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7KH 7RXULVP 6RFLHW\ Trinity Court, 34 West Street, Sutton, Surrey SM1 1SH T 020 8661 4636 F 020 8661 4637 E journal@tourismsociety.org W www.tourismsociety.org Registered in England No. 01366846. ISSN: 02613700 Designed and produced by Wharncliffe Publishing Contact Tony Barry 47 Church Street Barnsley S70 2AS T 01226 734333 E tb@whpl.net W www. whpl.net Š Copyright 2008 The Tourism Society Tourism is the journal of the Tourism Society.The views expressed in Tourism are those of individual authors and not necessarily those of the Tourism Society. Whilst unsolicited material is welcomed, neither transparencies nor unpublished articles can be returned. The Tourism Society cannot be held responsible for any services offered by advertisers in Tourism. All correspondence must be addressed to the Editor. Tourism is only available to members of the Tourism Society and on subscription, it is distributed quarterly to 1500 professionals working in national and regional tourist boards, local government, travel agencies, and tour operators, visitor attractions, accommodation and catering, entertainment, information services, guiding, consultancies and education and training. Britain images Š www.britainonview.com
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Contents
Editorial Having worked as a practitioner in tourism, and now working in academia, I have reflected upon my own views about tourism education whilst editing this edition of the Journal; in particular the times I have sat opposite a graduate interviewee with an academically flawless CV and bemoaned their lack of industry experience or evidence of skills development in the workplace. Education and experience are not isolated concepts or separate parts of our lives; they should be synergistic and clearly linked. This issue discusses the new 14-19 Diploma for tourism that strives to achieve this balance. Lifelong learning should be something we all embrace and many of the articles in this edition discuss some exciting and innovative ideas: fancy a career gap year in a developing country? How about a visit to a hotel run by students whose work is rewarded through qualifications? Amongst the interesting articles is a discussion about a workbased Foundation Degree in Travel Operations Management. I have been looking after this pilot group of students, few of whom had experienced education beyond A-Levels, yet all have commented that every aspect of the course, from time management to applying theoretical tools to the business environment has been invaluable. We all have different learning styles and in this quarter’s journal a range of opportunities are discussed, from the importance of UK heritage and culture for international students, to those learning through their tourism experience, led by Blue Badge Guides or an iPod Walk. Other contributions discuss the opportunities that ‘edutourism’ presents to the industry as a valuable and growing niche market we should all consider for the future. Alongside all this are the usual book reviews and conference reports and, very appropriately, information on CPD opportunities for those of us working in the industry. I hope you enjoy reading this edition of the Journal as much as I have enjoyed editing it. Peter Robinson BA, MA, MTS, MTMI | Course Leader for Tourism & Work Based Learning | Senior Lecturer, University of Wolverhampton
Edutourism, Edutourism, Edutourism Stuart Barrow MTS, Public Affairs Manager,VisitBritain
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Opportunities & Challenges of the Global Youth Travel Market Dick Porter FTS, Director, STA Travel & Chairman, BETA
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Education at Wimbledon Lawn Tennis Museum 6 Ashley Jones MTS, Commercial Manager,Wimbledon Lawn Tennis Museum Tighter restrictions for Overseas Students Looking to Train in 7 Tourism & Hospitality Steve Lowy MTS, General Manager/Founder, Umi Hotels and Director of the British Education Travel Association (BETA) Taking time out – The Benefits of Taking a Gap Break David Stitt, Managing Director, Gap Year for Grown Ups
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English Language Product in Malta Chris Fenech, Director UK & Ireland, Malta Tourism Authority
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Blue Badge Tourist Guides and 2012 Education Joanna Hoad, Chair, BB2012 Committee
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Research on school teachers' attitudes and behaviours regarding out of school trips Nick How, QA Research
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A Perspective on the Current Education System Paul Williams MTS, Principal Lecturer, Staffordshire University
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The Diploma in Travel and Tourism John Humphreys MTS,Travel & Tourism Diploma Development Manager, People 1st
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The story of the development of TUI’s Foundation Degree Andy Smyth, Accredited Programmes Manager,TUI
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From an Overseas Student’s Perspective Claudia Sima, MA Tourism Management, University of Westminster
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A CPD Programme for Destination Managers 18 Cathy Guthrie PhD FTMI FTS, Hon. Secretary,Tourism Management Institute Work-Based Qualifications, Development Certificates and Employer Training Programmes Kathryn Benzine, Director of Professional Development, Institute of Hospitality
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Academy of Food & Wine License to Work Sophie Brown, General Manager, Academy of Food & Wine
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Meeting Report: Tourism Society Conference 2008: Making Emerging Markets Pay Greg Dawson, Representation Plus
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Book Reviews
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Tourism Consultants Network: Just what do you do? Roger Withers FTS, Senior Partner,The Tourism Partnership
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Membership News
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From the President’s Desk It was perhaps tempting fate to write positively about terminal 5 in the last issue. A few weeks later I duly suffered when delayed 3 hours on a flight to Aberdeen. The cause was the surprise. No one could be found to unload a passenger requiring a wheelchair as, apparently, BA are no longer permitted to do this. While I did not suffer other than being late home, a constituent on the same flight missed his connection to Wick on Eastern and was obliged to purchase new tickets – he asked for my help.To my surprise BA, although probably liable for compensation, have flatly refused to help, the last letter from its Chairman constituting little more than “two fingers�. By contrast Eastern who had no liability were sympathetic and gave a voucher for future travel.
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Thousands are spent each year by companies trying to improve the quality of their customer care. It is a lead item in all hospitality training programmes. A great mentor once told me “There are two rules: rule one – the customer is always right. Rule two – if in doubt, refer to rule one!� But what do you do when it is the boardroom that needs the training? Small companies are usually led by entrepreneurs who know that keeping customers happy is the alpha and omega of tourism. Big PLCs tend to forget and need systems and reminders, but I wonder how many of them actually have quality of service as a regular main board item. Colin (now Lord) Marshall brought BA through the last recession by focusing on quality customer care. It will be interesting
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to see how they survive the next twelve months without it. Ultimately training and education are only valuable when there is commitment from the top to implement it. Lord Thurso FTS | President | Tourism Society
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Edutourism, Edutourism, Edutourism ... “There is no darkness but ignorance” William Shakespeare,Twelfth Night, Act IV, Scene II ‘Casting the net to its widest, all tourism is educational in that it teaches us something about ourselves. I like that. But is this so wide as to be absurd? There is no teacher involved, for example’
Shakespeare is a great starting point for anyone interested in British educational tourism. His statue in London’s Leicester Square is an attraction in itself, the ‘no darkness but ignorance’ quote he rests beside reminds us that so much of tourism contains an educational angle. The plinth is supported by dolphins – a symbol of wisdom (I told you it was educational!). Great names such as Shakespeare, Newton, Darwin and Hawking are all part of Britain’s excellent educational brand. That Great Briton, Churchill, was a Nobel Laureate for Literature. This academic reputation is a key driver
for overseas students studying in the UK.: But the phenomenon, and the importance, of educational tourism is much wider than international students choosing to study in the UK. Casting the net to its widest, all tourism is educational in that it teaches us something about ourselves. I like that. But is this so wide as to be absurd? There is no teacher involved, for example. Managed tourism involves teachers. Blue Badge Guides impart knowledge
Reasons for studying abroad: “Excellent Academic Reputation”:
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face-to-face. Guide books educate from the page. iPod walks, the twenty-first century’s addition to the tourism pedagogic canon, teach at a self-selected pace, with automatic rewind. Signs and descriptions have been helping tourists to learn for centuries. One of the oldest examples must be the catacombs of Rome, sign-posted and monumentalized by Pope Damasus in the fourth century. In tandem with the increasing freedom for Christian Calling, Damasus’ efforts undoubtedly increased visitor numbers through pilgrim trails as educative popular participation. Fact-finding predates managed tourism. Herodotus, for example, was an active traveller in the fifth century BC. His inquiries then, some believe, merit him the title “Father of History”. He sought out his own teachers. Herodotus was also responsible for one of four famous lists of seven must-see attractions. Along with Callimachus, Antipater and, most famously, Philo, he recorded Seven Wonders of the World.
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Perhaps the most important factor in educational tourism is not the teacher or the taught, but the desire to learn. In economic terms, supply presumes demand. Appealing to the demand for learning is a crucial part of modern tourism. VisitBritain’s Good Practice Guide for Visitor Attractions emphasizes the measures an attraction can take to assist interpretation. It is in any attraction’s commercial interest to be as appealing as possible; a targeted and wellfounded reputation for erudition is increasingly the commercial interest of universities too. The huge reputational advantage enjoyed by the UK, the ‘educated’ Britain brand, is highly important. Culture and Heritage make up our single greatest attraction as a destination. It is a cultural heritage of learning and learnedness. International students in Britain should feel welcome. They should wish to return as visitors in future years. We know that the biggest single deciding factor behind consumers’ decisions on making visits is their own personal experience. There are few trailblazers. Next on the list of sources of information used for making a decision about a visit is the experience of close friends and family, and then information gleaned from the internet – a domain that is increasingly taken up by web-logs and travel logs commenting on destinations. First impressions really do count. In the most recent edition of VisitBritain’s official magazine, inBritain, for example, the Swedish freelance journalist, Anna Maria Espsater returns for 48 hours in Bournemouth, her old haunt as an English student: “The students of Bournemouth University give the town its youthful vibe, further increased in summer, when students from across the globe come here to improve their English” Anna Maria Espsater, inBritain, August/September 2008 p22 On the domestic front, visits to museums and art galleries are the most popular, followed by historic houses and castles. Many museums will have activities specifically aimed at children. Trails to find things, pictures to draw, replicas to play with and so on. The aim is to educate and inform while also entertain. It is vital for the future of tourism that school visits be remembered with fondness, that the idea of visiting attractions here at home has positive connotations. Of course many of us grow out of the children’s
Schoolchild visits by category 2006
trails (though, I must admit, I did gleefully write my name in Saxon runes at the fantastic Jorvik attraction in York recently!). More recently, museums and galleries have utilized modern technology to allow the customer to choose how much (or how little) education they want from an attraction. Headsets allow basic commentary, but with, as I’m sure you’ve heard, “to hear more about this painting and an interview with the artist’s niece, press 3…” or words to that effect. This year’s Family Fun campaign contains a number of educational activities that families can enjoy together. The emphasis, of course, is that education is fun and that it is tourism that makes it fun. Similarly, the Storybook England
‘The emphasis, of course, is that education is fun and that it is tourism that makes it fun. Similarly, the Storybook England campaign map was distributed to schools, bringing to life the pages within the school library as visitor attractions across the country’
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campaign map was distributed to schools, bringing to life the pages within the school library as visitor attractions across the country. A growing market for adult education is also worth exploring. I have myself been an educational tourist to the South Bank British Film Institute National Film Theatre – studying for ten weeks after work the films of Alfred Hitchcock. I would invariably buy something to eat and drink in the area afterwards. Residential courses, such as wine-tasting weekends, are an adult equivalent of the school trip education through entertainment, provided by tourism. The future is bright for educational tourism. With the knowledge economy ever more important, tourism is ideally placed to provide products that inform and educate. We know that Britain has a great reputation for learning and learnedness. The challenge is to cement that link with tourism. Tourism is not a by-product of education. Education is a by-product of tourism.
