Destination March / April 2012 by Script Media

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Issue 45 March/April 2012 £2.75

UK tourism ‘buoyant’ as records fall By Christina Eccles EXPERTS have claimed 2011 was a record breaking year for UK tourism, with figures showing a three per cent rise in overseas visitor numbers compared with 2010. According to national tourism agency VisitBritain, 30.6m overseas visitors came to the UK in 2011, with records being broken in terms of both visitor numbers and spend. Visitors last year spent £17.8b – up five per cent on 2010 – and pointing towards an average spend of £580 per visit – a two per cent increase on the previous record. Just under 12m overseas residents chose to come to Britain for a holiday in 2011, with growth in arrivals particularly strong in the first three quarters of the year from countries including Australia, the USA, Italy, the Netherlands and Brazil. VisitBritain’s director of strategy and communications Patricia Yates said: “As we look back on a positive 2011 for both holiday visits and spend, we want to make sure we capitalise on these gains by helping boost jobs across the country and create a lasting tourism legacy for many years to come. “We have had three straight years

of declining arrival figures, so for 2011 to show a return to growth, with 800,000 more overseas visitors coming to Britain than was the case in 2010. “These visitors spent almost £18bn while they were here in Britain, which is a five per cent increase and a record contribution to the economy.” Figures also showed arrivals from North America increased by four per cent, the highest levels seen since 2008, but European markets have largely remained the same from 2010, with just a one per cent increase over the year. Patricia added: “For the very first time we welcomed around 12m holiday visitors to the UK and we are encouraged that along with vital long-term growth markets helping our positive return, that the number of visitors coming to Britain from North America has risen. “This is significant as we earn very nearly twice as much from US visitors than we do from any other source market.” What do you think? Send your comments to ce@whpl.net, contact us on 01226 734463 or tweet us @DUKmag

Carlisle is happiest place to live in UK

Television presenter Christine Bleakley was among the guests at a star-studded event celebrating Northern Ireland’s tourism industry. The evening at London’s St James’s Palace was organised by Tourism Ireland and saw Northern Irish celebrities turn out to support their home country by inviting the world to visit in 2012 and join in with a packed special events programme. Van Morrison headlined the occasion, which was compered by TV presenter Eamonn Holmes and attended by famous faces including comedian Patrick Kielty and news anchor Dermot Murnaghan.

CARLISLE has been named as the happiest place to live in the UK, according to a survey by property company Rightmove. The city came out on top in the Happy at Home survey, which questioned 25,000 people about their level of contentment on everything from the size, value and decor of their homes, the safety of their area, how friendly their neighbours are and the quality of their local amenities. Managing director of Cumbria Tourism Ian Stephens said: “This news means that the secret is out of the bag. Those in the know always knew that Carlisle was a great place to live, this survey just confirms that. The city has so much to offer, a vibrant music scene, a great university, a wealth of restaurants and places to stay, a burgeoning arts scene and simply stunning countryside, which includes beautiful woodland, the Solway Coast, the rolling Pennine and Caldbeck fells.”

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Entertainment news in Centrestage starting on Page 11 Prince Charles chats to Script group editor Judith Halkerston and managing director Michael Hewitt.

The day that Destination UK welcomed a Prince ... By Christina Eccles DESTINATION UK recently had its first Royal visitor when Prince Charles visited us and met the team behind the number one magazine for the UK’s travel and tourism industry. His Royal Highness met managing director Michael Hewitt, group editor Judith Halkerston and sales director Tony Barry who showed him our portfolio of magazines as well as new technology associated with Script Media’s corporate video division. Digital media producer Simon Rodman demonstrated some of the techniques used, including green screen, to produce broadcast quality videos. Judith also spoke to him about Script Events and the company’s design and print service. She said: “It was a real honour for us to welcome the Prince to the Destination UK offices and we were all thrilled to meet him. He seemed

EDITORIAL Judith Halkerston group editor 01226 734639 jhalkerston@whpl.net Christina Eccles reporter 01226 734463 ce@whpl.net Dominic Musgrave reporter 01226 734407 dm@whpl.net Helen Williams reporter 01226 734694 helenw@scriptmedia.co.uk

PRODUCTION Stewart Holt – studio manager – sth@whpl.net Laura Blackburn – graphic designer lb@whpl.net ADVERTISING Andrew Loades assistant product manager 01226 734482 Tony Barry sales and marketing director 01226 734605/01226 734333 CIRCULATION Kelly Tarff 01226 734695 kt@whpl.net Fax: 01226 734477

HRH Prince Charles meets Script Media staff. genuinely interested in the work that we do and was very friendly and put everyone at ease.” Prince Charles also visited other divisions of the Acredula Group, Script’s parent company, including

the Barnsley Chronicle, Pen and Sword Books and Yorkshire Web. His tour of the wider area also included stopping off at local tourist attraction Wentworth Castle Gardens.

Campaign announced for new film VISITSCOTLAND has unveiled a new global marketing campaign centred around the release of an animated film set in the country. Disney Pixar film Brave, which has been created by the team behind box office smashes Toy Story and Finding Nemo, is set in the Scottish Highlands and features the voices of some of the country’s biggest stars including Billy Connolly and Robbie Coltrane. The campaign, in partnership with

Contacts

The Walt Disney Company Europe, Middle East and Africa, will include multi-media activities such as joint TV and cinema advertising across the UK, North America and Europe, PR opportunities, digital marketing and events including premieres and screenings. It will see Scotland’s scenery, humour and culture showcased on an unprecedented scale and will position the country on the world stage in a way not seen since

Braveheart. VisitScotland chairman Mike Cantlay said: “This is an incredible opportunity to extend the reach of VisitScotland’s marketing activity across the world. “This film will be shown in more than 70 countries across the world and will give us the opportunity to convert cinema goers into visitors in the biggest campaign VisitScotland has ever launched.”

Web: www.destination.uk.com

Exciting BOBI plans revealed by organisers EXCITING plans have been unveiled for this year’s Best of Britain and Ireland trade show, which takes place at Birmingham’s NEC on March 14-15. The show is expected to attract over 2,500 visitors – including more than 120 domestic and international hosted buyers. Highlights will include a comprehensive seminar programme and the annual Minister’s Q&A session where visitors can quiz government and industry professionals on tourism related matters. Destination UK will also be exhibiting at the show – you can find us on stand E36. For a full round up of what to watch out for, turn to our BOBI preview starting on page 20. 3

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North Liverpool under spotlight for Sea Odyssey

Easy to use software system THE Tour Booker is a purpose built powerful, flexible but easy to use booking and management software system. It can be used for tours, events, holidays – essentially anything which can be reserved over a set period of time. The system has been designed, built and sold by people who have over 20 years of experience in many areas of the tours and tourism industry. We will not baffle you with lots of technical jargon but talk in a language you will understand. How can we do this? Because we’ve been in your shoes.

