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THE BUSINESS OF essential guide to
In association with
TOURISM
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CONTENTS 3 EDITORIAL
16 LIVERPOOL
“Positive perceptions must be maintained across the region,” says Joanne Birtwistle
Capital of Culture in 2008, Liverpool is seeing huge investment in its galleries and museums
4 FOREWORD By Felicity Goodey, chair of the Tourism Forum for England’s Northwest
5 NWDA The work of the Northwest Regional Developement Agency as it addresses key issues across the region
8 CUMBRIA Viral internet games and text marketing campaigns – Cumbria’s tourist information goes high-tech
21 LANCASHIRE
Stepping out
The home of the hotpot, Eccles Cake and crumbly cheese focuses on chefs skills and restaurant quality
16
27 CHESHIRE Playground to the rich and famous, Cheshire is marketing itself as the place to spoil yourself
30 LISTINGS Key events in the regional tourism calendar
12 MANCHESTER With the Conservative and Labour conferences both in town this year, the Northwest Conference Bidding Unit is certainly doing its job
National Museums Liverpool
29
Made in Cheshire
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Editorial
A JOINED-UP APPROACH
EDITORIAL Project editor Joanne Birtwistle Contributors Charlotte Dalgarno, David Casey, Zahir Raniwalla
T
SALES Commercial manager Lynn Barnett Senior account managers Ben Waterhouse
almost 30 million international visitors came to the UK during 2005, spending £14.3bn – that’s an 8 per cent increase in visitor
figures on 2004 and a 9 per cent increase in spend.
Daniel Butcher, Adrian Simcox Account manager Mark Perkins
he latest figures from the Office for National Statistics show that
But these visitors feed into a much larger visitor economy – currently worth £74bn annually. In December 2005, VisitBritain, the organisation that markets Britain to the rest of the world and England to the British, announced plans to propel the visitor economy towards £100bn by 2010.
PRODUCTION Design Theresa Goodson Production director Bob Stoney
The challenge is to encourage visitors to the UK to stay longer and spend more while they are here. This is the challenge the Northwest Regional Development Agency (NWDA) took up in April 2004 when it was given responsibility for tourism in the North West. Through the Regional Tourism Forum and the five sub-regional tourist boards, the NWDA is putting strategies in place to ensure the region has the skills, technology, transport infrastructure, facilities and information to attract more visitors to this region each year. Each sub-regional tourist board works in close partnership with the others for the benefit of the wider region as a whole. After all, a visitor will probably be oblivious to which sub-regional board’s jurisdiction a specific attraction comes under. And the visitor offering must be strong across the whole region if visitors are to go away with consistently positive perceptions of their time here.
Circulation Dawn Cooper
But it’s not just the international or even national visitor with money to spend. Those living in
Marketing manager Amanda Lee
the North West are being encouraged to explore and discover what’s on offer in their own region
Finance manager Ian Wentworth
– the sub-regional boards have been specifically targeting school kids for local attractions for Easter
Commercial director Andrew Slim Regional publishing manager David Smalley
2006, for example. This guide looks at the NWDA and sub-regional tourist boards latest initiatives to ensure that the North West region is recognised as the world-class tourist destination it has become.
Editorial director Michael Taylor Managing director Marlen Roberts
Joanne Birtwistle
Boulton House 17-21 Chorlton Street Manchester M1 3HY w. www.newsco.com t. 0161 907 9711 f. 0161 236 9862
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Foreword
Keep them coming back for more
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ourism is one of the North West’s most important industries.
ensure that our streets are clean, our cities, towns and villages
It contributes £7bn to the regional economy and supports
attractive, our taxi drivers helpful and our shops distinctive.
40,000 jobs. Those who laugh at the very idea of a region
Heritage is a major attraction in this region but we don’t always
famed for the industrial revolution becoming a major visitor
make the most of our assets. Now we have a heritage tourism
destination should look at the facts. Around 28 million people found
growth fund and a new company to develop one of our most
plenty of good reasons to take a break in the North West last year
underutilised destinations, Hadrian’s Wall.
and all the signs are that a lot more will be doing so in future.
We are working hard on making it easier for our visitors to get
The Tourism Forum for England’s Northwest is a partnership of
here. More and more people want to book online – not just travel but
organisations led by industry professionals. Together we not only
hotels, theatre tickets, events etc. We are putting huge investment
market the region, we are specifically responsible for developing the
into online bookability across the region.
product, and that means driving up the quality of what we offer.
Liverpool European Capital of Culture, The Manchester
Tourism is a globally competitive market. Much of what we
International Festival, The Golf Open, The RHS Flower Show at
offer is good but it can always be a better. For years we have had
Tatton and the Grand National are just some of the big events that
a serious shortage of skills and we cannot rely on a continuing
may attract people to visit for the first time. But it’s where they
influx of people from Eastern Europe forever. So we’ve set up some
stay, how they get around, what the place looks and feels like, the
serious investment in skills training and we are working with
quality of the food and service, that will determine whether they
Lancaster University Management School to create a new tourism
come back. It’s our mission to get them here again... and again.
management skills academy. We are looking at all our brands to see how they can be refreshed and better positioned and that includes some serious investment into up-grading facilities. We have a major onslaught on customer care to improve the overall experience of people out and about in the region. We can’t, and don’t, do this alone. We work with many partners, especially the local authorities. They are the ones who can
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INSIDER ESSENTIAL GUIDE TO THE BUSINESS OF TOURISM
Felicity Goodey Chair, Tourism Forum for England’s Northwest
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NWDA
SKILLS the North West gears up to the national challenge A new regional strategy for tourism is being launched at the end of the year,
Tourism ICT the North West leads the way
consisting of three key facets: addressing the shortage of
ourism is becoming more and more
have picked up on. Most sub-regional tourist
skilled chefs; encouraging
competitive. The increasing availability
board websites have facilities enabling visitors
leadership and entrepre-
of cheap flights to European
to book products or accommodation online –
neurs into in the tourism
destinations, for example, mean that visitor
keeping the region internationally competitive.
industry; and developing
aspirations are now driven by international
On top of this, Visit Chester & Cheshire will be
a seismic shift in attitudes
product offerings. British tourism is under the
the first tourist board to offer a fully integrated
to customer care.
international spotlight and tourist boards across
search engine allowing visitors with disabilities
the North West need to make sure the region’s
to see listings of suitable facilities (see p29).
regional strategy, the NWDA wants to
The NWDA is developing a new visitor
focus on delivering the highest quality
T
product can compete on the world stage.
Taking its lead from this
New technology presents the hospitality
information strategy, looking at the traditional
customer care to improve the North West’s
industry with a host of opportunities. Today’s
methods of supplying tourist information, such
tourism offer. The creation of an online or
leisure market makes pre-choices based on
as leaflets through tourist offices, and at the
‘virtual’ Tourism Academy, due to go live
ways these services can be improved.
this year, will help to address this by
information found on the internet. One area that
Advances in digital technology and instant
offering high-quality training products and
enhances the tourism
access to information, through mobile phone
bringing skills providers and businesses
experience is the ability
downloads for example, offer huge opportunities
in the industry together.
to organise and plan a
to better present the region. In future it should
leisure break in advance
be possible to download a podcast in your
leadership initiative – recognising best
The NWDA will also be launching a
and developments in
chosen language for a historic site and get tour
practice or beacon businesses and working
online booking make
guide information through your personal
with individuals to challenge and support
this easier than ever.
music system.
other businesses in the sector. It also plans
This is something that
“If you were driving past John Lennon’s
to launch a Leadership in Tourism course,
the Northwest Regional
birth place in Liverpool, for example, you could
delivered and accredited through the
Development Agency
upload the podcast to your PDA with informa-
University of Lancaster’s management
tion all about it there and then,” says James
school.
(NWDA) and all of the sub-regional tourist boards
Berresford, director of tourism at the NWDA.
