VisitEngland/VisitBritain Engagement Session Welcome Presentation E 220317... · • VisitBritain is working with the sector to form a Tourism ... •VisitEngland accommodation assessment

1

VisitEngland/VisitBritain Engagement SessionWelcome

Mercure Salisbury White Hart HotelTuesday 21 March 2017

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VisitBritain/ VisitEngland update

Sally Balcombe, Chief Executive

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Update

• Our response to Brexit and Post-Brexit landscape

• Our marketing activity

• VE Business Support

Footer Wednesday, March 22, 2017

4

Our New Chairs

Denis WormwellChairman of the VisitEngland

Advisory Board

Steve Ridgway CBE Chairman of the British

Tourist Authority

5

Brexit: our response

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A positive story for 2016 – but too early to draw conclusions

• In 2016 there were a record number of inbound visits to the UK, up 3% on 2015.

• Forecast for 2017 to see a further increase in visits to 38.1m.• Forward Keys flight booking data:

• Next 3 months looking positive with Feb-April up 16% - long haulSource: International Passenger Survey, Q1-4 provisional data

7

Brexit – What we have seen so far…• Too early to spot trends.

• But anecdotal evidence that the sentiment in Europe is changing

• Research being refreshed

• Interest from longhaul markets in Britain is strong, esp. in the USA and China

• Britain is the best value it has been in a decade.

• We don’t need Trade Deals. Tourism can thrive regardless of any new Trade Deals.

8

Brexit – Making our Priorities known•Continued visa free travel

• 2/3 inbound visitors came from EU countries in 2015• 44% of spend in 2015 came from EU countries

•Air Service Agreements to be renegotiated quickly particularly with the US/EU

• 73% of international visitors arrive by air

•An opportunity to revisit regulation• Opportunity to design a better system of regulation to

protects consumers & allow businesses to offer the products customers want

9

Industrial Strategy• The Government has launched a long-term strategy to back

winning industries and help boost long-term growth.

• Industries have been asked to work together to come up with a plan setting out future potential and key policy needs.

• VisitBritain is working with the sector to form a Tourism Sector Deal.

10

Marketing activity

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Discover England Fund welcome campaign• Emphasising value and our welcome

• Tactical campaigns in Europe with Easyjet and in the US with American Airlines

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England’s Year of Literary Heroes• Launched on World Book Day – 2nd March• 2017 is a year of major literary anniversaries:

• 200th Anniversary of Jane Austen’s Death • 20th Anniversary of Harry Potter and the Philosopher’s

Stone• 125th Anniversary of the first Sherlock Holmes publication

• See some of the literary links we are promoting at: https://www.visitengland.com/things-to-do/literary-inspired-weekend

https://www.visitengland.com/things-to-do/literary-inspired-weekend

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Looking ahead - Domestic GREAT campaign • Two major switches – audience and seasonality:

a) Target “lost generation” of younger demographic who no longer travel domestically

b) Target shoulder season to generate additional impact• Greater support for coastal & rural areas• Timing: late April/May

14

Understanding our international audience• Research about our audiences and the customer journey• Markets:

– US, France, Germany, GCC, China, India, Australia• International segments:

– Active buzz seekers/ Devoted Discoverers/ Value seeking families/ Cultural Adventurers

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International campaign planning• Right product to the right audience at the right time

• Compelling stories

• Centred around two core pillars – Cool cities and Living Countryside (incl. coastal)

• Provide integrated platforms to promote and support Discover England Fund initiatives

• Tailor media strategies to each market’s customer journey

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2017-18 partnerships• Commercial partner programme with focus on reach and

relevance

(Expedia, regional gateways, BA/AA, Trainline)

• Large scale media partnerships to distribute rich relevant curated content to our target audiences

• Tech partnerships (Facebook, Snap) to build advocacy programme for ‘word of mouth’

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Business Support activity

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VisitEngland Business Advice Hub