We have owned and run our own tour company before, we know what you need and want from a bookings and management system. We say The Tour Booker was forged at the coal face of the tourism industry. Following the years of owning, running and having a great deal of fun doing our own tours we were lured back to manage an already well established tour company. It was here we established a dire need to improve an old, inefficient and unreliable booking system and from this The Tour Booker was born. We want every tour company to enjoy the advantages of The Tour Booker.

NORTH Liverpool will be placed under the spotlight when a spectacular outdoor event brings the city’s streets to life this spring. Sea Odyssey – presented by leading street theatre company, Royal De Luxe – is a magical story of how the human spirit triumphs over the Titanic tragedy, starring a 30 foot tall Little Girl Giant. For the first time in Liverpool’s event history, around half the action will focus on North Liverpool – with organisers hoping the project will transform this part of the city and enhance its appeal to visitors. The marionette giant will wander around areas including Stanley Park, Walton Lane, Everton and Anfield with an estimated 250,000 people expected to attend. Liverpool city council’s cabinet member for culture and tourism coun Wendy Simon said: “Sea Odyssey will be a seminal event for the city. We want the occasion to not just be a huge success for the city in April, but bring a longer lasting legacy as a result of the area being placed in such a unique spotlight.

“Tens of thousands of people visit the north end for football matches, but rarely spend any more time there, so this is the perfect opportunity to show off the area and its potential, and as a result, hopefully encourage investment. “Everton Park is a prime example of a significant city asset in close proximity to the city centre which some people, even Liverpudlians, may not be aware of – so it’s a case of highlighting these hidden gems and transforming people’s perceptions of the area. “These will be the first steps towards significant regeneration and investment and the event will prove to be a real catalyst for positive change, not just for the area, but for the entire city.” The free event takes place from April 20 to 22 and is set to be the most complex event the city council has ever staged. The full route and visited locations will not be released until a few weeks before the event, but along with North Liverpool, parts of the spectacular will also take place in the city centre.

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MPs challenged to highlight greatest tourism assets By Christina Eccles MPs across the country have been asked to nominate an attraction in their constituency which overseas tourists should visit during their trips to the UK. The challenge to the nation’s politicians is part of the tourism agency’s ‘Share Your GREAT Britain’ campaign, which is aiming to get the British public to invite their friends and relatives from around the world to visit the country this year. Several suggestions have already been made by MPs, with ideas ranging from castles, sporting venues, beaches, coastal walks and museums. All the nominations will be added to an interactive tourism map that will be unveiled at a parliamentary reception. Culture secretary Jeremy Hunt said: “This year really is THE time to come to Britain. The Olympic and Paralympic Games and the Queen’s Diamond Jubilee each offer fantastic experiences, but there is so much else going on with, quite literally, something for everyone. “I hope that everyone – and

especially my Parliamentary colleagues – grab this moment to help ensure that as many people as possible get the chance to come here and be part of it all.” Chief Executive of VisitBritain Sandie Dawe added: “With 650 electorates scattered across the country, we know there is a wonderful mix of iconic spots and hidden gems that overseas visitors should experience when here. “We are calling on each and every MP to help us highlight just some of these destinations, using their local knowledge and insight to promote the tourism assets within their constituency in a year when the eyes of the world are upon us. “Tourism is the UK’s third highest export earner and is worth over £115b to the UK economy each year, and it has enormous potential to be one of the fastest growing sectors in the years ahead. “With one in 12 jobs in the UK either directly or indirectly supported by tourism, the more overseas visitors we can encourage to come and experience all that Britain has to offer will help boost the economy and help create a greater number of jobs.”

Hilton Garden Inn has launched its newest hotel, situated in the centre of Glasgow. The former Mint Hotel has been converted following a £1m upgrade, becoming one of eight Mint Hotels across the UK to join the Hilton Worldwide portfolio. Features include a 24hour business centre, complimentary Wi-Fi internet access throughout, City Café restaurant and fully equipped gym. General manager Jamie Stevens is pictured outside the new hotel.

Brothers lend a hand THE team behind a successful online booking firm have given a small group of Scottish B&B owners a helping hand to drive new business. Glasgow-based Craig and Iain Stewart, who run a series of online accommodation booking sites, have partnered with the 50 members of the Ayrshire Bed and Breakfast Association – known as ABBA. The pair created a bespoke site for the Ayrshire owners based

around their freetobook.com software and currently have 25 properties showcasing their facilities on the site, www.ayrshirebandb.com By using the site to promote their businesses, ABBA predicts bookings could rise by around 10 per cent in the first year alone, increasing members' combined revenues by as much as £200,000 and directing visitors towards Ayr’s range of tourist attractions.

An award-winning, five-star castle is offering guests its original 1997 room rates this spring to celebrate its 15th birthday. Guests can indulge for £80 per room, per night at Augill Castle in Cumbria, with a limited 15 rooms available at the 1997 rates each week throughout March.

Group adds to its portfolio LEISUREPLEX Hotels has bought the Queens Hotel in Blackpool, taking its portfolio to 20 properties with more than 1600 bedrooms. The 107-bedroom hotel is situated on the South Promenade between Central and South Piers and just a stone’s throw from the world famous Pleasure Beach. Managing director Paul Sawbridge said: “We are delighted to have acquired this hotel which has

outstanding potential for the development of both our coach holiday and self drive businesses. “In deciding upon a Blackpool hotel, we were anxious to find one with generously sized bedrooms and public areas that would fit in with our brand standards. “The fact that the Queens is also in such a great location and has plenty of parking is a real bonus.”

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Hotels with poor websites face drop in profits By Christina Eccles Schoolchildren with museum guide Stuart Castle and Mr York the 1920s robot star of the first Rowntrees Chocolate commercials.

