visitnorthumberland.com Northumberland destination management plan

Transcription

1 visitnorthumberland.com Northumberland destination management plan

2 Northumberland: the destination where independent spirit life comes to contents 1 Introductions 3 Northumberland s Destination Management Plan 4 Our successes so far 5 Our challenges 6 What s happening in Northumberland? 7 Northumberland s brand 8 The pillars of our brand story 10 Northumberland s vision 11 Our purpose 12 What do we aim to achieve? 13 Action: Getting things done 14 Priority areas 16 Northumberland s audiences Holy Island - Northumberland Coast AONB

3 Over the last 5 years tourism jobs have increased significantly - by 18% or 2,000 jobs, more than any other sector. Tourism helping provide prosperity Our visitor economy is hugely important to the economic wellbeing of Northumberland. The 730m injected into our economy in 2013 by over 8.8m visitors provided 13,200 full time jobs. But the benefits of a prosperous tourism industry are not just economic. Sensible and sustainable management of the assets enjoyed by our visitors, from our beautiful landscapes and signature attractions to walking paths and clean beaches, also helps make Northumberland a place that our residents can both enjoy and be proud of. Cllr. Valerie Tyler Northumberland County Council for all A shared vision and plan This destination management plan will help us to lead, influence and co-ordinate the management of all aspects of our destination that contribute to a visitor s experience, taking into account the needs of the visitor, local residents, business and the environment. This is our shared statement of intent and articulates the roles of the different stakeholders and the actions they will take to play their part in achieving our collective ambitions for Northumberland over the next five years. Many organisations have been through huge change recently and there exists a renewed necessity to engage and build on our profile for the county, which is currently enjoying an unprecedented high profile boost through successful marketing campaigns, awards success at a national level and TV coverage which is taking images of Northumberland across the country and beyond. David Hall Chair - Northumberland Tourism David Hall and Valerie Tyler visitnorthumberland.com 1

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5 Northumberland destination management plan This Northumberland Destination Management Plan (NDMP) for sets out the aims and strategic priorities for the development and promotion of tourism in the county to address identified issues and build on our strengths. Sitting within the context of the Northumberland County Council Economic Plan, countywide policies and strategies and a range of partnership management plans, the NDMP provides the framework for actions to be undertaken by a wide range of agencies and organisations. It is important to recognise that this NDMP is relevant to all public and private sector organisations involved in the visitor economy - we must all work together to deliver the activities to realise our ambitions. It is a reality that public sector funding will continue to decline over the lifetime of this plan. Many private sector business owners and managers will increasingly face challenges which will require them to update their skills to maintain profitability. This plan aims to provide a rationale for future public sector resourcing of the industry, and confidence for the private sector to invest wisely - and in some cases assume the lead in areas that traditionally fell to the public sector. Destination Management is the process of leading, influencing and coordinating the management of all the aspects of a destination that contribute to a visitor s experience, taking into account the needs of visitors, local residents, businesses and the environment. A Destination Management Plan is a shared statement of intent to manage a destination over a stated period of time, articulating the roles of the different stakeholders and identifying clear actions that they will take and the apportionment of resources. The Northumberland Destination Management Plan (NDMP) is: Northumberland s shared plan which presents strategies and actions to manage and grow the county s visitor economy in a way that will consider all partners. To be used by all organisations and individuals concerned with the sustainable growth of tourism in Northumberland. Fully coordinated with Northumberland County Council s Economic Plan and other relevant plans* to ensure a partnership approach across relevant agencies. Lead by Northumberland Tourism, the county s Destination Management Organisation (DMO) who will coordinate the contributions of all partners. Recognised by VisitEngland, VisitBritain and Government *These include the Northumberland National Park Management Plan, the North Pennines AONB Management Plan, the Northumberland Coast AONB Management Plan and the Northumberland County Council Core Strategy among others. Key Definitions Contribution to Northumberland s Economic Strategy The economic strategy developed by Northumberland County Council recognises that Tourism and Culture businesses play a major part in Northumberland s economy and commits to improving the quality and productivity of the sector through integrated support. At 13% of the county s workforce tourism is identified as a key sector and the objectives of this NDMP will aim to contribute directly to the themes and priorities set out in the economic plan. Rainbow at Catton Allendale Valley Tourism visitnorthumberland.com 3