• Resources to help tourism businesses succeed and grow

• Free to use tools open to all businesses

• Sign-posting to quality external resources

• VE guides and case studies

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Business Support Review• Strategic review of VE’s

Business Support function

• VE’s role and the activities it delivers in support of micro, small and medium sized businesses will be reviewed in response to Government priorities

• Report by TEAM Tourism Consulting end April 2017

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Quality Assessment Schemes• VisitEngland accommodation assessment schemes

successfully run under licence since 2012.• Current tender finishes end of March 2017• New tender looks for innovation, marketing capability and

scheme growth• VisitEngland has appointed the AA as new licence-holder to

run all VisitEngland schemes (subject to contract)• AA follow the same common standards as all national tourist

boards • VisitEngland scheme will continue to be run as separate to

that of the AA• Finalising contract, working together to ensure a smooth

transition at the end of the month

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Visit Britain – Business Support• Flagship event ExploreGB just held in Brighton

- 450 international buyers- 450 suppliers from across the UK- 41,000 meetings- FAM trips across the UK including the South/South-West- Next year Newcastle

• Missions across the Globe – SE Asia in May, Americas in September, China in Nov ( Korea possible?)

• Working with DIT around the world • B2B teams in all markets working with the Trade to get new

products and itineraries into brochures/websites• Partnerships with key players – airlines, airports, ferries to

drive growth

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For further information:

www.visitbritain.orgwww.discoverenglandfund.org

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Discover England Fund update

Andrew Stokes, England Director

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DEF Round 1 – Successful Projects• 21 projects

• Impact of bids will be felt across all regions, in addition a number of nationally-focused bids looking at transport solutions.

• A number of projects have particularly local and regional focus:

• Friendly Invasion• English Heritage Cities• Great West Way• Discover the Mighty Rivers and

Majestic Canals of England –Marketing Birmingham

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Year 2/3

Option 1: 2 year large-scale collaborative projects

• The major bulk of investment in Years 2-3 (£13m) will support a limited number of 2 year projects

• Minimum value of £1m

• 40% match funded – half cash and half in-kind

• To deliver a step-change in English bookable tourism product and joined-up collaborative delivery

• NOW CLOSED FOR EOIs

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Round 2 EOIs• 14 invited to submit a full business case by 12th April

2017 – decisions on successful projects in June 2017.

• A good range of product themes and geographical spread represented e.g. heritage, coast, countryside, culture, routes and gateways, gardens, food and drink

• Wide range of support and expertise available: VE/VB teams (distribution/marketing) Mangrove on product innovation SQW on evaluation

• All applicants currently firming up product propositions and reviewing evidence to support the business case

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Timetable for Round 2, option 1 By 28th October 2016 Logging of Expression of Interest

During December 2016 Determine whether to take EOI forward to full application

Midday 12th April 2017 Deadline for Full Application

May – June 2017 Applicants notified of Awards Panel’s decision

June – July 2017 Grant offer process & project set-up

July 2017 – March 2019 Project delivery (dependent on the set-up process above)

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And also…

Option 2: 1 year projects & pilots

£2.1m is available in Year 2 to support:

• A limited number of new 1 year projects (opened 20th

February; applications deadline 13th April)• Continuation funds of up to £125k for a limited number

of Round 1 projects where early successes can be demonstrated

• Further details on www.discoverenglandfund.org

http://www.discoverenglandfund.org/

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Getting the right product to the customer

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Food Hubs – Developing England’s Product• Food Hubs provide an exciting opportunity for

growing rural/coastal tourism and extending the season.

