Issue 46 May/June 2012 £2.75

London is infront in racefor touristsBy Christina Eccles

OTHER parts of the UK are trailingbehind London in the race to attractinbound tourists this summer, it hasbeen claimed.

According to VisitBritain figures,the country could potentially receivea £17.6b windfall from tourism thisyear, as a number of high profileevents – such as the Olympic andParalympic Games in London andthe Queen’s Diamond Jubilee cele-brations – take place.

But despite this increased level ofinterest in Britain, research fromonline travel resource Gogobotfound that just 16 per cent of usershave shared reviews, travel guidesor hotel recommendations for thecountry’s second most popular des-tination Edinburgh.

This is compared to 72 per cent oftourists preparing their visits to theUK who are focusing their attentionon London – suggesting other partsof the UK could potentially lose outon a tourism windfall.

Gogobot CEO and founder TravisKatz said: “The UK is in danger ofmissing a trick unless it does moreto publicise areas beyond the capi-tal.

“One in five people on Facebook

today have a friend using Gogobot,and while activity on our site aroundthe UK has risen dramatically overthe last few months, we’re only see-ing this happen in London.”

Travis also said the summer of2012 provides a great chance forplaces all over the country to show-case their offering to people aroundthe world – and destinations shouldbe looking to maximise publicityaround their areas online.

He added: “Potentially there’s over£1b of extra tourist income up forgrabs in 2012. It’s the perfectopportunity for places around Britainto show the world what they have tooffer.

“It’s never been easier to shareand suggest recommendations forplaces to go thanks to social net-working. If the whole of the UK isgoing to reap the rewards from theyear ahead, people need to begoing online and telling others aboutwhat their part of the UK has tooffer.”

� What do you think summer 2012will bring for the UK tourism indus-try? Contact the Destination UKnewsroom with your thoughts byemailing ce@scriptmedia.co.uk or viaTwitter @DUKMag

OVER a third of workerseither don’t save for theirsummer holiday or put itall on their credit card, asurvey from the CharteredInstitute of PayrollProfessionals has found.

The survey, which lookedinto how people budgettheir salaries when plan-ning their holiday, foundthat 15 per cent of peoplerely on their credit card tocover the cost and over afifth do not save at all.

Senior Policy LiaisonOfficer at the CIPP DianaBruce said: “With theeconomy still in a fragilestate it comes as no sur-prise to find that manyemployees do not havethe disposable incomeavailable to put money byfor their holidays.

“The public sector is fac-ing a third year of payfreezes and even thosewho are lucky enough toget a pay rise may find itis barely matching infla-tion. Coupled with theincreases in the cost ofrunning a home and get-ting to work, many havehad to start paying seriousattention to their spendinghabits.”

A host of famous faces have teamed upwith hotel booking specialist LateRooms.com for a new campaign, DestinationInspiration. As part of the campaign, TVfoodie Lisa Faulkner, pictured, style guruCaryn Franklin and explorer Ray Mearswill appear at a series of events – held inLondon hotels – which will showcaseshort break ideas inspired by their passions for food, fashion and the greatoutdoors.

Over athird‘don’tsave forholidays’

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EDITORIALJudith Halkerston group editor 01226 734639 jhalkerston@whpl.netChristina Eccles reporter 01226 734463 ce@whpl.netDominic Musgrave reporter 01226 734407 dm@whpl.netHelen Williams reporter 01226734694 helenw@scriptmedia.co.uk

PRODUCTIONStewart Holt – studio manager –sth@whpl.netLaura Blackburn – graphic designerlb@whpl.net

ADVERTISINGAndrew Loadesassistant product manager01226 734482Tony Barrysales and marketing director01226 734605/01226 734333

CIRCULATIONKelly Tarff01226 734695 kt@whpl.netFax: 01226 734477

Web: www.destination.uk.com

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Entertainment news inCentrestage starting onPage 14

Contacts

Olympics to bringtwo per centvisitor increaseBy Helen Williams

THE UK will only have an extra330,000 international visitors as adirect result of hosting the London2012 Olympics, according toresearch from WTM VisionConference London.

Caroline Bremner, EuromonitorInternational head of travel andtourism research, told senior travelindustry delegates that the UK willwelcome 29.4m internationalvisitors this year, a two per centincrease on 2011.

However, the number ofinternational visitors coming forLondon 2012 represented less thanone per cent of the total UKinbound market.

Caroline told the conference,organised by Reed TravelExhibition’s World Travel Market,that domestic visitors were crucialto the success of the games.Around 70 per cent of the 8mtickets sold had gone to Britishpeople.

EasyJet UK managing director PaulSimmons said the airline had seen“no significant impact on bookings”because of the Olympics. Hesuggested that “BA would probablysay the same.”

Furthermore, London hotels

appeared to be missing out,according to Expedia managingdirector UK, Andy Washington. Hesaid worldwide bookings for flightsinto Manchester Airport during thethree weeks of the Olympics were40 per cent ahead of the sameperiod last year. Internationalbookings into Scottish airports wereup 31 per cent.

He added: “I can't say for surethat these people are staying in theregions and travelling into London tosee the games.

“But I can’t think of any otherreason why the growth should be sobig."

Andy said London hotel pricesduring the games had been high sofar, but average daily rates werelikely to fall as more rooms werereleased.

Hoseasons group managingdirector Geoff Cowley said hisbusiness had joined thegovernment-backed 20.12 per centpromotion because it wanted to bepart of a ‘domestic tourism legacy’once the games were over.

TUI UK managing director DavidBurling added that inbound andoutbound industries needed tocome together so that theauthorities “made sure the airportswork.”

National ParklaunchesphotographycompetitionTHE Cairngorms National Parkhas launched a nationwidephotography competition tofind the best images of thepopular tourist area.

Visit Cairngorms is askingsnappers to upload theirlandscape, wildlife and familyand friends images to theMake it Yours PhotoCompetition, which issupported by BBC presenterand resident One Showphotographer, Jamie Crawford.

Chief executive of VisitCairngorms Alan Rankin said:“We are incredibly lucky to liveand work in such a uniqueand special part of the UK andvisitors that come here timeand time again agree with us.Whether it is the middle ofwinter or the height ofsummer there is anabundance of photoopportunities to capture andwe cannot wait to see howresidents and visitors interpretthis area into photos. We havealso decided that the winnerwill be chosen by Facebookfollowers and not officialjudges which makes it evenmore exciting.”

The winner of thecompetition, in associationwith Pentax Ricoh ImagingCompany, will win a cameraworth £850.

Surge inGlasgowbookingsHOTEL bookings to Glasgow haveincreased by almost 200 per centin the last few years, according tofigures from LateRooms.com

The city is currently notching upan average of three times moreroom bookings a night than it didin 2007, whereas hotels inEdinburgh have seen a smallerincrease of 130 per cent.

Also, according to the site,Glasgow is now second only toLondon in the most popular list ofshopping destination cities.

Offline marketing manager LyndaMatthews said: “Shopping is oneof the nation’s favourite past-times, and we wanted to analysewhere the UK are spending theirmoney on hotels.

