Strategic Framework: A Growth Strategy for English Tourism. Louise Stewart Director of Strategy and Development

Transcription

1 Strategic Framework: A Growth Strategy for English Tourism Louise Stewart Director of Strategy and Development

2

3 Who is the strategy for? VisitEngland Business Local organisations Third Sector Government

4 Indicative Timeline Industry engagement preconsultation (Feb) Industry-wide consultation- Mar to May Launch of final strategy - July to be agreed Post launch engagement July onwards

5 The vision is to build: A resilient and globally competitive tourism industry that acts as a key driver of the economy and local prosperity across England

6 The strategic objectives are to: Increase the contribution of tourism to the English economy Increase tourism employment and local prosperity Strengthen the competitiveness of businesses and England s tourism offer

7 These objectives will be achieved by: Investing in tourism products and experiences in line with market trends & strategic needs 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 the infrastructure and environment on which tourism growth relies

8 Priority 1 Investing in tourism products & experiences in line with market trends & strategic needs Action will be taken in these areas: Making evidence available on market trends & building understanding of it Developing locally differentiated products & experiences Investing in products suited to people with access needs Investing in year round products & experiences (seaside & rural) Developing cultural assets and iconic buildings & attractions Investing in facilities & services for the business visits & events market outside of London Increasing personalisation of tourism products & experiences Strengthening activity & participatory tourism experiences

9 Priority 2 Attracting & retaining motivated people and developing their skills Action will be taken in these areas: Repositioning of the industry as an employer & career choice Increasing digital skills & capability in the industry Employing & developing skills matched to the needs of new markets Increasing the number & quality of apprenticeships Strengthening collaboration between the industry & the academic and teaching professions Develop vocational training within the industry

10 Priority 3 Increasing the visibility & understanding of England s tourism offer Action will be taken in these areas: Understanding productmarket fit and identifying the most effective channels for target markets Strengthening domestic marketing Making the most of major events and seeking to attract more of them Promoting the England offer to inbound markets Facilitating access to travel planning information of consistent quality, including new media

11 Priority 4 Overcoming barriers to business competitiveness & investment Action will be taken in these areas: Increasing resilience & minimising the impact of external shocks Improving access to finance for tourism investment Strengthening business support for tourism SMEs Reducing unnecessary regulations on tourism businesses Influencing the planning system to support sustainable tourism investment Strengthening use of, and access to, IT in tourism businesses Reducing disincentives in inbound travel, such as visas and taxes Increasing awareness of tourism growth benefits & opportunities amongst development bodies

12 Priority 5 - Investing in the infrastructure and environment on which tourism growth relies Action will be taken in these areas: Increasing London airport capacity & developing use of regional airports Investing in & removing road traffic bottlenecks on key tourist routes Sustaining conservation, maintenance & access in natural landscapes, coastal & heritage sites Ensuring readiness for HS2 & HS3 through advance planning & links Increasing connectivity to superfast broadband in all parts of England Sustaining maintenance of the public realm Improving provision of public transport & facilitating use by visitors, especially in rural areas Promoting regeneration, investment & up-keep of town centres

13 Measuring success CATEGORY MEASURE PROXY / ANNUAL MEASURES ECONOMIC CONTRIBUTION EMPLOYMENT GLOBAL COMPETITIVENESS GVA Full time employment Global ranking measures e.g. visitor spend ONS employment in tourism industries e.g. Nations Brand Index (Britain) VE & PARTNER ACTION MEASURES

14 A resilient and globally competitive tourism industry that acts as a key driver of the economy and local prosperity across England To increase the contribution of tourism to the English economy To increase tourism employment and local prosperity To strengthen the competitiveness of businesses and England s tourism offer 1 Investing in tourism products and experiences in line with market trends and strategic needs 2 Attracting and retaining motivated people and developing their skills 3 Increasing the visibility and understanding of England s tourism offer 4 Overcoming barriers to business competitivenes s and investment 5 Investing in the infrastructure and environment on which tourism growth relies