James Berresford

Chief Executive

Innovation in the visitor economy

How successful was the debate?

LinkedIn

Twitter

You Tube

− 518 responses , 21 groups (10 non tourism)

− “top influencer” in group with over 19,000 members

− 533 additional followers

− 617 click through

− 175 views of intro video

“I don’t think I’ve seen such a good discussion on LinkedIn for

a long while” Bruce Martin (Social Media expert)

Defining Innovation

“the successful application of new

knowledge” (Technology Strategy Board)

“…the process by which new ideas are successfully

exploited to create economic, social

and environmental value”

(DBIS)

Innovation doesn’t just happen

How innovation works in the visitor economy

Innovation can happen in the same way as other sectors

Those from outside the sector may find it easier with no restraints or market share to protect

− However, some believe understanding of the sector is required

− opportunities for partnerships across sectors?

“…innovation is something that will naturally occur in any

competitive commercial environment, and does.”

LinkedIn contribution

“Where things work really

well is where the two [sectors] combine. i.e. tourism company goes to the tech company and says this is the problem can we solve it.”

LinkedIn contribution

Recognising the barriers

• Challenges for the sector to get started

− Nature of SMEs (owner operated)

− Lack of support networks

− The access to & the skills to interpret research

− Risks (cost of investment vs. fear of imitation)

• Funding not considered as much of a barrier as first thought

Supporting Innovation

Supporting innovation

Research

Networks

Mentoring

KTPs

Supporting innovation (1)

• Research

− Seen as a critical source of inspiration and evidence for investment decisions

− Lots of it but…

• issues with the skill of interpretation

• Access

• Relevance (up to date), cost and access

• Is horizon scanning needed, i.e. what is happening in other sectors or internationally?

Supporting innovation (2)

• Networks

− Are local networks set up to support innovation?

− There is a suggestion that networks for innovation are best facilitated nationally

− Helps to reduce barriers related to fear of imitation/ competition (open innovation).

− Digital platforms present new and interesting opportunities

Supporting innovation (3)

• Mentoring

− BIS suggest SMEs with mentors more than twice as likely to innovate that those without

− Some good general examples but not many tourism ones

• Knowledge Transfer Partnerships

− Potential good intermediary platform for tourism that needs more effective usage

− Relevance to individual SMEs? Networks of businesses are more effective - an opportunity for DMOs?

Private vs. Public

• Private role

− To be the innovators!

• Public role

− Support innovation to happen

• Develop public policy

• Facilitating networks?

• Horizon scanning?

• Digital use is on the rise

• Four innovations yet to be maximised, significantly adapted for the visitor economy

Gamification

Crowd sourcing

Big Data

Geo-tagging

• Our panel will discuss shortly

Opportunities for innovation

Report with full findings in early 2014

More to discuss…