James Berresford Chief Executive

James Berresford Chief Executive James Berresford Chief Executive - Start

2018-03-18 36K 36 0 0

James Berresford Chief Executive - Description

VisitEngland. Partnerships, Policies Promotions & Reviews. 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. ID: 655687 Download Presentation

Download Presentation

James Berresford Chief Executive




Download Presentation - The PPT/PDF document "James Berresford Chief Executive" is the property of its rightful owner. Permission is granted to download and print the materials on this web site for personal, non-commercial use only, and to display it on your personal computer provided you do not modify the materials and that you retain all copyright notices contained in the materials. By downloading content from our website, you accept the terms of this agreement.



Presentations text content in James Berresford Chief Executive

Slide1

James BerresfordChief ExecutiveVisitEngland

Partnerships, Policies Promotions & Reviews

Slide2

Our shared growth ambition5% average growth, year on year, in the value of tourism since 2010

7% uplift in jobs since 2010 = 178,000Circa 70% of actions completed

Refreshed in 2015

Slide3

Trips(m)The “staycation” trend of more domestic holidays has continued for 5 years – levels of holiday taking are still higher than pre-recession

Source: GBTS

Holiday

VFR

Business

Slide4

Growth patterns in trip volumes are very different in London vs elsewhere in England

Source: International Passenger Survey

Vs. Pre-recession high

+8%

-5%

Slide5

How Satisfied Are Visitors to English Destinations?

Overall

Performance

Likelihood to Recommend

Likelihood to

Revisit

Competitive

Advantage

TRI

*

M

Index:

94

90

50

70

30

Likelihood to Recommend

86%

excellent/

very good

86%

definitely/ probably

77%

definitely/

probably

65%

much/ slightly better

Source: VE Brand, Communications and Satisfaction Tracker

Source: VisitEngland Brand & Satisfaction

Tracker 2013-14 data

Slide6

And Visitors to the Isle of Wight?

Overall

Performance

Likelihood to Recommend

Likelihood to

Revisit

Competitive

Advantage

TRI

*

M

Index:

94

90

50

70

30

Likelihood to Recommend

86%

excellent/

very good

86%

d

efinitely/ probably

77%

definitely/

probably

65% much/ slightly better

Isle of Wight

9

0%

Isle of Wight

92%

Isle of Wight

76%

Isle of Wight

74%

Isle of Wight

100

Source:

VE Brand, Communications and Satisfaction Tracker

NB Base size for Peak District = 55

Source: VisitEngland Brand & Satisfaction Tracker

Slide7

94

ENGLAND

Cornwall

Lake District

x

Northumberland

Yorks Dales

York

Bristol

Manchester

Gt Yarmouth

Essex

Leeds

East Sussex

Scarborough

Lake District

North York Moors

Liverpool

Bath

Cotswolds

London

New Forest

Isle of Wight

Torquay

Yorkshire Coast

97

x

x

Kent Coast

Durham

Warwickshire

Gloucester

-shire

Staffordshire

Lincoln

Eastbourne

Peak District

Skegness

Notting

-ham

Suffolk

Cambridge

Newcastle

Blackpool

Chester

Bournemouth

Wey-

mouth

Somerset

Oxford

Stratford

Shropshire

Brighton

Wiltshire

Derbyshire

Other Devon

Birmingham

Other

Norfolk

x

x

Canterbury

7

95

96

105

108

94

90

95

100

81

82

100

74

75

92

74

100

102

104

111

85

91

87

102

100

101

104

86

88

91

92

83

83

89

91

95

96

97

80

91

94

99

82

85

Total Hants

91

95

Kent Total

82

82

94

92

89

98

The Isle

of Wight is one of the best performing English destinations in delivering visitor satisfaction

Slide8

% Describing Destination as Excellent or Very Good

The IOW exceeds the England average in being safe, clean, welcoming and offering good value and good local transport

Source: VisitEngland Brand & Satisfaction Tracker

Slide9

% Describing Destination as Excellent or Very Good

There are no areas where the Island scores more than 1% below the national average – even cost of access is in line

Source: VisitEngland Brand & Satisfaction Tracker

Slide10

Futures

Slide11

1. Demographic trendsThe 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

Slide12

2. Technological trendsSince 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

FOMO (the fear of missing out) can drive increased leisure

But it can be overwhelming – we need to help simplify things

Slide13

3. Leisure time / economic trendsDespite 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

Slide14

Growing Tourism LocallyProgress to date£517.19 million

9,620 indirect jobs

(target 9,139)

4

more evaluation rounds still to come

.

