British Tourism Framework Review Tom Wright Chief Executive, VisitBritain TMI Annual Convention 2009 Mercure Holland House Hotel Bristol 9 October 2008

The Required Framework A British national tourism organisation (NTO) to harness the resources of Britain, the devolved agencies, industry and government An NTO that harnesses its international network to develop and coordinate marketing programmes and partnerships An England structure constituting a shared English leadership agency for national and devolved tourism interests

WHERE WE ARE TODAY

The global visitor economy ,000 1,200 1,400 1, Number of visits (millions) Middle East Africa Asia and the Pacific Americas Europe Actual Forecasts 846 mn 1 bn 1.6 bn Predicted growth to mature economies of 3% pa

Global picture – share of international arrivals in in 5 are intra-Europe trips 9 in 10 are intra-AP trips

Inbound to Europe – trends and forecasts

Forecasts in context 650 million more ‘middle class’ Asian households

Over the past few years... UK population more diverse More UK residents own a home abroad More Brits live abroad More foreign students at UK universities More UK based multi- nationals More competition for holiday visitors

The £85.6bn British pie

UK’s global market share of international tourism 6 th most visited destination and earner from international tourism

Trends in inbound and outbound tourism 1991 – Gulf War 1994 – Channel Tunnel 1997 – Asia finance crisis 2001 – FMD and 9/ – Gulf War/SARS 2004 – EU expands

The UK’s International Tourism Balance of Payments

Inbound markets – contrasting trends (1) 1.4 million more visits from Spain 1.1 million more visits from Poland 900,000 more visits from Ireland 700,000 more visits from Germany 700,000 more visits from Italy

Inbound markets – contrasting trends (2) 346,000 fewer visitors from USA 225,000 fewer visitors from Japan 66,000 fewer visitors from Israel 52,000 fewer visitors from Greece 34,000 fewer visitors from Hong Kong

Contrasting trends Shift in purpose mix of inbound trips Friends and family are important Business tourism

FUTURE CHALLENGES & OPPORTUNITIES

Access challenge: Getting to, from and around Britain

Socio demographic challenges & opportunities 12% inbound visits were by the over 55s in 1993, 17% in 2007 British ex-pats account for one-in-eight inbound visits The family unit is evolving

The internet

Accommodation sector productivity challenge On average 53% of available bed spaces in serviced accommodation are empty

Heritage and culture remains a core UK strength Britain perceived as a world leader In an increasingly competitive market vital to build on USPs, not rely solely on tactical use of ‘fashion’

CHALLENGES REAL & PERCEIVED

A SUSTAINABLE FUTURE

The future Economic cycles will ensure good years and bad years but… …has the era of discretionary spending power & falling travel costs ended? New global hubs for business Socio-demographic change will impact why we travel and who we travel with

The future Geo-politics Fashions will come and go ….there will always be shocks Technology will alter how we research, book, experience and recount travel Competition for tourist $ Climate change will shape government, business and consumer behaviour

Sustainability Economic prosperity Social equity and cohesion Environmental & cultural protection Resource depletion Balance scorecard

Welcoming the world Engaging the customer Extending our reach through partnerships Winning new business Leaving a legacy The future…to 2012…& beyond

WHY TOURISM MATTERS

Tourism reaches parts that other industries don’t… Major source of employment Dispersed throughout Britain Indirect benefits Spillover effect Brand Britain Won’t achieve full potential without active public agency & government support & investment

WHAT IS THE NEEDED TOURIST BOARD FRAMEWORK?

Destination investment £m tourism investment

Enquiries

Shared Platforms Overseas Networks Distribution Services Destination Marketing Organisations/ Local Authorities INDUSTRY England London BritainScotland Wales STRATEGIES VISION & POLICY Visitor

VisitEngland VE The National Tourism Strategy Partners for England Business Services (shared with VB) Marketing & The Visitor Experience Industry Engagement

VisitEngland The National Tourism Strategy Policy and Advocacy Strategy Development Research & Insights Communications & Reputation Marketing & The Visitor Experience Gateway Marketing Digital Marketing Visitor Information Visitor Offer Industry Engagement Managing and Developing Quality Business Development & Support Key Account Management

The role of Partners for England Informs and influences England’s tourism strategy Offers direction & acts as an expert advisory panel to VE Ensures stakeholder buy-in Promotes outcomes with the tourism communities it represents Actively involves the industry Maximises resources through partnership working

VisitBritain VB Strategy & Insights Policy Forum Business Services (shared with VE) Distribution Services Overseas Network Marketing Directors Board Secretariat Marketing Britain

VisitBritain Core Strategy & Insights Communications Research & Insights Policy & Advocacy Strategy Marketing Britain Brand Britain Brand Partnerships Britain Online Events & Exhibitions

VisitBritain - Common Platforms Overseas Network Operations & Stakeholder Management Europe Asia Pacific Americas Distribution Services National Tourism Open Platform (NTOP) Retail & Commercial Services Publishing BLVC

Decade of change BTA & ETC FMD & 9/11 VB VB 2 VB3 & VE

What does success look like Strategic partners, Brand partners, travel partners Shared platforms One overseas network Shared strategies and metrics Common policy and Government affairs 2012 legacy THE HIGH ROAD

what happens next?

End Oct – Nov…consultation on draft report with stakeholders 11 Nov…Deloitte’s Economic Case for Tourism launched …and publication of Executive Summary of British Tourism Framework Review …full report released end Dec/Jan 2009

New VB 3 year strategy Feb 2009 New 3 year VE/P4E England strategy 2009

QUESTIONS