The importance of a collective approach in delivering a thriving visitor economy

The importance of a collective approach in delivering a thriving visitor economy

Jason Freezer, Destinations Manager

England's Regional Tourist Boards 1999

NorthumbriaCumbriaNorth WestYorkshireHeart of EnglandEast of EnglandWest CountrySouthernLondonSouth East England

Tomorrows TourismVICE PrincipleA wise growth strategy for tourism is one whichintegrates the economic, social and environmentalimplications of tourism and which spreads the benefits throughout society as widely as possible.

Regional Tourism 1999 - 2010Regional Development Agencies (RDAs) created

RDAs given Strategic Leadership responsibility for tourism (2003)

DCMS regional tourism funding direct to 9 RDAs

Recognition of Destination Management functions and structures below regional level, expansion, creation and formalisation of DMOs at local level.

4VisitBritains ST StrategyPromoting Sustainable businesses & encouraging responsible visitors

GreeningVBSupportGovernmentEngageIndustryMarket toConsumersVisitEnglands ST Strategy

Sustainability in action in England

Local Enterprise Partnerships (LEPs)

LEP prioritisation of Tourism/Visitor Economy

Strategic Framework 2010 - 2020National Tourism Strategy

Stakeholders working together to achieve 5% annual growth

VisitEngland is the custodian of this documentResponsible for driving forward its implementation by partnersCoordinating the development of specific Action PlansMonitoring progress of implementationMeasuring the impact

Provides the context for VisitEnglands activities

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This is a collective responsibility

1010A collective responsibility in a time of such change the strategic framework is our collective guideWise Growth

Wise Growth Vision and ObjectivesGrow tourism responsibly in a finite world, creating resilience and prosperity for all, balancing the growth aspirations of the Strategic Framework with the principles of sustainability.

principles of Wise Growth into all Action Plans.principles of Wise Growth into communications strategies with visitors and residents to enable them to cherish the places they visit, live and work.Measure, report and communicate the impacts of Wise Growth transparently.

Tourism stakeholdersand their prioritiesAuthentic experiencesQualityValueProtectPreserveEnhanceProfitPeopleResilienceBetter place to liveJobsCommunityVisitorsEnvironmentBusinessResidentsWise Growth

Focusing on destinationsNew audiences who need to understand the value of destination managementNationally but also locally especially those who collectively own the destination

We need to:Have a collective understanding to ensure we communicate the same messages nationally and locallyMeasure our impacts and share results to prove our case

New audiences need to understand the value and impact of DM when done effectively

We need a collective understanding of what WE mean in order to communicate the same messages nationally and at local levelsWe also need to constantly measure our impacts and share our results to prove our case

One mechanism to achieve this is the destination management action plan, an out come of which we are already working on a paper on the role/ function of destination management.14What does Destination Management involve?

15What is a Destination M* Organisation?A group of organisations that are focused on the growth of the local visitor economy (strategic partnership)

Not one organisation can complete all the functions in one place (or places)

Destination management organisations are about partnerships (public/ private and 3rd sector)

The glue that brings it all together

M* - re-enforce that it is management not marketing but that the M is often misunderstood/ misused.16Destination Management PlansVision

A shared statement of intent for a given period of time on how to:ManageDevelop; andPromote

Identifies the opportunities and threats

Articulates each stakeholders role and responsibility

Succeeding in a new landscapeCelebrating and sharing best practice & innovationSecuring connectivity between local and nationalMaking sure the focus is on the destination