“LateRooms.com customers areincredibly savvy at snapping up abargain, and we are pleased tosee our home-grown shoppingdestinations of London andGlasgow doing so well againsttheir European counterparts, inthe hotel market as well as theshopping stakes.”

Museum hasattracted 1.8m visitors

A GLASGOW hotel has completedan ambitious refurbishmentprogramme at a cost of £1.3m.

The Hilton Glasgow Grosvenornow offers 97 stylish and fullyrefreshed bedrooms, including newdesign features, new beds andfresh carpeting.

The investment also includes theupgrade of the hotel’s suite whichhas undergone a transformation,featuring a large bathroom, lounge

area and spacious bedroom.General manager Martin Watts

said: “The team and I are thrilledwith the refurbishment.

“There is now a boutique feel tothe property which makes thehotel stand out amongst its peersand we’re incredibly proud of thework carried out.

“We look forward to welcomingguests to sample our stylish newbedrooms.”

Hotel spends £1.3m onambitious programme

FOLLOWING a £50m transformation,the National Museum of Scotlandhas become the leading visitorattraction outside London – with1.8m people visiting since itreopened in July 2011.

The museum has 16 new galleries,featuring exhibits from the naturalworld to science and technology,from world cultures to art and design, and Scottish historyfrom earliest origins to present day.

New objects on display show theimpact of Scots in the world fromJohn Logie Baird's colour televisionto Sir Alexander Fleming's Nobelprize medal.

International exhibitions thissummer include Catherine theGreat: An Enlightened Empress,highlighting the collections of one of Russia’s most successfulrulers.

Co-developed with the State Hermitage Museum in St Petersburg, this major exhibition will only be shown inEdinburgh.

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By Christina Eccles

SCOTS have been invited to takea trip over the sea to NorthernIreland as part of a major newdrive to boost annual Scottishvisitor numbers to the country by100,000.

With one in five Scots claimingto have Irish heritage, Ireland’stourism body enlisted the supportof national beauty queensJennifer Reoch and FinolaGuinnane, to encourage peoplein Scotland take in NorthernIreland’s must-see attractions in2012.

Tourism Ireland estimates Scotscould bring into the country over£60m in tourism revenue thisyear, as Northern Ireland gearsup for a year of festivals andevents, kicking off with theTitanic Belfast Festival.

Chief executive of TourismIreland Niall Gibbons said:“Scotland is a key market forNorthern Ireland, demonstratedby the fact that around one infive of all Northern Ireland’soverseas visitors are Scots.“We’re aiming to attract a further100,000 visitors from Scotland in2012, which shouldn’t be too outof reach given the natural

affiliation that already existsbetween the Scots and the Irish.

“A range of high-impactsignature projects are takingplace across Northern Ireland thisyear, starting with the Titanicexhibition in Belfast, which I’msure will have Scots hopping overthe sea to enjoy and explore. Andwith Northern Ireland being soeasily accessible for Scots, therehas never been a better time to‘jump in’ and plan a visit.”

Other upcoming highlightsinclude the outdoor Land of theGiants arts festival and theBelfast Festival at Queen’s 50thanniversary celebrations.

Londonderry will play host to thePeace One Day concert in Junewhilst the UNESCO WorldHeritage Site, the Giant’sCauseway will be decked out with a state-of-the-art visitor centre over the summermonths.

Scottish visitorsurged to crossthe sea to Ireland

National beauty queens Jennifer Reoch and Finola Guinnane

Aberdeenhotelcelebrates sixth topspot in rowA SUCCESSFUL Scottish businessis celebrating a continuous run ofsix months as the top rated hotelin Aberdeen on travel reviewwebsite TripAdvisor.

Out of 66 hotels in the city,Skene House Whitehall is rankednumber one, with guests citingaspects such as exceptionalvalue for money, attentive staff,spaciousness and city centrelocation as reasons why theyenjoy their stay.

Manager Karen Barbour said:"TripAdvisor is an incrediblyuseful resource for the moderntraveller who is keen to ensuretheir choices will result in thebest possible stay.

“To be ranked one continuouslyfor six months is a great honourthat our staff are immenselyproud of. We endeavour toprovide everything our guestsdesire in their home from home,from baby-sitting services toChampagne afternoon tea, in-suite massage, gym access andrestaurant or theatre bookings.”

To celebrate six months atnumber one, the company istreating guests to dinner up tothe value of £50, at one of itspartner restaurants, Moon FishCafe.

TV chef to prepare meal ‘fit for a Duke’ toshowcase area’s foodBy Helen Williams

TELEVISION chef SimonRimmer will help showcasePeak District food at the touristboard’s annual conference inBuxton.

Currently presenter andresident chef on Channel 4’sSunday Brunch, Simon willjoin an afternoon cook-in atthe Visit Peak District andDerbyshire TourismConference on May 9.

Simon, who presents foodprogrammes on BBC1, BBC2,ITV and Channel 5, will bejoined by Derbyshire chefSimon Bradley, head chef at

award-winning East LodgeHotel and Restaurant,Rowsley, and one other guestchef.

The chefs will both have halfan hour to prepare a two-course meal ‘fit for a Duke’ –in this case, the Duke ofDevonshire – who will addressthe conference in themorning.

The meal will use as muchlocal and seasonal food aspossible, and Simon will quizthe chefs about theimportance of local produce,especially Peak Districtspecialities.

The conference theme this

year is ‘Inspired by You,’which aims to celebrate themany hundreds of people,organisations and specialities,including food and drink,which make the Peak Districtunique.

Around 60 stalls will featurethe area’s best producers inthe Showcase Exhibition, freeto conference delegates, localbusinesses and the generalpublic from 9am to 3pm.

The exhibition includes aleaflet zone, where localbusinesses can displaypromotional literature to otherbusinesses and visitors. Simon Rimmer

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By Christina Eccles

PROPOSALS to introduce a new‘holiday tax’ could cripple the UKtourism industry, the largest holidaypark operator in the North of Englandhas warned.South Lakeland Parks, which operatenine holiday parks throughout theLake District and Lancashire, believeGovernment plans to impose VAT at20 per cent on the sale of holidayhomes could lead to people turningtheir backs on UK holidays in favourof seemingly more affordablealternatives overseas.Managing director Nigel Wimpennyexplained: “Much has been made inthe media of the ‘pasty taxes’ and‘granny taxes’ but yet again it seemsthe caravan and holiday park industryhas been overlooked as a poorrelative.“At a time when we should be doingall we can to encourage more peopleto holiday at home and buy British,the reality is quite the opposite. “Even on our most affordable brandnew caravan, a 20 per cent pricehike adds an extra £4,000 to the

cost of purchase, which issubstantial enough to make peoplereconsider buying a UK holiday homein favour of simply taking a few moreEuropean holidays.”Further research from theorganisation that represents theinterests of UK holiday parks, theBritish Homes and Holiday ParksAssociation, also shows 53,000 UKjobs are supported by the industry,with many often in rural areas.On parks alone, it is estimated onejob will be lost for every 15 holidaypark pitches left vacant as a result ofthe new holiday tax, with a knock-oneffect on many more indirect jobs. Nigel added: “This will not onlyimpact on the tourism spend inareas like the Lake District, it willbring the British manufacturers ofholiday homes to their knees. Asholiday parks see a drop in demandfrom consumers, they will inevitablybuy less from the manufacturers.Both of which will lead to job lossesin the industry and in thosebusinesses that are indirectlysupported by tourism spend such aslocal cafes, pubs and restaurants,visitor attractions and shops.”

