Product Development & Distribution

1. Product Development & Distribution Suzy Faulkner – Head of Product Development & Distribution October 2016

2. The range and calibre of tourism product offerings are what attracts tourists to a destination • Our team adds value by identifying gaps and opportunities within the tourism landscape with the aim of broadening our overall product offering, and thus inspiring consumers to think of, and book a holiday to Britain. • We advise on product development through working with the UK industry encouraging partnerships and collaboration, and assist them with creating world-class bookable product that meets the needs of international consumers. • We provide guidance on effective distribution channels through connecting UK tourism suppliers to international travel trade partners and support trade engagement in market.

3. Areas of Focus Themes – Food & Drink Developing a position for British food & drink to strength our tourism offering and leverage the global gastronomic food trend. Discover England Fund Supporting the delivery of successful bids in terms of product development, advice & distribution. The Great Rail Project A cross government initiative working with the rail industry to encourage international visitors to explore the UK using rail. Themes – Luxury Developing a luxury tourism position for Britain leveraging off it’s position as the 3rd largest luxury goods market.

4. A three-year £40million fund, announced by Government last year, ensuring England stays competitive in the rapidly growing global tourism industry, by offering world-class English tourism products

5. Developing a position for British food & drink to strength our tourism offering and leverage the global gastronomic food trend • Motivator vs Hygiene factor • Mapping of regional food hubs against spectacular heritage and historic settings • Defining our food and drink culture • Development of tourist routes focussing on ‘provenance’ - Produce, Place, People and Experiences • Building an ambassador programme with leading chefs, award winners and entrepreneurs to showcase Britain’s food culture abroad alongside Food is GREAT • Moving consumers from aspiration to consideration and purchase through effective routes to market Areas of opportunity • Products/services within food tourism – gastronomic experiences • Distributors whose key markets demand itineraries focussed on British food/drink

6. Developing a luxury tourism position for Britain leveraging off it’s position as the 3rd largest luxury goods market • HNWI vs Affluent • Playing to provenance and awareness of authenticity - ‘Home of’ luxury goods Areas of opportunity • Established luxury intermediaries • Working with luxury brands/experiences to package products fit for distribution

7. A cross government initiative working with the rail industry to encourage international visitors to explore the UK using rail • Breaking down barriers • ‘Final Mile’ solutions – how do we make it easy to reach the final destination? • BRITRail and other rail passes • Rail distribution – landscape and opportunities • Through ticketing – rail & air • Inspiring UK rail itineraries Areas of opportunity • Working with established rail intermediaries • Ground handlers to assist with ‘Final Mile’ solutions

8. Any Questions? Thank You