Transcript The importance of a collective approach in delivering a thriving visitor economy Jason Freezer, Destinations Manager.

The importance of a
collective approach in
delivering a thriving visitor
economy
Jason Freezer, Destinations Manager
England's Regional Tourist Boards 1999
1. Northumbria
2. Cumbria
3. North West
4. Yorkshire
5. Heart of England
6. East of England
7. West Country
8. Southern
9. London
10.South East England
Tomorrow’s Tourism
VICE Principle
Visitor
A “wise” growth strategy
for tourism is one which
integrates the economic,
social and environmental
implications of tourism
and which spreads the
benefits throughout
society as widely as
possible.
Environment
Industry
Community
Regional Tourism 1999 - 2010
• Regional Development
Agencies (RDAs) created
• RDAs given Strategic
Leadership responsibility
for tourism (2003)
• DCMS regional tourism
funding ‘direct’ to 9 RDAs
• Recognition of Destination
Management functions and
structures below regional
level, expansion, creation
and formalisation of DMOs
at local level.
VisitBritain’s ST
VisitEngland’s
STStrategy
Strategy
Promoting Sustainable businesses
& encouraging responsible visitors
Greening
VB
Support
Government
Engage
Market to
Industry Consumers
Sustainability in
action in England
Local Enterprise Partnerships (LEPs)
LEP prioritisation of Tourism/Visitor Economy
LEP
Cheshire and Warrington
Cornwall and the Isles of Scilly
West of England
York and North Yorkshire
Solent
Liverpool City Region
Gloucestershire
Sheffield City Region
Enterprise M3
Greater Manchester
The Marches Enterprise Partnership,
Shropshire and Herefordshire
South East Midlands
Cumbria
Kent, Greater Essex and East Sussex
New Anglia (Norfolk and Suffolk)
Derby, Derbyshire, Nottingham and
Nottinghamshire
Stoke and Staffordshire
Tourism/
Visitor Economy
LEP
Heart of the South West
Coventry and Warwickshire
Tees Valley
Leicester and Leicestershire
Black Country
Coast to Capital
Hertfordshire
Worcestershire
Lincolnshire
Oxford City Region
North Eastern
Greater Birmingham and Solihull
Leeds City Region
Greater Cambridge and Greater
Peterborough
Pan London
Thames Valley, Berkshire
Lancashire
Source: LEP Proposal Documents
Tourism/
Visitor Economy
Strategic Framework – 2010 - 2020
• National Tourism Strategy
• Stakeholders working together to achieve 5% annual
growth
• VisitEngland is the custodian of this document
– Responsible for driving forward its implementation by
partners
– Coordinating the development of specific Action Plans
– Monitoring progress of implementation
– Measuring the impact
• Provides the context for VisitEngland’s activities
This is a collective responsibility
Wise Growth
Sustainability
principles
Growth
Wise Growth Vision and Objectives
Grow tourism responsibly in a finite world, creating
resilience and prosperity for all, balancing the growth
aspirations of the Strategic Framework with the
principles of sustainability.
• principles of Wise Growth into all Action Plans.
• principles of Wise Growth into communications
strategies with visitors and residents to enable them
to cherish the places they visit, live and work.
• Measure, report and communicate the impacts of
Wise Growth transparently.
Tourism
stakeholders
and their
priorities
Visitors
Authentic experiences
Quality
Value
Business
Environment
Protect
Preserve
Enhance
Profit
People
Resilience
Wise Growth
Residents
Better place to live
Jobs
Community
Focusing on destinations
• New audiences who need to understand the value of
destination management
– Nationally but also locally especially those who
collectively own the destination
• We need to:
– Have a collective understanding to ensure we
communicate the same messages nationally and locally
– Measure our impacts and share results to prove our
case
What does Destination Management
involve?
Common Vision
Visitor Experience
• Partnership
• Understanding destination SWOT
• Destination Management Plan
• Clean, tidy, safe, inviting and
welcoming places
• Accessible destinations
Destination
Management
Developing the destination
Selling the destination
• Understanding Performance
• Product development and
investment
• Co-ordinated, holistic and
focused marketing
• Information provision
What is a Destination M* Organisation?
• A group of organisations that are focused on the
growth of the local visitor economy
(strategic partnership)
• Not one organisation can complete all the functions in
one place (or places)
• Destination management organisations are about
partnerships (public/ private and 3rd sector)
• The “glue” that brings it all together
Destination Management Plans
• Vision
• A shared statement of intent for a given period of
time on how to:
– Manage
– Develop; and
– Promote
• Identifies the opportunities and threats
• Articulates each stakeholders role and responsibility
Succeeding in a new
landscape
• Celebrating and
sharing best practice
& innovation
• Securing
connectivity between
local and national
• Making sure the
focus is on the
destination