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NWDA
Towards a THRIVING visitor economy
Hadrian’s Wall The NWDA is working with One NorthEast, the Countryside Agency and English Heritage to develop and maximise the potential of Hadrian’s Wall as a visitor attraction. Visitor numbers to the World Heritage Site have not increased since the early 1970s. A new company, which is yet to be named, was set up in April
T
he visitor economy is worth £7bn
“A visitor’s experience is not solely about the
annually to the region and around 28
hotel they stay in and historic places they visit.
million people visit the North West and
If you happen to get a taxi that delivers less
2006 to help make the most of this asset, which runs from Tyneside to Cumbria. James Berresford, director of tourism at
include an overnight stay. The NWDA is keen
than perfect service, or a bus that gets you to
the NWDA and board member of the new
to extol the advantages of exploring links across
your destination but stops running before you
company, says that the wall has long been
the visitor economy, and the importance of
want to come back, that will impact on your
an under utilised resource and that the
getting those in the sector to understand the
overall experience,” says Berresford, “after all,
company is looking at promoting and
interrelationship of all these different elements.
we are all visitors.”
developing new visitor facilities as well as
“The industry has long used the word
One example of this joined-up approach is
places to stay, eat and drink in the vicinity
tourism, but opportunities have been missed
Cumbria Tourist Board’s work with transport
of the wall. “It is important that we bring
because of this concentration on the narrow
providers in the Lake District to put in place
such an archeologically significant site,
field of tourism,” says James Berresford,
alternative transport so that visitors can park
which is set in such beautiful, moody
director of tourism at the NWDA. “When you
their cars further out and then get a bus
scenery, to a wider audience,” he says.
go on holiday you don’t just visit tourist sites
into a particular town, reducing traffic and the
do you? You go to pubs, restaurants and
pollution of a naturally beautiful area.
shops, you may take the bus…all as part of
But such initiatives aren’t just about tourism.
the visitor economy. We should all remember
Social responsibility and responsibility to those
that tourism operates within the visitor
who live in these tourist spots is an equally
economy.
important factor.
MAJOR EVENTS Following the enormous success of the 2002
West’s growing reputation and proven track record of
Commonwealth Games in Manchester, the UEFA
delivering world-class events. The strategy also
Champions League Final at Old Trafford in May 2003,
capitalises on Liverpool’s status as European Capital
and the Salford Triathlon ITU World Cup at the Quays
of Culture in 2008. The NWDA is now working with
in August 2003, the North West was the first English
regional, national and international partners to secure
region to develop a long-term strategic approach to
and develop major events, which have the potential
major events.
to have a significant economic impact and contribute
The Major Events strategy builds on the North
6
INSIDER ESSENTIAL GUIDE TO THE BUSINESS OF TOURISM
to developing a positive image for the region.
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Cumbria
Got the skills
C
umbria Tourist Board’s business development team has completed a contract with Cumbria Learning and
Skills Council to offer an independent skills brokerage service to tourism businesses. The team met with businesses to discuss their business development and skills needs and identify suitable training provision or business support to address them. As a result of these talks, the tourist board
n April, Cumbria Tourist Board hosted
I
Polish workers.
TOP staff
Polish delegates in the Cumbrian tourism
Recognising and rewarding the individuals
a customer service course especially for
industry took part in a Welcome Host event, a
and businesses that truly make a
nationally recognised one-day training session,
difference to visitors to the county, 31
at The Marchesi Centre in Windermere.
employees in Cumbria’s tourism industry
The course looks at communication,
Tourism Skills Awards at Rheged in
and gives delegates the skills and knowledge
February.
needed to deliver spaniala obsluga klientow,
Excellence suite of customer courses for
that’s Polish for excellent customer service!
Welcome Host, Welcome Host Plus, Welcome Line, Welcome All, Welcome International, Welcome Management and
were honoured during the Cumbria
relationships with customers and teamwork
has further developed its Welcome to specific sub-sectors of the tourism industry.
The course was led by Polish speaker
The event was attended by the finalists in 11 award
Ursula Brendling from Ambleside, who is an
categories, their employers
experienced Welcome Host trainer.
and guests. The event, now in
The Welcome Host course is also available
its third year, is organised by
Welcome E-Business are high quality, value
to other people working in the tourism industry
Cumbria Tourist Board and sup-
for money day courses that really develop
in Cumbria and is delivered by Cumbria Tourist
ported by partner organisations
customer service skills and boost business.
Board.
from across the North West.
Having listened to feedback, Cumbria Tourist
In a recent survey, Cumbria Tourist Board
Board is being far more flexible in the way in
found that of those who employ overseas staff
recognised certificate and
which the courses are run.
in the county, 17 per cent employed people
ensure that they are offering
from Poland.
exceptional standards in
For example, Welcome Host can now be run for Polish speaking employees. Run in English,
Paula Scott, business development manager
customer care.”
with a Polish speaking trainer, the course will
for Cumbria Tourist Board, says: “Many of our
help delegates understand the different
tourism businesses speak very highly of their
taking place across Cumbria and anyone
approach to customer service in Poland and
Polish staff, many of which are already skilled
wanting more information about them should
the UK, and it will focus on giving staff an
in customer service.
contact Business Development Co-ordinator,
awareness of what Cumbria – The Lake District can offer the visitor.
8
Spaniala obsluga klientow!
INSIDER ESSENTIAL GUIDE TO THE BUSINESS OF TOURISM
“The Welcome Host programme offers the opportunity for them to gain a nationally-
There will be further courses
Pauline Crossley on 015394 40446 or pcrossley@gocumbria.org
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Cumbria
DESIGN for the future
Cumbria.com
T
he Lake District
of a unique mix of land uses. Characteristic
Cumbria Tourist Board has been behind a
is one of the
Lakeland towns and villages set among
string of new marketing initiatives aimed at
North West’s
rugged fells and undulating farmland; all of
the digital generation.
best loved tourist
these elements add up to create a distinctive
attractions. To stay on
visitor experience. New developments will
there is a fun viral sheep game on
top in a competitive
complement and enhance what already exists.
Cumbria Tourist Board’s
tourist market, The Lake
In April 2006, the Lake District Design
As well as a text marketing campaign,
www.golakes.co.uk website, which can be
District Economic Futures Study, commissioned
Conference took place to debate Cumbria’s
by the Northwest Regional Development Agency
design needs. It was attended by planners,
(NWDA), has identified the need for a high-quali-
architects, designers, specialists in economic
new online e-cards that allow people
ty, design-led renaissance of the Lake District.
development and regeneration, politicians and
to create a card with a Cumbrian twist to
developers from both the private and public
send to their loved one for seasonal events
aims to establish clear design policies for the
sectors. Key topics for debate included:
like Mother’s Day and Easter.
area. Good, high-quality design will be combined
●
with the sensitive and appropriate use of
agricultural landscape.
Although still in its early stages, the project
Seek design led responses to the changing Stimulate debate surrounding the future
materials, characteristics which are increasingly
●
associated with the wellbeing and sustainability
of rural architecture.
of communities.
●
The Lake District National Park is made up
Focus on the role of design in fostering
sustainable communities.
passed between friends. The marketing team has also produced
Cumbria Tourist Board will continue to promote the annual brochure through traditional media campaigns run in national newspapers and magazines. Members of Cumbria Tourist Board advertise in the annual brochure, which goes out to over 300,000 potential
Text me
visitors every year. To order a copy of the brochure by
Cumbria Tourist Board is reaching out to the next generation of visitors to the county by sending them a text message.
telephone call 08705 133059 and to order one online go to www.golakes.co.uk
Texts are being sent to people who have expressed an interested in receiving news about holidays, telling them just how great Cumbria – the Lake District is and inviting them to order the tourist board’s brochure by text. The new service allows people to get a copy of the flagship 2006 Holiday and Short Breaks Guide at the push of a button. The brochure contains information about what to see and do and where to go in Cumbria – the Lake District. In a pilot study, up to 10,000 potential visitors will be given the chance to get a copy, which is delivered free to their homes. It is hoped the text-a-brochure campaign will appeal to those over the age of 24 who do not traditionally read newspaper advertisements but use their mobile phones for a variety of services. Sheona Southern, marketing director at Cumbria Tourist Board, says: “This is a new and innovative way that we can generate brochure requests and hopefully translate that into more bookings for our members.”