‘Holiday tax’could crippleUK tourism –park operator

Colchester Zoo’s latest baby Aardvark has gone on view tovisitors for the first time. The-month-old baby will also soon beintroduced to the rest of the Aardvark group, which continuesto be one of the most successful breeding groups in Europe.

Four star delight atrefurbished hotelA DONCASTER hotel has benefitedfrom a £5m refurbishment torenovate facilities and extend theproperty.

Improvements at the Earl ofDoncaster include 44 newly-developed luxury rooms with fullclimate control, 32” flat screentelevisions and walk in showers.

Hotel manager Fraser Wolstencroftsaid: “The new part of the hotel hasbeen purpose built to reflect thehigh standard of quality and value,and all the rooms have beendesigned and furnished to thehighest specification.

“As well as the new extension tothe hotel, we also completelyrenovated theexisting bedrooms,redesigning them tomatch our newstyle, and to bringthem up to thesame high standardof the newbedrooms.”

The hotel has alsorecently beenawarded four star

status from Visit England, making itthe only four star independent hotelin Doncaster centre.

Fraser added: “We are obviouslydelighted that we have beenawarded four star status and aspecial award for service, somethingwhich we are very proud of.

“We do pride ourselves on ourquality of service, and all our staffare trained to the highest of levelsto strive to exceed customerexpectations every time. We wantour guests to have a luxuryexperience when they visit us, andto enjoy the hotel and itsambience.”

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Attractions acrossOxfordshire haveannounced plans tocelebrate the upcomingDiamond Jubilee.Highlights over the longweekend of June 2-5include a ‘1950s nowand then’ party inOxford, accompanied bylive music andperformances. Blenheim Palace will alsobe hosting a specialJubilee exhibition,marking 60 years of theQueen’s reign.Meanwhile in Abingdon,the traditionalbun-throwing, Party inthe Park and GrandJubilee Ball willculminate in aspectacular fireworkdisplay.

Guesthouse inline forawardAN Oxfordshire accommodationprovider has been shortlistedfor a prestigious tourismaward.

Abbey Guest House in Abingdonon Thames has been named as afinalist in the Access for AllTourism Award category at theprestigious VisitEngland Awardsfor Excellence.

As a finalist, the property nowgoes forward to the glitteringawards ceremony – held on May22 at the Athena in Leicester –where all finalists are guaranteedto receive either a gold, silver,bronze or highly commendedaward.

Visit England chief executiveJames Berresford said: “Thequality of submissions this yearhas been outstanding and AbbeyGuest House can justifiably takecredit and pride in earning aplace in the top six in theircategory in England.

“I wish everyone all the best forthe final in May.”

Visit Oxfordshire launches new websiteVISIT Oxfordshire has launched anew website, designed to give up todate news and information on thedestination managementorganisation which represents thelocal tourism industry.

The website provides one of themain portals of communicationbetween Visit Oxfordshire andtourism businesses across thecounty, with a special log-in areadedicated to its partners.

Access to research and marketingactivities from Visit Oxfordshire, aswell as information on the nationaltourism bodies, links to usefulwebsites and details on a jointpartnership scheme with TourismSouth East are all provided on theintroductory pages of the newwebsite.

Director Susi Golding said: “Weare delighted to be launchingwww.visitoxfordshire.org which has

been designed with a dedicatedpartners’ area following consultation with businesses acrossOxfordshire.

“The new website will ensureuseful information includingbusiness support is easily availablein one location for tourismbusinesses, as well as providing aone-stop shop for travel media tofind out about tourism news acrossthe county.”

In association with:

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AT Four Pillars Hotels we have beenwelcoming groups and hostingevents for over 30 years.

We are renowned for ourattention to detail and take pridein caring for our guests. Ourexperienced and dedicated staffwill assist with the organisation,offer ideas and ensure everythingruns smoothly from your initialenquiry to the actual event.

Our six hotels are convenientlylocated in Oxfordshire,Gloucestershire and theCotswolds, all of which are easilyaccessible, have ample parkingand can accommodate a numberof coaches.

With properties ranging from aVictorian mansion to a

contemporary lakeside resort, weare bound to have the perfectvenue for a truly memorable visit,whatever your preferred style andbudget.

Comfort and style are all par forthe course at our hotels. Choosefrom a range of en suitebedrooms, all of which offer thosespecial touches and attention todetail that will make an overnightstay a pleasure. We also havegreat leisure facilities, so whetheryour guests fancy a workout in thegym or a relaxing spa treatment,they'll leave feeling trulyrejuvenated. We offer excellentaccommodation rates for groups,with free accommodation for thecoach driver.

Hotels take pride inlooking after their guests

Boathouse welcomes visitors ESTABLISHED in 1904 and still afamily run working boathouse andrestaurant with 80 handmade punts inthe water, the Cherwell Boathouse isan iconic Oxford punt station andrestaurant on the banks of the RiverCherwell.

The well known local restaurant has

a superlative wine list and is open allyear round with an alfresco terrace onthe decking in the summer. Inseason, the Teahut bar and cafeserves light food and drinks on a riverterrace all day long. Private parties,events and corporate entertainmentcan be catered for all year round.

BROUGHTON Castle is a beautiful14th century house set within amoat.

It is the location for many filmsincluding Shakespeare in Love andfeatures a walled garden with oldroses and fine herbaceous borders.

It is the ideal location for groupvisits as there is a tearoom andshop onsite plus free car parkingfacilities. There are open days fromMay 1 to September 15 onWednesdays, Sundays and all BankHolidays from 2-5pm and Thursdaysthroughout July and August,although groups are welcome byappointment throughout the year.

Castle ideal for group visits

In association with:

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STEEPED in inspirationalhistory and surrounded bybeautiful parkland and formalgardens, Blenheim Palace inOxfordshire offers the perfectday out for groups.

This year there are stunningnew visitor facilities with amulti-million investment inthe cafes, new group menusdesigned by the newlyappointed Searcys cateringand a fabulous new shop andvisitor centre opening in

summer. There are a host of superb

special events including aremarkable gardeninstallation featuring 200ceramic delphiniums ondisplay from June 1–Sept-ember 17 celebrating theCultural Olympiad, andgroups can see the palacedressed for ‘A Journeythrough Christmas – the Storyof the Three Kings’ fromNovember 10–December 14.

The perfect day out

OXFORDSHIRE offers a wealth of dive-rse experiences appealing to all ages.

Oxford's unique heritage is legendary– five free museums, Botanic Garden,Bodleian Library, Castle/Prison andcolleges, explored with fascinatingofficial guided walking tours.