6 Our successes so far Tourism is the second most important employment sector in Northumberland directly employing 13,200 people (13% of total employment). Over the last 5 years tourism jobs have increased significantly - by 18%, or 2,000 jobs, more than any other sector. In 2013 the county welcomed 1.7 million overnight visitors and 7.2 million day visitors who between them contributed 730 million to the local economy. Northumberland was part of VisitEngland s Growing Tourism Locally RGF Campaign which has so far generated 15.7m in additional visitor spend and generated 292 jobs. In 2014 visitnorthumberland.com exceeded 1 million unique users for the first time with an increase of 17.5% a year to 1,014,755. The county s marketing activities attracted visitor spend of over 100m in 2013 and In 2013, Kielder Water & Forest Park won Gold at the VisitEngland tourism awards as England s Best Visitor Experience, followed by Gold for both St Cuthbert s House (Best Bed & Breakfast) and Seafield Holiday Park (Best Holiday Park) and Bronze for Leaplish Waterside Park (Best Holiday Park) in the 2014 awards. In 2014 Northumberland won Silver in the British Travel Awards. Alnwick Castle - Mario Czekirda visitnorthumberland.com 4

7 In 2013 the county welcomed 1,692,000 overnight visitors and 7,177,000 day visitors who between them contributed 729,710,000 to the local economy. Our challenges In spite of recent improvements, our visitor economy remains highly seasonal, with the summer period (July to September) accounting for over a third of all tourist days. This leads to a perceived low status for many jobs, a lack of good training opportunities for many staff in the industry, difficult cash flow problems for businesses and difficulty in attracting significant inward investment, such as new hotels and accommodation, compared to elsewhere in the region. A further product development issue identified by surveys is that many visitors are relatively disappointed with the quality and consistency of our food and retail offer, compared to other similar areas of the country. We believe that Northumberland has all the right natural assets to become an even more successful visitor destination, but has yet to take full advantage of them. Key to this will be ensuring that any growth and development is balanced with protecting the landscapes and culture that make Northumberland unique. Cycling in the Ford and Etal Estates visitnorthumberland.com 5

8 What s happening outside Northumberland? National VisitEngland monitors trends in domestic leisure tourism and has identified the following as needing our consideration: Both younger and older population groups are increasing in size. We will need to consider accessibility and the changing shape of families, but could benefit from a more affluent and leisure focused generation of older people The recession has changed behaviours and even as we move towards recovery visitors will still demand better value and continue to search for bargains. Technology development will continue apace with use of mobile devices becoming more widespread and sophisticated. Technology also allows decisions to be made later so tourism businesses will need to be flexible. People have prioritised their leisure spend, but require simplicity and more bespoke activities. Ethical priorities continue to evolve and there is growing emphasis on cultural capital. Concern about health is driving more active leisure trips. VisitEngland: Domestic leisure trends for the next decade. December VisitBritain and VisitEngland VisitBritain is the national tourism agency responsible for promoting Britain worldwide. VB provide opportunities for destinations such as Northumberland to promote themselves internationally both online and through their network of PR experts. VisitEngland markets England to domestic and established overseas markets and works directly with destinations to improve England s tourism product. Destination organisations work with VE through its Destination Management Forum, their membership of which depends on being a public/private partnership, having a published destination management plan, being committed to delivering VE s strategic framework and national marketing strategy, and having the status and remit locally to manage tourism, recognised by the Local Enterprise Partnership. VisitEngland also has strategic partnerships in place with national organisations important to tourism such as the Arts Council, the National Parks Association and English Heritage and the National Association for AONBs. Northumberland has benefitted from promotion as part of VisitEngland s Holidays at Home are GREAT three year campaign funded by the Regional Growth Fund. This ends in March 2015, and while it has been independently appraised as successful and has exceeded targets before the project end, there is no guarantee that similar future funding for destination marketing will be available. We must stay alert to other development funding opportunities and applications will be strengthened by the strategic partnership approach outlined in this Destination Management Plan. Regional The administrative structures in the North East continue to evolve. Our seven local authorities have come together to form the North East Combined Authority who s Economic Development and Regeneration aims will impact on, and be contributed to, by tourism. The North East Local Enterprise Partnership (NELEP) is also responsible for promoting and developing economic growth and its Strategic Economic Plan More and Better Jobs was released in March 2014 and includes tourism as a major growth sector. visitnorthumberland.com 6