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Cumbria
Stepping out
T
Free to ROAM
he Ramblers Association named Cumbria as the best place in the UK for walking during an award ceremony which took place at the Outdoors Show at the NEC, Birmingham
in March 2006. Cumbria, home to over 200 rugged peaks and
The annual Ordnance
thousands of walks, beat off competition from across the UK. The poll was
Survey Outdoors Show,
conducted among members of the Ramblers Association in its membership magazine, Walk. The award also compliments Cumbria’s reputation as a destination for lovers of outdoor adventure like mountain biking, rock climbing, off-roading, sailing and canoeing. Sheona Southern, marketing director of Cumbria Tourist Board, says: “We are one of the UK’s leading outdoor activity destinations and this recognition demonstrates the nation’s increasing passion for walking in an inspirational and varied landscape like Cumbria.”
which took place at Birmingham NEC in March 2006, saw the launch of Cumbria Tourist Board’s ROAM accreditation scheme. ROAM (Registered Outdoor Activity Member) aims to become a byword for quality and safety across Cumbria’s
Jetting in
adventure industry. The assessment scheme aims to help
Cumbria’s tourism chiefs and business community celebrated the official opening of
with other airports. “The new terminal facilities have also been
providers who offer the highest quality
Blackpool International Airport’s redeveloped
designed and enhanced to allow passengers to
experiences. Activities covered by ROAM
passenger terminal in March 2006.
pass through more quickly and conveniently
registration range from fell-walking to
than ever before.”
climbing, from rowing to whitewater
Blackpool International is the nearest airport for many Cumbrian residents and can
The airport now has the capacity to handle
save hours of travel time and money. It is also
2 million passengers a year and currently flies
ideally located for passengers travelling from
to more than 20 European destinations.
London and Europe to enjoy easy access to the Lake District and beyond. Speaking at the official opening event, Paul Whelan, Executive Chairman of City Hopper
Cumbria Tourist Board is working alongside
kayaking and many others. Part financed by the NWDA, ROAM is managed by Professional Services Outdoors, based in South Lakeland and run
Blackpool International Airport on joint
by Malcom Campbell, a highly-experienced
marketing projects and overseas promotions.
outdoors professional.
Ian Stephens, Cumbria Tourist Board’s
James Berresford, director of tourism at
Airports which operates Blackpool, said:
chief executive, says: “Everyone in Cumbria
the NWDA, says: “Outdoor activities have
“Clearly, Blackpool is ideally located to serve
should be excited by the investment levels
long been synonymous with the outstanding
the needs of Cumbria in terms of offering fast
being put into Blackpool International Airport
landscape of Cumbria – The Lake District.
and convenient air travel. Many passengers
which opens up the region as well as making
This innovative scheme gives well-deserved
will save more than two hours of motorway
it more convenient for people from the county
recognition to leaders in this field, and instils
wanting to travel to Europe and other parts
confidence in consumers that they are
drive time compared
of Great Britain.”
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visitors choose professional outdoor activity
INSIDER ESSENTIAL GUIDE TO THE BUSINESS OF TOURISM
experiencing the best.”
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Manchester
Conference call he importance of targeting business
With the aim of ensuring that the North
tourism is highlighted by VisitBritain,
West is further established as one of Europe’s
which estimates that by 2010, 45 per
leading business destinations, the main
hopes that the North West’s cities will become
cent of total inbound tourism spend will be
objective of the NWCBU is to research, identify
some of the most important for conventions
attributed to business visitors. The good news is
and promote the extensive range of facilities in
and exhibitions within Europe. And the NWDA
that the North West is growing in its reputation
the North West to national and international
has already recognised that Manchester should
as a great place to hold a conference.
associations with the potential to host meetings
aim to achieve the status of European Centre
and conventions in the region. £600,000 of
of Excellence for conferences.
world’s 59th most successful conference
funding was provided by the NWDA to cover
www.nwcbu.org.uk
destination by the International Congress and
the first three years of operation. It is estimated
Convention Association. The same year also
that during this time, the initiative will generate
Party Politics
saw the launch of The Northwest Conference
£20m of economic benefit to the region.
The North West Conference Bidding Unit is
T
In 2004 Manchester was ranked as the
Bidding Unit (NWCBU), set up to attract even more conference business to the North West.
The unit has already proved crucial in
estimated to be worth £9.5m. With ongoing investment, the NWCBU
certainly turning the heads of politicians. In
bringing significant business tourism into the
April 2006 the Conservative Party Spring Forum
region. The team has produced a total of 69
took place at the Manchester International
Manchester and supported by the Northwest
bids, 18 of which have been won for the
Conference Centre, while the Labour Party will
Regional Development Agency (NWDA) and
region, with 16 still pending. The economic
come to town from 24 to 26 September for its
benefit of these conferences to the region is
Labour Party Annual Conference.
The initiative is led by Marketing
the four other sub-regional tourist boards (The Mersey Partnership, Visit Blackpool Tourist Board
Talking about revolution
and Cumbria Tourist
The North West was home to the world’s first
appeal extended. The initiative is also aiming
Board).
industrial powerhouse and a marketing initiative
to drive tourism traffic from outside the North
has been launched to celebrate and promote
West region into industrial heritage sites and
this key aspect of the region’s heritage.
trails around the area, increasing the economic
Chester & Cheshire, Lancashire and
As Manchester’s first slipstream branding project, The Industrial Powerhouse is an
source of Industrial Powerhouse events and
the Association of Greater Manchester
activities. It also contains information on all
Authorities Tourism Forum. Partners include
the museums and centres taking part in the
the Northwest Regional Development Agency,
project. In the next year the Industrial Powerhouse
Board, Visit Chester & Cheshire and
team will be improving existing heritage trails
Lancashire & Blackpool Tourist Boards.
and developing new trails. They will also be
The key objectives of the initiative are to
INSIDER ESSENTIAL GUIDE TO THE BUSINESS OF TOURISM
The Industrial Powerhouse website is a rich
initiative lead by Marketing Manchester and
The Mersey Partnership, Cumbria Tourist
12
benefit to the region.
organising bespoke Industrial Powerhouse
exploit the region’s reputation as the world’s
events and increasing the use of IT to improve
first industrial powerhouse, to ensure its
access and participation in the project.
historical significance is understood and its
www.industrialpowerhouse.co.uk
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Manchester
Charming! Taxi-drivers based at Manchester Airport are
who are taking part in the pilot have studied
learning to turn on the charm, as well as their
for the nationally accredited Edexcel BTEC
meters, after signing up to study customer
qualification in Transporting Passengers by Taxi
service skills.
and Private Hire. As part of their course, the
In the first UK scheme of its kind, the
drivers will attend a Welcome International
airport cabbies will be getting “the knowledge”
course to learn language skills, and a Mapping
on how to greet customers with useful phrases
out Manchester city tour to learn about
in a variety of European languages, as well as
cultural highlights to point out to visitors.
studying route planning, disability awareness,
Graham Moore, a taxi driver taking part in
safety and licensing regulations.
the course says: “I’ve been picking up
The unique pilot scheme to teach the
passengers from the airport for over 12 years
hackney-carriage drivers the art of communi-
now and I’m sure completing this course will
cating with passengers from all over the world
allow me to provide an even better service. It’s
has been set up at the airport in conjunction
always a pleasure to pick up passengers who’ve
with Marketing Manchester, Transport Training
never visited Manchester before; now I’ll be able
Technology and City College Manchester.
to help them start their stay in a friendlier
The group of 11 hackney carriage drivers
way by welcoming them in their own language!”
at group travel organizers (GTOs), the fair
city centre, shopping, itineraries, Manchester
included over 200 exhibitors from attractions
events, Manchester by night and beyond
and destinations across the North West.
Manchester – is a useful handbook for GTOs
Group travellers make up a considerable
Day tripper
T 14
he UK’s largest one-day group travel
looking to discover the Greater Manchester
percentage of visits to UK destinations, but
region. It also contains hotel and listings
research commissioned by Marketing
information, along with a useful coach parking
Manchester shows that until recently, the travel
map detailing the city’s short, medium and
trade, coach drivers and group travel organisers
long stay drop off points.
held negative perceptions about the accessibility
Melissa Marriott, commercial director at
and facilities available within Manchester and
Marketing Manchester, says: “Manchester is
the surrounding region. In conjunction with the
a wonderful city to discover, with a universal
Great Days Out Fair, Marketing Manchester ran
appeal to all age groups. With almost 30
a series of familiarisation trips for coach tour
dedicated coach parking areas throughout the
operators, throughout the region to proactively
city centre, group parties can never be far from
reduce these negative associations.
the City’s main attractions.”
Marketing Manchester also used the fair to
Manchester’s city centre is home to sixteen
exhibition – the Great Days Out Fair –
launch the Greater Manchester Group Travel
short stay bays, eight medium stay bays and five
ran for the second time in March 2006
Guide and distribute it to over 3,000 GTOs.
longer stay and overnight coach parking bays.
at the Reebok Stadium in Bolton. Organised by
This 19 page guide – broken down into
www.visitmanchester.com
Marketing Manchester and aimed exclusively
manageable sections including Manchester’s
Groups Information Line: 0871 226 0425
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Manchester
NEW YORK Sales Mission
VisitManchester.com with Laterooms.com
ew York City was the exciting venue for
N
Marketing Manchester’s sales mission in November 2005, when over 60
highly targeted guests were invited for a
Marketing Manchester is now working
gourmet lunch at Daniel, one of New York’s
in conjunction with Laterooms to provide
finest restaurants.
visitors to the city with an enhanced service when booking accommodation
The informal gathering was aimed primarily
online and over the telephone.
at key US travel trade accounts and the travel
Laterooms acts as the accommodation
and arts press, with the aim of raising Manchester’s profile as a visitor destination
It was also a good opportunity to arrange future
booker for all reservations taken through
and introducing the Manchester International
press visits with various publications.
the www.visitmanchester.com website and
Festival 2007 to this important audience.
