Welcome 2019 Tourism Conference 2019 Tourism Conference 2019 2019 - - PowerPoint PPT Presentation

Welcome

2019 Tourism Conference

2019 Tourism Conference

2019 2019 Conference ce Prog

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• Chairman’s Update
• VisitEngland – Business Support
• English Riviera Tourism Awards
• How Are We Doing
• 2019 Destination Marketing
• Power of PR – The 25
• Future Proofing the Resort
• Q&A

Tim Godfrey Chairman Vicky Parr VisitEngland Robin Barker Tourism Awards Andy & Julian The 25 Nathan Hoare Digital Marketing Carolyn Custerson CEO

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
• verseas 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

Footer Tuesday, August 13, 2019

The last decade in domestic overnight tourism

Source: Great Britain Tourism Survey. Break in time series from 2016 onwards Trips (m)

Holiday VFR Business

5 10 15 20 25 30 35 40 45 50 55 Domestic Overnight Tourism in England – Rolling 12 Month Trend

Long-term growth for inbound tourism

Source: International Passenger Survey 27.79442522 27.29058354 25.4017142925.6593845726.7530403126.80176487 28.5219720929.82280225 31.8199977732.9697399334.3

2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

10.00 15.00 20.00 25.00 30.00 35.00

Inbound Volume of Visits, England 2007-2017 Visits (m)

• 34.3m inbound visits seen in 2017 – this was a record for inbound tourism to

England

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 2nd most visited English

county in England for domestic overnight trips between 2015-2017 (2nd 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 (excl. caravan or camping) 9% Friend’s home, relative’s home, second home, timeshare 35%

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

Footer Tuesday, August 13, 2019

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

Help me explore options & feasibility Help me start up or scale up

Pre-start up

Getting started

Compliance Enhancing profitability

Marketing

Make legal compliance easy Help me grow my business Help me reach customers Help me explore options & feasibility Help me start up or scale up

Pre-start up

Getting started

Compliance Enhancing profitability

Marketing

Make legal compliance easy Help me grow my business Help me reach customers

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

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

• 4th April
• Excellence Workshop
• 30th April
• Application Deadline
• 3rd 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

2011 2012 2013 2014 2015 2016 2017 2018*

1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 3,500,000 4,000,000 4,500,000 5,000,000

ALL VISITS 2011-2018*

*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.

2010 2011 2012 2013 2014 2015 2016 2017 2018*

£100,000,000 £150,000,000 £200,000,000 £250,000,000 £300,000,000 £350,000,000 £400,000,000 £450,000,000 £500,000,000

ALL VISITOR SPEND 2011-2018*

*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

1.

ERBID digital snapshot

2.

Recent digital campaign - Family Fun

3.

Website

4.

Email

5.

Blog

6.

Instagram Takeover

7.

What’s On - StayStripper

8.

London Waterloo

ERBID Digital Snapshot

Website

• Over 1M unique visitors
• 3.4M page views
• 1500 product pages
• 300+ editorial pages
• Growing blog content daily

to target more keyword search terms

• SEO - Extra 1400 keywords

with Page 1 results in last 12 months

Social Media

• Total audience 60K

Email

• Total audience 41K

YouTube

• Adding new content all the

time

• Current family fun video has
• ver 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

Key takeaways for your business

• Engage with activity use the hashtag
• Follow the ER channels, like & share
• Regular competitions to share

#rivieramoments

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) -

• ver 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

Looking forward

• Get involved with ongoing opportunities
• Extend your digital reach to attract new customers
• Remember the English Riviera Digital Guide
• If you need help please ask us:

nathan@englishrivierabid.co.uk angela@englishrivierabid.co.uk

THE POWER OF PR

Andy Banner-Price Owner – The 25 Boutique B&B

“ENGLISH RIVIERA” ”TORQUAY” “DEVON”

20.2 MILLION READERS!

TYPES OF PR

Traditional media Reviews Blogs Social Media YouTube Videos Awards Signage Word of Mouth

ERBID

Host Journalists Blogs Instagram Takeover Copy in on Press Releases Use Hash Tags Tag @EnglishRiviera Promote Events Promote Each Other English Riviera Awards

HAVE A GO

Dog Friendly B&B Enter ER Tourism Awards Link with Businesses Magazines Events Blogs More Powerful than adverts

Fu Future Proofing th the En English Rivi viera

• Destination Management
• Partnership working

2019 2019 AGM

Burdett Room – Grace Murrell Suite 4.15pm