The official e-journal of the Tourism Society
MAY 2022, ISSUE 17
MAY 2022, ISSUE 17
The official e-journal of the Tourism Society
EDITOR'S NOTES
WHAT'S INSIDE THIS ISSUE:
June is not only the traditional start of the summer holiday season, this year it is also the commemoration of a landmark year across the UK – the Platinum Jubilee of Her Majesty Queen
DEIRDRE WELLS - UK SHARED PROSPERITY FUND
Elizabeth II. I am certain that by the time you get to read this edition of the Journal all of you will be experiencing the pageantry and colourful celebrations across the British Isles. To me, this is a wonderful way of welcoming back the tourism experience after the two-year gap that has had such a devastating effect on the airlines, the airports and the hotels. It is tragic to read of the many cancellations being planned by airlines such as Easyjet and TUI over the month. But I believe that this should make us all stronger in the end, it will allow us the time to rethink and reconsider how we can build better not necessarily bigger – build careers based on bettering the job opportunities
available;
build
better
relations
with
other
destinations to offer real and authentic experiences including those destinations across the whole United Kingdom instead of increasing a competitive environment that will simply end up in a price war. Indeed as I read through the articles in this journal I am reminded that we have committed members within the Tourism Society who know how to build better. Now is the time to “Make the UK Better” – better for the visitor and better for the broad range of stakeholders who help to make this sector strong and worth investing in. Enjoy the Summer and Build Better Now. Dr Julian Zarb.
TOM COSTLEY - TOURISM SOCIETY SCOTLAND SEMINAR TOM BUNCLE - TRAVEL IN A POST-PANDEMIC WORLD: WHAT WILL THE 'NEW NORMAL' LOOK LIKE? PART II
MAY 2022, ISSUE 17
UK SHARED PROSPERITY FUND
greater local economic impact and the development of a film friendly destination. In both of our destinations, we are also developing
By Deirdre Wells FTS, OBE, CEO of Go To Places (Visit Kent/Visit Herts).
proposals to use the visitor economy as an enabler to recurate our high-streets and to develop vibrant and sustainable places which support communities, attract inward
investment,
skilled
workers,
students
and
visitors. We are keen to see the development of a framework for sustainable places; in-depth consumer research conducted to ensure that decision-makers are informed about the different needs of communities, businesses and visitors and the development of events and “pop up” experiences in empty retail outlets which will
engage
communities
and
support
local
entrepreneurs. In terms of our consultancy practice, we have joined The UK Shared Prosperity Fund (UKSPF) is a fantastic opportunity for local authorities and the devolved administrations to create meaningful programmes for communities and really make a difference in closing the gap between the highest and lowest rated areas of the
forces
with
Smarter
Society
(who
are
experts
in
providing support to SMEs) to offer local authorities throughout the UK several services that can help to meet key UKSPF priorities of growing the private sector and restoring a sense of local pride. These services include:
UK.
Supporting visitor economy businesses to develop
Across the Go To Places family, we have thought
Working with local high street businesses to improve
and take to market new, experiential tourism ideas their
carefully about how we can help our two destinations (Kent and Hertfordshire) to ‘level up’ via the UKSPF and
proposals
for
our
local
authorities
that
include:
promoting the county as a world-class wine region and developing local skills in viticulture; working with landowners and food producers to promote agri-tourism experiences and sustainable tourism and working with transport providers to support sustainable travel and tackle the “last-mile” challenge. In Hertfordshire, we are talking to partners and local authorities about a proposal to further our aim of positioning the county as THE UK capital for film production, building on recent successes in attracting major, blockbuster productions, and new investment by Sky Studios in Hertsmere and Hollywood’s Sunset Studios in Broxbourne. We want to see the creation of a new Film Office to proactively promote film locations and world-class production facilities in Hertfordshire and build relationships with production companies, studios, location managers and local supply chains to ensure
understand
changing
consumer
communities and instil pride in the local area
valuable funding through our consultancy practice.
are currently in discussions with partners to develop
and
Running a Big Weekend campaign to re-engage
also how we can help other destinations secure this
In Kent we are keen to help grow the rural economy and
offer
requirements
Gathering
stakeholders
together
to
develop
a
destination management plan and strategy To
find
out
more
about
our
work
in
Kent
and
Hertfordshire or if you would like an informal chat about how we can support your UKSPF bid, please contact enquiries@gotoplaces.co.uk.
MAY 2022, ISSUE 17
TOURISM SOCIETY SCOTLAND SEMINAR By Tom Costley FTS, Research Consultant, on behalf of and as part of the organising committee also consisting of: Dr Ross Tinsley MTS TCN, Chair of TSS; Benjamin Carey FTS TCN, Vice Chair of TSS; Dr Roger Carter FTS TCN, TEAM Tourism Consulting; Tom Buncle FTS TCN, Yellow Railroad; & Willie Macleod, Consultant. “Tourism 2030 and Beyond: New Normal or Total Transformation?”
tribute to Lester Borley, a legendary figure in UK tourism, who sadly passed away in October 2019. Lester was the first Chief Executive of the Scottish Tourist Board, establishing the organisation following the passing of the of
Tourism
Act
in
1969.