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Food Hubs – Developing England’s Product

• VisitBritain and DEFRA have identified four food hubs to help refine our food tourism offer

• Showcasing British food as heritage, modern and innovative – pulls for international markets

• Food Hubs to be targeted to key GREAT markets of Germany, USA and China

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Rail – Developing England’s Product• Developing best practice solutions to

the final mile issue

• DEF funding helping produce an m-ticket for the England BritRail pass

• Working with DFT and RSSB to feed tourism data into future rail franchise decisions

• Creating itineraries and tours to experience the UK by rail

• Collating content and imagery of English rail journeys for future campaigns

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For further information:

www.visitbritain.orgwww.discoverenglandfund.orgwww.englishtourismweek.org

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Discover England Fund Research Update

Sharon Orrell, Head of Visit England Research

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Discover England Fund Research

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Developing the programmeProject Status

Feedback from DEF consultation (March 2016)

Commissioned- Re-analysis of IPS- Re-analysis of other surveys- Best practice case studies- Innovation guidance

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Published so far

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Call out for research requirements (June – July 2016)

37 project requests received

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Call out for research requirements (June – July 2016)

37 project requests received

Identification of 5 thematic areas- Activities & Themes- Destination Types- BV&E- Travel Trade- Future Trends

Research currently underway

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Watch this space…

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Regional Gateways Analysis

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Analysing the Role of England’s Gateways

• Around 40,000 interviews are conducted each year with overseas visitors as part of the International Passenger Survey

• Interviewing takes place at gateways all around the country – air, sea and rail

• This means that for every respondent, we know where they left the country (in most – but not all – cases, the same place they entered)

• To support the DEF, we have commissioned a detailed analysis of this data

• We can look at results by region, mode of transport, and individual gateway

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Gateway analysis underlines the weight of inbound traffic via London (and the South East)

Gateways – Share of overseas visit volumesCombined 2013 - 2015

1. Gateway RegionAll UK

VisitorsUK Holiday

Visitors

London 63% 66%

South East 16% 18%

North West 6% 3%

West Midlands 3% 1%

South West 2% 1%

North East 1% 2%

East 1% 1%

East Midlands 1% <0.5%

Yorkshire 1% <0.5%

Scotland 5% 6%

Wales 2% 2%

2. Gateway ModeAll UK

VisitorsUK Holiday

Visitors

London airport 55% 54%

England regional airport 13% 6%

England seaport 12% 14%

Rail 13% 18%

3. Individual GatewayAll UK

VisitorsUK Holiday

Visitors

Heathrow Airport 26% 23%

Gatwick Airport 12% 13%

Stansted Airport 11% 14%

Eurostar 8% 12%

Manchester Airport 5% 2%

Luton Airport 4% 2%

Birmingham Airport 3% 1%

Liverpool Airport 1% 1%

Newcastle Airport 1% <0.5%

Bristol Airport 1% 1%

East Midlands Airport 1% <0.5%

Leeds/Bradford Airport 1% <0.5%

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Trip Purpose

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Less than 1 in 5 passengers through England’s regional airports travel for holiday purposes - a very different profile to the overall market

Source: IPS 2013, 2014, 2015

39% 39%

18%

45%52%

28% 29%

45%

16%

19%

25% 23%26% 34%

23%

7% 7% 8% 4% 4%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total England London airport England regional airport England seaport Rail

Holiday VFR Business Study Misc other

% of VISITS (2013-2015) – BY TRIP PURPOSE

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Within London’s gateways, profiles differ widely

35%

44%48%

27%

57%

18% 15%

27% 29%24%

25%

32%33%

52%

20%

40%38%

50%41% 53%

31%

13%9% 12% 18%

26%41%

10% 24%17%

2% 2%1% 2%

1%

2% 2%8% 8% 7% 7%3%

13%4%

13%4% 4%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

HeathrowAirport

GatwickAirport

StanstedAirport

Luton Airport Eurostar ManchesterAirport

BirminghamAirport

LiverpoolAirport

NewcastleAirport

Bristol Airport

Holiday Visit friends/relatives Business Study Miscellaneous other


Source: IPS 2013, 2014, 2015

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…and there are also differences in profile outside the capital