Stuart Barrow MTS | Public Relations Manager | VisitBritain
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Youth Travel
Opportunities and Challenges of the Global Youth Travel Market
Youth Travel is a highly specialised and valuable market sector that until recently had been largely ignored by the mainstream players. As a result of this relative invisibility there is scant understanding of its value and dynamics. After World War 2 it was evident that young people travelling and, therefore, communicating across nationalities and cultures could help avoid future conflict. As a result special visa and transport regulations were created to encourage them to travel.This established the sector and through the decades the historic legacy has evolved with the essential values intact. Today “education through travel” remains at the core of the industry, resulting in it continuing as a sector for specialised operators.This has not restricted its scale and there are some very large global organisations (EF and STA Travel for example) sharing space with a large number of small and medium sized enterprises. In recent years the sector has become a target for takeover by reflecting its maturing value in terms of content, cash-flow and profit. The opportunity is presented by the numbers.Youth travellers globally are estimated at 160 million international tourist arrivals a year (20% of the total), worth an estimated US$ 136 billion.They not only spend more than the average tourist because of longer trips, but this
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‘Over 80% of young travellers report that their trip has changed their overall lifestyle in some way, and the majority said that they were travelling in a more responsible manner and thinking more about global issues.’ spend has also increased 39% in the past 5 years. With constant growth, the portents for the future look good too! A third of countries worldwide recognise youth travel as a specific market.Those countries with integrated policies on youth travel covering visas, educational provision, work programmes, exchanges and youth accommodation (such as Australia and New Zealand) have seen their youth travel markets grow considerably in recent years. Learning is now an international business and the young seek to take advantage of this.The driver is usually their (and their families) longer term career aspirations where international exposure is now critical for success in many professions.The “export education” opportunity (and critical need to balance their budgets) for British Universities and Schools is matched by the desire for the British Youth to work and study overseas as a part of their education.The average length of a work experience trip is just under 7 months, to destinations across the globe. For countries whose young undertake
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such trips, the benefits are seen over the long term. Over 80% of young travellers report that their trip has changed their overall lifestyle in some way, and the majority said that they were travelling in a more responsible manner and thinking more about global issues. Increased trust and tolerance is stimulated by having more contact with local people and customs.The majority feel that they have broadened their horizons and become more open-minded, flexible, confident and tolerant as a result of their travel for education experience. For tourism the young can be an attractive proposition particularly as they are much less deterred by disaster or terrorism and as such offer a more stable source of income.They also can offer high quality margins as they are more likely to visit developing and out of the way places avoided by many short duration or older tourists and business travellers. Again by way of example Australia has extended their working holiday scheme for those who agree to spend half their time working in more remote locations.
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Some Asian countries have also seen that economic activity stimulated by young travellers has helped to “jump start” tourist projects in less developed areas, leading to viable full scale development. Of course, like any sector challenges abound, not more of them but often they are very different from other market segments. There are constant new consumers entering the market as they begin to make their own travel decisions and this constantly refreshes customer expectations more rapidly than in other sectors. Internet usage, social networking, destination and product choice, and “taste” change very rapidly. Remaining in touch and relevant requires concise structure and appropriate staffing and management. Globally 80% of young travellers now use the Internet to search for information before their trip, with online conversions quadrupling in the past five years; Around 50% of the market book their travel or accommodation with specialist youth travel agencies because of the information and product advantages they offer. Operators from other sectors struggle to get a share of this market as they tend to rely simply on promotional tools.To be successful, full engagement with dedicated management, relevant product and brand and constant invention and credible market presence has been proven necessary. Whereas the individual youth traveller
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‘Operators from other sectors struggle to get a share of this market as they tend to rely simply on promotional tools. To be successful full engagement with dedicated management, relevant product and brand and constant invention and credible market presence has been proven necessary’. continues to be seen as a “backpacker”, the reality is that most people today travel in relative comfort in line with their more comfortable home lives. They often travel with valuable possessions including phones and iPods and are travelling much more often and (apart from being overseas for employment and education) they travel for shorter periods. The result is that the hostels of old are catering more and more to these upgraded expectations and are becoming more like the budget end of the hotel trade. Similarly other styles of product are adapting to respond to these changes.This move to look like mainstream tourists masks the reality of the underlying and rapid shift of trends and fashions which are unique in the young traveller. For Governments worldwide and for the travel industry generally, future growth seems assured. It is important, therefore, that they understand the current economic and long-term strategic value of the sector. In this time of rising tensions about immigration and potential rising
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unemployment this understanding is even more critical. BETA (the British Educational Travel Association – www.betauk.com) was formed 5 years ago to act as a lobbying and networking organisation for the industry. It has successfully put the youth travel agenda into the minds of politicians and has helped temper some of the more extreme changes to immigration by reminding society of the value this brings. It has a regularly updated political manifesto and has concentrated on the strategic issues important to continued success for Britain. In summary this valuable sector is exciting, resilient and provides real long term opportunity for organisations engaged in and specialised enough to deal with its challenges. Governments understanding its value and dealing with it strategically can reap a rich reward. Source:Youth Travel Matters – Understanding the Global Phenomenon of Youth Travel; 2008 World Tourism Organization; ISBN: 978-92-844-1239-6 Dick Porter FTS | Director | STA Travel & Chairman BETA
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A sporting attraction Education at Wimbledon Lawn Tennis Museum ‘This initiative has been running for four years now and results are astonishing, with some children returning to the schools ahead in their ability.’ In 2000 the Museum did not have an Education Department, neither did it offer a child admission rate to the public. This indicated that little was being done to encourage visits from those under 16, as groups or as a part of a family. However, 2000 also saw the appointment of a new Curator and new Commercial Manager. The priorities in the short term were to change the rate card and to gain approval from the All England Club for an Education Department to be opened. This was approved following a better than expected trading in 2000 and opened in the Centre Court in 2001. Focus group research was then undertaken to find what the marketplace required. The outcome of this was the mission to: “Offer the opportunity to learn through a range of subjects, and to explore the game of lawn tennis in a safe and stimulating environment, providing both fun and inspiration.” The courses that are delivered are geared towards the national curriculum and are aimed at primary, secondary and tertiary education markets. Examples of courses at the primary level include ‘How did life change for the people of Wimbledon when lawn tennis became a hit?’ (Key Stage 2 ,KS2) which culminates in a debate amongst the children who have to adopt the characters of people found living in Wimbledon in the 1901 census, and ‘Players in Action’ (KS1 & 2) which uses the Museum collection as a stimulus for drawing and sculpture. At a secondary level we deliver a
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Ashley Jones MTS | Commercial Manager | Wimbledon Lawn Tennis Museum
Inside Wimbledon Lawn Tennis Museum variety of courses including ‘Customer Service’ which addresses the principles of good customer service in the context of the Museum, and what measures and training we undertake to deliver them. There is also a ‘Marketing’ course which examines how the Museum puts the ‘4 P’s into practice and the advantages and disadvantages of being a brand extension to the Wimbledon Championships. These courses have attracted a significant and growing number of school visits, particularly from the local boroughs, and in the case of the secondary schools, from further afield. ‘Marketing’ has actually proved to be popular at a college and university level, particularly from the United States and each year we host a number of American colleges who get an advanced level marketing presentation.The most challenging of these are the MBA groups who come through the International Business Seminars organisation, and require a 90 minute presentation with 45 minutes of questions afterwards! In addition to the standard Education Department, the All England Lawn Tennis Club (AELTC) also has a ‘Playing for Success’ Centre, acknowledged to be one of Britain’s best, which is a joint initiative between the AELTC (in the guise of the
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Museum), Merton Council, and the Government Department for Children, Schools and Familiies (DCSF). This is targeted at schools within the borough of Merton and provides intensive courses for children who require assistance with literacy and numeracy skills. Two courses are run each evening over the period of a term, meaning each child has a chance to attend 10 times. The mentor to child ratio is 1 to 4, and a complete IT suite is available to them provided by IBM. This initiative has been running for 4 years now and results are astonishing in many cases, with some children returning to their schools ahead rather than behind in their ability and with a transformed attitude towards learning. Awards ceremonies are arranged each term to give those who have applied themselves with the greatest effort a real sense of achievement. Outside of The Championships both education teams are housed in some of the corporate hospitality suites in the No. 1 Court complex. Not only have these education initiatives exposed the Museum to new markets; they have also offered a depth and credibility to the Museum as a research and educational facility that is also a lot of fun to visit!