Other attractions make excellent twodestination visits – Blenheim Palacewith Cotswold Wildlife Park; BicesterVillage with Broughton Castle or

Waterperry Gardens; river cruises withthe River and Rowing Museum;Sulgrave Manor with Banbury's CastleQuay. Millet's Farm or Farmer Gow'sand Didcot Railway Centre haveparticular appeal to youngsters.

Accommodation for groups spans fivestar spa luxury to budget hotels andhostels. Oxfordshire's great for groups.Special for 2012 – the Tree of Lightevents.

Wealth of diverse experiences

Oxfordshire attraction Bicester Village is launching a menswear version ofits successful British Designers Collective later this month.Following the success of the women’s boutique, the pop-up store is anexclusive collaboration between Bicester Village and the British FashionCouncil, offering emerging and established British menswear designers theopportunity to showcase their collections in a unique setting.

In association with:

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VISIT York has launched a newmarketing drive to encourage touroperators and travel agents to sellits new City Pass.

The campaign will includeattending workshops in Britain topromote the pass to inbound touroperators and persuade them toinclude it as part of their holidaypackages.

Visit York will also be ramping upits leisure marketing campaigns,including large-scale outdooradvertising from Edinburgh toLondon at key routes along theEast Coast rail network, as wellas an online campaign atwww.yorkpass.com and socialmedia activity.

Head of marketing at Visit YorkKate McMullen said: “Our newcampaign aimed at travel agentsand tour operators both in the UKand overseas will boost sales andbring new visitors to York.

“Visitors both in the UK andoverseas are looking for value formoney and our strong links withinbound tour operators will enableus to sell York in Europe and theUnited States by using the York

Pass as a key incentive to visit.“We’re now on track to increase

business further and we will alsobe promoting the York Pass moreheavily domestically, which willgive York a strong competitiveedge over other UK destinations.”

The pass gives holders access tofree entry to over 30 top visitorattractions, plus additional offersat restaurants and money offtheatre tickets over one, two orthree days.

Attractions included range fromsome of York’s favouritelandmarks to more unusual placessuch as the Holgate Windmill, theonly remaining windmill in the city.

Chair of Holgate WindmillPreservation Society JennyHartland added: “We are delightedto be a part of the new York Pass.Smaller attractions like ours,which are off the beaten track arenot so easy for visitors to find.By being part of this newmarketing drive, more visitors willseek us out, helping to boost ourvisitor numbers and showcasingthe variety of York’s tourismoffer.”

Jenny Hartland, Chair of Holgate Windmill PreservationSociety outside Holgate Windmill in York, celebrating beingpart of the new tourism campaign.

City hopes newpass will giveit the edge ...

A new guidebook has been launched which gives information onover 400 churches in Norfolk open to visitors. The Diocese ofNorwich’s Open Churches 2012 guidebook, is a free A-Z guide ofhistoric churches across the county. It covers the Great Yarmoutharea, the Broads and Norwich, the North Norfolk Coast, and markettowns like Dereham, Swaffham, and Wymondham, as well as theNorfolk countryside.

Serving ‘Tea with the Queen’A BOUTIQUE London hotel isoffering a special ‘tea with theQueen’ package to celebrate theDiamond Jubilee.

Over the long bank holidayweekend, Park Plaza

Sherlock Holmes is givingvisitors the chance to sample a traditional afternoon tea while watching the jubileecelebrations on a massive 60-inch screen.

Titanic experienceattracts over 50,000By Helen Williams

TITANIC Belfast, the world’s largestTitanic visitor experience whichopened this spring, has attractedover 50,000 visitors to date.

The £76m project covers theliner’s entire journey from itsconception in Belfast in the early1900s through to its maidenvoyage, the ship’s place in history and the discovery of thewreck.

On its opening weekend in March(half day Saturday and all ofSunday) over 6,000 people visitedthe exhibition.

Extending over nine galleries, thevisitor experience has multipledimensions such as special effects,full-scale reconstructions andinteractive features.

Among highlights are a ‘dark ride’through the shipyard showing thevessel being built, a ‘video cave’with a 3D video journey of whateach deck looked like, and a film ofthe discovery of the wreck on a12m screen.

There is also a video of the launchof Titanic’s sister ship the Olympicand a window reveal of the slipwaysoutside where the Titanic was firstlaunched.

Audio visual company DJ Willrichcarried out the AV hardwareinstallation and project lead JohnDoe said the key to the work wasmeticulous planning.

He added: “With Titanic Belfast there was also a huge senseof collaboration betweencontractors, so it went verysmoothly.”

Free breaks for electric car ownersA PIONEERING Lake District hoteloffered free bank holiday breaks for electric car owners, in a bid to encourage visitors to become more environmentally aware.

Following the recent launch of its

first ever electric car charging point,the four star Langdale Hotel andSpa offered a complimentary night’sstay to the first four people whoarrived at the hotel by electric car over the May bank holidayweekend.

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From 4th April 2012, the brand new exhibition The Wild, theBeautiful and the Damned will take place at Hampton CourtPalace.

This is a story about the fascination of love, glamour, celebrity,lust and power and involved some of the key characters thatlived, loved and died at the palace- Charles II, James II, WilliamIII & Queen Mary II and Queen Anne from 1660-1714. Beautywas a good thing; it was a reflection of divine perfection, anindication of virtue, but it was also a good excuse to decorateprivate chambers with soft-core private delights!

In the exotic world of the Restoration court, beauty could beexploited; women used it to command a new personal andpolitical influence at the heart of government, but werethemselves chased and abused. This temporary exhibition willbe included in admission until the end of September. It willprincipally contain magnificent artworks to reveal the storiesand scandals and will include items from the Royal Collectionand other public and private collections, with a significantnumber not currently on display.

Later in 2012, Henry VIII’s fabulous state apartments atHampton Court Palace will be topped off with an impressivefinale focusing on his legacy and the Tudor dynasty thatsucceeded him. The highlight will be the newly re-created crownof Henry VIII in the royal pew. Henry’s richly decorated imperialcrown was a powerful object worn by the King but also used tocrown his children as they succeeded him and his successorsdown to Charles I. The crown is based on detailed research intoinventories of Henry’s possessions which tell us in detail how itwas constructed and how and where the stones were placed init. Sadly, the real crown no longer exists as it was destroyed byCromwell’s government. However, the excellent Tudor recordsand contemporary images have enabled us to create a veryaccurate replica. The crown jeweller and his master craftsmenwill re-create this spectacular Tudor object in silver-gilt withsemi-precious or artificial stones, ensuring that it looks asspectacular and authentic as possible.

For help and advice in organising group visits to any of the historicroyal palaces, contact the groups and travel trade team on +44 (0) 20 3166 6311 or e-mail groupsandtraveltrade@hrp.org.uk.Please quote “Destination UK May” when contacting us.

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By Helen Williams

FINALISTS in this year’s VisitEnglandAwards for Excellence include awalking tour through a 900-year-oldCumbria slate mine, a family-runorganic dairy farm and the UK’s firstovernight safari experience in Kent.