York stakes its claim as home of chocolate TOURISM bosses in York have celebrated the 150th anniversary of Rowntrees – and the city’s sweet history – by claiming the title of Britain’s home of chocolate. The relationship the city has with confectionery will also be marked at a series of events and attractions, including the opening of Chocolate – York’s Sweet Story and the city’s first ever chocolate festival. Chief executive of Visit York Gillian Cruddas said: “Throughout its history, York has been awarded

many different titles from the Romans, who chose Eboracum, meaning ‘place of the yew trees’, to the Vikings who named it Jorvik, meaning ‘horse bay’, and now we are claiming the city’s rightful association with chocolate. “For centuries, the confectionery industry has shaped the city and it continues to satisfy the nation’s undiminished appetite for one of our favourite indulgences. Now is the right time to tell York’s chocolate story to the world.”

Wiltshire’s attractions chosen for campaign TOURISM bosses in Wiltshire are celebrating after footage of some of the area’s most iconic attractions was chosen to appear in VisitBritain’s major new advertising campaign. Local landmarks Castle Combe and Stonehenge are featured in the £25m ‘Great’ campaign, which is designed to entice an estimated 90m people to holiday in Britain throughout 2012 and beyond. The campaign shows off what makes Britain so ‘Great’ and where the best places are to visit. VisitWiltshire CEO David Andrews said: “We worked very closely with the team at VisitBritain to ensure Wiltshire footage was included in the campaign and we’re delighted to see our b-roll footage of

Stonehenge and Castle Combe being used to such prominent and stunning effect on a global TV advertisement. “The whole of 2012 presents us with a unique opportunity to showcase our destination and to grow a sector that already contributes £1bn to our local economy each year. These advertisements will help raise awareness of Wiltshire, and our members, in 14 key international markets.” Following the success of the coverage, VisitWiltshire is now working on securing more positive broadcast coverage by creating a showreel of footage which showcases the destination.

HOTELS which fail to spend time and money on their websites face a drop in bookings and profitability, according to a new study. Researchers at the University of Portsmouth discovered customers expect a host of features on hotel websites, even when looking at small properties. The researchers specifically studied hotels in Sri Lanka, which aim to attract western business travellers, but say their findings apply broadly across the sector. Researcher Dr Alice Good said: “Hotels that rely upon web bookings are undoubtedly going to face a drop in bookings if they fail to keep pace with website design and the importance of it to customers. “There is extensive research in how poor web design impacts upon both usability and accessibility in relation to e-commerce websites, with numerous examples of companies going out of business because of poor website design. “A website is the interface – the shop window – between businesses and their customers and a poor user experience will reduce the chance of a customer committing to a business transaction. “A poorly designed website will also reduce the chances of a customer returning to the website and increase the chance that they will tell others – often through social

media – very quickly about a poor experience.” According to the study, the four key elements of good hotel website design are: Promoting good website usability, including using ‘accessible’ typefaces, easy and intuitive navigation and key information can be found within three clicks of the mouse. Providing a good user experience; should be visually pleasing and encourage users to return. Promoting trustworthiness; the website is safe and secure and ‘feels’ safe to customers. Ensuring that reservations can be made online and an email system to facilitate customer queries. Researcher Arunasalam Sambhanthan added: “Hotels, like any other business, should be prepared to spend a significant proportion of their budget on the security of their website. To far too many companies, security is an afterthought, but the issue of trustworthiness and customers’ perception of a safe site impact heavily upon e-commerce. “People quickly form impressions of web security and a website that engenders a feeling of trust will inspire customers to be more confident about booking and paying online.”

Dales’ secrets revealed

THE wonders of the Yorkshire Dales will be brought to life in a new project launched at the Dales Countryside Museum in Hawes. The museum, which is owned by the Yorkshire Dales National Park Authority, is creating an outdoor trail on the museum site to allow visitors to explore and appreciate the area’s cultural, wildlife, landscape and built heritage. It will feature the artwork of Yorkshire craftspeople and a range of points will interpret the history of the area from prehistoric times

onwards. The trail will be created over the coming months and will open in time for the summer holidays. Museum manager Fiona Rosher said: “The trail, which will be buggy and wheelchair friendly, will be a great addition to the museum and will hopefully attract new visitors, particularly families and groups. “We hope it will encourage more people to visit the Museum and will successfully promote the other attractions and businesses in and around Hawes.”

The Only Way is Essex star Mark Wright (pictured above) and Prince Harry are the male celebrities the nation most wanted to wake up next to on Valentine’s Day, according to a poll by LateRooms.com The pair both gained 19 per cent of the votes, beating off competition from boyband stars Harry Judd and Harry Styles. Model Kelly Brook took the female title, ahead of Kate and Pippa Middleton. Credit: Featureflash/Shutterstock.com

Kensington Palace

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In addition visitors to Kensington Palace will also be able to explore the newly landscaped gardens, take a break in the new café or indulge at The Orangery. The new visitor entrance gives groups and individuals the sense of arriving at court, so why not dress for the occasion! The new groups entrance allows visitors to rest on arrival (it is still a 5-10 minute walk from the coach park or underground station), ahead of exploring the palace. Also new for 2012, running from 26th March, an elegant and evocative new display of dresses worn by Diana, Princess of Wales will include items which have never been exhibited in the UK. This stylist-designed installation will form part of the permanent displays at Kensington. It will explore elements of the Princess’ style from the early 1980s onward and will include dresses by some of her favourite designers.

Following a £12m major project to transform Kensington Palace into a palace for everyone, the doors will open to groups from 26th March 2012 with two new exciting exhibitions in time for the Queen’s Diamond Jubilee. Our first permanent story will be of Queen Victoria. In her own words, her story from childhood to old age will reveal her intimate private life set against her regal role and the conflicts this caused and dedication required of her as a person. Set within the palace and in the very rooms where Victoria’s history happened, there will be many objects from her life including dresses, diaries, paintings and wedding gifts. From 24th May to 31st October, Jubilee – The View From the Crowd, will be a temporary exhibition exploring the Diamond Jubilee of Queen Victoria. In 1897 over 3 million people had converged on London in the hope of catching a glimpse of the diminutive figure that had ruled Britain and her empire for so long. View the celebrations from the perspective of the crowds who gathered to watch the Queen’s procession through the streets of London. The exhibition will draw on personal recollections to newspaper accounts, photographs and film, as well as bringing together special loan items associated with the Jubilee year.

For help and advice in organising group visits to any of the historic royal palaces, contact the groups and travel trade team on +44 (0) 20 3166 6311 or e-mail groupsandtraveltrade@hrp.org.uk. Please quote “Destination UK

March” when contacting us.

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Red carpet rolled out for stars of The Dales

ETAG chairman Robin Worsnop and MSP for Tourism and Energy Fergus Ewing were joined by Edinburgh Zoo’s new pandas.