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International Student VISAs
Tighter restrictions for overseas students looking to train in tourism & hospitality
‘I hope that these new measures will safeguard our strong reputation for education without deterring those future tourism professionals with the genuine dream of progressing their studies in the UK.’ My reaction to plans announced recently by the government to clamp down on international students studying in the UK was mixed. Under the new proposals, colleges will need to pay £400 for a licence in order to enrol overseas (i.e. non-EU) students onto their courses. International students will be fingerprinted and made to carry a biometric ID card; that is, if they meet the requirements of the new points system to obtain their student visa. But whilst we must applaud the notion of stamping out bogus colleges, we should be wary of the repercussions.The UK continues to represent an attractive prospect for international students in all aspects of the tourism spectrum. But are we at risk of putting them off? And it’s not just what we have to offer them. A skills shortage has hit employers across the UK hard, and our sector is no different. International students are queuing up to come and train on the specialist courses offered by colleges and universities and to gain the industry skills they want to acquire and that we so desperately need. I hope that these new measures will safeguard our strong reputation for education without deterring those future tourism professionals with the genuine dream of
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progressing their studies in the UK. And that’s before we even consider the financial value of international students, who contribute an estimated £8.5bn to the UK economy. I have my own dream: to open a hotel that is run entirely by students, and that hotel would be filled with aspiring staff, not just from the UK but from all over the world. A fully-operating hotel school like this would be able to offer more than simple work placements. Students could work to gain credits towards a qualification and obtain vocational qualifications across the whole sphere of tourism, hospitality and leisure. I’m a strong advocate of vocational training and ‘constant’ education. I work with many institutions in the UK and further afield, such as Salford, Brighton and Thames Valley universities, to not only train my own staff, but to host interns to help them gain the practical experience to match the theory learnt in the classroom. At Umi, students join the team to work on placements as concierges, chefs and managers and we have taken on interns from Italy to India, all of whom are keen to learn and experience different cultures and working practices. Thankfully, those overseas students with genuine ambitions to study here are to
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be granted leave to work in the UK for two years after graduation, extended from the current one year that is permitted.The student will be given further opportunity to practice their new skills in the country where they were acquired and our sector will reap what it sowed from the students it has produced, perhaps even in the businesses where they completed their work placements. Everyone wins! I am currently in discussions with a university about a pilot scheme for the student-run hotel school, which would see Umi provide the operations side and the university the academic accreditation. This kind of innovation – working in partnership with education providers to offer an enhanced and superior experience to all students - is how our industry should be developing in order to continue drawing authentic international students to the UK, even if we do make them jump through more hoops to get here. In this way, the UK will continue to showcase its knowledge and experience, making our country’s tourism, leisure and hospitality education an enduring attraction and delivering training to the managers and professionals of the future on a global scale. Steve Lowy MTS | General Manager/Founder | Umi Hotels and Director of the British Education Travel Association (BETA)
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Gap Year Travel
Taking time out – the benefits of taking a gap break
‘The gap travel market is big business. Recent figures from Travelmail show that gap travellers are spending an astonishing £5billion a year on their trips.’ With a ‘job for life’ no longer an option how do you ensure your CV or university application stands out? How do you prove you have more to offer than the next applicant? Are educational qualifications the most valuable tool you can offer? How do employers retain good staff? The gap travel market is big business. Recent figures from Travelmail show that gap travellers are spending an astonishing £5billion a year on their trips. Whilst it has traditionally been perceived to be the domain of school leavers, market analyst Mintel has identified two distinct additions to the traditional ‘gapper’ list. ‘Career gappers’ who are young professionals taking an extended break and ‘denture venturers’ who are in their 50’s and taking a big trip before they retire. Taking a gap break provides immeasurable skills to an individual. Travellers gain not only physical or academic skills but transferable life-skills such as problem-solving and interpersonal skills as well as the confidence to cope with situations on their own. According to Personnel Today, staff turnover in hospitality, leisure, travel and tourism is around 30%, the highest of any sector. Some of this is down to the
seasonal aspect of our market but the value of retaining staff is huge. Almost two-thirds of employers offer some form of extended leave or career break which is increasingly seen as part of a package of measures to make work more flexible and improve work-life balance. The core benefit to the employer is the increase in employee retention. Not to mention that staff return motivated and loyal so there is a saving in recruitment costs and the need to train replacements. The benefits to the employee are huge – taking a break from the rat race, experiencing a new way of life and learning new skills come top of their list.” Julie Oakman, 33, works for John Lewis and was one of the first employees to take part in their career break programme when it launched. Julie travelled with Gap Year for Grown Ups to Zambia and volunteered on the Medical & Orphan programme, “I feel that I made a difference to the lives of the children I taught. Within the school there were only 3 classrooms so the morning children had to ‘hot seat' as in the afternoons another group of children arrived. I have returned to the UK with a renewed energy for life and I am sure that this is reflected in my work
David Stitt | Managing Director | Gap Year for Grown Ups
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performance”. Camilla Kinder, 30 took a career break and travelled with her husband Julian, 37 with Gap Year for Grown Ups in October 2007.Volunteers on the Kenya Camp Life programme, they lived and worked in a rural Kenyan village working on an ongoing community development programme involving the local primary school. Camilla says “It has done us good to experience a powerful reality check on life and to realise how lucky we are. We hope that we have helped the school and local community.You feel that what you do is just a drop in the ocean, but in reality the ripples spread out further than you imagine”. Beth, a careers advisor from Kent also sees the value in gap breaks, adding, “I can highly recommend the option of experiencing life in another country – whether that be volunteering, working, teaching or travelling. Ensuring that your time away is productive can greatly enhance your transferable skills and would be highly regarded by employers viewing a curriculum vitae”. For more information visit www.realgap.co.uk or call 01892 516164.
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International Case Study
Learning English in Malta ‘So if learning English as a second language conjures up images of fusty class rooms and incessant drilling as to the correct use of verbs and tenses, think again.The Malta experience couldn’t be more different.’
Over the past few years Malta has featured as one of the preferred destinations for those who want to learn English or who want to hone their speaking and writing skills. It’s easy to see why; Malta was a British colony, English is an official language and the established language schools have built up a solid reputation.The schools provide all sorts of courses from elementary English to more specialised courses such as those in business English or those relating to professional fields such as medicine, technology or even diving. Experienced and certified teachers conduct classes consisting of manageable groups of students or hold one-to-one conversation classes in a more informal set-up.The language schools can also organise different sorts of accommodation options for students who may chose to stay with host families, hotels, apartments, school residences or summer camps.These factors make Malta a very convenient option for potential students but there are others which make it a unique learning location. These other factors mainly relate to Malta’s cultural scene. Many might not know it, but the local theatre scene is alive and well and awash with
productions straight from the West End. Although there are a number of smaller theatres scattered in towns and villages, Malta boasts two theatres where large scale productions are held regularly, both are situated in the capital city of Valletta. The Manoel Theatre is the oldest theatre in Europe; a visit to the place is an experience in itself. Finding ways of entertaining yourself shouldn’t be too difficult in Malta as there are a plethora of activities to carry out. Owing to the island’s typically mild weather, these activities can be enjoyed all year round even in off-peak-season months. If the sultry heat of summer is not quite your thing, you can always visit Malta in Autumn and Spring when the weather is pleasingly crisp and do all the things you’d like to do in summer without the hustle and bustle.Take diving, for example, Malta is a splendid diving destination. Reputable diving schools are to be found in Malta and the sister island of Gozo.They cater for beginners, intermediate and advanced divers.The dives take place at the sites and wrecks which are part of the underwater scenery around the islands. It’s a sport which can be enjoyed during the winter months – probably more so, as less
tourists crowd the travel hot spots. Rambling is another activity which would be on the cards if you’re holidaying in Malta during the shoulder months. Visitors can choose to go solo or team up to experience walks through rural parts of Malta. Expect pretty country lanes, rubble walls, wayside chapels and lots of local colour. A gentle round of golf at the Royal Malta Golf Club could be just the thing after an abundant meal.The club is found in Marsa, having been established in 1888. It’s a par 68 course and the greens are situated next to the changing rooms, bar and restaurant and well-stocked pro shop. It’s what memories are made of. So if learning English as a second language conjures up images of fusty class rooms and incessant drilling as to the correct use of verbs and tenses, think again.The Malta experience couldn’t be more different. This makes for an enjoyable and fruitful learning experience for the student visitors – one which makes them glad to be learning the language in Malta. Malta Tourism Authority www.visitmalta.com Images (c) 2004 of the Malta Tourism Authority Chris Fenech | Director UK and Ireland | Malta Tourism Authority
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Education for 2012 Blue Badge Tourist Guides and 2012 Education ‘What an opportunity London 2012 brings to East London.The five host boroughs are, as yet, not used to hoards of coaches depositing their interested passengers close to the Olympic site in Stratford.’ Where were you on 6th July 2005? I was in Trafalgar Square for the announcement for the 2012 games being awarded to – LONDON! I was asked to Chair a Blue Badge 2012 Committee almost immediately, to represent all three guiding bodies – the Association of Professional Tourist Guides, Guild of Registered Tourist Guides and the Institute of Tourist Guiding. I took up the challenge and set about making sure that our profession took this seriously. By February 2007, the first 2012 venues course had been held and we had Blue Badge Tourist Guides with the accreditation. More guides then qualified in 2008.The plan is to hold the accreditation course annually until 2012. Each outing with a Blue Badge Tourist Guide covers both tourism and education, often conducted in a language other than English. As Chair of the Blue Badge 2012 Committee, I held a small survey of my colleagues for the type of tours they have taken to the 2012 boroughs. I was amazed by the diverse responses from colleagues and here are some examples of groups: I 2008 Chinese stewards improving their English ahead of the Beijing games I British school groups covering a range of topics for their syllabuses such as citizenship, careers, regeneration, sports management I Russian project managers specialising in large construction sites I Coventry University sports management students I Florida State University sports degree students
I Weybridge and Hersham District Women's Institute I 15 year old Dagenham school children I A level students improving their French I Architects from Ukraine What an opportunity London 2012 brings to East London.The five host boroughs are, as yet, not used to hoards of coaches depositing their interested passengers close to the Olympic site in Stratford. At present, although temporary, some of the viewpoints require considerable determination. 'As one recent survey respondent said 'you have to take the coach down a lane, double park and, in a huge act of faith, march them down an alley and wait for a man to unlock a gate which allows access to the Greenway'. Some Blue Badge Tourist Guides report that the majority of their work is with student groups, in one case 46 consecutive student groups! Another reported that around 75% of her work has been with student or school groups. We conduct coach tours, wheelchair tours, public transport tours, walking tours, cycling tours, driver guide tours, river tours, chauffeur driven tours and so on, for ages 5 plus! I realise just how lucky we are in our
profession. Each day brings a new challenge and as Blue Badge Tourist Guides we can give information tailored to each situation, each group, each individual. We offer bespoke tours for visitors whatever their origin and interest, often in a range of languages.The Blue Badge Tourist Guides are trained to put together practical knowledge and an ability to research information to deliver a unique product.This works very well for so many people. In summary, the 2012 games will afford a unique lifetime opportunity to be involved in. I, and my team on the BB2012 Committee, are convinced that Great Britain will host spectacularly successful Olympic and Paralympic Games.There will be opportunities for British citizens to participate as athletes, stewards, volunteers, spectators….. and more. Blue Badge Tourist Guides are already part of the success with their knowledge, languages and logistics expertise.The effects are spreading to all parts of the UK, as we are already experiencing with visits to the homes of the modern day Olympics at Much Wenlock and the Paralympics at Stoke Mandeville. Let's all participate!
