1. 1. Should tourists matter to museums?
   • Andrew Bateman Tourism Manager
   • Kirstin Monk Tourism Officer
   • Economic Development Office
   • Hampshire County Council
2. 2. Are tourists a worthwhile target market for museums?
   • Britains unique culture and heritage attracts 4.5bn worth of spending by inbound visitors annually
   • UK is fourth best out of 50 for its culture in the Nation Brands Index
   • 57% of respondents from 20 countries agreed that history and culture arestrong influences on their choice of holiday destination (only 15%disagreed)
3. 3. Hampshire & IoW rank well nationally
   • Hampshire is the 6 thmost visited county nationally
   • 2.40bn is spent by tourists annually in the county
   • Day visitors are the key market
4. 4. The Hampshire destination brands North Wessex Downs Hampshire Winchester Test Valley South Downs New Forest Southampton Portsmouth The Solent Hayling Island
5. 5. Traditional Push marketing
   • Take your product to the customer
   • Brochures
   • Direct mail
   • E-newsletters
6. 6. Destination marketing
   • Creating a holistic visitor experience
   • Inspiring people to visit through video, imagery and stories
   • Social media engagement & word of mouth
   • Working in partnership with other tourism providers
   • Meaningful product packaging
7. 7. What does your museum mean to you?
   • Collections?
   • Archives?
   • Local history?
   • Display boards?
   • Education programme?
   • Events programme?
8. 8. What are visitors looking for?
   • Memories
   • Experiences with friends and family
   • Variety
   • Choice
   • Quality
   • Value for money
   • Peace of mind
   • A treat
9. 9. Drivers for visiting museums
   • Social e.g. nice place to spend time with friends and family, or to visit the shop/caf
   • Intellectual e.g. to improve my own knowledge
   • Emotional e.g. to see beautiful things in an attractive setting
   • Spiritual e.g. for peaceful contemplation
10. 10. Thematic approach to destination marketing
    • Literary heritage
    • Countryside
    • Food and drink
    • Arts & entertainment
    • Military heritage
    • Shopping
    • Families
11. 11. Visit Hampshire
    • Linked to national database
    • Partnership working with local authorities
    • Thematic campaigns
    • Itinerary builder
    • Event promotion
    • www.visit-hampshire.co.uk
12. 12. Destination marketing in Hampshire
    • The New Forest Tourism Association
    • Winchester & Heart of Hampshire DMO
    • Portsmouth
    • Southampton
    • Hamble Valley
    • Test Valley
    • Gosport
    • Havant
13. 13. Online marketing examples
    • Website editorial & database entry
    • Event promotion
    • Itineraries
    • Thematic campaigns
    • Reciprocal links
    • Video
    • Social media
14. 14. Off-line marketing examples
    • PR & press trips
    • Publications e.g. visitor guides
    • Signage
    • Photography
    • Tourist Information Centres
    • Tourism networking groups
    • Collaborative working and promotion
15. 15. Joining up the cultural offer
    • What other complementary tourist product is located near your museum?
    • How are you networking with these businesses?
    • Are you selling your museums product or promoting the visitor experience in your literature and on your website?
    • How integrated is your marketing with your local destination website?
16. 16. Any questions? Thank you for listening