Edinburgh plans for future with strategy launch By Christina Eccles A NEW strategy has been launched which aims to secure the continued growth and success of Edinburgh’s tourism industry between now and 2020. The strategy is a result of extensive research and consultations with tourism related businesses – including the city’s hotels and hospitality sector – and sets out a clear vision and targets for the industry to achieve over the next few years. These include: To increase the number of visits by one third from 3.27m visits to 4.39m visits, generating an additional 4.15m visitor nights, an increase of three per cent per annum. Increase the value of every visitor’s spend by 10 per cent. The target is to increase spend from £310.40 to £341.44 per visitor trip. Combined with increasing the number of visitors by a third, this will generate an additional £485m per annum by 2020. Reduce seasonality across the sector. The target is to achieve 50 per cent of the additional growth during the months of October to March and reduce the current 40:60 split in visits to 43:57 between October to March and April to September. The details were announced at the seventh annual Edinburgh Tourism Action Group conference, attended

by guests including minister for enterprise, energy and tourism, Fergus Ewing. Chair of ETAG, Robin Worsnop said: “The past 20 years have seen a remarkable transformation in the scale and nature of Edinburgh’s tourism industry and its impact on the economic, social and cultural life of the city. “Once a highly seasonal destination, dominated by leisure tourism, Edinburgh now has a rich, diverse year-round industry, with a very strong, high yield conference and meetings sector. Tourism-related employment, including the hotel and hospitality sector, has gone up from 12,000 in 1989 to 32,000 today. “One of the key priority areas identified in the strategy for Edinburgh 2020 is to ensure the ‘highest quality of visitor experience in order to maximise satisfaction, extend visitor stays and expenditure’. Developing our hotel and hospitality offering to be a major reason for visitors to choose Edinburgh will be crucial in achieving this goal, especially with repeat visits to the city accounting for approximately 50 per cent of Edinburgh’s leisure visits every year.” To implement the strategy, an Edinburgh Tourism Strategy Implementation Group will be formed, made up of key organisations from public and private sectors. Action groups will also be established to progress defined projects and areas of action.

Western Lakes star on TV TWO of the Western Lake District’s iconic valleys took centre stage in very different mainstream TV shows. Ennerdale was the focus of a recent episode of BBC One’s Countryfile, where presenter Ellie Harrison took a look at how the local community is 8

taking a new approach to conservation. Eskdale was the star of a very different show, as the valley hosted a romantic break as part of C4 programme Superscrimpers, where a couple was challenged to have a romantic night away for just £50.

MORE than 200 people attended the premiere of a new television series which focuses on life in the Yorkshire Dales. Stars of The Dales were joined by the cast from series one at Skipton's Plaza Cinema to have a sneak preview of the first two episodes, ahead of the show's return to the nation's screens. Welcome to Yorkshire – who supported the production of the new series – hosted the event to celebrate the series' return, after the first pulled in an average of 4m viewers a night. The first series, which aired in late March 2011, had a positive impact on business across the Yorkshire Dales. Self-catering holidays in the area were up 10 per cent in April 2011

year-on-year, and up 20 per cent in May 2011 on the previous year. Visitor numbers to attractions in the Yorkshire Dales and Harrogate also shot up a massive 35 per cent in April 2011, compared to the same time the previous year. Welcome to Yorkshire’s chief executive Gary Verity said: “Having the premiere at the Plaza was a fitting testament to this show, which has become something of a phenomenon. “We worked hard to encourage the series to be made because we knew how popular it would prove. We’re sure this new series will not only attract new viewers, but help raise the profile of The Dales as one of the nation’s greatest tourist destinations.”

Actress Chloe Sevigny slammed Manchester after a recent stay in the city. Credit: Featureflash/Shutterstock.com

List follows Chloe’s criticism MANCHESTER based LateRooms.com has compiled a list of the best things about the city, following comments from American actress Chloe Sevigny who said it was one of the ‘grimmest’ places she has ever visited. The list includes Manchester’s vast range of shopping opportunities, unique dining options and two popular football teams.

Offline marketing manager Lynda Matthews said: “We all love Manchester in the office, and are proud of being a home-grown Mancunian company. “Living and working here, you are never short of things to do, and have compiled a list of these for everyone to enjoy, even Chloë if she ever did want to come back!”

Olympics site launched LONDONERS with rooms to let have been urged to make the most of tourism opportunities around the upcoming Olympic Games. With more than a million visitors expected to descend on the capital this summer, Room for Travellers has created a website allowing tourists to rent spare rooms from homeowners by the night.

Founder of RoomFT Chris Ubah said: “This opportunity is too good to miss. “With the current economic climate, RoomFT makes a lot of economic sense for travellers, whether they’re looking for London accommodation during the Olympics or rooms across the globe at any time.”

Later in 2012, Henry VIII’s fabulous state apartments at Hampton Court Palace will be topped off with an impressive finale focusing on his legacy and the Tudor dynasty that succeeded him. The highlight will be the newly re-created crown of Henry VIII in the royal pew. Henry’s richly decorated imperial crown was a powerful object worn by the King but also used to crown his children as they succeeded him and his successors down to Charles I. The crown is based on detailed research into inventories of Henry’s possessions which tell us in detail how it was constructed and how and where the stones were placed in it. Sadly, the real crown no longer exists as it was destroyed by Cromwell’s government. However, the excellent Tudor records and contemporary images have enabled us to create a very accurate replica. The crown jeweller and his master craftsmen will re-create this spectacular Tudor object in silver-gilt with semi-precious or artificial stones, ensuring that it looks as spectacular and authentic as possible.

From 4th April 2012, the brand new exhibition The Wild, the Beautiful and the Damned will take place at Hampton Court Palace. This is a story about the fascination of love, glamour, celebrity, lust and power and involved some of the key characters that lived, loved and died at the palace- Charles II, James II, William III & Queen Mary II and Queen Anne from 1660-1714. Beauty was a good thing; it was a reflection of divine perfection, an indication of virtue, but it was also a good excuse to decorate private chambers with soft-core private delights! In the exotic world of the Restoration court, beauty could be exploited; women used it to command a new personal and political influence at the heart of government, but were themselves chased and abused. This temporary exhibition will be included in admission until the end of September. It will principally contain magnificent artworks to reveal the stories and scandals and will include items from the Royal Collection and other public and private collections, with a significant number not currently on display.

