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Four million people are expected to take part in The Big Jubilee Lunch


historic houses, stretches of coastline and parklands around the country, is planning a variety of Jubilee celebrations aimed more at UK visitors, including Big Lunch events on 3rd June at more than 180 his- toric properties and the lighting of Jubilee beacons at 40 sites on 4th June. Stachiewicz believes the current economic climate is driving visitors to seek simpler pleasures. “When times are hard there’s a phenomenon that people seek solace in more spiritual things or in nature – they want fresh air, gardens, parklands and a sense of provenance and heritage,” he says. Such a focus is clearly paying off for the organisation, as its visitor attendances for December 2011 exceeded half a million – more than a 70 per cent increase on the same period in 2010.


PARTY POLITICS Tourism advisor and chair of the Visitor Attractions Group, Ken Robinson, however, remains sceptical about the direct benefi ts to tourism of either the Jubilee or the Olympics (see p72): “The Jubilee will be a wonderful party, but we have to remember that it’s only four days. Also, the Cultural Olympiad has caused a lot of funds to be put into events and exhibitions for public sector visitor attractions such as museums, but these are just more competition for private visitor attractions.” What Robinson is optimistic about is


the legacy potential of the global media attention, showcasing the UK’s heritage


AM 2 2012 ©cybertrek 2012


and culture, which he believes is the real reason overseas tourists visit the UK. “We’re turning our backs on Cool


Britannia,” he says. “The government has realised that foreign tourists don’t want to visit the UK for the nightclubs or music scene. The real pull is our heritage, tradition and culture. It’s the backbone of our tourism appeal.” The Royal events of last summer and the Jubilee celebrations planned for June will no doubt play a key part in highlighting that unique heritage. Figures from VisitBritain show that in


the three months to May 2011 (the period preceding, including and following the Royal Wedding) there were 7.8 million overseas visitors who spent just under £4bn (4.8bn, US$6.3bn), representing a 10 per cent and seven per cent rise respectively on the same period in 2010. VisitBritain spokesperson, David Leslie,


says: “The big opportunity is not about people coming here for the Jubilee, but about the hordes of people who will watch it on tv and who might be encouraged to visit the UK as a result. An estimated two billion people


watched the wedding of Prince William and Kate and we would expect audiences of hundreds of millions for the Jubilee. Alongside that there will be countless tweeting, Facebook comments and YouTube videos to be posted globally. “We’re also working with international media in all our key markets to extend their


Jubilee Weekend offi cial events


Saturday 2 June, 2012: The Queen attends the Epsom Derby horse race


Sunday 3 June, 2012: The Big Jubilee Lunch: Details: www.thebiglunch.com


The Thames Diamond Jubilee Pageant will feature 1,000 boats from across the UK, Commonwealth and around the world, with the Queen’s Royal Barge leading the fl otilla. Details: http://www. thamesdiamondjubileepageant.org


Monday 4 June, 2012: BBC Concert at Buckingham Palace: Tickets are available to UK residents by public ballot only


Queen’s Diamond Jubilee Beacons: More than 2,000 beacons will be lit by communities and individuals throughout the UK, Channel Islands, Isle of Man and the Commonwealth


Tuesday 5 June, 2012: Service of Thanksgiving at St Paul’s Cathedral followed by a carriage procession for the Queen


coverage of the Jubilee to the destination, and providing story ideas around heritage and footage of destinations associated with the Royal family.” If the UK’s attractions and tourism sites


can further build on the Royal wave this summer, then the outlook for 2012 is that the UK is in for a right royal time. ●


Read Attractions Management online attractionsmanagement.com/digital 71


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