Joanna Hoad | Chair | BB2012 Committee
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Out of School Trips
Findings from QA Research A national survey has unearthed some fascinating findings for attractions and destinations looking to encourage school trips. Carried out by QA Research, the main aim of the survey was to generate information for providers about the attitudes, behaviours and requirements of teachers who organise out of school trips. 400 surveys were returned to QA Research over a four-month period in 2007 – 2008. Specific objectives of the research included: I Profiling teachers who organise out of school trips I Understanding the barriers and challenges involved in organising trips I Measuring the effectiveness and impact of different information sources I Understanding what teachers want from providers
The findings in brief According to teachers, the top barriers to organising trips are: cost (77%), time (67%), risk assessment paperwork (44%) and administration (42%). Asked about their concerns, 56% agreed that “the fear of being sued if something goes wrong puts me off organising out of school trips”.The same percentage agreed that “I worry about pupil discipline on out of school trips”. 84% also said “I wish I could do more out of school trips with my pupils / students”, while 87% agreed that “out of school trips can be one of the most valuable educational activities”. Teachers are also looking for trips which demonstrate clear links to the curriculum and offer tangible educational value. Previous visits (64% of teachers gave this as single most influential factor) and word of mouth / recommendation (25%) are the most significant factors influencing teachers. Mailshots, websites and publications influence teachers’ decisions far less than their own experiences or those of peers and friends.
In their own words – teachers talking about out of school trips The impact providers can have when the quality of staff is high and the venue offers a well thought through experience is evident from some of the comments collected: “A very well planned and varied day of activities which made effective use of a variety of teaching and learning styles, and various environments” – Head of Department Middle School Clues as to why some trips are less successful were also found: “Their [the provider’s] description did not match what was on offer; they thought it was fabulous and interesting, but in reality they were out of touch with children's concentration spans and interest levels” – Other Primary Maintained Other teacher suggestions for improving school trips included “Providing bright attractive material with clear curriculum outcomes from a visit”
nine out of ten teachers who took part in the survey say personal experience or word of mouth /recommendation have a greater impact on their decisions than websites, mail shots or publications. Well trained front line staff who understand the needs of students and offer suitable activities appropriate for the group involved can have a positive impact on organiser and visitor perceptions. They can also influence teachers’ decisions over whether to visit again and create high levels of advocacy. This could mean that everyone, from maintenance staff who keep the toilets going, to secretaries and the education team, has a vital marketing role. Providers should also compare their current offer against the factors behind successful and unsuccessful trips suggested by teachers to assess whether they are meeting trip organisers’ needs. Visit www.qaresearch.co.uk/news/national_out _school_trips_research for a free report which includes a checklist of teachers’ needs and wants, information on the factors behind successful and unsuccessful trips suggested by teachers, and more hints on how providers can encourage school trips.
What attractions and destinations need to know While demand for quality out of school trips is strong,
Nick How | Head of Tourism and Leisure Research | QA Research
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Tourism and Education A Perspective on the Current Education System ‘The UK Government’s commitment to widening participation continues to impact on tourism education.’ The WTO’s proclamation that tourism is the number-one industry in many countries and the fastest-growing economic sector in terms of foreign exchange earnings and job creation has stimulated considerable interest in the study of tourism. Within the UK tourism is increasingly popular as a subject area with 13,590 students studying in higher education institutions during 2006/07 according to the Higher Education Statistics Agency.
Since tourism’s birth as a distinct area of academic study in the 1970s there has been an explosion in the number of students enrolling onto a range of tourism-related programmes that have proliferated across the qualifications spectrum. UCAS now lists 865 tourism courses delivered by 121 universities and colleges. Of the 27 different ‘titles’ listed, ‘tourism management’ still predominates with students able to choose from 350 individual programmes. Such a variety in provision begs a fundamental question. How can students and employers in the sector be confident that the current curricula are ‘fit for purpose’? In 2000 when the first ‘benchmarks’ were published by the Quality Assurance Agency it was suggested that a national
tourism curriculum had finally arrived. These landmark benchmark statements set out what tourism employers could expect a graduate of tourism to be able to know and do. Although some academics argued that this would lead to homogenized course curricula, this has clearly not been the case. The revised benchmarks (2008) provide the means for a diversity of courses differentiated by teaching, learning and assessment approaches, as well as the knowledge, understanding and skills that underpin each course type.They continue to be a non-prescriptive, external and contemporary source of reference which explicitly allow for flexibility and innovation in course design.
Review of Existing Tourism Provision Tourism education continues to be multidisciplinary, bringing together a wide range of subjects. In particular, the study of tourism structures, products and operations provides focus for the development of students’ knowledge as well as the intellectual, vocational and transferable skills that will support them as future tourism managers. The current portfolio of qualifications at diploma, foundation degree or honours degree level demonstrate a commitment to enterprise as well as enabling the education sector to respond positively to the recommendations contained within the Leitch Report (2006) for increased engagement with employers in the industry. Work placement opportunities, residential programmes, industrial visits
Paul Williams MTS | Principal Lecturer | Staffordshire University
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and ‘guest’ practitioner speakers add ‘employability’ value. Course recognition and accreditation from professional bodies such as the Tourism Management Institute and the Chartered Institute of Marketing is also significant in strengthening qualifications and raising the profile of the industry from a career development perspective. The UK Government’s commitment to widening participation continues to impact on tourism education. Foundation degrees which build upon expertise and experience in work-based learning and rapid growth at degree level has helped to generate expansion of tourism teaching in schools and colleges with tens of thousands studying a myriad of level 3 diplomas, vocational qualifications and other accredited awards.The launch of the new 14-19 tourism diploma in 2010 also augurs well for future recruitment. Worryingly, many institutions have ceased to offer language as part of tourism programmes. Only 21 of the universities listed promote language within the course title; in others it is merely an ‘add on’. Given current recruitment pressures and the need to maximise course fee incomes, it seems that the recent expansion in international student numbers is set to continue which may lead to universities becoming financially dependent on the higher fees of overseas students.This should be viewed against the need to maintain an optimum mix amongst student cohorts as well as the development of truly international curricula.
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The Diploma in Travel and Tourism Development, Engagement and Delivery The Diploma in Travel and Tourism is one of 17 Diplomas that will be available for 14-19 year old learners in England by 2011. The Diplomas will be available at three levels – Foundation, Higher and Advance, with the Advance Diploma equating to 3.5 A Levels.There are many features of Diplomas that make them very different to existing qualifications, not least the way that they have been developed.The Diploma in Travel and Tourism has been developed by a Diploma Development Partnership (DDP), with employers and practitioners at all levels at its core. The DDP is a partnership between People1st as the lead Sector Skills Council (SSC) and GoSkills as the supporting SSC. The DDP Steering Group comprises a range of key employers and practitioners with John McEwan, the well-respected chief executive of Advantage Travel as its chair. Other employers include Shearings Holidays, flybe,Tourism South East and TUI UK. Practitioners at all levels are represented by Prof Peter Mason (Association of Tourism in Higher Education), John Swannie of Blackpool & Fylde College and Jan Schofield (Specialist Schools & Academies Trust). It’s fair to say that employers and trade and professional bodies, including the Tourism Society, ABTA and the Institute of Travel and Tourism (ITT) have been very supportive, as they can see the benefits of streamlining the overcomplicated current qualification structure that exists, with many hundreds of travel and tourism related qualifications being available to learners. Claire Steiner, Director and Chair of the ITT Education and Training committee also sees the
development of the Diploma as an opportunity to “raise professional standards in our sector as well as promoting links between industry and education”. Considerable and wide-ranging consultation took place during the first year to eventually develop a criteria document, which was made available to awarding bodies from August onwards, and which they are currently using to develop the actual qualification for first teaching in September 2010. The DDP opted for a thematic approach at Advanced level (sixth form), with such topics as ‘Environmental influences’, ‘Image and perception’ and ‘Destinations and cultures’ aiming to ensure a fresh and applied approach to delivery. The Diploma will be a qualification designed for a wide range of learners from the most capable, seeking progression to demanding programmes of university education, to learners who better engage with a different style of learning and to those who seek progression to work or occupational training. The delivery of the Diploma will also be totally different to existing provision. The Diploma will be delivered by
‘The Diploma will be a qualification designed for a wide range of learners from the most capable, seeking progression to demanding programmes of university education, to learners who better engage with a different style of learning and to those who seek progression to work or occupational training.’