35%

44%48%

27%

57%

18% 15%

27% 29%24%

25%

32%33%

52%

20%

40%38%

50%41% 53%

31%

13%9% 12% 18%

26%41%

10% 24%17%

2% 2%1% 2%

1%

2% 2%8% 8% 7% 7%3%

13%4%

13%4% 4%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

HeathrowAirport

GatwickAirport

StanstedAirport


BirminghamAirport

LiverpoolAirport

NewcastleAirport

Bristol Airport

Holiday Visit friends/relatives Business Study Miscellaneous other


Source: IPS 2013, 2014, 2015

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Regional Distribution – Holiday Trips

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Gateway and region visited aren’t always precisely aligned

94

37

64

2516

5 3 713

6 3

0

20

40

60

80

100

EnglandLondon Reg.Eng.

SE SW East E.Mids W.Mids NW Yorks NE

All REGIONAL ENGLAND gateways

10 7 71 2 1 1 1 2 3 2

0

20

40

60

80

100

England London Reg.Eng.


All SCOTLAND gateways

78

30

64

16 19

6 414

21

6 20

20

40

60

80

100



All WALES gateways

9989

188 4 4 1 1 2 1 1

0

20

40

60

80

100

England London Reg.Eng.


All LONDON gateways

Source: IPS 2013, 2014, 2015

Region Visited for Holiday Trips

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There are differences in spread across the London airports

99

87

23

10 7 3 1 2 4 3 10

20

40

60

80

100



HEATHROW AIRPORT99

87

1711

4 1 1 1 2 1 10

20

40

60

80

100



GATWICK AIRPORT

99

88

15

4 27

1 1 1 1 10

20

40

60

80

100



STANSTED AIRPORT 99

84

21

6 38

2 3 2 2 10

20

40

60

80

100



LUTON AIRPORT

Source: IPS 2013, 2014, 2015


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…and across other gateways

100 94

10 4 2 2 1 1 2 1 10

20

40

60

80

100

England London Reg. Eng. SE SW East E.Mids W.Mids NW Yorks NE

EUROSTAR

97

11

96

2 4 2 5 6

75

203

0

20

40

60

80

100


MANCHESTER AIRPORT 94

11

92

8 102

12

70

3 2 10

20

40

60

80

100


BIRMINGHAM AIRPORT

93

5

93

0 2 1 0 1 5 5

87

0

20

40

60

80

100


NEWCASTLE AIRPORT 87

7

86

5

82

1 1 3 1 1 10

20

40

60

80

100


BRISTOL AIRPORT

Source: IPS 2013, 2014, 2015


97

4855

34

166 2 4 3 3 1

0

20

40

60

80

100


All SOUTH EAST GATEWAYS

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Visitor Characteristics

53

38%

83%

95%

82%

56%

65%

78%

90%

80%

90%23%

7%

2%

5%

17%

11%

6%

3%

4%

3%

39%

10%3%

14%

26% 23%16%

7%

17%

7%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

HeathrowAirport

GatwickAirport

StanstedAirport


BirminghamAirport

LiverpoolAirport

NewcastleAirport

Bristol Airport

Europe North America Rest of the World

% of HOLIDAY VISITS (2013-2015) – BY SOURCE MARKET

Source: IPS 2013, 2014, 2015

While source markets by gateway largely reflect the origin / destination of carriers, there are exceptions

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Outside London, Manchester serves the greatest proportion of long haul travellers