The event, which was organised in conjunc-
delivers all the benefits of Laterooms.com on the dedicated Manchester visitor site.
The lunch commenced with a short drinks
tion with British Airways, was also attended by
reception and informal presentations from Sir
key stakeholders and partners including senior
Howard Bernstein and the International Festival
representation from Manchester City Council,
dation providers are already involved with
director, Alex Poots. Marketing Manchester
inward investment agency MIDAS and the
Laterooms Limited; those who are not yet
used the event to build relationships in the city
Manchester International Festival 2007.
part of the scheme are welcome to find out
and to further develop the destination product with leading businesses in the New York area.
For further information contact Gayle Friel, gayle.friel@visitbritain.org
A large number of the city’s accommo-
more by contacting Marketing Manchester on 0161 237 1010.
Festival season The city is gearing up for the summer 2007
Games held in 2002, celebrating the city’s
arrival of The Manchester International Festival.
pivotal role in music, culture, innovation and
This is the world’s first international festival of
the arts.
original new work, specifically created by an
The aim is for the festival to become a major
extraordinary shortlist of the world’s most
cultural event in the international calendar,
celebrated and innovative artists and carefully
encouraging local, national and international
commissioned from across the spectrum of the
visitors to Manchester, while providing
arts, popular culture and music.
opportunities for local communities to
In step with the city’s history and culture, the festival will focus on music and the important issues and stories of our time and
participate, volunteer and witness world-class performances and artists in their city. In the run up to the festival the city has
will become one of the key events on the
already hosted several trailblazer events and will
international cultural calendar.
be announcing more in the summer of 2006.
The festival, which was first conceived by
The full festival programme will be announced
Manchester City Council, aims to build on the
in the spring of 2007.
legacy of the hugely successful Commonwealth
www.manchesterinternationalfestival.com
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Liverpool
National Museums Liverpool
F
the new institution intended to be the world’s
£120m into capital projects within a decade.
leading city history museum.
By any standards, this is a major infusion of
Improvements have also been made to the World Museum Liverpool, while additional
spend into the economy.
rom ancient relicts to modern art,
works or extensions are also in progress or
photographic exhibitions and interactive
planned for the Conservation Centre, Sudley
“Liverpool has a wide range of cultural assets
displays, Liverpool is home to some
Chairman of NML, Loyd Grossman, says: which are the envy of other British cities.
Gallery and the Customs & Excise Museum.
Pre-eminent among these are the city’s
galleries. Eight such museums and galleries
If all projects are completed as planned, this
museums and art galleries, the finest group
will mean that NML will have invested broadly
of museums in any regional city in the world.”
Courtesy of The Mersey Partnership
House, Lady Lever Art Gallery, the Walker Art
of the country’s finest museums and art
The Open Championship It’s been almost 40 years since the Royal
encouraged to return in the future. As well as
Liverpool Golf Club hosted the Open
much liaison with national and international
Championship but all that is set to change
media, efforts have focussed on the improve-
when the 135th tournament gets underway
ment of facilities at the course and a guide
on 20 July. For the 11th time, the world’s
for visitors detailing attractions, restaurants,
top golfers will tee-off on the famous
hotel listings and travel information.
Claret Jug trophy. But while the media glare will primarily be
The Open Championship also represents an opportunity to showcase the area to potential inward investors as 11.5 per cent
fixed on the competitors, the four-day event
of visitors come from overseas and 44 per
is more than just a great sporting occasion
cent of those are from the US, while images
make up National Museums Liverpool (NML),
for the region; it means big business for the
of the event will be shown in almost 200
which attracts more than 1.5 million people
local economy. When the event was held at
countries across the world.
from home and abroad each year and is the
St Andrews last year, it injected £72m into
only English national museum service based
the Scottish economy.
outside of London. Visitor expenditure as a direct result of NML
Keen to reap such benefits, Wirral Council,
“Along with our partners, the NWDA is now delivering a Major Events Strategy to capitalise on the substantial economic
The Mersey Partnership and the Northwest
benefits of hosting great events such as this.
has been calculated to be £25m in Liverpool
Regional Development Agency (NWDA) are
Developing sport is an excellent way of
alone and around £70m in the wider region,
working together to ensure that the 200,000
improving the image, economy and tourism
demonstrating the cultural appeal that the
golf fanatics that are expected to visit the
potential of the region,” says Peter Mearns,
city has.
region have an excellent experience and are
director of marketing at the NWDA.
Over the next five years this is set to increase with investment from the organisation’s substantial capital programme. A £74m development scheme will see the construction of the National Slavery Museum and the National Museum of Liverpool, which is due to be completed by 2010. The latter will be housed on Liverpool’s historic waterfront, with
INSIDER ESSENTIAL GUIDE TO THE BUSINESS OF TOURISM
www.opengolf.com www.englandsgolfcoast.com
Courtesy of The Mersey Partnership
Hoylake course, doing battle for the coveted
16
construction and, in the longer term, visitor
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Liverpool
TALK the WALK
L
ost near the Liver Building? Can’t find the Cavern? Well, a new Liverpool tourism initiative launched by The
Mersey Partnership and Liverpool Culture
Film promoting Merseyside and the North West A film jointly commissioned by
Company is set to ensure that everyone
The Mersey Partnership and the
in the local industry is aware of
NWDA promoting the unique
where things are and what’s going
appeal of Merseyside and the
on in the city.
TOURISM Challenge Fund
A
£1m Tourism Challenge Fund project is set to boost Merseyside’s tourism industry as Liverpool gears up for its
year as European Capital of Culture in 2008. The scheme has been created with grants from the European Objective One Programme
The Talk the Walk project is a series
North West was shown to a
and will be jointly managed by the region’s
of guided walks and coach tours that are
global audience of 600 million
tourist board and the sub-regional tourist
designed to improve city centre workers’
viewers during this year’s Grand National
knowledge of how the face of Liverpool is
at Aintree.
changing as it prepares for its role as European
BBC Worldwide distributed the specially
board, The Mersey Partnership (TMP). It will allow individual tourism businesses to apply for funds to support improvements
Capital of Culture in 2008. The tours are
produced film to every broadcaster signed
to accommodation, attractions and tourist
expected to help improve the reception offered
up to receive its coverage of the event so
facilities. In addition, the project will look to
to visitors and form part of the Liverpool
that footage could be used in promotional
support community-based heritage groups or
Welcome initiative. Neil Pearson, head of
trailers and during the build up coverage to
improve heritage-based attractions and facilities
the race.
where a clear tourism demand is evident.
The film endorsed the region as an
Martin King, director of tourism at TMP, says:
attractive tourist and visitor destination,
“This is an exciting development which will
paying attention to Liverpool and Chester
allow our Tourism Sector SMEs to benefit from
city centres, the Lake District and Crosby
grant support to develop their businesses.
Beach in Sefton among other places.
The Tourism Challenge Fund is particularly
“The opportunity to promote the region
significant as we prepare for 2008 when we
Liverpool Welcome, says: “Liverpool is a World
to such a large global TV audience is
will enjoy an influx of visitors and tourists to
Heritage city. We need to match that with a
extremely valuable and we are delighted
Liverpool and Merseyside. It is the first time this
world-class welcome. If we get it right, then
and grateful for the assistance we have
type of financial assistance has been available
the city will be well on its way to strengthening
received from the team at Aintree and
to Merseyside tourism businesses since 1990.”
its position as one of the premier European
particularly the BBC,” said Martin King,
visitor destinations.”
the director of tourism at The Mersey Partnership.
