Post on 22-Feb-2016
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Niche Tourism as an Agent of Growth
Phil EvansHead of Strategy
VisitEngland
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
Tourism is growing everywhere?
…maybe not everywhere!
Londonunlimited PPD001®
Londonunlimited PPD001®
Londonunlimited PPD001®
Londonunlimited PPD001®
Londonunlimited PPD001®
The Move from Mass Tourism
Accommodating new kinds of tourism
Londonunlimited PPD001®
Londonunlimited PPD001®
Changing Consumer Behaviours
Opportunities for Growth
There are many opportunities to move away from what is commonly seen as mass tourism
Value for time
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
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
National Tourism Academy at Bournemouth
philip.evans@visitengland.org