VisitEngland announced theshortlist for its annual awards lastmonth, and winners will beannounced at a ceremony on May22 in Leicester.

Entries are rigorously assessed byindependent assessors and judgedby a board of tourism industryexperts chaired by VisitEnglandboard member David Orr.

The panel, which also includedtravel broadcaster Alison Rice, hadthe task of whittling down 392entries to the final shortlist of 69.

VisitEngland said exceptionalprogress had been made this yearin terms of accessible tourism.

Finalists for the Access For AllTourism Award ranged from Campusaccommodation at the University ofLeeds – where the CanadianParalympic Rugby Team is staying –to Sandcastle Waterpark, which hasa gold standard wet changing roomwith sensory equipment and hoisttracking system.

Among other finalists were pubrestaurant The George and Dragon,which only uses sustainable producefrom within a 20-mile radius,

Lancaster’s only five star B&B, TheAshton, and luxury country hotelBovey Castle.

This year’s winners ceremony willfeature the presentation of theinaugural Tourism Superstar Awardto Newcastle cab driver, Alan Fidler.Other categories include the awardfor Outstanding Contribution toTourism, which will be announcedon the night, and Travel Article ofthe Year.

VisitEngland winners to be announced

By Helen Williams

VISITENGLAND chief executiveJames Berresford issued a ‘starkwarning’ to businesses who werenot online during a seminar at Bestof Britain and Ireland.

He said: “I found a colleaguestuffing envelopes and discoveredthat a couple of thousandbusinesses don’t even have an e-mail address. For thosebusinesses that aren’t online thisis a stark warning. You are not inthe real world if you don’t have awebsite.”

Speaking at ‘The Time to be inEngland’ event at BirminghamNEC, James, pictured above, saidthe real opportunity in 2012 wasthe domestic one.

He added: “Destinations such asthe North East, East of Englandand East Midlands are doing well.Visits are up five per cent on theprevious year, and attractions’performance was positive throughmost of 2011.”

There was also a buzz aboutVisitEngland’s three-year £25mcampaign, currently running a TVadvert with personalities like JulieWalters and Stephen Fry.

Confidence levels varied in theaccommodation sector, butcaravanning, camping and self-catering were positive as werehotels, while guest houses wereless so. Larger operators with

money to invest in marketing weredoing well and there was agrowing trend of ‘switchers’ –people replacing a foreign holidaywith a break at home in the UK.

However, the bed and breakfastsector was doing poorly. It hadbeen hit by competition fromchains like Travelodge and PremierInn and had also lost businessfrom young families “feeling thepinch.”

James added: “There is no roomfor complacency or second best.People are being driven by valueoffers.”

At the same time, the tourismsector was fighting an uphill battlefor funding because of the demiseof regional development agencies– who had put £60m a year intotourism – and cuts in localauthority spending resulting in theclosure of tourism informationcentres.

“There is widespread consumerconcern about the economicenvironment, although levels seemto have peaked in February.”

James also backed audiencemember and ethical travel writerCatherine Mack who urged B&Bsto offer tie-ins with their localactivity providers.

He added: “We’ve got to mesh inwith the local community. It’s notenough just to say ‘we’re a B&B,’you’ve got to show how you’readding value.”

Stark warningfor businesses

Discounting, joint marketing – and promotinggardens – were among themes at this year’s Bestof Britain and Ireland Minister’s Question Time. Destination UK’s Helen Williams went along.

QQ..“We’re giving discounts toAmericans coming over for theOlympics. But what about Britishtourism for Brits?” SandraChevey, who runs educationalwalks around Alfred Hitchcock filmlocations in London.AA ..James: “I’m a passionatebeliever in leading with ourstrongest brands – and our citiesare at the forefront of that – butour research also shows thatpeople are worried about money.When you are faced with losingyour job do you go away for theweekend? Saying that, there aresome ideas to attract visitors thatare all about ‘pizzazz’ – one of myfavourites for 2012 is an idea inCornwall where they are offering20 Cornish handmade chocolatesand 12 roses. Putting up prices isthe short game and we don’twant to jeopardise things bycharging through the roof.”AA ..Riddell: “A high proportion ofour tourism is represented bypeople from Glasgow andEdinburgh and many of thesevisitors return five or six times.We have no evidence that a hikein prices is affecting Scotland – Ispent last night meeting 20 ofour top end caterers who areincreasing prices, not discountingin the year ahead.”AA ..Chris: “I have tried toencourage government to have a‘Come to Wales’ campaigntargeted at people who actually

don’t want to see the Olympics,but without success.” QQ..“We no longer promotegardens. It is a low cost exercise– couldn’t we have a leaflet listingUK gardens in your offices inBeijing, New York, etc?” WendyDare, owner/manager of MillDene Garden, Gloucestershire.AA ..James: “We don’t have moneyto give to individual concerns todo brochures but we do have avery sophisticated PR machinethat can and does support anystrong theme. English gardens isa very strong theme – so I amwith you.”AA ..Chris: “There is less moneybut we do have some outstandinggardens, such as the NationalBotanic Garden of Wales.”AA ..Leo: “There are budget issues.For example, coastal resorts arepopular too and there is only somuch to go around. However,gardens are hugely popular – itsounds like everyone now wantsto speed date the garden folk!”QQ..“Would you consider providingsponsorship to independentoperators in the domestic marketfor joint marketing?” EllenWalker, group travel manager,Brightwater Holidays, Fife.AA ..James: “Our budget isminiscule when you compare it toothers and money available is allabout partnership marketing. I amdelighted to consider options aslong as they deliver a return.”

The panel:� James Berresford, chief executive, VisitEngland� Riddell Graham, director of partnerships, VisitScotland� Chris Osborne, chair, Wales Tourism Alliance� Leo Varadkar TD, minister for transport, tourism and sport, Republic of Ireland� John Penrose MP, minister for tourism and heritage� Bernard Donoghue (chair), director of the Association of Leading Visitor Attractions

Questions putto expert panel

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MATILDA The Musical broke therecord recently for the most OlivierAwards won by one show.

In total, the show scooped sevenawards including the award for bestactress in a musical which waspresented to the four child starswho share the role.

The show has been wowingaudiences in the West End since itopened in October and Superbreak,who offer packages that combineovernight accommodation andtickets is expecting demand toincrease further on the back ofthese high profile awards.

Matilda The Musical also won:

� Best new musical

� Best actor in a musical – forBertie Carvel's genius portrayal oftyrant headmistress Miss Trunchbull

� Best director – Matthew Warchus

� Best choreography – PeterDarling

� Best set design – Rob Howell

� Best sound design – Simon Baker

Inspired by the twisted genius ofRoald Dahl, with original songs fromcomedian Tim Minchin, Matilda isthe captivating new musicalmasterpiece from the RSC thatrevels in the anarchy of childhood,

the power of imagination and theinspiring story of a girl who dares tochange her destiny.

National sales manager atSuperbreak Graham Balmforth said:“Winning awards always raises theprofile of a show further and drivesdemand.

“I urge agents to ensure they rideon the hype and push the show toany interested customers.