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consortia, typically made up of schools, further education colleges. higher education institutions, training providers and centres of excellence. Consortia will be expected to engage closely with employers to ensure that earning is through doing, and is firmly (50% minimum) based around work related learning in travel and tourism. A great deal is expected of employers therefore, so consortia will be expected to engage with their industry partners sensitively and in a planned strategic manner, taking advantage of the many existing examples of collaboration with employers. There are opportunities at all levels for learners to extend their learning through for instance, individual projects or additional specialised learning. The Diploma will encourage a lifelong approach to education which maximises flexibility and creates a learning environment that mirrors the massive and rapid development of communication and digital technologies associated with travel and tourism.The programmes involve young people in the construction of their own learning, reflecting their individual aspirations and learning habits and developing a range of pathways that allow exploration of individual interests. The Diploma in Travel and Tourism will be the new benchmark, and employers and tourism practitioners will have a key part to play. For more information see www.tandtdiploma.co.uk
John Humphreys MTS | Travel & Tourism Diploma Development Manager | People 1st
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Foundation Degree
The story of the development of TUI’s Foundation Degree
‘Partnerships between Education and Industry are vital if we are to provide the best possible learning experience for students and ultimately develop the best possible talent for the UK travel sector. ‘
On 27th July 2007 the Travel Trade Gazette (TTG) carried the front page headline of “TuiVERSITY Challenge”. On 5th September 2007 a pilot cohort of 61 TUI UK and Ireland employees arrived at the University of Wolverhampton and embarked on the Foundation Degree (Arts) (FDa) Travel Operations Management. The story actually began in September 2005 When TUI completed a review of the available HE programmes and concluded that the work based, travel specific, management development programmes and qualifications we were looking for did not exist.The reason for the review was not to find out if HE had anything to offer TUI, but the reverse. We recognised the need to develop higher level skills in our workforce and wanted to; offer a progression route into higher level learning for our increasing number of Advanced Apprentices; develop both the existing and new leaders and managers needed to shape the future of the travel sector; provide career progression and continuous professional development. Over the past three years,TUI have been working closely with Foundation Degree Forward, a number of other travel employers, the sector skills council People 1st and a group of universities, (University of Wolverhampton, Coventry University and University College Birmingham).. Starting with a blank sheet of paper, the project team agreed what
the graduate profile should be and then designed a two year, work based Foundation Degree offering a management based programme with a travel flavour. Its focus is on the development of the entrepreneurs, leaders and managers needed to succeed in an increasingly competitive and changeable environment. It is designed to support the travel sector by encouraging learners to develop realistic solutions to contemporary work based problems, helping those who are in work but have never gained higher qualifications reach the standards needed for internal promotion, providing a continuous professional development route through higher education (HE). In addition the Foundation Degree (Arts) Travel Operations Management is designed to help businesses succeed by developing the higher level skills their people need to improve customer satisfaction, increase profitability and reduce staff turnover. The Foundation Degree offers employers and employees the chance to map in-house training to national standards and provides trainees with nationally recognised qualifications with which to pursue their careers.The FDA is an excellent tool to motivate, retain and develop talent.The programme also enables individuals to undertake modules as stand alone courses for shorter, “bite sized learning” CPD opportunities. The course is mostly delivered through online tutorials that students complete in
their own time with support from their workplace managers; this is complemented by face-to-face tuition. The experience to date has been very positive and through continuous reviews the programme is being further enhanced. Partnerships between Education and Industry are vital if we are to provide the best possible learning experience for students and ultimately develop the best possible talent for the UK travel sector. TUI’s large work-based learning programme, sponsored by the LSC, offers Apprenticeships and Advanced Apprenticeships in Travel & Tourism that genuinely lead to career success.TUI also offers 14-year old students the opportunity to complete work experience placements over 1 or 2 weeks.Those that enjoy the placements are invited to apply to join the Apprenticeship programme when they are ready to leave school. A key initiative is the push for teachers and lecturers to complete industry placements and gain a real understanding of industry needs.TUI has engaged directly with HE to organise placement opportunities.Through this activity the education system can truly provide the education experience that will ensure the student is fully aware of, and equipped with, the knowledge and skills they will require to take up their first role without the need to complete a development programme.
Andy Smyth | Accredited Programmes Manager | TUI
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Studying tourism in the UK From an overseas’ student’s perspective ‘We are all excellent students and for most of us this has proved to be the greatest challenge of our academic careers so far.The MA is an intense and challenging course. It’s like being in an F1 car! The speed of things can be both exciting as well as overwhelming.’ They say the first sentence is the hardest! Yes, I perfectly agree, especially when it comes to describing the experience of being a foreign student studying a masters program (MA Tourism Management) in London with the University of Westminster. Our class comprises 24 students and most of the group were foreign except for one student from London, the one from Northern Ireland. My other classmates came from all over the world; US (2 students), Italy (3), Island (1), India (2), Uganda (1), Malaysia (1), Azerbaijan (1), and Saint Kitts(1); however almost half are from Eastern Europe: the Czech Republic (1), Poland (2), Bulgaria (5), Belarus (1), and Romania (1– that’s me!!!).
Why study in London? This will be different for everyone. For me it was the experience and challenge of a different education system and studying in an international environment. I also believed the experience would enhance my CV, and help me to acquire new skills. I was very curious about the experience and in many ways it was a dream come true because I have been studying English since I was 7, and am very interested in English history, literature and lifestyle, and I have always wanted to come and see what it is all about.
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As for my fellow students, I believe their reasons were somewhat similar, but I can say that we are all the very best that our countries have to offer! We are all excellent students and for most of us this has proved to be the greatest challenge of our academic careers so far. The MA is an intense and challenging course. It’s like being in an F1 car! The speed of things can be both exciting as well as overwhelming!
Why MA Tourism Management? Romania is quite limited in tourism; the focus is more on hospitality, travel agencies, accommodation and catering. I chose this course because it promised a different perspective on tourism. My favorite modules, Policy and Planning, Urban Tourism and Business Tourism, all offered new knowledge and challenged my Romanian perception of tourism. My interest was especially captured by destination marketing, a concept unheard of in my country, and by having the opportunity of an internship with TourEast London (the Destination Marketing Organisation for East London) as well as an elective choice of module (I chose Destination and Venue Management, which is also taught on the MA Conference and Events Management programme), I was able to gain both theoretical knowledge and practical
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experience in this field. Events and exhibitions also captured my interest and thanks to Flo at the Tourism Society I was able to help out at some of their events which helped me to better understand the events sector. I also volunteered for ACE (Association for Conferences and Events) where I gained practical experience of being on a stand at different trade shows. These experiences have all been great fun, as well as important learning curves.
What I take with me from this experience? I take with me a year full of quality memories of people, places and events. I also take the knowledge and skills that I have been working so hard to acquire. After graduation I would like to find a job where I can make good use of my research skills and I am looking forward to my PhD studies. P.S. I would like to thank all the people that have been so kind to me: Flo and Lindsey; professors Robert Maitland, Rob Davidson and Lynn Minnaert; Mary Tebje and Wendy Tang from TourEast London, and Joy Montmorency from ACE; as well as all my fellow students and friends. A big thank you to you all! Claudia Sima |MA Tourism Management, Full-Time 2007/08 |University of Westminster, School of Architecture and the Built Environment, Centre for Tourism
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Continual professional development A CPD Programme for Destination Managers ‘TMI’s CPD programme aims to increase the professionalism of the destination management sector, and recognition of that professionalism among employing organisations. Once established, the TMI professional qualification should be part of recruitment specifications for destination management posts.’ The Tourism Management Institute, (TMI), the professional association for destination managers, draws members from national, regional, sub regional and local destination management organisations. In an increasingly turbulent sector, continuing professional development (CPD) is key to maintaining competitiveness, both from the perspective of individual members and their destinations. TMI members predominantly work in public sector tourism, which has changed dramatically in recent years. In many areas, the local authority tourism officer has been replaced by the chief executive of a strategic, sub regional partnership whose remit goes beyond local tourism development and promotion. The resulting increased emphasis on strategic working and partnerships needs leadership and excellence at management level. Securing this succession of highly competent destination management professionals requires a dual approach: I Allowing senior/middle managers to build on existing skills, knowledge and experience I Offering new entrants a thorough grounding in all aspects of destination management The Institute has therefore made development and delivery of CPD services to and for its members a core activity. Already recognised as providing high quality annual events (TMI Convention and Hot Topic conferences), TMI will deliver a CPD programme to enable members and those entering destination management to acquire, develop and hone their skills and
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Cathy Guthrie PhD FTMI FTS | Hon Secretary | Tourism Management Institute
knowledge. The key components of the TMI CPD programme are: I TMI Postgraduate Certificate, Diploma and eventual Masters degree in Destination Management. Developed in partnership with Leeds Metropolitan, Bournemouth and Lancaster Universities, this will be launched in October, with the first module delivered from January 2009. I TMI Accreditation scheme for recognising existing university degree courses which meet TMI criteria as being relevant to destination management. I Online CPD resources through the TMI web site: a personal CPD log, training needs analysis tool, CPD information, book lists and links to useful resources I CPD Newsletter Allocation of CPD hours against attendance at TMI and other approved events, as well as for a potentially long list of other, non qualification based development activities (e.g. coaching, giving presentations, keeping up to date with the latest research, and active participation in relevant working groups). CPD is not just about qualifications, as is reflected in the types of activity TMI recognises as eligible. The programme aims to increase members’ recognition that they often engage in CPD without even realising it: whenever they coach a team member in a new area, they are developing their own skills as well; playing an active role on a committee or working group can be as much a learning experience as attending a formal course. The programme allows members to reflect on those experiences and gain
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credit for hours put in. TMI continues to draw on the invaluable experience acquired through partnership in the VocMat projects (Vocational Management Training for the European Tourism Industry, www.vocmat.com) in developing its programme, in particular its online qualifications. Where VocMat addresses the training needs of managers across Europe’s tourism industry,TMI’s programme concentrates on those of the destination management sector. Based on research carried out among European tourism managers (Guthrie 2006, 2008),VocMat developed postgraduate level modules which are delivered online through a Virtual Learning Environment. More than just a web site for accessing learning materials, the VLE allows participants to interact through discussion boards and scheduled and informal online chat sessions. TMI will incorporate these features in the VLE associated with its new Professional Postgraduate qualifications. TMI’s CPD programme aims to increase the professionalism of the destination management sector, and recognition of that professionalism among employing organisations. Once established, the TMI professional qualification should be part of recruitment specifications for destination management posts. The TMI CPD programme should, therefore, result in a larger pool of professional destination managers and a greater understanding of destination management issues among related sectors.
