TOWARDS 2015 Shaping Tomorrow’s Tourism

Total Visitor spend £8,294 million annually - Staying Visitors £4,523 million (55%) - Day Visitors£3,771 million (45%) Worth up to 10% of regional GDP Supports 307,000 ‘actual’ jobs (225,000 FTEs) 1 in every 8 jobs in the South West (UK average 1 in 13) Major Issues of variable quality, seasonal and part- time employment ECONOMIC IMPORTANCE

Domestic Visitor Segmentation & Satisfaction Findings

Strengths –A8 – The quality of the accommodation –A10 – Overall welcome and friendliness –A35 – Interesting villages, towns, locations to visit –A32 – Beaches and coastline –A26 – Place for peace and quiet and relaxation –A31 – Unspoilt countryside –A4 – Choice of hotels, B&B’s, guesthouses etc –A29 – History and heritage –A18 – Facilities for walking rambling and cycling –A33 – Chance to see wildlife in natural habitats HygienicsMotivators Savers Hidden Opportunities A1 A2 A3 A4 A5 A6 A7 A8 A9 A10 A11 A12 A13 A14 A15 A16 A17 A18 A19 A20 A21 A22 A23 A24 A25 A26 A27 A28 A29 A30 A31 A32 A33 A34 A35 Real Importance highlow Claimed Importance high low

South West Priorities –A9 – Standards of service –A21 – Quality restaurants and dining –A23 – Availability of tourism information Hidden Opportunities –A6 – Choice of self-catering accommodation –A14 – Range & availability of local produce, arts and crafts and souvenirs –A17 – Range of water based activities, e.g. sailing, surfing, swimming –A7 – Choice of camping and caravanning facilities HygienicsMotivators Savers Hidden Opportunities A1 A2 A3 A4 A5 A6 A7 A8 A9 A10 A11 A12 A13 A14 A15 A16 A17 A18 A19 A20 A21 A22 A23 A24 A25 A26 A27 A28 A29 A30 A31 A32 A33 A34 A35 Real Importance highlow Claimed Importance high low

South West Vast majority high satisfaction. Of some concern that loyalty levels are relatively low.

Consumer's changing characteristics and needs Wealthier ( for now) Healthier Older and more active Multiple holiday taking Short breaks as a survival tool Increasingly “experience driven” breaks Changing lifestyles

Experience Brand Cluster

Key growth areas Short Break HolidaysUP 53% Visits to Friends & RelativesUP 24% Overseas (overall)UP 19% - North AmericaUP 23% - Non EUUP 19% - EUUP 12% Long HolidaysNone Market Intelligence

Key Issues for the South West The Changing Priorities for Tourism Develop Experience and Destination Products Value not Volume Quality of Employment not Quantity Impact on the Environment Impact on Host Communities

STRATEGIC AIMS Driving Up Quality Delivering Truly Sustainable Tourism Effective Regional and Destination Management

DESTINATION Marketing Bath Bournemouth and Poole + Bristol Cotswolds & Cheltenham Cornwall Isles of Scilly Exmoor Somerset (Weston) Devon Dartmoor English Riviera Plymouth Dorset Gloucester & Forest of Dean Salisbury,Stonehenge & Wiltshire

Experience Marketing Traditional Beach Holiday History & Heritage Close to Nature Easy Preschool Sheer Indulgence Plus Business Tourism Romance Chill Out It’s Cool It’s Adventure Discovery Overseas Promotion

Towards 2015 Implementation Delivery Tools

Agree Brand Architecture & Marketing Strategies for New Business Generation Shared/Compatible ICT, Comms and Business Models 20 Detailed Towards 2015 Implementation and Delivery Plans Towards 2015 Implementation Delivery Tools Sustainability and Quality Development through Brand Clusters Destinations Management Organisations

MARKETING OPPORTUNITIES

PUBLIC RELATIONS

PUBLIC RELATIONS

2004

Lead Generation Over 7 million inserts Generate 100,000+ leads

Accommodation – Search Facility

Search Results – Short Listings

Direct link to website Links to nearby facilities: -Food & Drink -Events -Places to Visit

Direct links to website Links to nearby facilities - Accommodation -Places to Visits -Activities -Events

Issues

Issues Growth in Short Breaks – 53% Day Visitor promotion and growth Cultural Tourism vs Cultural Add on Quality standards and challenges Sustainability credentials Etourism and rich data and content Just in time booking habits & trading TICs and Visitor information requirements

Issues Etourism and rich data and content Just in time booking habits & trading TICs and Visitor information requirements Service Standards

Questions