“Its great for families and couplesalike and we have a wide range ofhotels available across the capital tosuit all tastes and budgets.”

Sample packages include:

Three star package – from £139ppstaying one night b/b at the threestar President Hotel and including atop priced ticket to the show. Validany day of the week from August 24to end of December. Based on twosharing.

Four Star package – from £161ppstaying one night b/b at the four starDouble Tree by Hilton West End Hotelincluding a top price ticket to theshow. Valid Friday and Saturdayevenings from August 24 until theend of December. Based on twosharing.

For more information and bookingscall Superbreak 0871 221 4444 orvisit www.superbreak.com/agents

Musical hits the highnotes with award record

Pictured right:Bertie Carvel (bestactor in a musical)

And left, from leftto right: SophiaKiely, Kerry Ingram,EleanorWorthington-Coxand Cleo Demetriouwith Dennis Kelly,Tim Minchin andBertie Carvel

Pictures courtesy ofHelen Maybanks

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The smash hit touring production of Chicagois returning to Torquay’s Princess Theatrelater this year. The show is on from July 23 -28, with the cast to be confirmed.

Chart topping singerGareth Gates is toheadline a specialconcert celebratingthe best of themusicals.The MomentousMusicals galaconcert takes placeon July 14 at theNew WimbledonTheatre and willfeature songs frommuch loved musicalsincluding West SideStory, Phantom ofthe Opera andWicked.He will be joined bya cast of West Endstars includingRachael Wooding,who has appeared inpopular showsincluding JerseyBoys and Hairspray.

Ticket agent of the year namedENCORE has been namedticket agent of the year bythe Society of Box OfficeManagers.

The company waspresented with the award atthe society’s annual dinnerand awards night, held at

Sadler’s Wells, and attended by box officemanagers and staff from allthe principal West Endtheatres.

Marketing director ChrisRyan said: “There are nobetter judges of good

service in the ticketingindustry than the hardworking staff and managersof theatre box offices. So weare extremely proud to winthis award and the extent towhich it reflects on our teamat Encore.”

AS London readies to welcome theworld this summer, the “royal” districtof Victoria is set to become thedestination of choice, with its easyaccess and proximity to many ofLondon's best attractions – includingworld-class theatre such as Wicked,which tells the incredible untold storyof the witches of Oz.

Currently playing at the ApolloVictoria Theatre, amid some of theworld’s most iconic touristattractions including BuckinghamPalace, the Houses of Parliamentand Big Ben, audiences of Wickedare free to take advantage of localevents such as the Changing of TheGuard, or a picturesque walkthrough St James’s Park (London’soldest Royal Park).

The wide selection of localrestaurants and hotels make theideal settings for lunch, afternoontea or pre-theatre dinner, theperfect accompaniment to amatinee or evening performance.

Victoria will be one of the mosteasily accessible areas of the citythroughout the summer with theLondon Victoria Mainline Station,supplied by Southern Trains,Southeastern Trains and the GatwickExpress, the adjacent VictoriaUnderground Station, providingimmediate access to the widerLondon network, and the nearbyVictoria Coach Station, supplyingaccess to the rest of the UK.

For overnight stays, The Rubens atthe Palace, situated opposite thehistoric Royal Mews, is a charming,four star hotel offering a friendlywelcome and choice of threerestaurants.

With performances throughout TheQueen’s Diamond JubileeCelebrations and the London 2012Olympic and Paralympic Games,there has never been a better timeto experience Wicked, one of theWest End’s longest-running andmost popular musicals.

No better time to see Wicked

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Businesses joinforces for newticket campaignBy Christina Eccles

A MAJOR new campaign has beenlaunched to encourage Olympictourists and other visitors to stay inthe Coventry and Warwickshire areafor longer this summer.

The C&W Big Ticket, spearheadedby the Coventry and WarwickshireLocal Enterprise Partnership, RicohArena and Coventry TransportMuseum, will allow tourists toaccess a range of the area’sattractions on a single ticket.

The Big Ticket will provide familyand adult tickets in three differentprice categories, as part of a driveto entice people to stay longer inthe region, particularly this summerwhile they are attending any of the12 football matches taking place atthe City of Coventry Stadium.

Chief executive of the Ricoh ArenaDaniel Gidney said: “Everyoneinvolved is committed to makingsure everyone who visits Coventryand Warwickshire for the Olympicsgoes away with a positive impressionand wants to make a return visit.

“We have a varied and eclecticrange of tourist attractions and thisis the perfect opportunity toshowcase the venues to a new

audience. By launching the BigTicket we believe we will beencouraging people to stay longer inthe area because there are a highnumber of venues taking part andthere is something to appeal foreveryone. And this also underlinesthe positive impact the LEP is havingsince it is a success story of theprivate sector coming together withWarwick District Council,Warwickshire County Council andCoventry City Council to make thishappen.”

Chief executive of CoventryTransport Museum Gary Hall added:“Tourism is a vital part of ourheritage as well as our future andwe must do everything we can topromote ourselves to people whowill be visiting Coventry andWarwickshire from all corners of theglobe with many coming for the firsttime.

“The Big Ticket website lists all thevenues taking part along with thegreat savings visitors can make. TheOlympics means we have never hada better chance to promote ourattractions to such a globalaudience and it is an opportunity wewanted to seize because we havesome fantastic tourist attractions inour region.”

DAY trips in the UK contribute over£54b to the country’s economy,according to new figures.

A survey conducted by VisitEngland– in partnership with the nationaltourist boards of Wales andScotland – shows British residentstook 1.5b tourism day trips in theUK last year, spending £54b.

In England alone, Brits took 1.3btrips, spending £44b.

Visiting friends and family (350mtrips) and going out for meals anddrinks (together, 250m) were themost popular reasons for day trips,with outdoor activities followingclose behind.

Shopping also featured in the top10 reasons, as did visitingattractions and to watch livesporting or public events.

VisitEngland chief executive JamesBerresford said: “This survey

represents a very important piece ofthe domestic tourism jigsaw.

“Day visits are enormouslyimportant to the industry and theBritish economy and represent thecornerstone of the tourism industryin this country. English TourismWeek kicks off what promises to bea great year marked by amazingevents such as the Torch Relay, TheQueen’s Diamond Jubilee and theCultural Festival. This is the year totake a day trip that you will neverforget.”

To capitalise on the popularity ofday trips, VisitEngland has alsolaunched a new websitewww.great2012offers.com to ensureaffordable visits are availablethroughout the country.

The site has thousands of offers onaccommodation, meals, attractions,transport and events with a discountof 20.12 per cent or better.

DOUBLETREE by Hilton Chester has anew general manager, Brian Connor.

Hotel management company,Sanguine Hospitality, recruited himto help drive the business forwardand position it as the north west'sleading hotel, leisure and eventsvenue.

Brian, pictured above, has over 20years' experience in the hospitalityindustry and in his new role, he willbe responsible for the general

running of the hotel and growing itsconference, weddings and eventsbusiness.

He said: "The opportunity to workwith Sanguine and manageDoubleTree by Hilton Chester, not tomention a Marco Pierre Whiterestaurant, is fantastic. We're at akey time in our development and I'mlooking forward to building on thehard work and dedication that hasgot us this far.”

