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TOWARDS 2015 Shaping Tomorrow’s Tourism

TOWARDS 2015 Shaping Tomorrow’s Tourism. ECONOMIC IMPORTANCE. Total Visitor spend £8,294 million annually - Staying Visitors £4,523 million (55%) - Day Visitors £3,771 million (45%) Worth up to 10% of regional GDP Supports 307,000 ‘actual’ jobs (225,000 FTEs)

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TOWARDS 2015 Shaping Tomorrow’s Tourism

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  1. TOWARDS 2015 Shaping Tomorrow’s Tourism

  2. ECONOMIC IMPORTANCE • Total Visitor spend £8,294 million annually - Staying Visitors £4,523 million (55%) - Day Visitors £3,771 million (45%) • Worth up to 10% of regional GDP • Supports 307,000 ‘actual’ jobs (225,000 FTEs) • 1 in every 8 jobs in the South West (UK average 1 in 13) • Major Issues of variable quality, seasonal and part-time employment

  3. Domestic Visitor Segmentation & Satisfaction Findings

  4. Strengths • A8 – The quality of the accommodation • A10 – Overall welcome and friendliness • A35 – Interesting villages, towns, locations to visit • A32 – Beaches and coastline • A26 – Place for peace and quiet and relaxation • A31 – Unspoilt countryside • A4 – Choice of hotels, B&B’s, guesthouses etc • A29 – History and heritage • A18 – Facilities for walking rambling and cycling • A33 – Chance to see wildlife in natural habitats Hygienics Motivators high A8 A9 A21 A31 A10 A26 A32 A3 A4 A35 A1 A2 A13 A29 A22 A33 A15 A18 A30 ClaimedImportance A28 A23 A6 A14 A11 A20 A34 A25 A17 A27 A5 A16 A12 A7 A24 A19 Hidden low Savers Opportunities Real Importance low high

  5. South West • Priorities • A9 – Standards of service • A21 – Quality restaurants and dining • A23 – Availability of tourism information • Hidden Opportunities • A6 – Choice of self-catering accommodation • A14 – Range & availability of local produce, arts and crafts and souvenirs • A17 – Range of water based activities, e.g. sailing, surfing, swimming • A7 – Choice of camping and caravanning facilities Hygienics Motivators high A8 A9 A21 A31 A10 A26 A32 A3 A4 A35 A1 A2 A13 A29 A22 A33 A15 A18 A30 Claimed Importance A28 A23 A6 A14 A11 A20 A34 A25 A17 A27 A5 A16 A12 A7 A24 A19 Hidden low Savers Opportunities Real Importance low high

  6. South West • Vast majority high satisfaction. • Of some concern that loyalty levels are relatively low.

  7. Consumer's changing characteristics and needs • Wealthier ( for now) • Healthier • Older and more active • Multiple holiday taking • Short breaks as a survival tool • Increasingly “experience driven” breaks • Changing lifestyles

  8. Experience Brand Cluster

  9. Market Intelligence Key growth areas • Short Break Holidays UP 53% • Visits to Friends & Relatives UP 24% • Overseas (overall) UP 19% - North America UP 23% - Non EU UP 19% - EU UP 12% • Long Holidays None

  10. Key Issues for the South West The Changing Priorities for Tourism • Develop Experience and Destination Products • Value not Volume • Quality of Employment not Quantity • Impact on the Environment • Impact on Host Communities

  11. STRATEGIC AIMS • Driving Up Quality • Delivering Truly Sustainable Tourism • Effective Regional and Destination • Management

  12. DESTINATION Marketing • Bath • Bournemouth and Poole +Bristol • Cotswolds & Cheltenham • Cornwall • Isles of Scilly • Exmoor • Somerset (Weston) • Devon • Dartmoor • English Riviera • Plymouth • Dorset • Gloucester & Forest of Dean • Salisbury,Stonehenge & Wiltshire

  13. Experience Marketing • Traditional Beach Holiday • History & Heritage • Close to Nature • Easy Preschool • Sheer Indulgence • Plus Business Tourism • Romance • Chill Out • It’s Cool • It’s Adventure • Discovery • Overseas Promotion

  14. Towards 2015 Implementation Delivery Tools

  15. Towards 2015 Implementation Delivery Tools Agree Brand Architecture & Marketing Strategies for New Business Generation Shared/Compatible ICT, Comms and Business Models 20 Detailed Towards 2015 Implementation and Delivery Plans Sustainability and Quality Development through Brand Clusters Destinations Management Organisations

  16. MARKETING OPPORTUNITIES

  17. PUBLIC RELATIONS

  18. PUBLIC RELATIONS

  19. 2004

  20. Lead Generation • Over 7 million inserts • Generate 100,000+ leads

  21. www.indulgesouthwest.co.uk

  22. Accommodation – Search Facility

  23. Search Results – Short Listings

  24. Direct link to website • Links to nearby facilities: • Food & Drink • Events • Places to Visit

  25. Direct links to website • Links to nearby facilities • Accommodation • Places to Visits • Activities • Events

  26. Issues

  27. Issues • Growth in Short Breaks – 53% • Day Visitor promotion and growth • Cultural Tourism vs Cultural Add on • Quality standards and challenges • Sustainability credentials • Etourism and rich data and content • Just in time booking habits & trading • TICs and Visitor information requirements

  28. Issues • Etourism and rich data and content • Just in time booking habits & trading • TICs and Visitor information requirements • Service Standards

  29. Questions

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