38%

83%

95%

82%

56%

65%

78%

90%

80%

90%23%

7%

2%

5%

17%

11%

6%

3%

4%

3%

39%

10%3%

14%

26% 23%16%

7%

17%

7%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

HeathrowAirport

GatwickAirport

StanstedAirport


BirminghamAirport

LiverpoolAirport

NewcastleAirport

Bristol Airport

Europe North America Rest of the World

% of HOLIDAY VISITS (2013-2015) – BY SOURCE MARKET

Source: IPS 2013, 2014, 2015

55

Trip length unsurprisingly linked to short / long haul profile

29%

42% 45%38%

57%

30%

42%

55%

41%33%

39%

45%46%

45%

34%

32%

31%

29%

29%37%

21%

9%6%

11%

6%

24%

17%

11%

21% 20%

11%4% 3% 6% 3%

14%10%

6% 9% 10%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

HeathrowAirport

GatwickAirport

StanstedAirport


BirminghamAirport

LiverpoolAirport

NewcastleAirport

Bristol Airport

1-3 nights 4-7 nights 8-14 nights 15 or more nights

% of HOLIDAY VISITS (2013-2015) – BY TRIP LENGTH

Source: IPS 2013, 2014, 2015

56

Over half of Eurostar travellers stay 3 nights or less

29%

42% 45%38%

57%

30%

42%

55%

41%33%

39%

45%46%

45%

34%

32%

31%

29%

29%37%

21%

9%6%

11%

6%

24%

17%

11%

21% 20%

11%4% 3% 6% 3%

14%10%

6% 9% 10%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

HeathrowAirport

GatwickAirport

StanstedAirport


BirminghamAirport

LiverpoolAirport

NewcastleAirport

Bristol Airport



Source: IPS 2013, 2014, 2015

57

Longer trip duration through both Manchester and Bristol

29%

42% 45%38%

57%

30%

42%

55%

41%33%

39%

45%46%

45%

34%

32%

31%

29%

29%37%

21%

9%6%

11%

6%

24%

17%

11%

21% 20%

11%4% 3% 6% 3%

14%10%

6% 9% 10%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

HeathrowAirport

GatwickAirport

StanstedAirport


BirminghamAirport

LiverpoolAirport

NewcastleAirport

Bristol Airport



Source: IPS 2013, 2014, 2015

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There are differences by demographic as well as by trip type

33%40%

51%56%

38% 41%37%

47% 47%

36%

46%

46%

38%33%

48%36%

38%

41%34%

41%

20%14% 11% 11% 14%

23% 25%

13%19% 22%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

HeathrowAirport

GatwickAirport

StanstedAirport


BirminghamAirport

LiverpoolAirport

NewcastleAirport

Bristol Airport

Aged 16-34 years Aged 35-54 years Aged 55 years or over

% of HOLIDAY VISITS (2013-2015) – BY AGE

Source: IPS 2013, 2014, 2015

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3 Points to Ponder

1. Airports both within London, and across England’s regions, have very different trip purpose profiles

2. There is a relationship between gateways and where people subsequently stay – but the two aren’t identical

3. There are substantial differences in holiday traveller types / demographics across England’s gateways.

60

Any Questions?

Great British Boating

Holidays on the Warwickshire Ring

and Stratford-upon-Avon Canal

Tim Manson, Director, Marketing Birmingham

Great British Boating DEF project

Great British Boating DEF project

Bookable product

Enhancing the booking process

Greater availability of information

Promoting the waterways of Birmingham on the Warwickshire Ring, and the Stratford-upon-Avon canal

Great British Boating DEF projectWaterways destinations: Birmingham

Great British Boating DEF projectWaterways destinations: Stratford-upon-Avon

Great British Boating - purpose

Make it easier to book canal holidays in the Midlands

region

Inspire audience to consider this type of holiday

Gather and curate information that supports the

audiences’ decision making

Better understanding what a great option this is for a

holiday in the UK


Great British Boating - audience

Easy outdoor adventurers

Couples, small groups, empty nesters

Interest in culture, countryside, looking for something unique

Return visitors to the UK

Great British Boating - making it work

We are working with VB to deliver some press and PR work to

target markets

English is not a barrier to our target markets, but we have

translated the Boaters’ Handbook for safety and advice

information in print and DVD

There is a welcome page in the native language

Booking is via the Drifters’ existing availability and booking

platform

Great British Boating - Website




Thank you!

[email protected]

[email protected]

mailto:[email protected]

mailto:[email protected]

Documents

VisitEngland/VisitBritain Engagement Session Welcome Presentation E 220317... · • VisitBritain is working with the sector to form a Tourism ... •VisitEngland accommodation assessment