Images courtesy of The Mersey Partnership
Martin King, director of tourism at The Mersey Partnership, adds: “With the increasing number of tourists, investors and decisionmakers visiting the region we need to make sure every one of our workers is fully briefed about what is going on all around them.” The tours are free of charge and are led by a fully qualified Mersey guide. www.merseyside.org.uk
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Liverpool
Liverpool JOHN LENNON AIRPORT The latest passenger survey for Liverpool John Lennon Airport says that more overseas visitors than ever before are coming to Merseyside to sample its tourist attractions, boosting the area’s capital by an estimated £73m. The study, carried out by The Mersey Partnership, also showed that a third of passengers stayed in Merseyside for
Liverpool Food and Drink Festival
up to three nights, while 98 per cent of
A culinary delight can not only enhance the
(NWFF) and is supported by the Heart of
visiting the area to others.
overall experience of a place, but it can also
Liverpool campaign. Ketchupp is an initiative
keep visitors coming back to the area for extra
set up in 2001 by a grant from the Prince’s
Mersey Partnership, says: “Merseyside is
helpings. With more than 120 businesses
Trust and provides a comprehensive guide to
motoring and the growth of the airport
having taken part in Liverpool’s Food and
Liverpool’s dining scene, including news,
reflects the development of our tourism
Drink Festival in the last three years, the event
reviews and menu listings. NWFF, meanwhile,
sector and the economic well-being of the
returns once again this year with the aim of
is part of a national network of regional and
region in general.”
attracting new diners to the area, as well as
county food groups supported by Food From
It was also revealed that the leisure
showcasing the variety of restaurants that the
Britain and is charged with the development
market is the strongest pull for overseas
city has to offer.
of small and medium sized speciality
visitors, with over a third wanting to visit
and regional food and drink producers and
the area’s tourist attractions. The Albert
October, is a partnership scheme between
processors throughout the UK.
Dock and National Museums Liverpool
Ketchupp.com and North West Fine Foods
www.liverpoolfoodanddrink.com
were shown to be the biggest draw for the
Thomas O’Brien, chief executive at The
tourists visiting Merseyside. www.merseyside.org.uk
20
INSIDER ESSENTIAL GUIDE TO THE BUSINESS OF TOURISM
Airport interior and restaurant images courtesy of The Mersey Partnership
The festival, which runs from 23 to 30
respondents said they would recommend
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Lancashire
TOMORROW’S MANAGERS Research by the skills organisation People
Short breaks campaign achieves INDUSTRY BRONZE AWARD
1st has highlighted that a lack of manage-
between 1999 and 2004, increase the
ment skills is contributing to high staff
average length of stay to four nights and to
turnover levels in the tourism industry.
grow an existing database that could become
In an effort to combat this, the
a useful marketing tool.
Lancashire and Blackpool Tourist Board
The campaign has exceeded expectations
(LBTB) has launched a new management
in terms of response, cost effectiveness and
training scheme – Today’s Leadership for
return on investment. Direct marketing activity
Tomorrow’s Manager. The eight-month programme, which costs £100 plus VAT
saw an impressive 22.4 per cent response dvertising trade body the Institute
from existing enquirers held on the database
of Practitioners in Advertising
against a target of 8 per cent and an 11.6 per
awarded Lancashire and Blackpool
cent response rate from a list of people who
Fund, includes one to one mentoring
A
Tourist Board and Manchester agency Radford
had not previously been contacted, against a
support and results in a recognised
Advertising Marketing a bronze at the
target of 5 per cent. The database, meanwhile,
national qualification from the Institute
prestigious 2005 Effectiveness Awards, held
more than doubled to 45,000 during the time
of Leadership and Management.
in November at a ceremony presented by Piers
period (and it currently stands at around
Morgan and Lord Heseltine in Belfast.
70,000), while the average length of stay for
and is subsidised by the Learning and Skills Council and The European Social
Diane Blakemore, LBTB skills executive, says: “The high turnover is a particular
The Lancashire Shortbreaks campaign was
short break visits has increased to 4.01
issue for women working in the industry,
recognised from a national shortlist of 18 that
nights with a total revenue of £8.27m for
so our initial approach is to target women
included campaigns for Travelocity, Arriva
the five-year campaign.
working in tourism at the supervisory level,
Buses, First Choice, Tizer and Scottish Power.
in particular.” For more information call Diane Blakemore on 01257 226611.
The Lancashire campaign was based
In their citation the judges said: “Of particular merit was the learning process,
around direct marketing that set out to
which replaced myths about the nature of the
increase the volume and value of short break
target group for Lancashire short-break holidays
visitors to Lancashire over a five-year period
with real understanding of these customers.”
UK’s first gaming academy opens in Blackpool With plans for a super casino already underway, Blackpool and Fylde College has opened a special gaming academy to teach prospective workers the finer points of the gambling industry. The purpose built training casino and gaming academy started life shortly before Blackpool, along with 26 other locations in the UK, submitted its bid for a regional casino licence at the end of March 2006. It is hoped that the new venture will further strengthen the resort’s commitment to providing a professional gaming environment that will no doubt be an attractive prospect for tourists. “Students over 18 can take courses from GCSE level to foundation courses for degrees. Some will train as super croupiers and others as slot machine engineers,” says college principal and chief executive Pauline Waterhouse.
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Lancashire
Eating Out Assessments
I
n an effort to keep tourists returning to
importance of providing
sample some of Lancashire and Blackpool’s
quality food, a quality
quality food and local produce, an Eating
eating out experience and
Out Assessment scheme has been launched
a willingness to support
in the area.
local food produce.
Working with Made in Lancashire and inspectors from services provider Global
Lancashire Rural Tourism Initiative
“For this reason we are keen to emphasise the
A
“The assessments were
three-year programme is seeking to renew and strengthen the recreation
facilities and tourism initiatives on
rigorous. Visitor expectations
offer across rural Lancashire.
are increasingly high, so the award of Quality
A fund of £1.2m has been made available
Assured is well deserved and justified. We will
by the NWDA through the Lancashire Rural
be working with other venues in the coming
Recovery Action Plan to support rural tourism
months to achieve the standards and we hope
businesses. Lancashire and Blackpool Tourist
there will be successes at the Highest Quality
Board is managing the fund and has supported
Assured mark next time round.”
25 applications to date.
James Berresford, director of tourism at the
The help that has been given so far includes
Northwest Regional Development Agency
the marketing of Cedar Farm Galleries in
(NWDA), says: “Food and drink are vital
Ormskirk, funding of pilot courses seeking to
Solutions, the main contractor to Visit Britain’s
ingredients for successful tourism, playing
help accommodation businesses and attractions
Quality in Tourism Initiative, Lancashire and
an ever-important role in defining the region’s
gain accreditation to meet the needs of walkers
Blackpool Tourist Board has been assessing
identity. This innovative pilot scheme gives
and cyclists and the funding of the Food Lovers
the quality of various eateries in the area.
well-deserved recognition to leaders in this
Festival held at Stonyhurst College.
Six venues passed in the pilot phase, while other establishments are to be assessed in the
field, and instils confidence in consumers that they are experiencing the best.”
Further applications are welcome to the Rural Tourism Team on 01257 226615.
coming months. As well as plaques, the venues are able to use a new Quality Assured mark in their literature, which is given for
MEMBERSHIP growing
scoring 60 to 80 per cent in the assessments.
As Lancashire and Blackpool Tourist Board completed its second
Scores over 80 per cent warrant High Quality
year of operation in April 2006, the number of commercial
Assured status.
members of the organisation reached the 225 mark. Members –
Steve Partington, head of business support
which range from local authorities to accommodation providers and
at Lancashire and Blackpool Tourist Board,
leading attractions such as Pleasure Beach Blackpool – enjoy
says that the scheme is important for
a range of money savings benefits, including legal and financial
maintaining the area’s outstanding reputation
advice, preferential insurance rates and a reduction on utility costs.
for quality food. He says: “This is a new
Members also participate in visitor marketing initiatives ranging
scheme for the Lancashire and Blackpool area
from online booking for accommodation outlets to hosting press
and one we are now keen to adopt widely.
visits and featuring in e-newsletters and a variety of carefully
When you consider that about a fifth of all
targeted print.
visitor income is spent on food and drink, it is clear to see that eating out is a key part
More details can be obtained from membership manager Vanessa Lee (pictured) on 01257 226612.
of the visitor experience.