9 Northumberland s brand Partners across the public and private sectors in the past worked together to develop the Northumberland Destination Brand. A true brand defines the place, unites stakeholders and attracts the audiences we want. Our brand should inform the products and services we invest in, the images and messages we project and capture the spirit of the place and its people. It is much, much more than a logo. We aspire for a sustainable visitor economy which supports - not damages - our core values and environment. Our brand expression has emerged as Northumberland - an independent spirit. As well as providing us with our strength and unique character, that spirit also brings about its contradictions. The brand acknowledges the conflict that so many in Northumberland feel towards the visitor economy - even by some business owners who are dependent on those visitors. It s in our nature to be welcoming and friendly, but we want to attract people who will care for and value our Northumberland as much as we do. visitnorthumberland.com 7

10 The pillars of our brand story Northumberland s Brand Story The brand story model explains the relationships between all the elements that will combine to help us achieve our vision. Each of the four pillars of our brand story: Adventure, Space, People and Culture, describes a facet of our brand that together make Northumberland distinctive as a visitor destination. Adventure Our visitors feel a sense of adventure when delving into our wide range of authentic experiences and things to see and do. From visiting our distinctive attractions to activities such as cycling, walking, wildlife watching or viewing the stars, Northumberland is a place for adventure all year round. People Our people are proud to be from Northumberland. We have strong characters with unique stories to tell. Residents and people employed in tourism provide a warm welcome, local knowledge and the authentic experiences that make their visit memorable. Space The spectacular beauty and tranquillity of our landscapes makes Northumberland special. Visitors love the ruggedness of our coast, our gardens, the variety of countryside habitats, our unique and often rare wildlife, and the feeling of freedom and peacefulness they find. The special features of our spaces are recognised in the large areas of Northumberland that are protected including our National Park, the Northumberland Coast and North Pennines Areas of Outstanding Natural Beauty and the Northumberland International Dark Sky Park. Culture Our long history is evident in our border location, our castles and historic attractions, Hadrian s Wall World Heritage Site and Northumberland s place as the cradle of Christianity in Britain. Authentic crafts, music and food & drink are celebrated in a variety of unique events and festivals. visitnorthumberland.com 8

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12 Northumberland s vision In 2014 visitnorthumberland.com exceeded 1 million unique users for the first time with an increase of 17.5% a year to 1,014,755. To be THE destination where Independent Spirit comes to life. The essence of our brand is our Independent Spirit. We want to encourage everyone in Northumberland to find their own way of expressing their Independent Spirit, to create an authentic and memorable experience that visitors will want to return to again and again. Information on Northumberland s brand, along with tools to help businesses express their Independent Spirit can be found at marketingnorthumberland.com visitnorthumberland.com 10

13 Our purpose Northumberland has been recognised as one of Visit England s 39 attract brands, meaning that the county is used to help promote England s assets in VisitEngland s promotions. For tourism to flourish contributing to Northumberland s prosperity: We will work together to sustainably develop and strongly promote a high quality, distinctive and authentic tourism offer, loved by our visitors and supported by our residents, which delivers economic growth and better jobs for all in Northumberland. How will this look? Northumberland is known for - and prides itself on - its spirit of independence. Our authentic approach to reputation and identity, exemplified by our businesses and communities, appeals to a growing number of people. These visitors see themselves as discerning individuals looking for an experience that has become rare in an increasingly homogenous world. We are attracting higher spending visitors who are spending more because the quality and range of authentic experiences here have grown, and are enticingly promoted and sold throughout the year. Many of our weaknesses have become our strengths, in particular our local food and drink offer has become a genuine pleasure to experience, and retail is catching up too. Visitors are staying longer because there is more to see and do, and their experiences are easier to plan for and access. Also, thanks to a greater choice of things to do in the low season and during times of poor weather, visitors are increasingly staying throughout the year. And the benefits are felt by all. Our independence of character is a driver in the high number of business start-ups, and the growing number of innovative businesses maturing to become larger employers. As a result, the people of Northumberland have more job opportunities, plus greater job security and satisfaction, and tourism is seen as an attractive career choice for our young people. But more than this, tourism is a focus for local pride and driving improvements that benefit Northumberland s communities, environment and culture as well as visitors, developing a truly sustainable visitor economy. Coquetdale - Gail Johnson visitnorthumberland.com 11

