It's all about partnership, Naturally by Visit East of England

It’s all about partnership Naturally & PARTNERS

It’s all about partnership | 3

The beginning… formed out of a desire for collaboration

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Foreword Visit East of England was launched in the Spring of 2019 with the intention of overcoming a complaint from VisitBritain and VisitEngland that they only heard ‘white noise’ from our region.

By Dr Andy Wood OBE Chairman, Visit East of England

At the launch event, Patricia Yates, now Chief Executive of VisitBritain, told the assembled guests that if we could speak with one collective voice, we would be listened to by the national tourism bodies, and they would be able to work with us.

At its core VEE was formed out of a desire for collaboration across Suffolk and Norfolk and ending fragmentation. It was not to create a hierarchy, to compete or replicate. Tourism management must be bottom up.

6 | It’s all about partnership | The beginning | Foreword

VEE is here to support the collective ambitions and objectives of local authorities and destination management organisations (DMOs), and the real stars of our tourism firmament, the private sector businesses who make our industry. It is here to amplify local messages and provide added value. The visitor economy is driven primarily by private sector investment, but local authority engagement and interaction, not least planning, as well as public sector investment in infrastructure, primarily connectivity, are crucial to growing the sector. Local authorities also control key tourism assets, from car parks and beaches to museums, trails and parks. Working with partners, VEE looks to provide a strategic and management lead. Previously Visit East Anglia, VEE proved its worth during the COVID-19 pandemic, when it provided a much-needed platform of information and resource for tourism businesses. VEE also established a coalition of DMOs and, with the New Anglia LEP, a Visitor Economy Group of local authorities. This was the first time all the DMOs and local authorities had worked together to a common goal.

Among VEE’s actions during COVID-19 were: A dedicated website page with daily updates on Government briefings and support packages as they affected the sector, supported by our social media channels. This was much appreciated by business. Being the regional conduit for VisitEngland to local DMOs and businesses. Regular consumer sentiment surveys and business confidence monitors. Personal letters from myself as VEE Chairman to MPs lobbying on issues such as financial support, continued reduction on VAT and extending furlough arrangements. Twice inviting the Tourism Minister Nigel Huddleston to come and speak to local tourism businesses. Producing a Tourism Recovery Plan than segued into a Tourism Action Plan and, later, our Destination Development Plan. Working with the DMO coalition to successfully bid for £425,000 from two national marketing funding streams, Escape The Everyday and Enjoy Summer Safely, to promote our new Unexplored England brand.

Andy Wood at Adnams, Southwold with Tourism Minister Nigel Huddleston and head brewer Fergus Fitzgerald

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We were given the largest awards of any bids from those two pots, being told by the Department for Culture, Media and Sport that ‘we can’t argue with 14 DMOs working together’. Indeed, VEE Executive Director Pete Waters was awarded an MBE in The Queen’s Birthday Honours List 2021 for ‘Services to Tourism during COVID-19’, a representation of the collaborative work of all the DMOs and local authorities during that dark time. The landscape has improved since then, but it is still challenging. There is still much work to do to get our sector back to pre-COVID-19 levels and flourishing again. I believe we can do that. If we continue to work in partnership, across Suffolk and Norfolk.

8 | It’s all about partnership | The future

The future… all about Local Visitor Economy Partnerships Local Visitor Economy Partnerships (LVEPs) are the key outcome of the 2021 independent review of Destination Management Organisations, in which VEE was cited as an example of good practice for partnership working with local authorities and DMOs. The review outlined a new national portfolio of strategic and high-performing LVEPs to support collaborative working locally and nationally on shared priorities and targets to grow the local visitor economy. As tourism and hospitality is the largest industry sector and biggest employer, Suffolk and Norfolk should have an ambition to become an accredited LVEP, through Visit East of England & Partners.

