The importance of a collective approach in delivering a thriving visitor economy Jason Freezer, Destinations Manager

England's Regional Tourist Boards Northumbria 2.Cumbria 3.North West 4.Yorkshire 5.Heart of England 6.East of England 7.West Country 8.Southern 9.London 10.South East England

Tomorrow’s Tourism VICE Principle A “wise” growth strategy for tourism is one which integrates the economic, social and environmental implications of tourism and which spreads the benefits throughout society as widely as possible.

Regional Tourism Regional Development Agencies (RDAs) created RDAs given Strategic Leadership responsibility for tourism (2003) DCMS regional tourism funding ‘direct’ to 9 RDAs Recognition of Destination Management functions and structures below regional level, expansion, creation and formalisation of DMOs at local level.

VisitBritain’s ST Strategy Promoting Sustainable businesses & encouraging responsible visitors Greening VB Support Government Engage Industry Market to Consumers VisitEngland’s ST Strategy

Sustainability in action in England

Local Enterprise Partnerships (LEPs)

LEP prioritisation of Tourism/Visitor Economy

Strategic Framework – National Tourism Strategy Stakeholders working together to achieve 5% annual growth VisitEngland is the custodian of this document –Responsible for driving forward its implementation by partners –Coordinating the development of specific Action Plans –Monitoring progress of implementation –Measuring the impact Provides the context for VisitEngland’s activities

This is a collective responsibility

Wise Growth

Wise Growth Vision and Objectives Grow tourism responsibly in a finite world, creating resilience and prosperity for all, balancing the growth aspirations of the Strategic Framework with the principles of sustainability. principles of Wise Growth into all Action Plans. principles of Wise Growth into communications strategies with visitors and residents to enable them to cherish the places they visit, live and work. Measure, report and communicate the impacts of Wise Growth transparently.

Tourism stakeholders and their priorities Authentic experiences Quality Value Protect Preserve Enhance Profit People Resilience Better place to live Jobs Community Visitors Environment Business Residents Wise Growth

Focusing on destinations New audiences who need to understand the value of destination management –Nationally but also locally especially those who collectively own the destination We need to: –Have a collective understanding to ensure we communicate the same messages nationally and locally –Measure our impacts and share results to prove our case

What does Destination Management involve?

What is a Destination M* Organisation? A group of organisations that are focused on the growth of the local visitor economy (strategic partnership) Not one organisation can complete all the functions in one place (or places) Destination management organisations are about partnerships (public/ private and 3 rd sector) The “glue” that brings it all together

Destination Management Plans Vision A shared statement of intent for a given period of time on how to: –Manage –Develop; and –Promote Identifies the opportunities and threats Articulates each stakeholders role and responsibility

Succeeding in a new landscape Celebrating and sharing best practice & innovation Securing connectivity between local and national Making sure the focus is on the destination