Niche Tourism as an Agent of Growth Phil Evans Head of Strategy VisitEngland

Niche Tourism as an agent of growth Tourism is growing everywhere…but so too are the options for visitors Domestic mass market tourism can no longer offer a growth solution The ‘typical’ domestic summer holiday has changed beyond recognition The industry needs to adapt to ever-changing consumer behaviours Opportunities to contribute to the national growth target

Tourism is growing everywhere?

…maybe not everywhere!

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The Move from Mass Tourism

Accommodating new kinds of tourism

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Changing Consumer Behaviours

Opportunities for Growth

There are many opportunities to move away from what is commonly seen as mass tourism

Value for time

Developing new niche products: Food and Drink Walking, Cycling and Activity Breaks Nature Tourism Re-focusing on traditional strengths Industrial Heritage Accessible Audiences Arts, Crafts and Learning Developing Local Identity

A destination doesn’t need to have a unique World Class Heritage Site to develop its own identity- we are lucky in England to have multiple options but the same rules can be applied almost anywhere

National Tourism Academy at Bournemouth