www.talktous.direct #tourismforum2015
Visitor Survey Online • • Instant Takes just a few minutes • • Mobile friendly www.talktous.direct #tourismforum2015
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 #tourismforum2015
Visitor Survey Profiling questions also included Age • Where are you from? • Are you likely to visit again? • www.talktous.direct #tourismforum2015
Visitor Survey Link on GoLeicestershire.com • • Postcards distributed around the destination Incentivised with prize draw • www.talktous.direct #tourismforum2015
Visitor Survey Get involved Distribute postcards • • Link to the website Find out more from the information desk • www.talktous.direct #tourismforum2015
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 #tourismforum2015
#tourismforum2015
Leicestershire Quality Charter – Proud to be a Quality Tourism Partner Sharon Earp, Dandelion Hideaway #tourismforum2015
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 #tourismforum2015
Leicestershire Quality Charter – Proud to be a Quality Tourism Partner Quality marque for visitors • Encourages improved and continued quality by partners • #tourismforum2015
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 #tourismforum2015
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 • #tourismforum2015
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 #tourismforum2015
Trade Pass Initiative “Where shall we visit today?” O ne of the most efficient, and cost effective, marketing tools is ‘personal recommendation ’ #tourismforum2015
Trade Pass Initiative Hotel receptionists • • B&B owners Accommodation providers • Let Leicester Shire Promotions offer you a solution… #tourismforum2015
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. #tourismforum2015
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