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Visitor Economy Briefing for Local Enterprise Partnerships

Issue 6 – September 2014

Introduction

VisitEngland coordinates two briefings per year for Local Enterprise Partnerships to update them on key tourism projects and initiatives of potential interest. The briefings are sent directly to LEPs and posted on the VisitEngland website in Spring and Autumn. They are also published on the BIS LEP Toolkit and the LEP Network website.

Contents

1 - Update................................................................................................................................................................................ 2

a) Strategic Framework for Tourism in England - Annual Progress Report 2014 ............................... 2

b) Latest Results of RGF ‘Growing Tourism Locally’ Programme ......................................................... 2

c) Latest Research ........................................................................................................................................... 2

d) Triennial Review .......................................................................................................................................... 3

e) DCMS Select Committee ............................................................................................................................ 3

f) International Festival For Business – Liverpool .................................................................................... 4

g) Rural Broadband Awareness .................................................................................................................... 4

h) Business Support ........................................................................................................................................ 4

2 - Forward look .................................................................................................................................................................... 4

a) Business Support ............................................................................................................................................................ 4

b) New Strategic Partnerships ......................................................................................................................................... 5

c) National Grid – Upgrade and Modernisation ......................................................................................................... 5

e) Next year’s ETW starts on 14 March 2015…………………………………………………………...……....6

Further Information .............................................................................................................................................................. 6

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1 - Update

This section looks back on the past 6 months and updates on key tourism initiatives and projects that have

taken place:

a) Strategic Framework for Tourism in England - Annual Report 2014

The Strategic Framework annual report reveals positive progress in the delivery of the 10-year growth

strategy for English tourism. The report details an annual growth rate of just over 5% in the value of tourism

and a 7% uplift (178,000 jobs) in the number of people employed in tourism since December 2010. This puts

us well on course to achieving the 225,000 jobs target set out in the Strategic Framework.

Almost 70% of the activity in the 13 industry action plans has also been delivered during their three-year life-

span, this is positive when taking into account the challenges partners have faced due to constrained

resources and changed organisational circumstances.

The Strategic Framework will be reviewed and refreshed in 2015 to reflect the new tourism landscape and to

anticipate further opportunities and challenges for its delivery. Partners will be engaged in the review and

refresh over the next few months.

b) Latest Results of RGF ‘Growing Tourism Locally’ Programme

The latest results from VisitEngland’s three-year RGF programme, Growing Tourism Locally, has to date

generated £517million of additional tourism spend in England and created 9,620 additional jobs in the

tourism sector.

Funded by £19.9m from the Government’s Regional Growth Fund (RGF) along with contributions from

VisitEngland and the private sector, Growing Tourism Locally is designed to stimulate investment and

growth while inspiring more people to holiday at home.

A combination of destination-focused and themed marketing campaigns – including Heritage, Coastal,

Countryside, and Culture including Sport - have been delivered since the launch of the project in August

2012 to stimulate consumer interest in taking holidays and short breaks in England and boost business

revenues and employment. The latest round of campaigns are due to go live.

c) Latest Research

Performance Trends

2013 results show that the year was one of mixed fortunes for tourism businesses.

The number of domestic overnight trips taken in England fell back by 3%, to £102 million, with a 4%

drop in expenditure (£18.7bn). Nonetheless, the “staycation” effect continued, with levels of domestic

holiday taking remaining well ahead of pre-recession levels.

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Domestic day visits also declined, with 1.4 billion trips taken and spending of £46 billion representing

year on year drops of 7% and 5% respectively

However, inbound tourism returned to growth after a flat 2012, with both trip volumes (28.6 million,

+7%) and expenditure (£18.4bn, +13%) at record levels

Visits to visitor attractions rose by 5% in 2013, a strong performance after declining slightly in 2012

In 2014, the mixed picture has continued, with poor weather at the start of the year having an impact on

performance in many areas of the country. Latest results show a slight decline in England day visits (-3% in

the year to July) and domestic overnight trips (-5% to May) but positively, 7% growth in the number of

inbound visitors to the UK in the first seven months of the year.

More details at http://www.visitengland.org/insight-statistics

Coming Up: Staycation Research

The next wave of VisitEngland’s “Staycation Research” monitor, which looks at the impact of the economic

environment on holiday taking behaviour, will be published in October. As well as giving guidance about

general sentiment relating to domestic holidays, this wave’s survey will include a more in-depth investigation

into the role that deals and discounts play in trip decision taking and planning.

d) Triennial Review

The Department for Culture, Media and Sport (DCMS) is currently undertaking a Triennial Review of

VisitEngland together with VisitBritain – VisitEngland’s sister agency.

It is a standard requirement by the Cabinet Office for all Government departments to review their agencies

and non-departmental public bodies (NDPBs) at least once every three years to ensure that they are still

needed, delivering effectively and efficiently and are complying with principles of good corporate governance.

VisitEngland exists to work with Government and industry to safeguard the sector's successful and

sustainable future. If you would like to provide input into the review please use

VBVE.TriennialReview@culture.gsi.gov.uk. The deadline for comments is 30 October 2014.