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Institute of Hospitality Work-based Qualifications, Development Certificates and Employer Training Programmes New unitised awards offered by the Institute of Hospitality are now available as nationally accredited, work-based qualifications leading to management careers with progression pathways providing relevant awards for all levels of experience.The awards form part of the Sector Skills Strategy for People 1st and are: Introductory (Level 2) – Business Skills Certificate (HLT): Providing an introduction to the industry, learners are able to choose pathways relevant to their business and managers who wish to revisit topics or catch up on industry issues and practice are supported. Intermediate (Level 3) – Certificate in Management (HLT): Designed to support first-line managers or consolidate prev-
ious learning, this builds on, and updates, the manager’s knowledge and strengthens operational management skills. Advanced (Level 4) – Diploma in Management (HL)T: Built on the key concepts of strategic management, this qualification supports those wishing to further develop their skills in line with career progression, whilst ensuring thorough, professional management training. In addition, there are short courses leading to the award of an Institute of Hospitality Development Certificate. Flexibility in learner and delivery method are key to the new qualifications and up to 50% of an award may be achieved through accredited learning from other providers. The Institute is also engaging
with a number of employers to look at ways that employer training programmes can be accommodated within the new qualifications.This complements the work of the Employer Recognition Programme that the government established through the Qualifications and Curriculum Authority (QCA).The Institute currently offers an Endorsement Scheme for company training programmes and it is anticipated that this will eventually enable mapping to take place against units within the qualifications. All this work will become increasingly relevant from September 2008 when the Qualifications and Credit Framework is launched replacing the existing National Qualifications Framework in 2010. Kathryn Benzine | Director of Professional Development | Institute of Hospitality
Academy of Food and Wine License to Work case study: Medorie Mecurio Sixteen days into her first position in the hospitality industry, 26-year old Medorie Mecurio has her sights set on a management position in a London restaurant. Following a few months of unemployment, Medorie completed the Academy of Food & Wine’s (www.acfws.org) two-week Licence to Work (L2W™) programme in London and is working as a waitress at the luxury Renaissance Chancery Court London. London-born Medorie says “I went to the presentations to find out about the course. It covered lots in two weeks including personal appearance, service, and communications. In fact customer service was an important section as
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service is as important as the food in ensuring a happy customer experience”. “Having completed the course I find that not many of the trainees I am working with know as much as I do, so I have a real advantage. I would advise anyone thinking about completing the L2W™ course to be open minded about what it might lead to”. The L2W™ in Hospitality Service programme has been developed by the Academy of Food & Wine to improve the quality of newcomers into the industry, particularly with the recruitment of staff that will be necessary for the Olympics in 2012.The Academy is also looking to make this programme a recognised qualification and hopes to be
able to add units from different hospitality sectors such as culinary, bar, concierge and front office. This entry level programme is 60 hours and covers food & wine service, customer care, health, safety, food hygiene and interpersonal skills. Successful candidates receive a food hygiene certificate, health and safety certificate and a certificate endorsed by the Academy. Each successful candidate is also guaranteed an interview from key employers in the industry who have signed up to the Academy’s ACE (Academy Centres of training Excellence) programme.
Sophie Roberts-Brown | General Manager | Academy of Food and Wine Quarter 3 Issue 137 Autumn 2008
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Tourism Society Annual Conference 2008 ‘Making emerging markets pay’ ‘Surprisingly though, the emerging market tide at the conference never came in to wash away all our comfortable preconceptions about established markets, and in fact wider underlying issues began to come across from the majority of participants: visa cost and procedures being high on the agenda, along with climate change. ‘ According to statistics emerging markets are set to change the way the UK tourist industry operates, putting in question the markets that we currently rely on within the next 10 years.The tourism society conference, hosted by the World of Glass in St. Helens, boasted representatives from international, national and regional tourism as well as famed writers such as Hilary Bradt MBE, all attending to debate this issue. The conference was preceded by the AGM and an excellent dinner at the prestigious Knowsley Hall, hosted by the North West Development Agency (NWDA), where Tourism Society President Lord Thurso MP, during his after dinner speech, complemented the high quality of service and food. Neil Scales OBE, Chief Executive and Director General at Merseytravel set the scene by discussing the importance of quality and efficient public transport systems when targeting emerging and in particular overseas markets in the face of carbon footprint and climate change concerns. Neil used Merseytravel, the Merseyside Partnership and the Commission for Integrated Transport case studies to articulate his argument, highlighting linguistic skills, ease of purchase and integrated solutions as the key to success.
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The foundations for these markets need to be laid and Geoffrey Lipman from UNWTO made it clear that the developing areas of Russia, India and China will have a significant impact on the future. China has around 1.6 billion internal travellers on a daily basis which signifies that we will soon see the worlds 4th largest external travelling population dramatically increase. Geoffrey went on to emphasise that 1.6 billion is also the projected number of international travellers by 2020. Another statistic he asked the conference delegates to remember was the 8% average growth rate of emerging and LDC markets over the past decade, before highlighting to everyone the importance of tourism as a force for change and citing 70% as the level of economic impact that tourism plays in the export services of the world's poorest countries. David Edwards,VisitBritain, emphasised the potential yet to be realised from the UK’s established markets which include Spain, Italy and the USA when the "Best Prospects Model" is applied which analyses 68 markets against a set of 29 criteria.The emerging markets are actually placed further down the scale; India is 4th, China and Russia joint 14th and Brazil and Turkey joint 29th.The industry is constantly moving and new sectors
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within UK and global society will also have a profound effect on travel patterns in the future. In fact the need for extensive preparation was clear right down to regional levels and as James Berresford of the NWDA was keen to point out, only through close multi-agency collaboration could the potential markets be maximised and turn the promising forecasts into real economy boosting trade. He highlighted tactics such as the use of high profile "Attack Brands" and extensive research into each emerging market targeted. Adam Bates of Brighton and Hove City Council demonstrated how they are already engaging with emerging market sectors such as foreign language schools and international university students, suggesting that the model for making Britain a 'desired destination' is already developing as UK destinations undergo extensive cultural metamorphosis. Surprisingly though, the emerging market tide at the conference never came in to wash away all our comfortable preconceptions about established markets, and in fact wider underlying issues began to come across from the majority of participants: visa cost and procedures being high on the agenda, along with climate change.
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‘It was unanimously agreed that perceptions about the UK clearly need to be changed before it can expand its offering, while the product and the “British welcome” need a major review.’
In tackling emerging markets, perceptions of the UK as a destination raised many concerns and cut across the discussion: As a nation had tourism taken a backseat to other priorities, forcing us to remain static? Of particular importance to the two experts from the business travel sector, Giselle Ripkin, (MD at Delegate Management Systems) and Richard Lovell,(formerly of Carlson Wagonlit Travel), who compared inbound and outbound travel within the BRIC countries, was the perceived cost of the UK in relation to the real costs in the emerging markets such as India. This session was sponsored by Business Travel PR firm Davies Tanner. The debate moved away from the temptation of new markets and the consensus remained to dedicate a large proportion of time and resources to developing established ones. It was unanimously agreed that perceptions about the UK clearly need to be changed before it can expand its offering, while the product and the “British welcome” need a major review. The theme of national collaboration and preparation between all companies, departments, tourist organisations and the general public remained crucial to the debates as the day progressed, and the parallels between the opportunities offered by emerging markets and the tourism potential for the upcoming Olympics soon became clear thanks to two stimulating presentations by Sandie Dawe MBE, (Director of Communications,VisitBritain) and Sally Chatterjee, (Deputy Chief Executive,Visit London). They both highlighted that there is a lot of work to be done in the UK before the country can truly benefit from the lead up and the legacy of the 2012
games. This session was chaired by the Tourism Society's corporate sponsor, Lloyds TSB Cardnet's Kevin Coles, who added fuel to both the emerging markets and the Olympic debate, notably bringing to the fore the 900 million cards active in China, most of which are currently incompatible with UK transaction facilities. The Olympic Games, as always, brought energy and enthusiasm to the conference and the session closed the day leaving all present with plenty to consider, but on a definite high and looking forward to the potential future of UK tourism. Alison Cryer FTS, chairman of the Tourism Society summarised: “World tourism is at a cross-roads and the UK is well placed to take advantage of the new era. “There is clearly a lot we must do to ensure that the UK remains a global must-see destination. The 2012 Olympics provides us with an
opportunity to re-establish the UK on the world stage and we need to work together to improve the offering we provide to ensure that through events such as this, emerging and current markets pay.” For presentations and write-ups on each session see www.tourismsociety.org, where your comments to continue the debate are very welcome.
