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touRism


Strategy themes come into focus...


KURT JANSON is policy director for Tourism Alliance


A


lthough the government’s new National Strategy for Tourism, has been delayed until early January, the three central


themes that underpin the strategy are now starting to come into focus. Te first of these is that the government


sees its primary role as creating a suitable regulatory environment in which the UK industry can grow and compete effectively in the global tourism market. Depending on what measures the government takes to implement this theme, there could be sig- nificant benefits to the tourism sector as regulatory burden is a key constraining fac- tor on tourism businesses, especially the 80 per cent of businesses that are SMEs. However, some of the main areas where


the UK is uncompetitive internationally – Air Passenger Duty, visas and VAT – would require considerable changes in government policy. As such, the chances of significant regulatory change seems limited. Te second theme is that government


believes that the state should be less involved in ‘destinational’ marketing and that this is more rightly the role of the industry. Te industry’s long maintained argument is that individual businesses are unable to come together to undertake inter- national marketing campaigns and needs state intervention to correct. Tis seems to be losing traction with government. Knowing that it requires substantial


incentives for operators to fund the mar- keting of a destination above the marketing of their own business, it will be interesting to see how this will be achieved. Te third theme is that the structure for


tourism delivery – at least in England – should be more bottom-up with businesses coming together and funding Destination Marketing Organisation. It has been suggested that the strategy will contain incentives for businesses to group together and develop their destination. What these incentives are remains to be seen. Based on these themes, the new tourism


strategy will be a radical departure from existing tourism policy. Just how successful it will be will depend on the detail.


12 Royal Wedding boost for tourism Tom walkEr


The wedding of Prince William and Kate Middleton next year is expected to gen- erate unprecedented interest in the British Royal Family – and have a direct effect on inbound tourism. Hospitality and travel oper-


ators can expect the event to attract a flood of extra tourists to the capital, while millions more are expected to follow live television broadcasts. Paul Eastham, head of cor-


porate communications at Visit England, said: “News of the Royal Wedding is not only a happy event for the couple and their families. “Our research indicates that Monarchy and


Te wedding will take place on Friday 29 April 2010 at Westminster Sandie Dawe, chief executive of VisitBritain,


the associated places, events and history gen- erate directly and indirectly well over £500m a year in revenue. We expect that figure to be exceeded next year, thanks to the wedding.”


added: “It will give us a wonderful opportunity to showcase Britain in the lead up to the 2012 Games. We are already talking to the rights holding broadcasters and the marriage in 2011 gives a further unparalleled chance to tell the world what we have to offer.”


Deloitte: EU residents planning ‘fewer trips’ pETE hayman


A new survey conducted by Deloitte has revealed that European consumers are plan- ning to take fewer trips during 2011. Te research comprised 4,000 participants from Germany, Italy, Spain and the UK and


was undertaken in conjunction with TNS Research International. According to the survey, the number of


Italian, Spanish and British residents who stayed in a hotel during the previous 12 months had shown little year-on-year growth.


Campaign generates £70m for Scotland Tom walkEr


VisitScotland has announced that its Perfect Day spring/ summer marketing push delivered more than £70m for the Scottish economy. Te tourism body claims


that the campaign – with a key focus on islands and coasts – generated £35 for every £1 invested, making it the “most successful seasonal marketing campaign ever”. VisitScotland has based


the claims partly on figures sourced from the United Kingdom Tourism Survey, which reported a 16 per cent increase in the number of overnight stays in Scotland by domestic travellers. Mike Cantlay, VisitScotland chair, said the announcement is indicative of the resilience


Read Leisure Opportunities online: www.leisureopportunities.co.uk/digital Te campaign was centred on the Scottish coastal areas and its islands


and determination shown by the industry, despite tough economic times. Tourism can lead us out of recession; I believe it is the most powerful asset this country has.”


Twitter: @leisureopps © cybertrek 2010


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