Since its launch in 2019, VEE has worked successfully with VisitEngland and VisitBritain, but in future only accredited LVEPs will get support from the national tourist organisations and be able to bid into national funding opportunities. In the last six months many major tourism destinations in the country, including Cornwall, Yorkshire, Kent and Cumbria, have been made accredited LVEPs, following the initial pilot scheme set up between Visits Durham and Northumberland with the Newcastle Gateshead Initiative in the North East. Without an LVEP in Suffolk and Norfolk, all the partnership working of the last four years will be lost and we will forfeit our seat at the national table again.

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In the past six years, Visit East of England has successfully bid for £720,000 of funds to promote Suffolk and Norfolk. In the future, only LVEPs will get support from the national tourist organisations.

10 | It’s all about partnership | The now

The now… Visit East of England, what we are and what we do The purpose of Visit East of England is to work in partnership to grow the visitor economy of our region. We want more footfall of domestic and international visitors, year-round. We want to convert day trippers to stay visitors, and encourage more and longer breaks bringing more value to the industry. VEE is a private sector, not for profit limited company that is the region’s visitor economy conduit to the Department for Culture, Media and Sport and the national tourism organisations VisitBritain and VisitEngland. Chaired by Adnams’ Chief Executive Dr Andy Wood OBE, the current VEE board includes representatives of rail operator Greater Anglia, Stansted

Airport, VisitEngland, Norfolk County Council, Suffolk Growth and the Suffolk & Norfolk Culture Board. It receives no core funding, but marketing funds from local authorities in Suffolk and Norfolk have helped facilitate a coalition of DMOs that promote the two counties to a domestic audience through Visits Suffolk and Norfolk and international audience through Visit East of England. This ongoing project is the first time all Suffolk and Norfolk DMOs and local authorities have worked together. The collaborative approach has been acclaimed at a national level. VisitBritain Chairman Nick de Bois said at last year’s VEE & Partners Visitor Economy Conference that the approach was ‘trailblazing’.

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The visitor economy is worth a combined £5.5bn a year in Suffolk and Norfolk and employs around 75,000 people. This equates to about 17% of all employment, considerably more in coastal areas. The sector also supports thousands more jobs in retail, food production, culture and transport. Ultimately, our objective, working in partnership, is to develop a yearround visitor economy, changing the misconceived narrative that the sector is ‘seasonal, low-skilled and low-paid’. We want it to be year-round, well-skilled and well-paid. Collectively, we want to spread demand seasonally and geographically and raise the overall tide of tourism towards the high-water mark of Summer. That will give businesses the confidence to invest in their staff and their product.

Right: Then-Norfolk County Council leader Andrew Proctor, VisitBritain Chairman Nick de Bois, VEE Chairman Andy Wood and Suffolk County Council leader Matthew Hicks at last year’s VEE Conference at The Hold, Ipswich

12 | It’s all about partnership | The now

Visit East of England doesn’t replicate the excellent work done by local destination organisations and authorities. It amplifies that work and provides added value.

VEE established the Visitor Economy Skills Group. Led by West Suffolk College, the group successfully bid to the European Social Fund for £1.8m for its Visitor Economy Network Initiative.

VEE has a long-standing partnership with the Suffolk and Norfolk Culture Board, which helped fund a new VEE website in 2019 with culture and arts ‘front and centre’.

Every tourism and tourism-related business can have a free listing on the Visit East of England website. This means VEE has a business database of 6,700 contacts, allowing us to communicate regularly with the industry through informative e-newsletters, including business surveys. Its database is shared between Visit East of England, Visit Suffolk and Visit Norfolk, with consumer surveys conducted when required.

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VEE successfully bid for £720,000 of national funds for marketing activities Anglia is GREAT, The Friendly Invasion, Unexplored England – Enjoy Summer Safely and Unexplored England – Escape the Everyday.

The VEE website hosts the Head East campaign, highlighting the crosssector collaborative work, sending out a monthly culture and arts newsletter.

BEACHES ARE

Seaside art, Europe’s only end-of-pier theatre, the largest seal colony in England, beach huts, amusement arcades and the world’s largest mammoth skeleton. What will you discover on East Anglia’s coast? Maggi Hambling’s Scallop Aldeburgh

www.visiteastofengland.com/dutch

VEE authored a Destination Development Plan in Autumn 2022. A new iteration is being planned for a bid to become an accredited LVEP.

