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Visit England’s James Berresford is quizzed by Billy Bear, and below right with Redcoat Roni in the TTGoffices here, but at
the same time, some will think the country will be full of sport and that they should escape – history tells us that that happened in other countries. We need to show that there are other cultural things going on, such as the Diamond Jubilee.”
What plans does Visit England have to improve marketing of holidays in England to people in the UK? “Our marketing people will be creating a campaign to be launched in spring called ‘The Time to Be in England’. But it doesn’t just have to be ours – it could be the Butlins strapline, or used by festivals or by travel agents. We want to develop our campaign with agents and to get them to run with it – it’s something we’re working through at the moment. We’ve also got a significant bid with the Regional Growth Fund to get some backing, which will help the campaign gain traction. It will cost £60 million over three years, and we’re bidding for a third of that.”
David Cameron has high hopes for increasing inbound tourism to the UK, yet Visit England’s funding has been cut. How realistic are the targets? “Any cuts are a challenge, but we planned for these cuts – we knew that they were
coming. We have to find ways of doing things that cost less than before. We don’t have the most money in the world, but you can get lazy with a lot of money. We have a modest amount we spend well.”
Is there a particular consumer that you’re aiming for?
“We have people that always take two weeks in the sun, and we don’t want to waste money trying to persuade them not to do that. But there are around 20% that take short breaks that could be persuaded to take them in the UK. We’re trying to protect our market. We’re not concentrating on winning over a new market; it’s about holding on to the market that we’ve got. And city destinations here are just as good as some that are opening up over Europe.
With the rise and rise of TripAdvisor, do you think that formalised ratings will soon be redundant? “I believe stars still have a role to play. People look at stars before they make a decision to stay somewhere, but they also look at social media content. We are not backing away from the star scheme, but it should be modernised, and that is what we are doing.”
18.02.2011 11 Do you holiday in the UK?
“I take short breaks in this country regularly. I go overseas to see what the competition is up to. I look for relaxing qualities, a good environment, and I don’t think I can see that anywhere else.”
And finally... what would be your message for Butlins on its 75th anniversary?
“Firstly, Happy Birthday – Butlins have existed for 75 years because they have stayed relevant. My message would be to keep on doing what you do so well, and for you, Billy, to keep grinning for the customers for the next 75 years!”
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