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Events will ‘attract first time visitors’ By Helen Williams VISITBRITAIN says the Queen’s Diamond Jubilee – along with London 2012 – should put Britain on the holiday wish list of first-time visitors from growth markets like India, Brazil, China and Russia. The UK tourist authority says the number of annual visits to Britain from India has the potential to almost double by 2020, which could result in nearly 800,000 visits a year. And there could be a higher proportion of long haul visitors who stay longer and spend more – a typical visit to Britain from India now generates £980. To entice Indian visitors to choose the UK, VisitBritain is currently promoting the destination via the India Mission 2012 campaign. A 60-second TV advert is being screened in 120 Indian cinemas, while billboards and taxis are being branded with UK promotion throughout Mumbai and Delhi. In a report, David Edwards from VisitBritain’s Insights and Statistics, said the annual Anholt GfK Nations Brand Index Survey – a way of measuring the image and reputation of nations – found visitors were enticed by the “romance” of Britain and its rich heritage., which could include the Monarchy. He added: “This concept of romance is about Britain’s rich contribution to the world of literature and art. The landscape and built heritage add to it with attractions like the possibility of spending a night in a centuries old Scottish

Sophie Conran's egg at Jumeirah Carlton Tower.

Easter comes to capital EASTER has arrived in London with artistic surprises in the shape of 200 giant handcrafted eggs. Hotels including the May Fair Hotel, The Jumeirah Carlton Tower and Jumeirah Lowndes Hotel are among those joining in the Fabergé Big Egg Hunt, devised by charities Elephant Family and Action for Children. Members of the public can hunt

The Queen’s Diamond Jubilee should be good for tourism according to VisitBritain. castle.” The UK government has a £100m marketing fund to bring in tourists over the next four years. Diamond Jubilee celebrations will generate positive public relations for Britain and create, say VisitBritain, “a lasting tourism legacy for the future” while sales of souvenirs and food and drink for street parties will boost revenue. However, some critics argue that the jubilee public holiday could cost Britain as much as £7b in lost productivity, as firms close and people take extra leave. They point to the Royal Wedding last April which critics claimed cost the UK economy £30b.

the eggs down, with the winner of the hunt getting a prize of a diamond jubilee rose gold egg worth £100,000. The eggs have been created by leading artists, designers, architects and jewellers including Bruce Oldfield, Sir Ridley Scott, Zandra Rhodes, Roger Dean and Sophie Conran.

Tourism boom beckons as bridleway links parks A NEW horse route opening up miles of safe riding paths through South Wales’ woodlands could pave the way for an equestrian tourism boom in the area. The route is about 14 miles long and links up Dare Valley Country Park, near Aberdare, with Barry Sidings Country Park, north of Pontypridd. The route, which meanders through St Gwynno and Gelliwion Forests, supports Forestry Commission Wales’s commitment to improve equestrian access and increase the provision of safe offroad horse riding, as well as bringing economic benefits to the Rhondda Cynon Taff area. Briars Bridleways helped to deliver

the project and chairman Stephanie Davies said: “This new horse route is a huge bonus to horse riders in RCF and will hugely increase the amount of safe off-road access to the fantastic countryside here. “We hope the route will also encourage equestrian tourism and will be of benefit to walkers and cyclists alike. “Briars Bridleways and the British Horse Society owe a huge thanks to Forestry Commission Wales and Groundwork Merthyr RCT for their help and support in developing the route.” Visitors can pick up leaflets and maps to help them navigate the route from local tourist information centres or access them online.

New exhibitions at Palace TWO new exhibitions at Hampton Court Palace are planned as part of the Diamond Jubilee celebrations. ‘The Wild, the Beautiful and the Damned’ tells the story of beauty, debauchery and decadent art at the late Stuart Court and runs from April 5 to September 30. The exhibition explores the lives and loves of the courtesans and libertines who lived and died in the Stuart Court during the reigns of

Charles II, James II, William III and Mary II and Anne. In the autumn, ‘Crown and Dynasty’ unveils a re-creation of Henry VIII’s Imperial crown. Destroyed after the English Civil War, the crown has been painstakingly recreated by master craftsmen from original records and paintings. It will be on permanent display in the Tudor State Apartments from October.

Royal kitchens open at Kew UNTOUCHED since Queen Charlotte’s death in 1818, Kew Palace’s royal kitchens open to groups for the first time in time for the Jubilee celebrations. Visitors can see where the food for the royal table was prepared and cooked, learn 10

about the people who worked there, and read about the variety of food served. Kew Palace opens on April 1 and for the first time the palace will welcome pre-booked groups wanting to visit out of season.

Organisers of the Cornwall Spring Flower Show are gearing up to mark the 100th anniversary of the event, which regularly attracts up to 10,000 people. Famous for showcasing some of the best examples of springtime horticultural beauty, the show is dubbed Cornwall’s answer to the Chelsea Flower Show and takes place at the historic Boconnoc estate, near Lostwithiel. This year’s show takes place on March 31 and April 1.

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Musical opens to five-star reviews

“Adam Cooper in the Gene Kelly role is sensational.” “One of the most marvellous movie musicals of all time – now bigger, bolder “The perfect and better and pick-me-up with making quite a thrillingly inventive splash at London’s choreography.” Palace Theatre.” Mail on Sunday

“This show never puts a foot wrong.” Financial Times

The Daily Express

The Daily Telegraph

Show set to be a big hit for partners

IF you are looking for a truly uplifting West End musical, then look no further than the new production of ‘Singin’ In The Rain’ which opened to rave reviews at London’s Palace Theatre this month following its critically acclaimed, sold-out run at the Chichester Festival Theatre. Short break specialist, Superbreak, has got some great value packages to see the show, including hotel accommodation starting from just £102 per person and is predicting that the show will be a hit with its travel agent partners. With all the charm, romance, comedy and glamour of one of the world’s best-loved films, Jonathan Church’s brand new production of Singin’ In The Rain features a glorious score including the classics Good Morning, Make ‘em Laugh, Moses Supposes and the legendary Singin’ in the Rain complete with iconic dance routine. Superbreak national sales manager Graham Balmforth said: “Here at Superbreak we are anticipating that this ultimate feel-good romantic comedy will be a huge seller for our travel agent partners from Lands End to John O'Groats. It has had some fantastic reviews from its soldout run in Chichester, and so now it is sure to be a real draw for visitors on a short break to London.”

