ANNUAL REPORT
www.visitdevon.co.uk Facebook: /visitdevon Twitter: @visitdevon Instagram: visitdevon
VISIT DEVON
a year's overview
WHERE WE ARE NOW It’s my privilege once again to be presenting the company’s annual report detailing a year of good progress against a continuing backdrop of political and financial uncertainty. Devon has proved resilient and despite the challenges, we have seen a growth in our key international markets and increased numbers of visitors to the region from across the UK. Revenues are under pressure as visitors look for value for money but the ever increasing choice offered to our visitors mean that Devon is increasingly the place to spend leisure time with family and friends particularly for the key 25 to 44 market. Last year I reported that developing an overall strategy was a key objective for this year and I’m delighted to say that the board has been working on this and we will be in a position to approve a three year strategic plan at our next board meeting. The plan sets out a clear road map for the business over the next three years and details ambitious growth plans built on previous years successes. We aim to publish the strategic plans in due course and ensure they are communicated at our member update meetings planned for later in the year. In addition to our ambition of reaching 1000 members within that period, the board have agreed to an investment programme for the website, the development of a new B2B microsite and accelerated growth plans for our social media channels. The developments on the website will increase the digital marketing opportunities for our members, sponsors and commercial partners over the next year. Last year saw the largest investment in marketing made since we reformed some three years ago and this report details where some of the money was spent and the results achieved. The success would not have been possible without the successful collaboration between Visit Devon and Ignyte. T
The relationship continues to prosper, and Tina and her team deserve our thanks for their commitment and support over the past year, I look forward to the relationship delivering even more success in 2020. We continue to have an excellent relationship with both Visit England and Visit Britain and are currently working on joint bids with the national organisations as well as other regional tourism associations. The projects aimed at the international visitor to the region link in well with the Mayflower 400 event, the region’s historic 2020 anniversary covering an extensive program of events led by the city’s Mayflower 400 team. Finally, I want to add my thanks to my board colleagues and members of the subcommittees for their continuing commitment over the past year. They continue to give their time freely and are dedicated in their support for the industry and the special place in which we live. I look forward to a successful year ahead.
Rhys Roberts - Chairman Visit Devon
VISIT DEVON
2019
DESTINATION MARKETING PROJECTS Visit Devon has completed a large number of marketing projects in 2019. We have shown below some of the
DIGITAL MARKETING £21,000 invested in the continual growth of Visit Devon digital marketing. Development of www.visitdevon.co.uk Achieved 2.3 million page views Achieved over 1 million sessions Growth of users by 47% on 2018 Increased members ctr rates by 26% Growing email sign-up to newsletters
completed projects and income and
Search engine optimisation campaign
expenditure for Visit Devon in 2019.
Thematic home page campaigns
SOCIAL MEDIA MARKETING £12,000 invested in the continual growth of social media.
VISIT DEVON GUIDE £25,000 invested in the improved Visit Devon Guide
Growth of Facebook,Instagram, and
75,000 copies printed, an increase of
Twitter to 98,273 followers
30,000 copies on 2018
Facebook: 4.8 million impressions,
Distributed both inside and outside of
95,000 engagement
the county
Instagram: 1.5 million impressions,
Available at all motorway service
109,500 engagement
points on entry to Devon
Twitter: 3.2 million impressions, 19,300
80 pages in full colour
mentions
PRESS AND PR
TRADE SHOWS
£4,000 invested in press and PR
£27,000 invested in trade shows
across Devon
internationally and domestically
Hosting journalists, bloggers,
Attending Vakantiebeurs
government officials to maximise
Attending ITB Berlin
national media coverage and support
Attending Meet GB
for the county
Attending the Global Meeting Summit
Hosting international Visit England
Attending The Meetings Show 2019
staff to market Devon to their
Attending VMEX
respective countries
All above to encourage new visitors into Devon
VISIT DEVON
DISCOVER ENGLAND FUND
SURVEY
England Fund
understand opinions of Devon
£11,000 invested in the Discover
Working with Visit Cornwall to deliver targeted experiences including accommodation for families and friendship groups from Australia and the USA. Visit England created the DEF to drive growth in international tourism and benefiting the domestic market.
£3,000 invested in a survey to
Survey sent electronically by Visit Devon, partners and stakeholders Completed by 1,779 people The scenery and natural environment, beaches and coastline, diversity of locations and seafood were all rated as Devon’s best strengths.
INCOME & EXPENDITURE 2019
For more information about Visit Devon please contact: Company Secretary - Simon Fishwick Email - simon.fishwick@visitdevon.co.uk
Chairman - Rhys Roberts Email - rhys.roberts@visitdevon.co.uk
Director - Sally Everton Email - sally.everton@visitdevon.co.uk
Membership - Tina Veater Email - tina.veater@visitdevon.co.uk
www.visitdevon.co.uk