COAST IS

& PARTNERS

Anglia is GEWELDIG voor het verkennen

VISIT

EAST ANGLIA THE VISITOR WEBSITE FOR

THE EAST OF ENGLAND

Where’s this in Anglia? Visit www.eastofengland.com

Anglia’s

Miles and miles of unspoilt sandy beaches and breathtaking sunsets. Part of the free outdoor entertainment when you visit East Anglia. Beach huts Wells-next-the-Sea

What’s Next

www.visiteastofengland.com/dutch

for exploring

VEE supports and promotes national initiatives such as Know Before You Go and We’re Good To Go.

14 | It’s all about partnership | The now

VEE works with sub-national transport body Transport East on emerging strategies.

Following VEE’s intervention to VisitBritain on example locations for their consumer sentiment survey, the East of England rose to the second most popular English destination after the South-West. Before they were third from bottom out of 12.

To support the regional Tourism Awards, VEE encouraged the organisers to use similar categories and the same judging criteria as the VisitEngland Awards for Excellence. This has meant that our regional winners go forward to the national finals, where this year we saw three overall winners – Watatunga Wildlife Reserve, Thorington Outdoor Theatre and Piglets B&B.

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From left: Travel Trade Executive Helen Cutting; Web Executive Holly Oakland; and tour operators arrive in the region with Greater Anglia on a VEE & Partners familiarisation trip

Travel Trade, taking the East to the world As members of UK Inbound, VEE & Partners are developing a Travel Trade strategy. With VisitBritain we have arranged online and face-to-face Taking England To The World workshops. In March we brought 12 international tour operators on a familiarisation trip, including stays at The Maid’s Head Hotel, Norwich and Bedford Lodge, Newmarket. Recently our Travel Trade Executive Helen Cutting represented Suffolk and Norfolk at VisitBritain’s Destination Britain North America Trade Event in San Francisco where she presented to more than 40 buyers. Discover Newmarket’s Tracey Harding was our representative at the UK Inbound conference in Belfast. We will be attending the Britain and Ireland Marketplace event in London in January and British Travel & Tourism Show at the NEC in March.

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16 | It’s all about partnership | The brand

The brand, Naturally

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A £100k ‘Naturally’ digital campaign was launched in July and is on-going through the Autumn. It promotes destinations through individual blogs, highlighting the region’s wide range of places to stay, visit and see as well as things to do. It encourages using public transport and Active Travel.

Working with our partners, VEE has developed a place brand called ‘Naturally’ which can be applied across all our coastal, countryside and urban destinations. ‘Naturally’ answers the need for an overarching offer to domestic and international visitors, with strong, cohesive messages, values and a visual identity which weave together our distinctive world-class location as a collective. Local destinations will continue to market their strengths, but ‘Naturally’ is a longterm solution that chimes with strategic objectives, specifically overcoming the main barrier to productivity – not having a constant level of demand year-round. ‘Naturally’ promotes Suffolk and Norfolk as counties that welcome all people and supports the two counties’ ambitions to be the most sustainable tourist destinations in the UK, both environmentally and economically.

‘Naturally’ has been designed to work for all our destinations, whether coast, countryside or urban

‘Naturally’ is being used to coordinate and amplify our region’s overall offer, not replace any existing brands or campaigns, and came about after extensive consultation with local authorities and DMOs. After a competitive tender, Norwich-based agency The Click were chosen to develop ‘Naturally’. Inclusivity and accessibility will be included in future marketing activity.