Graham Balmforth Great value 3* packages available from £99.50 pp staying one night on bed and breakfast basis at the three star Royal National Hotel and including a top price saver ticket to the show. Valid Friday evenings throughout March. Based on two sharing. Luxury 4* packages available from £141pp staying one night on bed and breakfast basis at the four star Cavendish Hotel including a top price saver ticket to the show. Valid Friday evenings throughout March. Based on two sharing.

For more information and bookings call Superbreak on 0871 222 3055 or visit www.superbreak.com

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Record figures for West End WEST End theatres achieved record box office revenues in 2011, according to figures from the Society of London Theatre. Its members achieved new record sales of £528,375,874 last year, up 3.1 per cent on a like-for-like basis on 2010 and topping £500m for the third time ever. According to SOLT, the growth can be partly attributed to sell out productions, such as the new Matilda the Musical, and the continued success of traditional favourites like Les Misérables, now in its 26th year. Plays also benefited from a surge in popularity, with successful shows including Frankenstein, Much Ado About Nothing, One Man, Two Guvnors and War Horse. As a result of several weeks where some theatres were closed to install new musicals – such as the Wizard of Oz and Shrek the Musical –

overall attendance was slightly down compared to 2010, but the average attendance at each performance was up. President of the Society of London Theatre Mark Rubinstein said: “We are extremely proud that our theatres have yet again gone on to achieve another record-breaking year of sales, with many shows announcing record-breaking runs of their own. “Despite the prevailing rigours of the economic climate, theatre-goers have acted with their feet and wallets and shown just how much they value a trip to one of our worldclass shows. “We can confirm buoyant Box Office advances for 2012, a year in which we look forward to welcoming millions more national and international visitors through our theatre doors.”

September opening for theatre CENTRAL London’s first newly built theatre complex in 30 years will open to the public in September, it has been announced. St. James Theatre will include a

312 seat theatre, a studio space, brasserie and bar. The creative team are due to announce details of its first season in April.

Encore Tickets has released special group rates for new West End musical, Sweeney Todd. The show is currently on at the Adelphi Theatre and stars Michael Ball and Imelda Staunton. *Picture shows Michael Ball with Encore Tickets’ Richard Woolliss.

The Lion King keeps on dazzling NEARLY 13 years after The Lion King's acclaimed opening at London's Lyceum theatre, it is still dazzling young and old alike. Now, Disney's award-winning show will embark on its first ever UK tour, generating a wave of excitement across the country. Why so? There are many reasons. Not least of them is the unforgettable opening spectacle which introduces us to the African savannah, rich in plant and animal life, where the story of the royal lion cub, Simba, takes place. When the sun rises at the back of the stage and the giraffes enter stage right in silhouette, stalking elegantly across the backcloth, the audience is unquestionably transported. It is imbued with the spirit of the place, the beauty, the dignity and the power of life. Then, of course, there is the music. And that does not just mean the songs written by Elton John and Tim Rice for the film version of The Lion King which include the Academy awardwinning “Can You Feel The Love Tonight”. Three more were written by them for the stage show which has 15 numbers altogether and a muchexpanded score by South African composer Lebo M, throbbing with African rhythms and chants.

The show is so strong in itself, visually, musically and choreographically, that it requires no stars to carry it. But it does require nearly 50 talented performers to act, dance and sing their way to the climactic confrontation between Simba and his wicked uncle Scar at Pride Rock. The Lion King is a worldwide phenomenon, having been seen by over 65m people and with productions in every corner of the globe. It is rapturously received by capacity audiences every night, and the London production remains one of the most sought-after tickets in the West End. The Lion King opens its UK tour in Bristol on Friday August 31 2012, before opening in Manchester in December 2012. The show also continues its run at The Lyceum Theatre in London. As you can see, we are so enthusiastic about The Lion King – and for you agents it is a perfect opportunity to sell short breaks to see the show. Superbreak has great value packages starting from £77.50 per person based on two persons sharing at the 4* Ramada Bristol City Centre and budget ticket (room only), £123.50 with top price ticket and full breakfast. 13

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Theatre to host Cuban ‘ballet with attitude’ A new theatre production which focuses on the women’s land army during World War II is to tour the UK later this year. Lilies on the Land is based on letters and interviews with original land girls and charts the personal journeys of four women who signed up for the Women’s Land Army over 70 years ago. The tour calls at venues including Basingstoke Haymarket, York Theatre Royal, Yeovil Octagon and Croydon Ashcroft Theatre.

New Shrek prices and times WEST End hit Shrek the Musical has extended its appeal to families with a new pricing structure and earlier performance times. Wednesday evening performances will now start at the earlier time of 7pm, with a family ticket also available for Wednesday and

Thursday evening performances – meaning a family of four can see the show for £99 for the Upper Circle or £150 for best available seats. The production has now been seen by more than half a million people at the Theatre Royal, Drury Lane since it opened last May.

LIVE music and dancing in the streets is a way of life in Cuba – and you’ll soon be dancing in the aisles because Ballet Revolución hits London’s Sadler’s Wells theatre for the very first time this summer. An explosive fusion of ballet, contemporary dance and hip hop, Ballet Revolución is performed by a company of jaw-droppingly talented Cuban dancers and an incredible live band. And this infectiously fun show is in the West End for three weeks only, so book early for your guaranteed burst of Cuban sunshine. The company has already wowed audiences throughout Australia, with rave reviews praising their “unbridled energy, passion, athleticism and infectious joy” (Sunday Telegraph Australia) and

their “ferocious sensuality” (The Australian). The cast is made up of some of Cuba’s finest dancers, who have trained in everything from classical ballet and salsa to samba and even martial arts. Set to popular hits from Shakira, Ricky Martin, Beyoncé, Usher and many more, Ballet Revolucion creates a party atmosphere like no other – this is ballet with attitude. Behind this sensational show are Aaron Cash, a classically trained dancer who has performed alongside such greats as Mikhail Baryshnikov, and Roclan Gonzalez Chavez, one of Cuba’s most respected choreographers. Together, they’ve created a music and dance spectacular brimming with the heat and passion of Cuba.

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DESTINATIONNEWS

Notes from North America ... By Aviva Pearson, Tourism Society

Visitors will be encouraged to get up close with the animals.

Lambs due at centre for Easter weekend NEWLY-born baby animals are expected at the Rare Breeds Centre near Ashford in time for the Easter weekend. The visitor attraction will also be encouraging visitors to get up close with the new arrivals and enjoy other events including a bunny hunt and pig racing. Events and marketing manager

Nikki Sara said: “Few things in life are as cute and appealing as newborn lambs and at the Rare Breeds Centre there is a great opportunity to have a cuddle with them. Visitors can help feed them, too. “Easter lambing is always popular and when you get to hold one of them you know exactly why.”