UK day trips provideimportant boost toeconomy, says survey

Daniel Gidney (Ricoh Arena), Adam Butcher (Warwick Castle) andGary Hall (Coventry Transport Museum) at Warwick Castle.

Brian appointed general manager

A welcome messageto the world ...WITH less than 100 days to gountil the Olympics, VisitBritainhas issued a welcome messageto the world.

Chief executive of Visit BritainSandie Dawe said the 100 daymark was a unique opportunityto highlight the welcome the UKcan offer to visitors this summer.

She added:” The overwhelmingperception of Britain around theworld is positive and 2012 is ourchance to shine. According tothe latest Nations Brand Index

we’ve taken great strides overthe last year to deliver a first-class welcome for our visitorswhich has helped the UK moveup the rankings to become thethird most admired country inthe world.

“The countdown begins hereand the tourism industry is readyto play its part alongside LOCOG to offer a warm welcomewhich will help create a lastingtourism legacy for many years tocome.”

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The Crown Jewels will be newly presented from 29th March 2012. This new exhibition will explore the importance of the Crown Jewels tothe British monarchy, the role of the Tower in protecting these treasuresand the long and fascinating tradition of coronations in England.

The mystique and beauty of diamonds and precious jewels in thecollection have always held an unparalleled allure to visitors fromacross the globe. The Coronation ceremony will be the central theme ofthe re-presentation. The displays will examine how the royal regalia areused during the ceremony and explore the symbolism of each object.

Destroyed at the Tower after the Civil War and re-made for Charles II’scoronation in 1661, the Crown Jewels signify royal authority to lead andprotect the nation. The priceless collection holds some of the mostlegendary and extraordinary diamonds in the world.

The Crown Jewels at the Tower of London are a unique workingcollection of royal regalia and are still used by the Queen in importantnational ceremonies such as the State opening of Parliament.

Throughout 2012, groups will get even more value for their visit whenthe incredible story of the Tower’s menagerie will be revealed as it isbrought to life through a selection of specially commissioned animalsculptures installed around the Fortress.

Wild and exotic animals were kept at the Tower for the entertainmentand curiosity of the royal household and visitors for over 600 years.Kings and queens kept the extraordinary creatures as symbols of power.Visitors can discover the amazing tales of how animals were fed,watered and housed and compare how animals and prisoners were keptat the Tower. The experience will include displays along the north walkand Brick Tower where numerous interesting exhibits will be included.

For help and advice in organising group visits to any of the historicroyal palaces, contact the groups and travel trade team on: +44 (0) 20 3166 6311 or email: groupsandtraveltrade@hrp.org.uk. Please quote “Destination UK May” when contacting us.

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By Kurt Janson

I’M going to give over this column toa speech that the new TourismAlliance President, Sir David Michels,gave in March at the Tourism Alliancereception in Parliament to markEnglish Tourism Week. The speech isshort, simple and cuts straight to thechase. It takes as its starting positionthe commitment in the CoalitionProgramme that the Governmentwould take steps “to improve thecompetitiveness of the UK tourismindustry, recognising the importantpart it plays in our nationaleconomy.” While the commitmentwas admirable, the speech highlightsthe fact that two years into the Government’s term, only limited progress has been made in tackling the main issues that affect the internationalcompetitiveness of the UK tourismindustry.

“Minister, MPs, Lords, Ladies andGentlemen

I thank you for attending and thankmy fellow presenters for theircontributions. It must be somethingof a change for you all to come to aParliamentary Reception in thecurrent economic climate where anindustry states – ‘actually, we’redoing okay at the moment andwould like to help you.’

We can give you increased exportrevenues – we can provide you withjobs – we can even target youth

employment and provide additionalfunds for the Exchequer. We’re verygood at this and have been doing itfor many years.

But we could do much more.

So here is the quid-pro-quo. Forthe safari enthusiasts among youthere is a tourism “Big Five” that theGovernment needs to bag if itsadventure into tourism is to beconsidered successful.

1. Reduce Regulatory BurdenYou’ve made a good start but youmust follow through by implementingthe recommendations of theRegulation Taskforce Report

2. Activity encourage overseasvisitors by improving the visasystemFrance gets 50 per cent more visitorsfrom India than we do. That one facttells you all you need to know abouthow welcoming our visa system is.

3. Sort out Aviation CapacityI shouldn’t have to even ask – it isblindingly obvious that we must dothis. Not just for tourism but for theUK economy as a whole.

4. Reduce VAT on tourismproducts and services in linewith the rest of EuropeIf even economic purists at theBundesbank recognise that reducing

VAT is vital for the Germany tourismindustry, maybe we should payattention.

5. Scrap APDThe UK aviation industry is the envyof most countries – so why increaseAPD by 650 per cent over the lastfive years and put people off cominghere to spend their money. It makesno sense.

So those are the Big Five that youhave the challenge of bagging beforeyour five year visit to Westminsterconcludes.

Now I know that you’re going tosay that, ‘Under the currenteconomic climate we are not in aposition to be able to afford to makethese changes.’ It’s the easyautomatic response.

However, can I just finish byhighlighting a speech on job creationand growth that the Irish Minister ofFinance, Michael Noonan, gave onMay 10 last year. In that onespeech he lowered VAT, removedAPD, and reduced visarequirements.

He knew that it wasn’t a case ofthe whether the Irish economy couldafford those cuts – he knew that ifthe Irish economy was to grow andcreate jobs – he couldn’t afford notto make those cuts.

Thank you.”

The concern that Sir David wasexpressing was that while theGovernment sees tourism asimportant in the lead-to theOlympics – and in staging theOlympics, wants to ensure that thereis no repetition of the negativepublicity associated with theMillennium Dome – it may not seetourism as being quite so importantcommitment after September. And iftourism isn’t quite so high up theGovernment agenda afterSeptember, unless there is somemovement now on resolving the keycompetitive barriers faced by theindustry, the impetus to tackle themcould be extinguished along with theOlympic flame.

By Helen Williams

A CAMPAIGN to get peopleexploring the UK has beenlaunched after a survey foundonly a third of Brits make themost of their weekends –blaming a lack of planning,time and cash for theirshortage of fun.

Half of Brits rated theirweekends as “average” andnearly a fifth said their typicalweekend was “boring.”

Allianz Your Cover Insurancecarried out the survey of1,000 people aged 18 andover and found 66 per cent ofrespondents did not make themost of their weekends.

Now the company haslaunched a ‘Great BritishWeekend’ campaign urgingeveryone to get out andabout.

The insurance firm’s AndyJames said: “We want toinstill a renewed sense of

adventure in Britons’weekends and encourageeveryone to make the most ofwhat Britain has to offer. Weare a nation that is known for‘living for the weekend,’ but itturns out that most Brits arewasting it. Our campaign aimsto highlight the potential funthere is to have at theweekend by uncovering newplaces or having newexperiences.”

The survey revealed secretsto a top weekend includedbeing happy to spend time athome (36 per cent) orplanning ahead for fun (29per cent).

