The State of the Nation

Transcription

1 The State of the Nation Sally Balcombe VisitBritain/VisitEngland CEO 17 January

2 Why Tourism Matters 1. Growth 2. Jobs 3. Soft Power 2

3 The Industrial Strategy Tourism Sector Deal 3

4 Productivity Jobs Growth Value High Performance Sector Current performance Central forecast: 2025 And we could be 126.9bn 257.4bn (2025) 268.3bn (2025) Average annual growth in overnight arrivals UK = 1.6% Western Europe= 2.4% Forecast annual growth in overnight arrivals UK = 3.6% Western Europe= 3.3% 1.8m extra visits if inbound tourism to the UK had grown at the same pace as Western Europe in m in every local authority 3.7m jobs by 2025 Each extra 54,000 in tourism spending creates a new job Output in per hour 18.3 Compared to 33 in food, and 28 in transport Output in per hour 20.8 If real productivity follows trend Increase of 1% yields 12bn additional output increase into the economy 4

5 Tourism Sector Deal The Core Areas The Asks of Government Productivity The Industry of the Future Skills Connectivity Place & Product Tourism & Hospitality Skills Campaign Fixing the image and boosting long-term career prospects Tourism Zones Helping to make local products thrive and be Europe s most competitive Improved Productivity Increasing season length and improving business visits & events Connectivity Driving more visits from more markets than ever by

6 The Next Steps Presented to the Government by S. Ridgway end of October Likely White Paper on the Industrial Strategy by end of November Negotiation on a deal with the Government - ongoing October Spring

7 Delivering tourism growth MARKETING PRODUCT PARTNERSHIPS 7

8 Our marketing approach 8

9 Our audience Explorers Buzzseekers 9

10 OUR ROLE CHANNEL E.G. JOURNEY Our customers journey PASSIVE INSPIRATION ACTIVE IDEATION EXPLORING OPTIONS BUILD ITINERARIES GROWING ANTICIPATION ON THE GROUND SHARE AND ADVOCATE Make them think of Britain differently Help them plan Help them travel Help them share 10

11 ACTIVITY The always-on approach TIME 11

12 Our approach to content Broadcast messaging Content tailored to audience Own-channel focused Distribution-led Limited use of data Data and insight driven Help us with engaging content ideas, stories, experiences and personalities! 12

13 Our brand strategy THE PROBLEM Foreign travellers feel they already know exactly what to expect from Britain OUR STRATEGY The world s most wonderfully unexpected island 13

14 Platform Idea I TRAVEL FOR Travel Passions (per market) I travel for adventure I travel for fun I travel for food & drink I travel for culture Expected/Unexpected Link expected and unexpected to travel passions putting people at the heart 14

15 Coastal + Country Life 365 DAYS visitbritain.com Cool Cities visitbritain.com visitbritain.com 15

16 Why we work with Commercial Partners Reach Market Significance Brand Recognition Marketing Capabilities Technology Product/ Distribution 16

17 Expedia partnership ( ) TVC and interactive videos 365 Days of #OMGB bespoke platform Inclusion of new VB product, incl. rail product, making it bookable Personalised itineraries based on preferences Use of social to drive advocacy 17

18 Expedia Results ( ) Market Reach Sales 983k monthly unique users 65k on social 32,966 passengers (+29%) 14,516 tickets (+26%) 1.7M monthly unique users 160k on social 106,744 passengers (+29%) 57,273 tickets (+43%) 13M monthly unique users 4.7M on social 416,168 passengers (+43%) 190,303 tickets (+44%) 18

19 Domestic campaign: Join the World Discover the UK Influencer content Blog articles UGC imagery from Instagram Top-line inspiration with added anecdotes and interesting details Sends the user to various partners to book/find out more. 19

20 Industry Involvement Use the hashtags #Lovegreatbritain and #LoveUK Submit tailored experiences, images and video content to visitengland.org Toolkit in progress. 20

21 Discover England Fund The 40 million Discover England Fund (DEF) is an unprecedented opportunity for investment in improving English tourism product. The DEF gives grants to projects to deliver world-class bookable tourism products which joined-up across geographies or themes. Year 1: 20 smaller-scale pilot projects Year 2: 8 pilot projects Year 2/3: 8 large-scale, collaborative projects Y3 pilot project guidance about to be released 21

22 English Tourism Week Thursday, January 18,

23 ETW activities Your Header Here Tourism Superstar campaign Your Sub text here ETW consumer events site Consumer events promotion Social media incl. social boosting Radio day PR activity Business Takeover visitengland.org/etw2018 Get involved Special offers Events, esp. spring-time events Residents festival Constituency Day

24 For further information: