1. James Berresford
Chief Executive
VisitEngland

2. In 2014, visitors to England spent an estimated total of £82bn
£18.1bn was spent by British residents on domestic overnight trips
An estimated £18.9bn was spend by international visitors
£45.1bn was spent on tourism day trips
The English visitor economy contributes £106bn to the national economy (direct and indirect impacts), and supports 2.6 million jobs

3. The role of VisitEngland
Champion the sector and drive forward the industry’s shared Strategic Framework for Tourism
Support local areas grow their economies through tourism
Advise Government on English Tourism issues
Provide official intelligence on tourism and visitor economy in England
Promote England's tourism offer

4. Themed Campaigns
Holidays through History
Cycling
A Taste of England
Romance
Heritage in Spring
Family in Summer/Big Summer Holiday
Be Part of History: Rugby

5. Holidays at Home
are GREAT!

6. Current Activity
Northern Fund
Summer of Sport in RWC 2015
Capability Brown Tercentenary
The 400th Anniversary of Shakespeare’s death
South West Fund

7. Quality
Expertise
Knowledge
Relevant
Real time
Right channel
Offers
Ideas
Availability
New news
Tactical
etc
I need information

8. Our shared growth ambition
5% average growth, year on year, in the value of tourism since 2010
7% uplift in jobs since 2010 = 178,000
Currently being refreshed

9. Vision The strategic objectives are to:
A globally competitive tourism industry that acts as a key driver to the economy and of local prosperity across England
The strategic objectives are to:
Strengthen the competitiveness of businesses and England’s tourism offer
Increase tourism employment and local prosperity
Increase the contribution of tourism to the English economy

10. These objectives will be achieved by:
Investing in the infrastructure and environment on which tourism growth relies
Attracting & retaining motivated people and developing their skills
Increasing the visibility & understanding of England’s tourism offer
Overcoming barriers to business competiveness and investment
Investing in tourism products and experiences in line with market trends & strategic needs

11. People visit places – great destinations

12. How Satisfied Are Visitors to English Destinations?
Overall
Performance
Likelihood to
Revisit 90 50 70 30
85%
excellent/
very good
TRI*M Index: 94
78%
definitely/
probably
86%
definitely/ probably
66% much/ slightly better
Likelihood to Recommend
Likelihood to Recommend
Competitive
Advantage
Source: VE Brand, Communications and Satisfaction Tracker
Source: VisitEngland Brand & Satisfaction Tracker data

13. x
Northumberland
102
Newcastle
Durham 92 87
ENGLAND
Lake District
Lake District
Scarborough
North York Moors 97 94
111 95 99
Other Cumbria
Yorkshire Coast
York
Yorks Dales
102 91 91
104
100
Blackpool
Leeds 89 x 83
Manchester
Lincoln 85
Peak District 98 80
Liverpool
Skegness 96
Staffordshire
Derbyshire 91
Chester 74 92 94
Birmingham
Other Norfolk
Gt Yarmouth 75 x
Notting -ham 90 97
Warwickshire 83
Suffolk 82
Cambridge 94
Shropshire
Stratford 91 91 95
Essex
Cotswolds 74 x
100
London
Bristol
Bath
Wiltshire
Oxford
100
Canterbury
Kent Coast 85
101 94 92 88 81
Somerset
East Sussex
Gloucester -shire
New Forest
Kent Total 95 82
104 82 86
Total Hants
Other Devon
Cornwall
Bournemouth 91
Brighton
Eastbourne 96 89 95 82
108 91
Isle of Wight
Torquay
Wey- mouth
105
100 x 13

14. New Analysis

15. Value generated for domestic tourism in Britain by different activities
(£ millions)

16. Segmentation
Future focus on product development makes this the right time to get a better understanding of market segments specifically in terms of product needs
Our Visitor Satisfaction research is a rich data source with thousands of interviews, telling us not only how visitors rate different aspects of their England experience, but – crucially – how important these aspects are to them.
The same dataset contains information about demographics, holiday behaviour and attitudes, and media usage
This has allowed us to identify five potential target segments
This is the beginning, not the end of the process

17. Overview of Segments 1. COUNTRY-LOVING TRADITIONALISTS
5. ASPIRATIONAL FAMILY FUN
Empty nesters with traditional values, they are likely to have recently taken a countryside break in England. Good quality, secure accommodation is a priority when booking a holiday.
Typically information-hungry, London-based high earners with children at home, they regularly take city breaks where they can indulge in active, family-friendly pursuits, such as sporting events and cultural visits.
4. FREE AND EASY MINI-BREAKERS
More likely than other segments to be ‘young, free and single’. Demographically close to ‘the average Joe’, but they really stand out in their holiday behaviour.
2. FUN IN THE SUN
Typically parents looking for family-orientated summer holidays where beaches play a starring role. Tend to seek cheaper, more ‘social’ alternatives to hotel accommodation, such as caravans or holiday camps.
3. FUSS-FREE VALUE SEEKERS
Empty nesters on a budget, they seek good value beach holidays with convenient transport links. Tend to be less digitally active than other segments – less likely to engage in social media or book holiday online.

18. Futures ….. a
need to future
proof

19. 1. Demographic trends
The population is changing – over the next 10 years, the number of older people will increase
...and as baby boomers hit retirement age, catering for this group (who don’t behave like “old” people) will be vital
There’s also been a mini baby-boom – leaving the “squeezed middle” to care for (and finance) the growing numbers of young and old
There are increasing numbers of UK residents born outside the country – but their leisure habits are often poorly understood
The traditional family unit is less common than it once was – but this isn’t always recognised by businesses

20. 2. Technological trends
Since 2006, there has been an increase of over 100% in the number of domestic trips booked online...
...mobile devices have changed how we use the internet...
...yet not all businesses have a website yet (and if they do, it’s not always mobile enabled)
Near universal internet penetration in the UK + proliferation of holiday-related UGC mean that the consumer has more information than ever before to help make a decision

21. 3. Leisure time / economic trends
Despite the recession, spending on leisure and recreation has held up – money may be tight, but work life balance is vital
...but value-seeking (and the role of great deals) will remain crucial
It’s not just about “the big holiday” any more - the average English holiday is getting shorter and shorter with people taking portfolios of trips
...and we’ve changed how we plan – last minute is ever more common, making it hard for businesses to predict customer flows

22. The way the wind is blowing
The number of domestic overnight trips taken in England fell back by 9% in 2014, while expenditure declined by 3%
In 2015 Jan-July trips (all purposes) are up 13%, with spend up 11% vs the same period in 2014
The London question

23. However recent years have seen stronger growth in London than in the rest of the country
Jan-June 2015
London +4%
RoE + 5%
Source: International Passenger Survey

24. Structural Change Product development and experiential tourism
It is going to be challenging
National balance
International competition
Phase 2 of savings
Fewer, stronger destinations
Delivering great experiences