18 | It’s all about partnership | The brand

We’re Naturally: East of all your expectations Where are we? We’re East, Naturally East of queues to get to Cornwall, climb Snowdon, or look at the Lakes. East of dirty diesel trains, East of needing to drive, East of all the motorways. And we’re East of high rises and higher prices, of sunbathing like sardines, and of “wilderness” where everyone and their dog has shown up too. But if you’re staring up at our offshore wind farms, you know you’ve gone a little too far. We’re the ones with open skies, open doors and open minds. Where it’s big, broad and biodiverse. Where you can get away, get outside, get perspective. Where higgledy-piggledy cities and towns are packed with rich history, indie gems, and fantastic festivals. Where food is fished and farmed a pebble’s throw from the place you pick for lunch. And where coming to visit means you can’t help coming back for more. We’re home to rare breeds, seals, and electric eels. Home to horse-racing, sunrise chasing, and bracing coastal walks. Home to outstanding beauty as far as the eye can see. And you, for as long as you choose to stay.

Who are we? We’re greater than the sum of our destinations. Naturally is the places, organisations and businesses that make the East what it is – the reasons people visit and the ones they don’t know about yet. We’re as different and diverse as the landscape we cherish – from pioneering rural estates and transport providers to medieval cities, sweeping coastlines, and a national park. What unites us is our respect for the region, our passion for providing incredible visitor experiences, and our determination to protect it for future generations.

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How do we behave?

Lovingly. We take care of what we’ve got and the people who come to see it. Our visitors are always welcome, and we want them to feel it. Our unique landscape is unspoiled, and we plan for it to stay that way.

Awesomely. We find awe in the ordinary. We let our built and natural delights take the lead – showcasing the best of what the East has to offer. No smoke, no mirrors, just lots of space and plenty of surprises.

Sustainably.

Exceptionally.

Straightforwardly.

We want to be one of the leading destinations for sustainable tourism – both for our visitors and the people who live and work here. That means thinking differently, acting boldly, and treading lightly all year round.

Our restaurants are making headlines, our beaches are Blue Flag, and our stays are second to none. From luxury city escapes to budget bucket-and-spade adventures, quality is rooted across the region.

Getting here and getting around is easy, and that’s how we like it. We want to take the effort out of our experiences for every visitor, however they choose to travel and wherever they’re from.

20 | It’s all about partnership | The Friendly Invasion project

Masters of the Air, thanks to VEE and VisitBritain Were it not for Visit East of England and its successful bid for its Friendly Invasion project to VisitBritain’s Discover England Fund (DEF), a $275m mini-series from Tom Hanks’ and Steven Spielberg’s production companies may not have happened. The nine-part Masters of the Air, based on the eponymous book by Don Miller and about the World War II Eighth Air Force bomb groups based mainly in Norfolk and Suffolk, will be streamed by Apple TV+ in January 2024… but it very nearly didn’t happen. The third and last in a trilogy, Masters of the Air follows on from HBO series Band of Brothers and The Pacific. Despite innumerable awards for the first two, HBO decided not to finance Masters of the Air. Screenwriter John Orloff had been primed to write the series.

In late 2016, as part of the £220k DEF Friendly Invasion project, VEE, then Visit East Anglia, were able to bring to the region Don Miller, John Orloff, and from Tom Hanks’ Playtone, executive producer Kirk Saduski. The Friendly Invasion project manager Ann Steward and Executive Director Pete Waters guided the group around the region, visiting memorial museums such as Thorpe Abbotts and Horham as well as The American Cemetery at Madingley. They spoke passionately at The Friendly Invasion launch at Imperial War Museum Duxford. The three went back to the US, reinvigorated to make Masters of the Air happen. Soon afterwards, Apple TV+ came on board with finance and filming took place on a purpose-built set in Oxfordshire in Autumn 2021 before post-production in California.

