Great Destinations James Berresford 21 October 2009
England’s Tourism Strategy • VisitEngland is operational • The England Tourism Strategy is emerging – – – – –
It builds on the excellent work of Partners for England It has been further informed by the BTFR It has the input of critical friends It has a timeframe And its our strategy
England – the opportunity
Setting us apart from the competition The ‘Englishness’ of England • Variety of countryside and rural escapes. • Rich and unique culture and heritage. • Contemporary cities. • Exciting events and festivals, including 2012 Olympic and Paralympic Games and decade of sport.
Authentic experiences • Traditional • Contemporary
Enjoy Every Minute: Enjoy England
…but it’s about more than marketing! We need to make the product special through: • • • • • • •
Creating great places and destinations Making the most of our heritage, culture and events Thinking globally responding locally Access for all Spreading the benefits Infrastructure – transport, access and affordable housing Sustainability
A product to be proud of • Conferencing
• Accommodation
• Attractions
A product to be proud of EVENTS &
PUBLIC REALM
FESTIVALS
Delivering great destinations • Animation through culture, heritage, environment, public realm, planning. • Economic growth and development. • Regeneration. • Supporting the visitor economy’s infrastructure (transport, retail, night-time economy, trading standards, environmental health. • Management of the visitor experience – including welcome. • It benefits communities, not just visitors.
How the Strategy will help • Creating great destinations and great experiences identified as key action areas. • A key objective to embed world-class practices of destination management. • Build on the Place Making Charter. • Key role for local authorities and DMOs. • Embed a partnership and collaborative approach.
International competition
Thank you