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Lancashire
YOUNG CHEFS SHINE in new competition country. With the backing of The Blackpool Gazette and Made in
Working with TOURISM ASSOCIATIONS
Lancashire, the Lancashire and Blackpool Tourist Board’s Young
In a first for the UK’s tourist boards,
Chef Shine initiative allowed budding Jamie Olivers to take over
Lancashire and Blackpool Tourist Board
the kitchen that they work in for a whole evening.
is working in partnership with six tourism
A
scheme showcasing the talents of some of Blackpool, Fylde and the Wyre’s best young chefs has been so successful that it is to be extended across the rest of the
The chef’s task was to devise and cook a three-course menu,
associations in the area. Staff have been
including a glass of wine, which could be served to paying
helping the associations determine their
customers for £12.50 per head. Prior to the evening, The
business objectives and produce
Blackpool Gazette featured the chef and the restaurant, giving
development plans. Tourism associations
details of the menu and inviting the public to book a table.
are usually public or private sector
Diane Blakemore, skills executive at Lancashire and Blackpool Tourist Board, says: “Working
partnerships with their own membership,
as a chef is a great choice of career if you enjoy cooking and working with the public, and the
constitution and secretariat. Ribble Valley
success of celebrity chefs on TV has been very positive for the trade. But it can still be a very hard
Tourism Association and the Blackpool
industry to succeed in and for your talents to be recognised.
Premier Holiday Association are two of
“We hope through this initiative that our younger chefs can get that vital early, well-deserved
the associations receiving support and
recognition and the all important leg up the career ladder.”
guidance at present.
Blackpool Regeneration
www.visitlancashire.com
Blackpool was once the nation’s favourite UK holiday destination.
quality of life for its residents. A Tourism Support Bureau has been
The Northwest Regional Development Agency and Blackpool Council
established, which aims to help small businesses in the area improve
are working in partnership to regenerate the resort and restore its
accommodation links and get advice on how to maximise their
position as the UK’s leading visitor location. The establishment of the
potential. There has also been increased investment in some of the
Urban Regeneration Company (URC) ReBlackpool will see millions of
leisure facilities located in the town.
pounds invested to improve a number of facilities in the town through
Blackpool Sandcastle has been given £4.5m and Blackpool Zoo will
the Blackpool Masterplan, a framework for transforming Blackpool into
be re-vamping its enclosures and exibits after investing £5m. One of
a world class 21st century resort.
the key objectives is the development of a healthy year round economy
The vision is to harness what is best and tackle what is worst so that Blackpool performs as a top tourist destination and delivers a good
for businesses and individuals. www.reblackpool.com
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Cheshire
The region’s garden The Tatton Park RHS Flower Show, now in its
Chester races
the summer’s top event
eighth year, will run from the 19 to 23 July. More than 600 exhibitors attend this event, which now spans more than 29 acres, making it the third largest flower show in the UK. But the RHS Flower Show at Tatton Park is more than just a great leisure attraction for the region; it’s also big business. Around £9.5m was spent at the show last year, which saw
A gardener’s paradise
C
108,000 visitors at the five-day event spending furiously on the plants and horticultural para-
There has been racing on the Roodee at
heshire has one of the greenest and
phernalia on offer. And eight designers used the
Chester for over 450 years, making it the
most fertile landscapes in the country.
event at Tatton to launch their new businesses.
country’s oldest racecourse. Chester’s eight
In fact, at least one in eight gardens
visited in the UK each year are in Cheshire.
Visit Chester & Cheshire is working with
race fixtures combine to provide 12 flat
Cheshire County Council and the Northwest
race day and evening meets throughout
Regional Development Agency (NWDA) to
the summer months. Each fixture has a
new initiative to further promote Cheshire’s
market the sub-region’s seven other Gardens
unique identity, starting with the May
garden offer, focusing on the big eight gardens
of Distinction to visitors of the Tatton Flower
Festival. This three-day event is Chester’s
in the sub-region: Tatton Park, Arley Hall,
Show, encouraging them to come back and
premier event, boasting the Chester Vase,
Cholmondely Castle Gardens, Norton Priory
visit another garden.
Chester Cup and the Ormonde Stakes.
Visit Chester & Cheshire is working on a
Gardens, Ness Botanic Gardens, Lyme Park,
A Gardens of England’s Northwest brochure
According to official racecourse atten-
Chester Zoo Gardens and Jodrell Bank
will be distributed at the flower show, with
dance figures for 2005, Chester had the
Arboretum.
information on what’s on offer in the region and
fourth highest average attendances among
special offers such as two-for-one vouchers.
the 59 venues. More than 235,000 people
All these gardens will be promoted as Gardens of Distinction, culminating with the
“We are concentrating on offering visitor
attended Chester’s 12 fixtures last year,
Cheshire Year of the Garden in 2008, which
packages on the back of the Tatton show,
has been designed to complement and tap into
encouraging people to revisit the area and take
at an average of just under 20,000 each.
the massive tourism potential of Liverpool’s year
another look,” says Barrie Kelly, director of
the races for hospitality to showcase
as Capital of Culture (expected to attract an
operations at Visit Chester & Cheshire.
Chester. Recognising that there is the
estimated 1.7 million extra visitors) by creating
www.rhs.org.uk/tatton
potential for a lot more than just hosting
cultural programmes in the garden settings.
www.visitenglandsnorthwest.com/gardens
the races, the tourism board is working
Visit Chester & Cheshire already uses
with Chester Races to develop future events and build on the facilities available at the races, such as Heathcotes catering. In 2005, chef Paul Heathcote completely revamped the racecourse’s catering and dining facilities. www.chester-races.co.uk
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Cheshire
Destination management Visit Chester & Cheshire is working with local
sectors, perhaps not traditionally associated
authorities to focus on a new joined-up
with tourism, to become members and enjoy
approach to the visitor economy, encompassing
the benefits.
business tourism and local tourism, as well as
Visit Chester & Cheshire plans to enhance
promoting Chester and Cheshire as a tourism
the customer experience at every point,
destination throughout the rest of the UK.
including pre-visit and post visit. “We want
It includes a much wider remit to get
to enable our partners to take ownership of
involved with transport, retail and food service
these aspects,” says Barrie Kelly, director
agendas. Visit Chester & Cheshire under-
of operations at Visit Chester & Cheshire.
stands that such factors vitally impact on the
“The council has control of a lot of land and
visitor experience and that joined-up thinking
infrastructure; think about things like signage,
can help to strengthen the sub-regions offering
which help visitors find their way around.
– benefiting a broad range of businesses from
Through both public and private partnerships
bars and restaurants to local farms and cycle
we can enhance the visitor experience, the
hire shops! As such Visit Chester & Cheshire
booking process and the product offering.”
is encouraging companies from a breadth of
www.cwtb.co.uk
The Chester and Cheshire Experience
V
isit Chester & Cheshire has launched
promote Cheshire as a rural escape, highlighting
advertising campaign to promote the
a very different short break experience to the
sub-region as an aspirational destination –
same demographic. With gardens, walking,
a stylish place to relax and indulge.
cycling, gastropubs, canal boating, golfing and impressive stately homes offering pampering
FAMILY FUN
NWDA, has been designed to attract more high-
spa weekends, Cheshire is being marketed as
Visit Chester & Cheshire has launched a
spending visitors and is aimed primarily at UK-
the playground to spoil yourself.
local Family Fun campaign highlighting 45
based cosmopolitan women in their mid-thirties
www.thechesterexperience.com
different family friendly attractions in the
The £100,000 promotion, supported by the
and upwards, who may be planning short
sub-region.
breaks with their friends or partner. As such, it
The tourism board is targeting every
highlights themes such as ‘pamper’ and ‘relax’.
primary school in Cheshire with the cam-
The campaign, called the Chester and
paign – raising awareness of what’s on offer
Cheshire Experience, includes lifestyle adverts
within a 90-minute drive time of the county.
in OK!, Hello, Marie Claire, Cosmopolitan and
And fifteen of these attractions will offer free
Good Housekeeping, and highlights the
child places over the summer holidays.
opportunities in Chester for a short city break
www.familyfunincheshire.com
with friends, enjoying shopping and eating out.
28
The second phase of the campaign will
its first ever national brand building
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Cheshire
Food for thought
MADE IN CHESHIRE
f a destination’s food and drink offering is not
Food and drink has always been an
up to scratch, it could potentially leave a
important part of the tourist experience.
negative impression of the whole experience.
And the industry can have a big impact on
I
Food and drink is expected, as part of the mix
local economies. Food and drink festivals,
of tourist experiences, to be good; this is known
allowing people to sample local foods, are
as the hygiene factor.
a great way to bring the food and drink
Visit Chester & Cheshire has launched the
Surf and stay
industry and tourism together – the
Cheshire and Chester Restaurant Association
Nantwich Food and Drink festival generates
with the aim of improving quality, choice
more than £1m for the local economy.
and awareness of the area’s food and drink
www.nwfantasticfoods.co.uk/madeincheshire
businesses – particularly in rural areas. The
www.nantwichfoodfestival.co.uk
V
isitchester.com now allows visitors to make real time accommodation bookings online. This new service will
be further extended in the summer to include
initiative has received funding from the NWDA
booking for events and restaurants – making
via Cheshire Rural Enterprise.
planning and organising a stay even easier!
