1. Product Development & Distribution
Suzy Faulkner – Head of Product Development & Distribution
October 2016

2. The range and calibre of tourism product offerings are what attracts tourists to a destination
Our team adds value by identifying gaps and opportunities within the tourism landscape with the aim of broadening our overall product offering, and thus inspiring consumers to think of, and book a holiday to Britain.
We advise on product development through working with the UK industry encouraging partnerships and collaboration, and assist them with creating world-class bookable product that meets the needs of international consumers.
We provide guidance on effective distribution channels through connecting UK tourism suppliers to international travel trade partners and support trade engagement in market.

3. Areas of Focus Themes – Food & Drink Discover England Fund
Supporting the delivery of successful bids in terms of product development, advice & distribution.
Themes – Food & Drink
Developing a position for British food & drink to strength our tourism offering and leverage the global gastronomic food trend.
Themes – Luxury
Developing a luxury tourism position for Britain leveraging off it’s position as the 3rd largest luxury goods market.
The Great Rail Project
A cross government initiative working with the rail industry to encourage international visitors to explore the UK using rail.

4. Year 1 £6.5m Year 2 £11.5m Year 3 £22m £40m
A three-year £40million fund, announced by Government last year, ensuring England stays competitive in the rapidly growing global tourism industry, by offering world-class English tourism products
Year 1 £6.5m
Year 2 £11.5m
Year 3 £22m
£40m

5. Developing a position for British food & drink to strength our tourism offering and leverage the global gastronomic food trend
Motivator vs Hygiene factor
Mapping of regional food hubs against spectacular heritage and historic settings
Defining our food and drink culture
Development of tourist routes focussing on ‘provenance’ - Produce, Place, People and Experiences
Building an ambassador programme with leading chefs, award winners and entrepreneurs to showcase Britain’s food culture abroad alongside Food is GREAT
Moving consumers from aspiration to consideration and purchase through effective routes to market
Areas of opportunity
Products/services within food tourism – gastronomic experiences
Distributors whose key markets demand itineraries focussed on British food/drink

6. Developing a luxury tourism position for Britain leveraging off it’s position as the 3rd largest luxury goods market
HNWI vs Affluent
Playing to provenance and awareness of authenticity - ‘Home of’ luxury goods
Areas of opportunity
Established luxury intermediaries
Working with luxury brands/experiences to package products fit for distribution

7. A cross government initiative working with the rail industry to encourage international visitors to explore the UK using rail
Breaking down barriers
‘Final Mile’ solutions – how do we make it easy to reach the final destination?
BRITRail and other rail passes
Rail distribution – landscape and opportunities
Through ticketing – rail & air
Inspiring UK rail itineraries
Areas of opportunity
Working with established rail intermediaries
Ground handlers to assist with ‘Final Mile’ solutions

8. Thank You
Any Questions?