Niche Tourism as an Agent of Growth

Phil EvansHead of Strategy

VisitEngland

Niche Tourism as an agent of growth

• Tourism is growing everywhere…but so too are the options for visitors• Domestic mass market tourism can no longer offer a growth solution• The ‘typical’ domestic summer holiday has changed beyond recognition• The industry needs to adapt to ever-changing consumer behaviours• Opportunities to contribute to the national growth target

Tourism is growing everywhere?

…maybe not everywhere!

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Londonunlimited PPD001®

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Londonunlimited PPD001®

Londonunlimited PPD001®

 

The Move from Mass Tourism

Accommodating new kinds of tourism

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Londonunlimited PPD001®

Changing Consumer Behaviours

Opportunities for Growth

There are many opportunities to move away from what is commonly seen as mass tourism

Value for time

Developing new niche products:

• Food and Drink• Walking, Cycling and Activity Breaks• Nature Tourism• Re-focusing on traditional strengths• Industrial Heritage• Accessible Audiences• Arts, Crafts and Learning• Developing Local Identity

A destination doesn’t need to have a unique World Class Heritage Site to develop its own identity- we are lucky in England to have multiple options but the same rules can be applied almost anywhere

National Tourism Academy at Bournemouth

philip.evans@visitengland.org