Leading restaurateur Stephen Wundke is
And in the summer the tourism board will
spearhead developments for Visit Chester &
launch an access channel for the website so
Cheshire in a number of key areas. Owner of
that as well as searching on location and price,
several successful restaurants and an outside
visitors can also search for activities and places
catering company, the former professional
to eat and stay depending on how accessible
cricketer says: “Restaurants and other food
they are – all from one integrated point.
outlets in Cheshire account for thousands of jobs and yet they have no collective voice. “We want to create a forum through which
This pioneering project could open up a key untapped market for the tourism industry on a local, national and international basis:
they can share best practice, access funding
there are estimated to be 45 million people
for training and quality initiatives, and benefit
throughout Europe with some form of
from improved promotion and marketing.
disability or physical restriction.
“At the moment, only 36 Cheshire
And access is not just an issue for those
establishments are featured in recognised food
with a physical disability when it comes to
guides. That’s the smallest number of any
tourism related services and facilities – access
county area in the North West. That may be
can be an issue for parents with pushchairs
due to apathy or a lack of awareness but it’s
for example.
an issue that needs to be addressed.” The restaurant trade is supporting the new
Visit Chester & Cheshire chief executive Chris Brown says: “This is a fantastic
campaign. Collette Goodall of The Belle
opportunity for all of us to pull together and
Epoque in Knutsford says: “The stakes are
set a standard in service and information for
high: up to 70 per cent of holidaymakers say
the rest of the UK to follow. Success will
that food makes a positive contribution to
inevitably bring a major additional boost
their break. Fish and chip cafes and village
to the visitor economy in terms of jobs and
tea rooms have as much of a role in creating
bottom line benefits.”
these impressions as the five star restaurant.”
www.visitchester.com
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HOLKER GARDEN FESTIVAL Holker Hall 2–4 June Already established as one of the country’s premier annual garden events, the 2006 festival is the first celebration of Cumbria’s countryside and food too. It is bigger than ever before, with over 25 acres of exhibitions, botanical displays, fine food, craft demonstrations, fabulous entertainment and celebrity guest appearances. T: 015395 58838 www.holker-hall.co.uk CARLISLE INTERNATIONAL SUMMER FESTIVAL 7–15 July Carlisle’s 12th century cathedral is home to the annual Carlisle International Summer Festival, arranged by the Music in the Cathedral Society. It brings not only classical and church music stars but also jazz and young performers to the city for a week of music-making in the grandest of settings. www.musicinthecathedral.org.uk THE CUMBERLAND COUNTY SHOW Rickerby Park, Carlisle 15 July Entertainment in the main ring includes the likes of stuntman displays, dog team displays, an RAF parachute display, the Young Farmers chariot race, heavy horse teams, terrier racing, Cumberland & Westmorland wrestling, displays from the Cumberland Bird of Prey Centre, clowns and jugglers. There are craft and cookery demonstrations by chefs from top Cumbrian hotels and plenty of delicious produce from local outlets. T: 01539 732736 www.cumberlandshow.co.uk MARYPORT BLUES FESTIVAL 28–30 July A marquee by the sea in the Lake District harbour town of Maryport hosts this annual festival of blues. Confirmed artists for 2006 include Delta bluesmen Honeyboy Edwards, Homesick James and Robert Lockwood Jnr. www.maryportblues.com LOWTHER HORSE DRIVING TRIALS Lowther, Penrith 4–6 August Up to 60,000 spectators from across the country make the trip to Lowther year after year to see the dressage event and a rigorous cross-country obstacle course. Finally, horses and drivers will be tested on their fitness and obedience when they will drive through cone obstacles after completing a marathon course. T: 01539 732736
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WESTMORLAND SHOW Crooklands 14 September The Westmorland County Showfield plays host to a huge County Fair each year, boasting a wide range of all that English agriculture has to offer, with cattle, sheep, horses, goats and poultry among the many animals making an appearance. Other attractions include Cumberland and Westmorland wrestling, craft marquees and a food hall selling local prduce. T: 01539 732736 www.westmorland-county-show.co.uk TASTE DISTRICT FOOD & DRINK FESTIVAL Rheged, near Penrith 7–8 October Enjoy cookery demonstrations with celebrity chefs, meet local food producers, sample tasty local beers, English wines and a whole range of local delicacies. Bring the kids along as they can get stuck in too, with cookery classes and workshops. T: 01539 732736 www.tastedistrict.com KENDAL MOUNTAIN FESTIVALS 11–19 November Every autumn Kendal hosts one of the most prestigious Mountain Festivals (film, books and art) in the world. An international gathering comes for the massive programme of films, lectures, seminars and entertainment. www.mountainfilm.co.uk
MANCHESTER
MANCHESTER FINE FOOD MARKET St Ann’s Square 6–16 July 2006 sees the introduction of the Manchester Fine Food Market where visitors can buy a wide variety of locally farmed and produced fresh foods, including speciality meats, smoked foods, wild boar, cheeses, chutneys, pickles, black puddings, ice cream, bottled beers and sloe gin. Pop down to the market and taste the food you can buy, prepared by various market restaurants. T: 01695 732734 www.manchestermarkets.com MANCHESTER PRIDE The Gay Village, city centre 19–29 August Manchester Gay Pride is one of the biggest Pride events in Europe, offering a host of parties, parades and celebration as the city sways in a fiesta of fun. www.manchesterpride.com
MANCHESTER FOOD & DRINK FESTIVAL Various venues 6–16 October A banquet of gourmet activities celebrating the quality and diversity of food and drink in Manchester, with celebrity chefs, demonstrations, charity cook-offs, tastings, special menus and a speciality food market in St Ann’s Square. T: 0161 228 0006 www.foodanddrinkfestival.com MANCHESTER POETRY FESTIVAL Various locations 12–22 October The first ever Manchester Literature Festival will happen across the city during October. Celebrating new writing, new technology and new venues, the festival will consists of three major stands of work: a series of events exploring the spaces where new writing meets new technology; a programme of readings and events showcasing the best in independent publishing, writing and production; and the most exciting authors in the best venues Manchester has to offer. www.mlfestival.co.uk MIND BODY SPIRIT NORTHERN FESTIVAL G-mex, Manchester 20–22 October Now in its 30th year, this festival continues to explore the less conventional side of life. Includes exhibitors and demonstrations in areas such as healing, meditation, massage and yoga. www.mindbodyspirit.co.uk IN THE CITY Midland Hotel 29–31 October In The City is an exciting international music convention and showcase, taking place in the heart of Manchester. The event combines some of the hottest live acts, both unsigned and signed, with innovative, creative and commercial debate about the state of the British music industry today. www.inthecity.co.uk MANCHESTER EUROPEAN CHRISTMAS MARKETS Albert Square, St Ann’s Square, Exchange Street 16 November – 19 December The biggest and the first to be established in the North West. Manchester’s ever popular European Christmas Markets return with twinkling chalets, festive stalls, continental gifts, luxury goods and taste-bud tempting treats from across Europe. www.manchesterlive.co.uk