Top weekend activities wererelaxing at home (40 percent), enjoying thecountryside (23 per cent),watching TV (22 per cent),having a weekend break away(22 per cent), and reading abook (21 per cent).

The Welsh were having the

most fun with nearly half (43per cent) enjoying theirweekends. However, only aquarter of those surveyed inNorthern Ireland said theywere making the most of theirweekends.

The research also showed:� People aged 55+ weremost likely to be enjoying theyear ahead with an average offive day trips planned� Most (91 per cent) Britsused their cars to go away atthe weekend but were onlyprepared to travel an averageof 58 miles� Older generations had themost adventurous spirit asthey were willing to drive thefurthest for a day trip andweekend away.

� What do you think of thenew tourism campaign? Sendyour comments toce@scriptmedia.co.uk orfollow us on Twitter @DUKMag

Historic attraction Salisbury Cathedral is givingpre booked groups the chance to see whatgoes on behind the scenes for the first time.The ‘secret Salisbury Cathedral’ tours takeplace on September 21 and 22 and will includeaccess to areas normally closed to the public.

‘Make most ofyour weekend’

Government must act now toensure lasting Olympic legacy

Kurt Janson

20 2/5/12 11:34 Page 1

Following a £12m major project to transform Kensington Palaceinto a palace for everyone, the doors will open to groups from 26thMarch 2012 with two new exciting exhibitions in time for theQueen’s Diamond Jubilee.

Our first permanent story will be of Queen Victoria. In her ownwords, her story from childhood to old age will reveal her intimateprivate life set against her regal role and the conflicts this causedand dedication required of her as a person. Set within the palaceand in the very rooms where Victoria’s history happened, therewill be many objects from her life including dresses, diaries,paintings and wedding gifts.

From 24th May to 31st October, Jubilee – The View From theCrowd, will be a temporary exhibition exploring the DiamondJubilee of Queen Victoria. In 1897 over 3 million people hadconverged on London in the hope of catching a glimpse of thediminutive figure that had ruled Britain and her empire for solong. View the celebrations from the perspective of the crowdswho gathered to watch the Queen’s procession through the streetsof London. The exhibition will draw on personal recollections tonewspaper accounts, photographs and film, as well as bringingtogether special loan items associated with the Jubilee year.

In addition visitors to Kensington Palace will also be able toexplore the newly landscaped gardens, take a break in the newcafé or indulge at The Orangery. The new visitor entrance givesgroups and individuals the sense of arriving at court, so why notdress for the occasion! The new groups entrance allows visitors torest on arrival (it is still a 5-10 minute walk from the coach park orunderground station), ahead of exploring the palace.

Also new for 2012, running from 26th March, an elegant andevocative new display of dresses worn by Diana, Princess of Waleswill include items which have never been exhibited in the UK. Thisstylist-designed installation will form part of the permanentdisplays at Kensington. It will explore elements of the Princess’style from the early 1980s onward and will include dresses bysome of her favourite designers.

For help and advice in organising group visits to any of thehistoric royal palaces, contact the groups and travel trade teamon +44 (0) 20 3166 6311 or e-mailgroupsandtraveltrade@hrp.org.uk. Please quote “Destination UKMay” when contacting us.

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Destinations –future performanceBy Ken Robinson, independent tourism advisor

THE spotlight is focused ondestinations, as the key entities toimplement the Government’s tourismstrategy and achieve the potentialOlympics tourism legacy.

In a post-RDA-funding world, withreduced Local Authority tourismbudgets, and declining disposableincome for leisure, a great deal isriding on the ability of destinations,or more precisely DMOs, to deliver.

Truthfully, few tourismprofessionals have actually read theGovernment’s tourism strategy, oreven more importantly, VisitEngland’s Strategic Framework.

If you haven’t, do so, butmeanwhile take my word for it:destinations, and DMOs areprescribed throughout as themechanism for tourism growth.

As minister John Penrose touredEngland, meeting tourism activists,the “yes minister” enthusiasm ofmany must have encouraged his

conclusion that DMOs could easilybe invigorated by “freeing them upfrom the public sector’s grip”, andwithdrawing most public funding.

In reality of course, DMOs varygreatly. Some are Local Authoritydominated, others are privatesector. Most are open to any bonafide tourism business, but some areselective, even undemocratic. Someare hardly even “organisations”.Most have been solely formarketing, which is why manymembers joined, with grant-leveraged budgets.

Tourism growth needs much morethan marketing, but few DMOs haveembraced tourism management.The Government’s Strategyprescribes that DMOs cover tourismmanagement, and be private sectorled. Visit England reflected this inthe eligibility criteria for the newDestination Forum.

The requirement for private sectorleadership excluded several of ourlongest established and bestmanaged destinations such asBlackpool and Brighton. Some arenow restructuring or creating joint

companies to qualify. DMOs must be formalised and

strengthened, but as their roles andresponsibilities have increased,funding has reduced. The greatchallenge for VisitEngland is how,without funds, to adequatelysupport and speed thistransformation process.

They named PathfinderDestinations (Bath, Peak Districtand Derbyshire, The Broads andManchester) to test new businessmodels. But the loss or reduction offunding has shrunk the competenceand capacity of many DMOs, and is causing members to doubt the value of ongoinginvolvement.

The Government Strategy asserted“Thankfully this (funding) problemhas now been solved” by lettingLocal Authorities retain part of anyincrease in business rates. Butinsiders think any extra funds raisedare more likely to be allocated toother cash-starved responsibilities.

Latterly the concept of TBIDs(Tourism Business ImprovementDistricts) has emerged as apotential fundraising mechanism,but the indications are it is likely towork well in a few places.VisitEngland’s clever RegionalGrowth Fund scheme is limited tothe previously RDA-rich areas, andworth less than 10 per cent ofwhat’s been lost.

The Government’s ‘Growing Places’funding, to be influenced by LEPs,will only benefit a small number ofprojects, and few in tourism.

Question: With all this in mind, Ihave in recent weeks been askingsenior DMO colleagues, how is itgoing? How well are you overcomingthe reductions in funding?

Worryingly, I have yet to findanyone who thinks that things havestabilised or are improving. Andmost concerning is their response to

the question “Two years from now,will DMOs be stronger or weaker?”The thoughtful answer from almostall is “Weaker”. If they are right, andthey should know, this is a bigworry.

2012 is a very exciting butunusual year. Belatedly, realismabout the impact of the Olympics ondomestic tourism, alongside the fiveper cent domestic growth target inthe Government’s and VisitEngland’sstrategies, has prompted £4m ofGovernment funding for theunprecedented domestic holidayscampaign.

No carping, this and the GREATcampaign will help. But they will notbe enough. All DMOs must workeffectively to achieve our tourismpotential. Local Authorities must beincentivised to support the deliveryof local tourism policies (which LAsmust be required to have), to boostparticipation by tourism businesses,and VisitEngland needs greaterfunding and freedom to ensure astronger working network is in place.

Ken Robinson

The Peak District was selected as one of the PathfinderDestinations to test new business models

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