Visit Oxfordshire launches its first gardens guide VISIT Oxfordshire has launched its first gardens guide, featuring some of the county’s most glorious gardens. Oxfordshire's gardens come in all shapes and sizes, colours and perfumes, created in different centuries for diverse purposes. Gardens featured include Stowe, constructed on a magnificent scale with more than 40 temples and monuments, wooded walks by lakes and fun play elements for children and Blenheim Palace Park,

landscaped by 'Capability' Brown. The Visit Oxfordshire Gardens Guide also contains a range of offers to encourage a first or return visit, as well as a competition to win a weekend break at an Oxfordshire Four Pillars Hotel together with two tickets to Waterperry Gardens. The brochure can be downloaded online, ordered directly from Visit Oxfordshire or picked up in Oxford Visitor Information Centre.

A LONG time ago I was lucky enough to be asked to give a speech at an LGA conference about the importance of Economic Impact Analysis within the tourism industry. I have always had a wish, which I voiced on that day, for the creation and standardisation of a nationally recognised calculation to allow for the most accurate measurement of the visitor economy within a destination, as this would allow the world to understand the actual value of tourism to that destination. One, and only one recognised calculation, that is – and it needed to be robust. In North America, the beginning of standardising this calculation for DMOs has now begun. In September 2011, the Destination Marketing Association International launched an event impact calculator, and since September, 85 DMOs have adopted the calculator, with over 140 destinations using this calculator by the end of 2012. This number will continue to grow as more DMO’s recognise the importance of a unified standard of measurement. The goal is for this calculator to become the sole means of measurement in North America, not one of many, so that apples may be compared to apples. Senior director, Research and Revenue Strategy for LA INC., The Los Angeles Convention and Visitors Bureau, Barbara Kirklighter said: “We have been anxiously awaiting the arrival of this calculator. With the aid of this terrific tool, we are now able to report key metrics to our stakeholders such as visitor spend on lodging, transportation, retail, recreation and food and beverage as well as the number of jobs specifically generated from the meetings and convention business we help bring to our city.” Developed by Tourism Economics, an Oxford Economics company, specifically for DMAI, the calculator provides DMOs with a dynamic and credible industry standard to quantify an event's full economic value in terms of direct expenditures, taxes, employment, wages and total return on investment. DMAI executive vice president/chief operating officer Victoria Isley added: “Return on investment (ROI) metrics are crucial to understanding and communicating the value of particular events and continuing to form a broad case for destination

Aviva Pearson marketing. “The Event Impact Calculator measures the economic value of an event in terms of sales, jobs, wages and taxes, and is able to compare the total value of an event to any related incentives and hosting costs for ROI. Armed with this information, DMOs are better prepared to make the case to policymakers for the ongoing development and growth of the meetings sector.” To calculate the economic impact of an event, the North American destination marketing industry has traditionally relied on national spending averages which provided a limited snapshot of the broad economic impact of events. The DMOs wanted a nationally unified model that produced results specific to the destination, using figures that would accurately reflect the value of the business and withstand scrutiny. In tandem with credibility, the DMOs wanted integration of the data input and outputs with the DMO’s CRM systems, which is being accomplished through a partnership with simpleview, America’s largest DMO CRM and technology provider. In addition, DMOs can input parameters on events and run scenarios depending on the type of event, year, industry focus and financial agreements. The calculator measures impact by source (who is spending), by industry (where is it being spent) and by economic benefit (direct spending, jobs, wages and taxes). Armed with this information, DMOs and their communities can better articulate and understand the substantial impacts events have on the economic development of their destinations.

Special rate for Leap Year HOTEL chain Premier Inn celebrated the leap year by releasing 29,000 rooms at a special rate of £29. The rooms could be booked for stays between February 29 to

March 9 and were available at the company’s hotels across the UK. Those who celebrated a birthday on that day could also enjoy a free all you can eat breakfast. 15

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DESTINATIONWORLD SHAKESPEARE FESTIVAL

World Shakespeare Festival director Deborah Shaw with the festival’s partners.

Series of events to celebrate Shakespeare’s works planned By Christina Eccles A MAJOR series of events and artistic productions are being staged this year, celebrating the works of William Shakespeare and his position as the world’s favourite playwright. Over 50 arts organisations have signed up to take part in the World Shakespeare Festival, with 1m tickets on sale for 70 productions and exhibitions taking place in venues across the UK. The festival – which is produced by the Royal Shakespeare Company with support from a number of partners – runs from April 23 to November 2012 and forms part of the London 2012 Festival, which is the culmination of the Cultural Olympiad. Highlights of the festival include a major exhibition Shakespeare: staging the world, which will take place at the British Museum and explore the world through the eyes of Shakespeare, his players and audiences in the changing world of the 17th century. RSC artistic director Michael Boyd said: “Shakespeare is no longer English property. He is the favourite playwright and artist of the whole world, and studied at school by half the world's children. “People of all races, creeds and continents have chosen to gather 16

around his work to share stories of what it is like to be human. To fall in love or fall from grace. To be subject to the abuse of power or to live with the dreams of angels in the shadow of our own mortality. “The World Shakespeare Festival celebrates this most international of artists at a time when the eyes of the world will be on London, that most international of cities, for the Olympic Games.” Festival director Deborah Shaw added: “Four years ago, we began conversations with artists, producers, educationalists and curators from across the UK and the world, to seed and shape a festival that celebrates Shakespeare and redefines what a festival can be in this era of globalisation. “Out of that rewarding dialogue has come the World Shakespeare Festival – a celebration with real heart, created in a true spirit of collaboration, with a programme which includes 23 brand new productions – 21 of which were commissioned specially for the festival. “It’s a concentration of creative energy around a shared vision which we hope will catch something of the zeitgeist, will delight audiences and inspire a whole new generation of artists.”

Newcastle’s Northern Stage has been chosen as one of the North East theatres which will play host to the World Shakespeare Festival. Audiences will be treated to some original takes on the Bard’s most famous works including Hamlet and Macbeth – with an international twist. Upcoming productions include In A Pickle, The Rest is Silence and Macbeth: Leila and Ben – A Bloody History.