‘World tourism is at a cross-roads and the UK is well placed to take advantage of the new era.There is clearly a lot we must do to ensure that the UK remains a global must-see destination.’ Greg Dawson | Representation Plus
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Book Reviews Destination Marketing: an integrated marketing communication approach Youth Travel Matters Greg Richards UNWTO, 2008 110 Pages Youth travel, as all commercial operators are aware, has been in recent years. It was always unfortunate that several authorities, including UNWTO, played down its significance for so long (in spite of robust research in Australia and Switzerland that gave emphasis to its importance), and dismissed such travellers as low budget back-packers. It is good to see that UNWTO has now supported this very timely report so as to highlight some of the very important statistical evidence which champions a change of attitude.The report identifies many of the volume and value benefits (in both monetary and social terms) that youth travel brings, and sets out to try and profile the different types of youth traveller. The report provides some very informative statistical information, and should go some way to changing the perception of youth markets as low revenue or immature. It is unfortunate that in their review of market niches the report does not explore more fully the opportunities presented by the high value market of young professionals (they would consider themselves part of a youth-orientated market up to the age of 30 and beyond) who work in highly paying industries on fixed term contracts.The number of young bankers, IT specialists, and other city-type workers who take time off between contracts (and spend their bonuses..?) to enjoy foreign travel, is now highly significant, and is often influenced by their student and gap year travel. Very often new trends in domestic and international travel first appear in the youth markets, and this report provides a very effective analysis of the customer base and demographics. I can recommend that the report be on the reading list for all operators who either cater to these markets now, or want to attract them as they mature. Roger Withers FTS | Senior Partner | The Tourism Partnership
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Cruising in the Global Economy: Profits, Pleasure and Work at Sea Christine B N Chin Ashgate, 2008 ISBN: 978-0-7546-7242-5 184 Pages This text is one in a series entitled The International Political Economy of New Regionalisms, and must be judged in that light.The content is essentially a macro-economic study of the influence of the cruise business on global economies, and it deals in particular with the ways in which leading cruise lines, operating under flags of convenience, maximise profits by exploiting their economic strengths, both in negotiations with developing countries’ ports of call and in recruiting staff from the international labour market. However, the text also includes some useful insights into the sociology of shipboard labour, and the passenger-seafarer interface. In doing so, it reveals the rich vein of research material now becoming available through the explosion in on-line chat sites aimed at the cruising market. Disappointingly, it has little to say about the micro-economics of the sector, and any detail of operational costs, route planning or other such issues must await a further text.The subject matter is confined to ocean cruising, at the expense of short-sea voyages or river cruising, neither of which, for some reason, seem to receive the attention they deserve from academic researchers. The convoluted language does not always make for easy reading, and the book is best directed towards students working at more advanced levels, although much of the content could usefully be adopted by lecturers teaching elements of many tourism business syllabuses ranging from business operations to human resource management.The reality of life on board ship on occasion makes grim reading, offering an insight into the dark side of passenger ship operations with which all teachers of tourism should become familiar.The lack of texts relating to passenger ship operations makes this alone a good enough reason to welcome this book as a valuable addition to any academic tourism library. Chris Holloway FTS | Former Professor of Tourism Management | UWE
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Steven Pike Butterworth Heinemann, 2008 ISBN: 978-0-7506-8649-5 369 Pages There is no doubting the importance of effective marketing in today’s increasingly competitive tourism world, an importance reinforced by the present difficult economic climate. Steven Pike makes the case for marketing cogently and convincingly in a book which, in addition to setting the contexts for marketing, gives clear practical advice from strategy to image, positioning to distribution and public relations to disaster management. The appeal of the book to a wide audience will lie in the two strands that provide the basis of Pike’s approach. First, he looks critically at the inherent challenges associated with marketing multifaceted places in continually changing and fragmented markets. Second, he presents a practical and theoretical evidence base that bridges the gap between the world of hard nosed practice and detached academia. In taking this approach Dr Pike takes a broad view of the need to move the perspective from promotion through selling and simple marketing to what he calls ‘societal marketing’. This leads to a proactive interest in stewardship of the destination’s resources, which include social, cultural and environmental dimensions. In other words to a destination management approach, although Pike prefers to stay with the word Marketing rather than Management for the ‘M’ in the DMO acronym. He argues that not only does societal marketing embrace the broader agenda, but from a purely practical perspective ‘marketing’ is more likely to appeal to those who hold the purse strings! However, there is a missed opportunity in not taking the sustainability issues inherent in good destination management further within the marketing perspective: the reader will look in vain in the index for words like climate change, carbon emissions, environmental capacity and sustainable transport. These are matters that a societal approach should address more fully. Marketing is vital, and as the author argues, it is much more than promotion and judging success by the head-count alone. Brian Human FTS | Independent Consultant
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Global Tourism Higher Education, Past, Present and Future
Sport, Recreation & Tourism Event Management Cheryl Mallen and Lorne J Adams Butterworth Heinemann, 2008 ISBN: 978-0-7506-8477-7 248 Pages This book has a distinctive North American bias, not surprising when the authors are both academics at Brock University, Ontario. Those seeking a text book on tourism event management will find that the text predominately covers sports events, although tourism events are also given some coverage. A number of examples are given, including the Olympic Games, which indicates that the authors are more focussed on hallmark and mega events..The theories presented could be applied to smaller events, but it is unlikely that those organisers of small scale events will get much practical advice from the book. The book starts with chapters on concepts and then progresses to planning, evaluation and bidding.The early chapters are predominantly theoretical, but as the book progresses, there is more practical advice offered to compliment the theory.There is a set of questions after each chapter to check understanding. One of the chapters covers the role of volunteers in some depth, including their role at the 2002 Commonwealth Games in Manchester.This is an essential aspect of event management that is often overlooked in other text books. Another chapter includes sampling and surveys for event evaluation and gives clear advice and examples, although this type of sampling is more likely to appeal to organisers of larger events (with larger budgets) than those of smaller events. The book is aimed at higher education students, and would be of limited value to levels 2 and 3. For those students in HE seeking an in-depth text book on event management, this would compliment other publications, and give a North American flavour to their research. Mike Dods MTS | Programme Manager | Leeds Park Lane College
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Cathy H.C. Hsu, PhD The Haworth Hospitality Press, 2005 ISBN: 978-0-7890-3282-9 267 Pages This publication explores, examines and evaluates higher education provision in tourism management in eleven tourism destinations. It is presented as a compilation of papers which provide a comprehensive overview of the historical development, present situation and future direction of travel and tourism education in each destination. Various authors provide a comprehensive and comparable analysis of each destination. Case studies provide a profile of a country, group of countries or region. For example The British Isles case study traces the historical development of tourism management education, the culture of sponsoring institutions, and the overall educational and tourism framework Whilst educators from many countries have experienced the diversity of tourism and so on, it is recognised that this is due to the multi-disciplinary nature of tourism education, different organisational structures of various institutions, and unique government education policies and practices around the world. With a strong focus on the need for HE institutions to match the expectations of today’s tourism industry, students and educators, it highlights the importance of collaboration between educational institutions and the industry. It is particularly relevant in light of our increasingly international student profile, in addressing students’ perspectives of educational programmes, the need to prepare students for work, the internationalisation of tourism education programmes, and the drive to meet pedagogic, professional and personal needs of a global student population. It concludes that imposed national structural modifications on tourism programmes could constrain industry needs, the difficulties facing education providers to take an instrumental role in creating common parameters for programmes across national boundaries and fragmented tourism policies that exist in tourism education. It is easy for readers to follow.This is a good teaching and learning resource with a focus on research. It offers educators and students an informative view of the development and future of tourism education worldwide. Colette O’Brien MTS | Lecturer | Canterbury Christ Church University
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Managing Visitor Attractions: new directions 2nd edition Alan Fyall, Brian Garrod, Anna Leask, Stephen Wanhill Butterworth Heinemann, 2008 ISBN: 978-0-7506-8545-0 346 Pages This book, first published in 2003, became a standard as the collection of articles gathered by Fyall, Garrod and Leask set out to help attractions of all kinds and sizes build their businesses by understanding how to cope with the variables and vagaries of the tourism industry and survive through the 21st century. This second edition, with new co-editor Wanhill, offers a similar mix of insights from authoritative contributors drawn from leading universities and practitioners across the world, demonstrating a truly global perspective. Where it justifies its repeated sub-title of ‘new directions’ is in looking at life after the hype of the Millennium and big Lottery funding and in the shadow of global warming, not to mention the current rumbles of recession; a life where sustainability is a universal problem. Those attractions which have held their own, says Tim Smit in his foreword, are likely to have strengthened their storytelling and focused on attracting repeat visits, citing Chester Zoo and Dynamic Earth among other leading examples. Grouped into four sections including marketing and development, the contributors pull no punches. Leask, for example, examining the nature and role of visitor attractions, concludes that the growing diversity of stakeholder involvement in any given attraction could contribute to its downfall unless managers can address the potential conflicts of interest and consonant pressures. Various contributors are at pains to stress the current overprovision in some areas and sound a warning lest imagination and political pressures lead to the visitor base being spread too thinly for businesses to be sustainable.Throughout, contributors offer case studies and tools to make managing these problems less hit-and-miss. In summary, this is a book that offers authoritative information on the sector along with practical help and inspiration to those labouring at the coal-face. Polly Larner FTS | Director | Polly Larner Promotions
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Tourism consultants network Just what do you do ...? ‘The message is very simple. We are all part of a great industry which is critical to the economy of Britain plc.’ A common occurrence, in the 1950’s (so I hear) was for a child to ask “Daddy, what did you do in the war?” While this phrase has long gone from our lexicon, I am reminded of it when I say that I am a tourism consultant.This inevitably provokes questions. Are you a travel agent? … a tour operator? Are you promoting tourism to the UK? More management-orientated concepts rarely come to mind. It is difficult to define a tourism consultant. We have so many specialisations, and the type of work we do can vary tremendously. In the last year, my own company has handled a wide range of contracts. A value chain analysis for an Indian Ocean destination; appraising an investment proposal for a new hotel chain; proposing a framework for establishing concessions in a National Park, were just a few of our activities. We know colleagues have been involved with just as disparate a portfolio of work. There appears to be little pattern between these activities, and it is easy to see why outsiders get confused. This creates for us as tourism consultants a problem of visibility and recognition… within the mind of the public and the media; in the attitude of central authorities; and occasionally within the Tourism Society itself. David Curtis-Brignell FTS said: "The message is very simple. We are all part of a great industry which is critical to the economy of Britain plc”. However, if we take the attitude of Government as one
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Roger Withers FTS | Senior Partner | The Tourism Partnership
challenge, it has been an uphill struggle to get domestic and incoming tourism recognised as a major industry and as an invisible export, a significant earner of foreign exchange. Getting the Government to recognise the work undertaken by UK tourism consultancy companies, many of whom are creating visible exports, is like climbing Mount Everest. The Government of the 1990’s did make an effort to encourage exports in the “creative industries”. For a time, tourism services (where they put consultancies) were included in this initiative, and a welcome change of attitude became apparent. Support agencies such as UKTI, Business Link, and Commercial Officers abroad became interested in what UK tourism consultants were doing. Unfortunately, this did not last.The crucial tourism sector team at UKTI disappeared in a restructuring and, as DCMS did not recognise this sub-sector, little support is now apparent. Embassies have been told that tourism services are not a priority, and no longer warrant support. Industries such as Aerospace and Agriculture lobby much harder than tourism because the companies are larger, better organised and, more importantly, can justify their claim with detailed statistics on their value and the
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revenues they generate. We recognise that this has always been a failing of the tourism business services sector; firstly, as we don’t register our work or contracts with anyone, there is no central source detailing our activities; secondly, a significant number of people (including members of the TS) may work in companies (like architects, contractors or accountants) where tourism is not their core business. All these enterprises, as part of their work at home and overseas, can stimulate opportunities for UK equipment and non-tourism suppliers. For example, UK higher education is an important part of the tourism services we export. As an industry, and as the Society, and as the Tourism Consultants Network (TCN), raising our profile, and stimulating a better general recognition, must be our priority. If we want to be recognised we must work more closely, and get our message over at every opportunity.The TCN now needs ideas, building on current initiatives, to lead such a programme.This also means that all Society members offering consultancy services should belong to the TCN. For further details contact Chris Wikeley FTS at chriswikeley@qualitycounts.f9.co.uk.
