Welcome 2019 Tourism Conference 2019 Tourism Conference
2019 2019 Conference ce Prog ogramme • Chairman’s Update • VisitEngland – Business Support • English Riviera Tourism Awards Tim Godfrey Carolyn Custerson • How Are We Doing Nathan Hoare CEO Chairman Digital Marketing • 2019 Destination Marketing • Power of PR – The 25 • Future Proofing the Resort • Q&A Robin Barker Vicky Parr Andy & Julian Tourism Awards VisitEngland The 25
Chairman’s Update Tim im Godfrey
VisitEngland Business Support Update Vicky Parr - VisitEngland – Business Support Manager
Our Aims As the National Tourism Agency: • VisitBritain : Market the nations and regions of Britain overseas to drive growth in international leisure and business tourism. • VisitEngland : A focus on building world-class products, supported by distribution and marketing.
The national and local stats Tuesday, August 13, 2019 Footer
The last decade in domestic overnight tourism Trips (m) Domestic Overnight Tourism in England – Rolling 12 Month Trend 55 50 Holiday 45 40 35 VFR 30 25 20 15 Business 10 5 Source: Great Britain Tourism Survey. Break in time series from 2016 onwards
Long-term growth for inbound tourism • 34.3m inbound visits seen in 2017 – this was a record for inbound tourism to England Inbound Volume of Visits, England 2007-2017 Visits (m) 35.00 31.8199977732.96973993 34.3 30.00 28.52197209 29.82280225 27.79442522 27.29058354 25.4017142925.6593845726.7530403126.80176487 25.00 20.00 15.00 10.00 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 Source: International Passenger Survey
The strength of over-night tourism in Devon • Between 2015-2017, there were an average of: • 5.2 million domestic overnight trips of all purposes to Devon each year • These trips accounted for £1.2 billion spend each year Including… • 3.4 million domestic holiday trips to Devon each year • These trips accounted for £924 million spend each year • This makes Devon the 2 nd most visited English county in England for domestic overnight trips between 2015-2017 (2 nd only to London)
Accommodation type preferences Accommodation type % of domestic overnight trips (all purposes) in England that involved staying in accommodation type - 2017 Hotel / motel 36% Guest house / B&B 5% Caravan or camping 12% Self catering 9% (excl. caravan or camping) Friend’s home, relative’s home, 35% second home, timeshare Source: Great Britain Tourism Survey.
For more information: www.visitbritain.org/england-research-insights www.visitbritain.org/inbound-research-insights Tuesday, August 13, 2019
VisitEngland’s Business Advice Hub Tuesday, August 13, 2019 Footer
VisitEngland Business Advice Hub • Easily navigate available business support • Fully redesigned with improved signposting • Easier navigation and updated content • Connecting businesses with resources and key service providers • Practical tips, legal obligations and local support • County level local support finder • Home of the new Inbound Tourism Toolkit Getting Getting Enhancing Enhancing Marketing Marketing Compliance Compliance Pre-start up Pre-start up started started profitability profitability Help me explore options Help me explore options Help me start up or Help me start up or Make legal Make legal Help me reach Help me reach Help me grow my Help me grow my & feasibility & feasibility compliance easy compliance easy customers customers scale up scale up business business
Taking England to the World – Phase 1 Inbound Tourism Toolkit Helps to prepare businesses for international visitors, including: • Understanding Inbound Tourism • Types of inbound travellers • Cultural considerations • How to get the most out of trade shows, educationals and familiarisation trips • Creating engaging content • Building an export plan • Pick up a flyer; order a hard copy www.visitengland.org/takingenglandtotheworld
Regulation advice to drive growth Find out what applicable licences, safety requirements and how to legally market a business: • Licences & Consents • Marketing • Guests • Food & Drink • Health & Safety • Staff • Business Management & Tax • Hard copy available for purchase • Tenth edition out in April 2019 www.visitengland.org/pinkbookonline
Making your business Accessible