He
was
subsequently Chief Executive of the English Tourist Board before returning to Scotland to head up the National Trust for Scotland.
of the changing tourism landscape over the last 50 years and importantly highlighted Lester’s visionary support for ensuring that the embryonic Scottish Tourist Board had a firm research and planning evidence basis to its activities. The second section of the seminar had the title “The Long View – To 2030 and Beyond”. The keynote speaker was Professor Susanne Becken who shared the New Zealand experience where the three ‘big challenges’ facing tourism’s long-term sustainability are recognised as being change,
ecosystem
degradation
and
social
inequality. In response to these challenges, a new tourism model has been proposed which moves the industry from its current position as being extractive through to sustainable then restorative with the end goal of being regenerative.
trends in travel and tourism which highlighted the uncertainties which recent events such as the war in Ukraine, the impact of inflation and rising costs generally will have on consumer demand and behaviour but also with serious supply-side implications for the industry. A number of positive factors suggesting a quick recovery in the demand for travel were identified such as pent-up from
of
heritage
and
storytelling
was
also
tourism and heritage in enriching the visitor experience as well as shining a light on colonial legacies in our heritage offerings. It was felt to be vital that a sustainable future for tourism should ensure that visitors have a better understanding of the place that they are visiting and the ways in which they can provide tangible benefits to the destination and to local people.
Future – Current Trends in the Aftermath of Covid-19” and featured speakers from a range of backgrounds providing insight on topics such as the change in consumer
behaviour
transformative
during
opportunities
the
pandemic,
presented
by
the new
technology and the ways in which tourism and hospitality education is having to adapt to trends within the industry. Kate Nicholls of UK Hospitality highlighted the many challenges facing individual businesses, including the need to adjust to a ‘just-in-time’ approach in consumers’ decision-making. It was very appropriate that the final presentation was by Malcolm
Roughead,
the
current
Chief
Executive
of
VisitScotland, who outlined his organisation’s Strategy Framework for 2030 which has responsible tourism very much as its focus, with an emphasis on the value of tourism rather than the volume of visitors.
A couple of speakers presented valuable information on
demand
subject
addressed, with speakers emphasising the need to link
The final section of the seminar had the title “Back to the
Speakers in the initial section provided a valuable review
climate
remains a significant ‘unknown’. The
The genesis of this seminar was to provide a fitting
Development
global instability, vaccine inequality and labour shortages
consumers
and
vaccine
confidence.
However, the extent to which this demand will be curtailed by negative factors such as higher travel costs,
In providing an overview of the seminar, Dr Richard Denman outlined five key points. Firstly, there will be no ‘new normal’ for tourism in the short to medium term, unless
one
accepts
that
‘normal’
involves
change.
Secondly, following the example set by Lester Borley, managing change should be based on careful scrutiny of the evidence as a basis for learning and sharing. Thirdly, it
is
increasingly
recognised
that
sustainability,
responsibility and regeneration should be central to future tourism strategies, which are agreed and implemented at all levels – national, regional and local. Fourthly, while we
MAY 2022, ISSUE 17 should
accept
a
new
need
to
travel
differently,
by country. Sadly, those destinations, particularly in
generating fewer emissions and harnessing relevant new
poorer parts of the world, whose healthcare systems are
technologies, we may not yet be fully understanding of
less robust and where vaccination rates are low, will find
how best to address these challenges and opportunities.
it harder to recover business. This will exacerbate
Finally, we should continue to place people at the centre
poverty, particularly in countries that have recently
of the industry – not only business operators and their
become disproportionately dependent on tourism as a
staff but also local communities and tourists themselves,
pillar of their economies. Having the tourism rug pulled
enhancing individual wellbeing in a sustainable future.
so abruptly from under their economy may also risk provoking internal unrest in some of these economically
There is no doubt that the hybrid audience of over 70
fragile countries, which will further delay any recovery in
(60 in-person and a further 14 on the livestream)
their visitor economy. Consequently, I believe long-haul
appreciated the opportunity to listen to the valuable
travel to less developed destinations will take longer to
insights provided by the excellent presentations and to
recover – maybe 2-3 years at least.
consider how they can take the learnings and plan for the
future
direction
and
priorities
of
their
own
businesses and organisations.
Short-haul destinations: The other side of this coin is a bonus for short-haul destinations, especially from sunstarved visitors in the northern hemisphere, who will
*Ian Taylor of Travel Weekly also provided coverage of
flock south, desperate for a vitamin D rush. So southern
the day in their weekly edition here.
Europe is likely to be a major early beneficiary of a return to travel this year.
TRAVEL IN A POST-
Staycations: Domestic destinations will also bounce back
PANDEMIC WORLD: WHAT
who want to get away but are reluctant to travel
WILL THE 'NEW NORMAL' LOOK LIKE? PART II
quickly. There will still be a sizeable number of people overseas. Continuing restrictions in other countries, plus their complexity and unpredictability, added to residual caution on health grounds, will probably provide an impetus to domestic tourism growth. So too, I hope, will many of those who discovered the delights of their own
By Tom Buncle FTS TCN, MD, Yellow Railroad
country during the pandemic, decide it remains worth exploring. Hopefully too, they will consider substituting the odd domestic break for some of those long weekends they might otherwise have taken in Europe, but which now involve so much bureaucratic hassle that they are less relaxing short break and more longsuffering delay.
So, what does this mean for destinations? Developing destinations: The pace at which this concern dwindles will depend on disease persistence and the virulence of future virus mutations. It will also depend on how
effectively
destinations
have
dealt
with
the
pandemic and their vaccination status. And it will vary