14 do we What In 2013, Kielder Water & Forest Park won Gold at the VisitEngland tourism awards as England s Best Visitor Experience. aim to achieve? Our objectives are to: 1 Adventure Sustainably develop our attractions and activities ensuring a wide range of authentic experiences for visitors throughout the year. 2 Space Protect the special qualities of our spaces whilst developing opportunities for visitors to appreciate and understand our landscapes, natural heritage and wildlife. 3 People Present tourism as an attractive career choice for young people and entrepreneurs and support our businesses to develop and promote their unique offers. 4 Culture Encourage the development of products and events that showcase Northumberland s culture and heritage. 5 Reputation Grow Northumberland s brand reputation as a distinctive visitor destination, inspiring more new visitors and encouraging returning visitors to stay longer. Wallington Hall - Chris Auld 6 Champions Develop a network of champions working together to achieve our vision 7 Infrastructure Improve the quality of our infrastructure to ensure a great visitor experience. visitnorthumberland.com 12

15 Action: getting things done Tourism is the second most important employment sector in Northumberland directly employing 13,200 people (13% of employment). This plan will be accompanied by a yearly Action Plan detailing the actions that partners in Northumberland have committed to in order to help achieve our objectives. For a copy of this action plan please see northumberlandtourism.org.uk We will also gauge success by measuring the following: Measure How Measured Target Number of visitors to STEAM report 5% by 2020 Northumberland Value of visitor spend STEAM report 6% by 2020 Number of people BRES 10% by 2020 employed in Tourism Visitor spend influenced by Website analytics 70m per year county marketing activities and customer surveys Business Profitability Business Survey 60% showing increase Rating amongst most loved VisitEngland survey Maintain position destinations in Top 3 Visitor satisfaction with: Overall visit Quality of attractions Quality of accommodation Variety of things to do Accessibility Customer survey 99% would recommend 93% good or very good 90% good or very good 94% good or very good 80% good or very good Visitor rating of customer service Customer survey 90% good or very good Perception of tourism as Survey of students Benchmark needed career choice Bamburgh Castle - Gail Johnson visitnorthumberland.com 13

16 Priority areas These are areas that we will all concentrate on and have been identified as having the greatest benefit for Northumberland if they are developed. Our action plan will include actions in other areas, but these are the key priorities for development, promotion or in many cases, both. Heritage (including Christian Heritage) Northumbrian Culture Cycling and Walking Landscapes and unique/rare wildlife; nature based tourism Events - a few authentic and inspirational signature events plus a wide range of smaller events Activities Dark Skies Weddings Out of season offer Food and Drink Cheviots - Alan McPhail visitnorthumberland.com 14

17 Northumberland Destination Management Plan 2015 Northumberland s audiences In 2013 the county welcomed 1,692,000 overnight visitors and 7,177,000 day visitors who between them contributed 729,710,000 to the local economy. We define Northumberland s target markets using the ArkLeisure segmentation model. This model is a values based segmentation model based on UK travellers. People are described by their behaviour patterns and likelihood to behave in certain ways. The following ArkLeisure model market segments are Northumberland s targets: Functionals - Self reliant low spenders, value functionality, arts & culture important Traditionals - Value good service, unlikely to pay extra, relaxed lifestyle, enjoy intellectual challenges Cosmopolitans - Do what they want, try new things, willing to pay for more, service important Discoverers - Independent of mind, style not important, quite high spend but value important. The county currently attracts significant numbers of Traditionals, Discoverers and Functionals, but less Cosmopolitans. As high spenders, our product development and marketing plans should concentrate on attracting Traditionals, Discoverers and Cosmopolitans. Northumberland Coast AONB River Derwent North Pennines AONB Sustainable Development (Wise Growth) It is important to balance the needs of Northumberland s communities (for their businesses, environment and culture) with those of the visitors. We must aim to ensure that economic growth supports - as well as gains from - the protection and enhancement of Northumberland s natural and cultural resources for current and future local communities as well as visitors. Northumberland s natural and cultural resources underpin our market positioning. In order to realise true wise growth within our visitor economy, the tourism partnership in Northumberland will need to work together on a number of challenging areas, including to identify and reduce the negative impacts of visitors, ensure gains from the visitor economy are reinvested back into our culture and heritage and services, increase awareness and understanding of the visitor economy in host communities, and encourage responsible resource consumption. The accepted framework used by destinations to ensure Wise Growth is known as VERB, which ensures that development is balanced between the needs of the Visitor, the Environment, Residents and Businesses and delivers benefits for all. visitnorthumberland.com 16

18 To be THE destination where Independent Spirit comes to life. Northumberland Tourism Ltd Wansbeck Workspace, Rotary Parkway, Ashington Northumberland NE63 8QZ Tel: northumberlandtourism.org.uk Design and produced by