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LIVERPOOL INTERNATIONAL TENNIS TOURNAMENT Calderstones Park 13–18 June Calderstones Park provide a fine backdrop to some exciting pre-Wimbledon tennis. Past, present and future international tennis stars will display world-class tennis. T: 0151 227 5940 E: admin@liverpooltennis.co.uk www.liverpooltennis.co.uk AFRICA OYE 16–18 June The largest African Music Festival in the UK. T: 0151 708 6305 www.africaoye.com WIRRAL INTERNATIONAL KITE FESTIVAL The Dips, New Brighton, Wirral 24–25 June Kite flyers from across Europe display stunt kites, giant show kites and art kites. CLIPPER RACE RETURNS Liverpool’s World Heritage waterfront 1 July After 35,000 gruelling miles, 300 days of intense competition and 10 cities, the winner of the Clipper Round the World Yacht Race is expected to make it back to Liverpool on 1 July. T: 0151 233 2008 E: contact@liverpool08.com LIVERPOOL SUMMER POPS 06 Clarence Dock, Albert Docks 1–31 July A month of big name artists from the world of music and entertainment perform in the all-seated 4,500 capacity arena. The likes of The Who, Sugababes, Il Divo and Westlife will be taking to the stage this July. T: 0870 151 4000 E: info@ cmpentertainment.com www.cmpentertainment.com STUBBS – A CELEBRATION Walker Art Gallery, Liverpool 4–30 July Celebrating the bicentenary of the death of Liverpool’s greatest painter George Stubbs, this small exhibition of about 25 masterpieces looks at three themes – human, horses and other animals. T: 0151 478 4199 E: thewalker@liverpoolmuseums.org.uk www.thewalker.org.uk
SOUTHPORT INTERNATIONAL JAZZ FESTIVAL Various locations 6–9 July Attracting names from around the world to perform, the four-day festival will see more than 70 gigs taking place in and around the resort. Past headliners include Jamie Cullum, Heather Small, BBC Radio Big Band and Alexander O’Neal. T: 01704 533333 E: info@visitsouthport.com www.southportjazz.com
BRITISH MUSICAL FIREWORKS CHAMPIONSHIPS Kings Gardens, Southport 22–24 September On each of three evenings, two exciting musical displays from the UK’s top professional firework companies illuminate the Southport skyline and cast magnificent reflections across the marine lake. T: 01704 533333 E: fireworks@visitsouthport.com www.visitsouthport.com/fireworks
LIVERPOOL COMEDY FESTIVAL Various locations 13–23 July Comics to suit all tastes perform at this year’s Liverpool Comedy Festival. T: 0870 787 1866 www.visitliverpool.com/site/comedyfestival
INTERNATIONAL GUITAR FESTIVAL OF GREAT BRITAIN Various locations 11–30 October The International Guitar Festival of Great Britain is Wirral’s annual celebration of the guitar and it’s music. Ranked amongst the best in the world by audiences, players and journalists alike, it’s something that no music lover should miss. T: 0151 666 2756 www.bestguitarfest.com
THE OPEN CHAMPIONSHIP Royal Liverpool Golf Club, Hoylake, Wirral 16–23 July One of the most important sports events of the year, hosted by Royal Liverpool Golf Club. T: 0151 647 6780 www.englandsgolfcoast.com SOUTHPORT FLOWER SHOW Victoria Park 17–20 August This outstanding horticultural occasion takes place in 34 acres of Victoria Park, attracting over 100,000 gardening enthusiasts each year. T: 01704 547147 E: admin@southportflowershow.co.uk www.southportflowershow.co.uk MATHEW STREET FESTIVAL Pier Head and Mathew Street 26–28 August 150 tribute bands from over 20 countries will performing at the UK’s biggest free annual outdoor music festival. T: 0151 233 2008 E: contact@liverpool08.com www.liverpool08.com LIVERPOOL BIENNIAL 2006 Various locations 16 September – 26 November Liverpool Biennial is the UK’s largest contemporary visual art festival and is a collaborative event in association with the region’s long-established visual arts organisations. T: 0151 709 7444 E: info@biennial.com www.biennial.com
THE NORTH WEST MASTERS Haydock Park and Aintree Racecourse 18–19 November The two racecourses combine to bring one of the most exciting race meetings in the country. T: 01942 725963 E: haydockpark@rht.net www.haydock-park.co.uk
LANCASHIRE AND BLACKPOOL MAKING CONNECTIONS – MUSEUM AND GALLERIES MONTH Various locations 1–31 May Lots of family friendly activities including historical role players, object handling, trails and quizzes take place throughout Lancashire. T: 01772 534075 E: enquiries@lancscc.gov.uk www.lancsmuseums.gov.uk
BLACKPOOL DANCE FESTIVAL Empress Ballroom, Winter Gardens 26 May – 2 June Now in its 80th year, the Blackpool Dance Festival is still going strong, attracting competitors from all over the world. T: 01253 625252 E: dancefestival@leisure-parcs.co.uk www.blackpooldancefestival.com
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Listings PRESTON RIVERSWAY FESTIVAL The Marina, Riversway, Preston 24–25 June Preston will celebrate in true sea fareing style with tall ships, tiny tugs and vibrant vessels. Sea shanty singers will also serenade the crowds and the festival will be finished off in spectacular style with a firework display. T: 01995 640482 www.preston.gov.uk C21 PROJECT Various locations, Blackburn, Lancashire Until 30 June C21 is a year-long cultural programme which aims to transform national and international perceptions of Blackburn with Darwen. T: 01254 587913 www.c21.tv PENDLE CYCLE FEST Victoria Park, Pendal 16–23 July Various cycling races and events, including a mass participation ride, take place over the course of the week. T: 01282 814738 E: info@pennineevents.co.uk www.pennineevents.co.uk DUKES OUTDOOR THEATRE – ‘THE ADVENTURES OF TOM SAWYER’ Williamson Park, Lancaster 6 July – 12 August As Mark Twain’s story unfolds in different locations throughout the park, the stunning sets, dramatic lighting, detailed costumes and compelling music make this an unforgettable experience. T: 01524 598500 E: tickets@dukes-lancaster.org www.dukes-lancaster.org NORTH WEST FOOD LOVERS FESTIVAL Stonyhurst College,Stonyhurst 12–13 August In the grounds of this very impressive college will be over 70 producers, demos by celebrity chefs, children’s entertainment, cafe facilities, a beer tent and food seminars. www.foodloversfestival.co.uk TRACTOR PULLING CHAMPIONSHIPS Great Eccleston Showground, Great Eccleston, Lancashire 26–27 August Beasts of machines and lots of noise make this a real experience. T: 01253 700188
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BLACKPOOL ILLUMINATIONS Promenade, Blackpool 1 September – 5 November See the big switch on as Blackpool becomes a blaze of light from 1 September. T: 01253 478222 E: tourism@blackpool.gov.uk www.visitblackpool.com WEST LANCS WALKING FESTIVAL – AUTUMN EQUINOX WALK Beacon Country Park, Up Holland, Lancashire 23 September, 2pm Signalling the end of summer, the autumn equinox is an important time in the nature calander and will be celebrated with a two to three hour walk across the Lancashire Plains. T: 01695 622794 E: beacon.park@westlancsdc.gov.uk MORECAMBE COMEDY WEEKEND Various locations 19–22 October Chortle, chuckle and giggle your way through a weekend at the various events in Morecambe. T: 01524 582808 E: morecambetic@lancaster.gov.uk
CHESHIRE
CHESTER FOLK FESTIVAL Kelsall 26–29 May Concerts, ceilidhs, workshops, singarounds, sessions, displays and a craft fair. www.chesterfolk.org.uk MIDSUMMER WATCH PARADE 24–25 June Chester’s Midsummer Watch is one of Britain’s oldest festivals with its giants, beasts, animated tableaux and kaleidoscope of costumed characters – a tradition reflecting 500 years of the city’s history. ROMAN DAY Chester Races 1 July Gladiators, centurions and chariot racing have all been lined up to bring Chester’s history to life this summer on the historical Roodee. E: enquiries@chester-races.com www.chester-races.co.uk
RHS FLOWER SHOW, TATTON 19–21 July More than 600 exhibitors make this event, which now spans more than 29 acres, the third largest flower show in the UK. www.rhs.org.uk/tatton/2006 THE NORTH WEST FESTIVAL OF WOOD Tatton Park 8–10 September One of the principal features of the Wood Festival is the English Open Chainsaw Carving Competition, now established as an International Event. The competition is complimented by a craft village, many varied woodcrafts and coppice skills, plenty of shopping opportunities in the shopping arcades and food halls. T: 01625 534400 NANTWICH FOOD AND DRINK FESTIVAL 29 September – 1 October Well over 100 small producers give visitors the chance to sample a wide range of speciality local and regional food. The festival also stages numerous cookery demonstrations showcasing a variety of celebrity and local chefs, as well as connoisseur tasting events, an interactive children’s workshop and a CAMRA beer festival. www.nantwichfoodfestival.co.uk FIREWORKS FUN NIGHT Chester Races 4 November, main display 7.30pm Celebrate bonfire night with clowns, a band and a funfair, as well as a spectacular fireworks display. T: 01244 677422 CHESTER & DISTRICT FESTIVAL OF TREES 18 November – 3 December The biggest arboreal celebration in Europe featuring traditional tree decoration and related events at various locations in and around the city. T: 01244 321497 ANZA Arley Hall 1–10 December View the hall magnificently decorated by the Cheshire Ladies of the National Association of Flower Arranging Societies. T: 01565 777353 Ext 20 E: enquiries@arleyhallandgardens.com ITALIAN MARKET Town Hall Square, Chester 14–16 December Try and buy some great Italian foods.