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

2. 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

4. Tourism is growing everywhere?

6. …maybe not everywhere!

8. Londonunlimited PPD001 ®

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14. The Move from Mass Tourism

17. Accommodating new kinds of tourism

18. Londonunlimited PPD001 ®

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20. Changing Consumer Behaviours

24. Opportunities for Growth

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

26. Value for time

27. 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

48. 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

52. National Tourism Academy at Bournemouth

54. philip.evans@visitengland.org