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Membership News As you can see, the list of industry professionals joining the Society is growing. A special welcome to the Oman Tourist Office for joining as a new corporate member and taking our total to ten – a new Society record! Thank you to those that completed the recent membership survey; the results will be published later in the year. Some of the results have already been used to put together the journal forward features list for 2009; subjects include the Future of Tourism and the Changing Structure of the Industry;Tourism’s Footprint; the Tourism Economic Environment and New Tourism Technology. Download the full details from the member website pages. We have also recently introduced a number of new membership discounts including two from new members: 10% off travel insurance thanks to Darryl Helliwell and discounted international calls from Ross Sampson. Your continued support is greatly appreciated. Flo Powell MTS | Executive Director| flo@tourismsociety.org
Events calendar SEPTEMBER 23rd Olympics:The future for Yorkshire Dean Court Hotel,York 24th Tour of Buckingham Palace & Afternoon Tea at the Rubens Hotel, London OCTOBER
From the chairman’s desk With the recent news of Zoom, XL and now K&S failing to cope with the current economic climate plus the news of Alitalia’s financial woes the situation for tourism looks unstable.VisitBritain reported recently that: ‘For the first time in a number of years the decline in visitor numbers from the developed world was not offset by growth in numbers from emerging markets. As a result, international visitor numbers fell by 150,000 to 32.6 million in 2007. This instability will result in more people entering a competitive jobs market and therefore qualifications and training become even more important. In response to this the Tourism Society is developing its offering to members to include a free service for members to upload their CVs onto the Society website in addition to the current job vacancy alert service. Don’t forget that many members have found new business contacts and future employers at Society events and with so many to choose from this Autumn/Winter we look forward to seeing you soon! Alison Cryer FTS | Chairman | The Tourism Society
www.tourismsociety.org
1st Tourism & the British Coastline The Royal Geographical Society, London tbc Theatres and Destinations, Edinburgh 16th Tourism & Events Management:The British Marketplace University of Surrey, Guildford 23rd Annual Dinner House of Commons, London 30th Tourism & Climate Change: International Perspectives, Oxford Brookes University, Oxford NOVEMBER 3rd Annual Media Masterclass with TravMedia, Copthorne Tara, London 10th Tourism Question Time: Achieving the 2012 Legacy WTM Platinum Suite 4, Excel Centre, London 13th Tourism CPD Seminar WTM North Gallery Room 7, Excel Centre, London tbc Tourism Careers and Opportunities, Glasgow tbc Changing Role of the Public Sector, Stirling
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Membership News Upgrade to Fellow Congratulations to: Richard Voase FTS University of Lincoln Andy Tordoff FTS Yorkshire Forward
Welcome New Fellows David Edwards FTS VisitBritain T: 020 8563 3051 E: david.edwards@visitbritain.org W: www.visitbritain.org David Weston FTS Bed & Breakfast Association T: 01935 815252 E: david@bandbassociation.org Alexander Salussolia FTS Glendola Leisure Limited T: 020 8385 4500 E: alexs@afgc.co.uk W: www.glendola.co.uk
Gold Corporate Members Katie Fenton MTS Oman Tourist Office T: 020 88774524 E: oman@representationplus.co.uk W: www.omantourism.gov Nicola Cutler MTS Oman Tourist Office T: 020 88774524 E: oman@representationplus.co.uk W: www.omantourism.gov
Welcome New Members Tim Beddoe MTS Visit Wales T: 02920 475265 E: tim.beddoe@wales.gsi.gov.uk Jill Britton MTS Britton McGrath Associates T: 0207 917 2737 E: jill@brittonmcgrath.co.uk W: www.brittonmcgrath.co.uk Alistair Bruce MTS Carrier Direct Marketing T: 01271 336009 E: ali@carrierdirectmarketing.co.uk W: www.carrierdirectmarketing.co.uk Bob Carter MTS Carrier Direct Marketing T: 01271 336000
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E: bob@carrierdirectmarketing.co.uk W: www.carrierdirectmarketing.co.uk David Clarke MTS Best Western Hotels T: 01904 695404 E: david.clarke@bestwestern.co.uk W: www.bestwestern.co.uk Brenda Dearn MTS Sandwell Education Business Partnership T: 0121 569 2353 E: brenda_dearn@sandwell.gov.uk W: www.sandwellebp.co.uk Simon Dunn MTS YoYo Bar & Restaurant T: 01274 599880 E: info@yoyocafebarandrestaurant.com W:www.yoyocafebarandrestaurant.com Brenda Edwards MTS Caves of Barbados Ltd T: +246 4386640 E: brendaedwards52@yahoo.com W: www.harrisonscave.com Jean-Marc Flambert MTS Your Tourism Partner E: jeanmarc.flambert@btinternet.com W: www.makingwavesintourism.com Andrea Harding MTS New Vision Group Ltd E: andrea.harding@newmedia.co.uk W: www.newvisiongroup.co.uk Stephen Hyde MTS Westminster Kingsway College T: 0207 802 8360 E: stephen.hyde@westking.ac.uk W: www.westking.ac.uk Philippa Harris MTS Take One Media T: 01233 211 411 E: philippa.harris@takeonemedia. co.uk Darryl Helliwell Travel Insurance Facilities Ltd T: 0870 620 5000 E: darryl.helliwell@tif-plc.co.uk W: www.tif-plc.co.uk James Kennell University of Greenwich T: 020 8331 9053 E: j.s.kennell@gre.ac.uk W: www.gre.ac.uk Bärbel Kirchner MTS Global Progessive Synergy Ltd T: 020 77887454 E: bkirchner@global-progressivesynergy.com W: www.global-progressivesynergy.com
Chi Sum Li Tyche Group Ltd T: +852 3718 0319 E: csli_hkyahoo.com.hk W: www.tyche-group.com
T: +31355771027 E: rsampson@bruincommunications. com Cindy Tee MTS Sedgmoor District Council T: 01278 435402 E: cindy.tee@sedgemoor.gov.uk W: www.sedgemoor.gov.uk
Shuna Marr MTS Napier University T: 0131 455 4403 E: s.marr@napier.ac.uk W: www.napier.ac.uk Michael McCormick MTS VisitBritain T: 020 8563 3055 E: michael.mccormick@visitbritain.org W: www.visitbritain.com Nancy McGrath MTS Britton McGrath Associates T: 0207 917 2737 E: nancy@brittonmcgrath.co.uk W: www.brittonmcgrath.co.uk
Richard Morley MTS Merchant Cash Express Ltd T: 0203 1707891 E:richard.morley@merchantcashexpres s.co.uk W: www.merchantcashexpress.co.uk Georgios Papageorgiou MTS The Alpine Centre T: +30 210 89 83 022 E: gpapageorgiou@alpine.edu.gr W: www.alpine.edu.gr
Ches Riches MTS Mid Suffolk District Council T: 01449 724637 E: ches.riches@midsuffolk.gov.uk W: www.midsuffolk.gov.uk Ian Rippin MTS Optima Value Group T: 0131 272 2704 E: ian.rippin@optimavalue.com W: www.optimavalue.com Karen Roebuck MTS Tourism South East T: 02380 625400 E: kroebuck@tourismse.com W: www.tourismse.com Ross Sampson MTS Bruin Communications
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Stephanie Wait MTS Visit Wales T: 02920 475352 E: stephanie.wait@wales.gsi. gov.uk W: www.visitwales.co.uk David Wildmore MTS E: d.wildmore@btinternet.com
Larry Mogelonsky MTS LMA Communications Inc T: +416 440 2500 E: lmogel@lma.net W: www.lma.ca
Angela Powell MTS Equalities and Human Rights Commission T: 01926 401426 E: social_301@hotmail.com
Eirlys Thomas MTS Visit Wales T: 02920 475244 E: eirlys.thomas@wales.gsi.gov.uk W: www.visitwales.co.uk
Vicki Whittingstall MTS Fenland District Council T: 01945 427129 E: vwhittingstall@fenland. gov.uk W: www.fenland.gov.uk Vicki Wolf MTS ABTA – The Travel Association T: 020 7307 1916 E: vwolf@abta.com W: www.abta.com
Students Mark Bass University College Birmingham E: mbass@hotmail.co.uk Yvonne Bostrom Bournemouth University E: yvonnebostrom@gmail.com Kalliopi Dimarchou University of Surrey E: kalliopi_dim@hotmail.com Anastasia Mariussen Oxford Brookes University E: mariussen.anastasia@gmail.com Diyana Stanoeva University of Nottingham E: digna85@abv.bg Adam Tumelty University College Birmingham E: adamtumelty@hotmail.co.uk Xiaohe Yang University of Surrey E: craneyang2@hotmail.com
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