If you would like to discuss the review with VisitEngland please contact CEO James Berresford or Louise

Stewart, Director of Strategy and Development (louise.stewart@visitengland.org / 020 7578 1462).

e) DCMS Select Committee

The Culture, Media and Sport Select Committee will be holding an inquiry into tourism. An overarching theme

of the inquiry is to examine ways in which the growth potential of tourism can be developed for the benefit of

both local economies and the country as a whole. All submissions should be received by Monday 29

September 2014.

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f) International Festival For Business – Liverpool

The International Festival for Business was held in Liverpool in June and July 2014. It was the largest

business event in 2014 where industry leaders across the UK came together with International countries and

businesses to develop opportunities and in so doing grow our exports. The initiative is fully supported by

Government and destinations across the UK and due to this year’s success it has been confirmed to take

place again in Liverpool in 2016. VisitEngland worked hard to ensure the visitor economy had a presence at

the event through a well attended conference on regional tourism growth and related roundtables, plus

through encouraging destinations in England to get involved.

g) Rural Broadband Awareness

VisitEngland has been working with Defra, BDUK, Tourism Alliance and the Country Land and Business

Association on raising awareness of the rollout of superfast broadband across the country. Defra has

identified tourism businesses as a priority sector. To support this VisitEngland has facilitated discussions with

Destination Management Organisations and sharing of information across the tourism sector. A workshop

for destinations and local broadband delivery partners was also held in the New Forest in April 2014.

VisitEngland, BDUK and Defra will meet in late autumn to discuss further support for this initiative. In

addition, a new online marketing toolkit for SMEs will launch on VisitEngland’s new corporate website and

will emphasise the importance of broadband to tourism businesses.

h) Business Support

Quality Edge for attractions and accommodation businesses

Issue 19 of VisitEngland’s Quality Edge Magazine is out now. Targeted at attractions and accommodation

businesses it features support and guidance to help businesses develop their offer. This issue covers the

future tourist trends, succession planning, cycle tourism and regular features such as legislation lowdown

and digital digest.

2 - Forward look

This section includes information on key tourism initiatives and projects taking place in the next 6 months:

a) Business Support

Business advice hub

A Business Advice hub will feature on VisitEngland’s new industry website to provide tourism operators with

tailored business advice to help their businesses to thrive. The hub will include:

Quality Edge Magazine – essential business advice magazine featuring case studies and practical

tips to grow business

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Pink Book – the online guide to legislation relevant to accommodation providers in England (also

available in print)

Accessibility and Sustainability – tools and resources to help operators enhance customer appeal

by providing access for all and operating sustainably

NEW Online Marketing Toolkit – an easy-to-follow series of introductory guides to promoting

businesses online, from building a basic website to producing a social media content strategy

VisitEngland Awards for Excellence – annual national awards programme recognising the very

best of England’s tourism businesses

b) New Strategic Partnerships

English Heritage

VisitEngland will be launching a three-year strategic partnership with English Heritage at the Destination

Management Forum in Lincoln on 22 October. The partnership will set out strategic priorities and opportunities for

national partnership working to drive sustainable economic growth through heritage and the visitor economy.

Greater collaboration will also be encouraged between local level organisations, including Destination

Organisations, Local Enterprise Partnerships and Local Authorities, to achieve greater economic impact.

Creative England

VisitEngland is developing a three-year strategic partnership with Creative England for launch this autumn. The

partnership will build on joint work between the two agencies to attract production companies to England and will

focus on driving further growth through business tourism, sharing expertise and knowledge across our sectors,

supporting businesses and consumer promotion.

c) National Grid – Upgrade and Modernisation

VisitEngland has been invited to join the Stakeholder Advisory Group that will be making recommendations

on the Visual Impact Provision (VIP) for the upgrade and modernisation of the National Grid. Half a billion

pounds has been set aside by OFGEM to support work to reduce the visual impact of new pylons and power

supply lines that will be introduced over the next decade and beyond. The money to support this work can

only be used for National Parks and Areas of Outstanding Natural Beauty (AONBs).

The work is in its very early stages but the VIP Stakeholder Advisory Group, which is also made up of

leading landscape architects, representatives from the National Parks, AONBs and other environmental

interest groups has now met twice, in London and in Chester, to consider priority issues. A study tour to

examine practical issues of reducing visual impact was also arranged earlier this summer.

The amount of money set aside for this work is unprecedented and exceeds provision anywhere else in the

world but impact reduction measures such as undergrounding of cables is also extraordinarily expensive so a

lot of expert analysis will be needed to establish priority measures.

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d) English Tourism Week (ETW) 2015 - Hold the Date

ETW is an annual national campaign that tourism businesses throughout England can use to both promote their

product, and help raise awareness of the economic power of tourism in this country.

Next year’s ETW starts on 14 March 2015. For ideas on how to get involved visit www.englishtourismweek.co.uk

and encourage businesses and local partners to submit events, activities and promotions online. A brand toolkit

will also be available to help businesses promote their activities during this exciting week for tourism.

Further Information

Please contact Lyndsey Swift, Head of Strategic Partnerships & Engagement

VisitEngland, Sanctuary Buildings, 20 Great Smith Street, London SW1P 3BT

Telephone: 020 7578 1456

Email: lyndsey.swift@visitengland.org

VisitEngland Corporate Website: www.visitengland.org

VE Consumer Website: www.visitengland.com

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