From top: Scriptwriter John Orloff, Masters of the Air author Don Miller and Playtone executive Kirk Saduski; Friendly Invasion project manager Ann Steward

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‘Although filming didn’t happen here, you will see and hear our villages and town names mentioned in the series,’ said Pete Waters. ‘It is entirely our story, about the young servicemen who were here in Norfolk and Suffolk between 1942-45, their military activity to rid Europe of Nazi tyranny, but importantly also about their interaction with local people. We own this story.’ ‘They brought with them peanut butter, donuts, chewing gum, Coca Cola and lots more,’ said Ann Steward. ‘And took back with them tens of thousands of wives and girlfriends!’ ‘Myself, John Orloff and Don Miller came over to East Anglia at the invitation of Pete Waters and Ann Steward, toured the bases and had a spectacular time. The people were lovely, gracious and we were all struck by the enduring interest and passion that people in East Anglia

have for the Eighth Air Force,’ said Kirk Saduski. ‘It was a real learning experience for us.’ An hour-long documentary, The Friendly Invasion, will accompany the series. ‘It focuses on the relationship between the Yanks and the Brits, the two cultures,’ said Kirk. ‘It’s a love story.’ When Band of Brothers aired 20 years ago, Normandy Tourism reported a 40% uplift in North American visitors. Today on the D-Day beaches there is an eco-system of museums, memorials, hotels and restaurants providing visitors with a memorable experience. And the Emmy-winning series is still showing on Netflix so there is a long tail to the tourism opportunity. A second Friendly Invasion, of tourists, courtesy of Masters of the Air, would be of huge value to the visitor economy.

Images from the Apple TV+ Masters of the Air mini-series

22 | It’s all about partnership | The VENI project

Skilling up, for a year round visitor economy VEE has been a key player in the Visitor Economy Network Initiative (VENI), a project that’s changing the perception of the visitor economy and challenging the idea that there aren’t good careers in the sector.

The European Social Fund contributed £1.8m to the project, with a further £1.8m of match funding from local partners, not least Visit East of England.

It has aimed to rewrite the narrative that the sector is seasonal, low-skilled and low-paid and demonstrate the myriad of exciting opportunities to be found in the industry.

The visitor economy is about much more than waiting on tables while you wait to get a better job. The visitor economy has so many entry points and there are so few barriers to joining. A positive attitude, a great work ethic and the willingness to learn and progress are all that are needed.

It is an industry collaboration project, led by West Suffolk College and VEE, to help develop skills for the visitor economy and supporting businesses in the sector so they can make better use of skills provision in the region.

With such a wide-ranging local economy, there are many exciting opportunities for work. And the visitor economy has a reputation for promoting people into management roles faster than in other sectors.

Over the course of the past two years it has brought educators and SMEs closer together to help create opportunities for young people to develop work-ready skills and participate in, and learn more about, their local visitor economy.

The visitor economy is gaining a reputation for flexible working, as well as part-time and seasonal options. And employers are increasingly willing to invest in staff training and allow time for outside study. After all this is the people sector!

By Andrew Wheeler Executive Director Curriculum Initiatives and European Programmes, Eastern Education Group

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And customers take notice when an employee says this is a great place to work! Of course, good customer service is a huge part of any job in the visitor economy but that doesn’t mean that you have to be outgoing and an extrovert. There are plenty of jobs behind the customer facing roles. Chefs, planners, administration, accountants, and computing specialists are just some of the opportunities available. There are roles within the public sector as well as the private sector and most will lead an enthusiastic hard worker on to their first management role and beyond. So the visitor economy can also offer a fast track into management. We are always looking for people who show initiative, can think on their feet and are great team players. The right person with the right attitude could be managing a business in hospitality by the time they are twenty-five or have responsibilities as head keeper in a zoo. And, of course, practically every role within the industry sector is transferable and for those that want to explore the world what better work experience to pack in your suitcase! The VENI project is one of many initiatives promoting opportunities in the visitor economy. It is worth exploring further, looking a little closer and

digging below the surface to find a job that can take you to the top! You’ll see it is ‘a place with space for ambition’. VENI funding ends this December, but we hope its spirit will live on, and I would welcome the opportunity to talk to local authorities and educators about how we can continue this much-needed work.