Quality Assessment Schemes • Unlimited use of the VisitEngland Quality Rose marque in your marketing • Support and advice from a highly experienced assessor, specific to your business, to help you improve and grow • Free quarterly magazine packed with practical hints and tips • Exclusive savings from a range of suppliers • Eligibility for additional accolades such as Gold Awards or the coveted ROSE Award www.visitengland.org/quality-assessment-your-accommodation
For more information: www.visitengland.org / businessadvice Sign-up to our e-newsletter: www.visitbritain.org/sign-our-news
Robin Barker – Services4Tourism
What’s changed? 1. Herald Express Tourism Awards not being held for 2019 2. New national/regional/local awards platform 3. Earlier launch - incentive for early entry 4. Online entry - new entry forms, new categories 5. New judging process – 3 phases 6. English Riviera / Devon / South West/ England all joined up
Deadlines / Key Dates 4 th April • - Excellence Workshop 30 th April • - Application Deadline 3 rd October - Awards Dinner Imperial Hotel •
GOOD LUCK awards@services4tourism.co.uk
How Are We Doing? Carolyn Custerson Chief Executive
Ke Key Facts – 201 2017 Official St Statistics • Over 1000 tourism businesses operating locally • 10,849 people reliant on tourism for employment • Represents 18% of total employment (national average 5%) • £450 million generated through visitor spend • 1.1 million staying visitors • 3.5 million day visitors
ALL VISITS 2011-2018* 5,000,000 4,500,000 4,000,000 3,500,000 3,000,000 2,500,000 2,000,000 1,500,000 1,000,000 2011 2012 2013 2014 2015 2016 2017 2018* *2018 forecast data only • Total visitor numbers in 2017 (first year of the ERBID) were 7% higher than the base year of 2011. Overall direction of travel is positive and stable.
ALL VISITOR SPEND 2011-2018* £500,000,000 £450,000,000 £400,000,000 £350,000,000 £300,000,000 £250,000,000 £200,000,000 £150,000,000 £100,000,000 2010 2011 2012 2013 2014 2015 2016 2017 2018* *2018 forecast data only. Visitor spend in 2017 was 18% higher than the base year of 2011
2019 2019 Mar arketing Activities: s: • High Quality Imagery • TV Advertising • London Waterloo Advertising • English Riviera Website • New Look Destination Guide • Groups Showcase • Business Tourism • New In Resort Food & Drink Guides • New - Event Development Fund • Growing Social Media (Facebook, Instagram) • Increased Consumer Emails • Year Round Visitor Information Service
NEW Food & Dri rink Marketing
Nathan Hoare Digital Marketing
ERBID Digital Update ERBID digital snapshot 1. Recent digital campaign - Family Fun 2. Website 3. Email 4. Blog 5. Instagram Takeover 6. What’s On - StayStripper 7. London Waterloo 8.
ERBID Digital Snapshot Website Social Media Over 1M unique visitors ● Total audience 60K - 3.4M page views ● 1500 product pages ● Email 300+ editorial pages ● Total audience 41K - Growing blog content daily ● to target more keyword YouTube search terms Adding new content all the - SEO - Extra 1400 keywords ● time with Page 1 results in last Current family fun video has - 12 months over 190K views
Family Fun #rivieramoments Showcasing all of the exciting activities in a modern, fast- paced way, using “real” people sharing “real family moments”
The results (so far…) 14 new videos to share - 100s of new family fun images - YouTube video views 500K - Facebook video views 200K - 1000+ new email subscribers -
#rivieramoments Key takeaways for your business Engage with activity use the hashtag - Follow the ER channels, like & share - Regular competitions to share -
Website ● Growing & building page authority ● Content first strategy - organic growth ● Improved rankings… ● March = +30% traffic YOY so far
NEW Blog ● Get involved ● Include your business FOC ● Creating new content all the time ● Look out for the mailings
Consumer Email ● Growing channel ● 6K to 50K post-GDPR ● Regular consumer emails ● Directing people to visit website
NEW - Instagram Takeover ● Business (partner) or individual ● Grow and reach new audiences ● Visit Bristol model
What’s On? – Promote your event Promote your Event FOC NEW StayStripper - UK coverage - What’s On pages most popular - (particularly with local audience) - over 720K page views in 2018 Simple, easy online submission -
NEW - Waterloo Station ● Busiest train station in the UK ● Digital display ● 20 sec & 5 sec videos ● 29 April - 12 May ● Great brand awareness
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