Working in partnership with

VS & London and Partners to measure the economic impact of business events, meetings, incentives and

conferences (with common methodology)Complete evaluation will take place post March

For now…Activity continues

Slide15

Themed Campaigns Summer 2014Holidays through HistoryCyclingAutumn 2014A Taste of EnglandRomance

Spring 2015 live now!Heritage in SpringFamily in Summer/Big Summer HolidayBe Part of History: Rugby

Slide16

Cycling Breaks in England’ supplementGuardian micro site

Slide17

Slide18

Media breakfast at ABTA convention with partners Travel Trade Master lass for Destinations planned for Spring 2015Trade workshop with England’s Heritage Cities

hosted over 750 B2B meetings connecting over 45 regional delegates with 40 key tour operators in

an attempt to help drive tourism outside of London

Travel Trade

Slide19

I need information

Offers

Ideas

Availability

New news

Tactical

etc

Quality

Expertise

Knowledge

Relevant

Real time

Right channel

Slide20

Destinations and Tourist/Visitor Information Centres

Businesses follow and are followed by Destination and TIC’s

Tourist/ Visitor Information Centres

Slide21

International activity

Regional Airports Taskforce

Two roundtables per year involving DMOs, English regional airports and other key stakeholders (Tourism Minister, Airports Commission)

VisitEngland stand at World Routes in partnership with regional airports and DMOs

VE attendance at Routes Europe

Slide22

Strategic Partnership Update

Arts Council 10 successful Cultural Destination Projects

Focus now on delivery, sharing learning and evaluation

National Parks

Volume & value data for NPs

NPs itineraries (international)

Presence on visitengland.com

Creative England

Launched Jan 2015

English Heritage

Launched in Lincoln Oct 2014

Sport

In our sights for 2015/16

Slide23

Keen to work together with tourismConsidering timing of information

Monitoring accuracy over crucial holiday periods

Develop “Weather Bot”

and embedding weather app on destination websites

Develop a YouTube Guide to Weather

Apps

Pilot

Met Office training for the

tourism

sector and encourage front of house staff to develop a degree of expertise in this

area

Working with the Met Office

Slide24

VE secured €125,000 cash grant from the EC7 destinations; 56 businesses

1st October 2014 – end March 2016

Designing

Implementation (product development)

Dissemination (Marketing campaign - September 2015)

Evaluation

Contact: Ross Calladine

Access for All Project 2 (EC)

Brighton

Northumberland

Lincoln

Nottinghamshire

Derbyshire

Birmingham

Kent

Slide25

Tourism Superstar going strongEngage your MPs for constituency day

ETW15

14

- 22 March

2015

The

Big

TweetEnd  (21-22 March 2015)Family

Holiday Association – 40th Birthday

500 for 500 pledgeExample of activity – Discover Lincolnshire:

Started 10 years ago, evolved into countywide event

Purpose to

get local people to explore their local attractions & revisit later in year

 

Slide26

Rugby World Cup 2015

3rd largest global audience for a sporting occasion – 4bn TV audience

Over 2m tickets to be sold

400-500k overseas tickets

Rugby “demographics” are just right

Shoulder period

no displacement or accommodation issues

Slide27

Great spread of destinationsOpportunity to showcase England’s sporting heritage

Excellent chance to generate coverage of England and ultimately, drive new visitors to the countryEstimated economic impact of at least £2bn

Why we’re involved – and why you should be!

Slide28

Year of the English Garden ‘16

Capability

Brown

Tercentenary

Quintessentially English and a

key motivator for travel

internationally

Wealth of product

(circa3,000

historic parks and gardens open to the

public)

Working

in partnership with DMOs, RHS, EH, NT, HHA,

NGS.

2014/15

- content gathering

2015 -

trade and PR programme

2016 - consumer activity

Slide29

Looking aheadOutcomes of Triennial and understanding what that meansCommons Select committee

General election and CSRWe need to maintain the momentum and be consistent in our message about the visitor economy locally and nationallyNational balance

International competition

Public sector

support

Anticipate new landscape

Tourism’s ‘perception’


About DocSlides
DocSlides allows users to easily upload and share presentations, PDF documents, and images.Share your documents with the world , watch,share and upload any time you want. How can you benefit from using DocSlides? DocSlides consists documents from individuals and organizations on topics ranging from technology and business to travel, health, and education. Find and search for what interests you, and learn from people and more. You can also download DocSlides to read or reference later.