VENI

24 | It’s all about partnership | The county brands

The county brands, Visit Suffolk and Visit Norfolk We have managed the two county brands since 2012, promoting the overall tourism story and its constituent parts. Destinations are symbiotic, with visitors spending time moving around regardless of local authority geographies. Someone visiting Bury St Edmunds may well go to the National Horseracing Museum in Newmarket. Someone on holiday on the Norfolk coast may well take a day boat on the Broads. The role of Visits Suffolk and Norfolk is to support the local destinations – they in turn support the marketing for the counties and region. The sum of the tourism parts is stronger than the individual components. There are two strong county brands that promote Suffolk and Norfolk’s year-round visitor offering.

This is done through: Increasing website audiences Growing social media followers Growing consumer databases to communicate with regular e-newsletters Delivering successful marketing campaigns Investing in new photography and films Running competitions Handling press enquiries – we refer to local DMOs where possible so they get the benefit Delivering market intelligence so we know the Volume and Value of the sector.

Visit Suffolk 2022

Visit Norfolk 2022

407,000

689,154

1,100,000

1,688,343

Users

page views

52.3k

social media followers

31k

e-newsletter subscribers

Users

page views

75.5k

social media followers

60k

e-newsletter subscribers

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Reach new customers first We are not a membership organisation to ensure we do not compete with local DMOs. However, we offer paid-for listings as well as advertising and sponsorship opportunities to deliver commercial revenue. The Visits Suffolk and Norfolk websites point the potential visitor in the right direction for whatever type of holiday or short break they might want. They are the perfect environment for businesses to reach an audience interested in visiting Suffolk and Norfolk and wanting to know where they can stay, what events are taking places, what attractions they can go to, and where they can eat and drink. We also offer a free ‘book now’ button on listings to encourage visitors to book directly rather than through Online Travel Agents (OTAs) who charge high commission rates. This helps keep more money in the local economy.

For most people thinking of visiting Suffolk or Norfolk, the county website will be their first online exposure to the destination – and the opportunity for businesses to reach them while they are planning their trip.

26 | It’s all about partnership | The county brands

There’s nowhere like

Norfolk

The e-magazine from Visit Norfolk Summer 2023

There’s nowhere like

Norfolk

The e-magazine from Visit Norfolk Winter 2022/23

e to er ... the plac wint ce lebrate

There’s nowhere like

Business Development Executive Laura Munnings

Why advertise? visitsuffolk.com and visitnorfolk.co.uk are the county’s official visitor websites They are ranked first on Google for the counties and many more search terms Online commission-free bookability Control your listing with our data stewards Promotion through the website, blogs, e-newsletters, e-magazines, social and other media.

There’s nowhere like

SUFFOLK The e-magazine from Visit Suffolk Summer 2023

SUFFOLK

The e-magazine from Visit Suffolk Winter/Spring 2022/23

We publish regular consumer e-magazines

How much does advertising cost? Gold listings start from just £175 and just £75 for a basic listing with no website or email click-through. All listings are for twelve months and subject to VAT. Display advertising can be purchased on a monthly basis, or with discounts for longer. Email laura@visiteastofengland.com The visitsuffolk.com and visitnorfolk.co.uk websites help introduce the superb destinations in the two counties

Why are there so many DMOs? It’s all down to the knowledge of potential visitors. If you’re an international tourist, you might look at the bit that sticks out of the right-hand side of the UK and wonder what’s there. They’ll find Visit East of England. If you’re in the British Isles and know that Norfolk and Suffolk are the coastal bits that stick out but are not sure what’s in there, you’re going to VisitDestination Suffolk and Visit Norfolk. Development Plan If you know wherePartners you’re going, then you’ll visit the local destination website.

& PARTNERS

It's all about partnership, Naturally

Articles inside

The county brands, Visit Suffolk and Visit Norfolk

Skilling up, for a year round visitor economy

Masters of the Air, thanks to VEE and VisitBritain

How do we behave?

We’re Naturally: East of all your expectations

The brand, Naturally

EAST OF ENGLANDTRAVEL TRADE

Travel Trade, taking the East to the world

The now… Visit East of England, what we are and what we do

The future… all about Local Visitor Economy Partnerships

Foreword