Summer season to form part of festival 2012 is an exciting year for the Royal Shakespeare Company, as its summer season in Stratford-uponAvon and London forms part of the World Shakespeare Festival. Tickets are now on sale for 15 productions, including Twelfth Night, The Tempest, Much Ado About Nothing and Julius Caesar. With companies from all over the world bringing their productions, the summer season promises to be a not-to-be-missed Shakespeare celebration. Groups of eight or more can enjoy £5 off tickets (£7 off for RSC group members) on superseats and top price tickets for RSC performances, plus a half-price ticket for the group organiser. If you are planning a group trip to

Stratford-upon-Avon then the transformed theatres are worth a visit. Having undergone a four year transformation the theatre now boasts a stunning thrust stage auditorium and The Rooftop Restaurant (listed in the Good Food Guide 2012). There are also a range of theatre tours on offer, including exclusive packages for groups. Your group can combine a backstage tour with a cream tea or a trip up the theatre Tower. Tour packages start at just £180 for a group of 20. Stratford-upon-Avon and the surrounding areas make for a great day trip to quintessential England, with easy access from the M40, why not take your group on a trip to Shakespeare Country?

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The Cora Pearl Suite at The Grosvenor Hotel.

Pre-booking available for Houses of Parliament tour CONSISTENTLY one of London’s most popular summer activities, the summer opening of the Houses of Parliament is now available to prebook online or via the telephone. This year’s summer opening dates have been confirmed as July 27 to September 1, Monday to Saturday, and September 19 to October 6, Wednesday to Saturday. The 75 minute Blue Badge guided tours run throughout the day and let visitors discover the fascinating blend of history and politics within one of the most instantly recognisable buildings in the world. The tours take in the Lords and Commons Chambers plus other

highlights such as the 900-year-old Westminster Hall, the Queen’s Robing Room, the Royal Gallery, Peers’ Lobby, Central Lobby, Members’ Lobby and St Stephen’s Hall. Tickets cost £15 for adults while for OAPs, students and the armed forces they cost £10. Tickets for children under 16 are available for £6. Prices for groups of over 10 start from just £8.25 but vary depending on the time of day. Tours run from 9.15 to 16.30 each day apart from August 15, 22 and 29 of when tours run from 13.15 to 16.30.

Hotel suite to mark most famous visitor A LONDON hotel has marked the end of an 18-month restoration project with the opening of an opulent suite commemorating its most infamous visitor. The creation of Courtesan’s Boudoir – The Cora Pearl Suite celebrates a significant moment in The Grosvenor Hotel’s 150-year history, when Parisian courtesan Cora Pearl was turned away from its doors. General manager Michael Parker said: “Much of the work to restore the hotel has been in association with English Heritage. “The incredible architectural features have all been fully restored – including the gold leaf finish on the lobby’s original white marble pillars. The hotel now truly

captures the charm and grandeur of the era in which The Grosvenor Hotel first opened its doors, and we felt that to celebrate, it was fitting to mark one of the many rich stories from our history. Cora had an amazing story – rising from poverty to become one of the most notorious figures amongst the elite of her time. “The suite is perfect for anyone who would like to discover the luxury and glamour of Victorian high-society.” Guests can also enjoy a two night Cora Pearl package, which includes private check in, a personal butler, seven course dinner, rose petal bath and champagne breakfast.

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Throughout 2012, groups will get even more value for their visit when the incredible story of the Tower’s menagerie will be revealed as it is brought to life through a selection of specially commissioned animal sculptures installed around the Fortress. Wild and exotic animals were kept at the Tower for the entertainment and curiosity of the royal household and visitors for over 600 years. Kings and queens kept the extraordinary creatures as symbols of power. Visitors can discover the amazing tales of how animals were fed, watered and housed and compare how animals and prisoners were kept at the Tower. The experience will include displays along the north walk and Brick Tower where numerous interesting exhibits will be included.

The Crown Jewels will be newly presented from 29th March 2012. This new exhibition will explore the importance of the Crown Jewels to the British monarchy, the role of the Tower in protecting these treasures and the long and fascinating tradition of coronations in England. The mystique and beauty of diamonds and precious jewels in the collection have always held an unparalleled allure to visitors from across the globe. The Coronation ceremony will be the central theme of the re-presentation. The displays will examine how the royal regalia are used during the ceremony and explore the symbolism of each object. Destroyed at the Tower after the Civil War and re-made for Charles II’s coronation in 1661, the Crown Jewels signify royal authority to lead and protect the nation. The priceless collection holds some of the most legendary and extraordinary diamonds in the world. The Crown Jewels at the Tower of London are a unique working collection of royal regalia and are still used by the Queen in important national ceremonies such as the State opening of Parliament.

For help and advice in organising group visits to any of the historic royal palaces, contact the groups and travel trade team on: +44 (0) 20 3166 6311 or email: groupsandtraveltrade@hrp.org.uk. Please quote “Destination UK March” when contacting us.

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DESTINATIONBOBI PREVIEW

All systems go for travel trade event of the year THE travel trade is gearing up for the next big event in the calendar – Best of Britain and Ireland. The show takes place at the NEC in Birmingham from March 14-15, bringing together exhibitors from all parts of the UK to showcase their attractions and destinations. Returning this year is the popular minister’s question time session, which will see tourism minister John Penrose and senior tourism representatives from England, Ireland, Scotland and Wales answering questions on the industry’s biggest issues. Event director Sam Warnock said: “Exhibitor numbers are looking extremely healthy and visitor registration is ahead of this time last year, so we are expecting a real quality visitor attendance at the show. “We also have over 100 domestic hosted buyers from key travel agents, coach and tour operators and group travel organisers already signed up to attend the two days of the show. There are only limited

BOBI brings together exhibitors and visitors from all over the UK. places left and these are also going fast, so exhibitors can be assured that they will meet quality buyers that will deliver new business for them. Our international hosted buyers programme is also attracting quality overseas buyers from Europe and North America. “Visitors will also get the chance to arrange face to face meetings with the crème de la crème of

attractions, destinations, accommodation providers and industry heavy weights at the show, and in addition we have crafted an excellent two day educational seminar programme covering topics such as 2012 opportunities, how to effectively target the gay market, how to get involved in English Tourism Week, legal aspects of the tourism industry and a seminar on the new Tourism

Business Improvement Districts.” Organisers are also flying in four key travel industry professionals from North America to deliver a North American travel trade symposium, exclusively for exhibitors, on how to effectively target this important overseas marketplace. Sam added: “This free to attend event is a real added bonus for exhibitors. While this is predominantly a domestic travel trade event, many exhibitors said they felt it important that there be some international trade element to the show, hence our International Hosted Buyers programme bringing key agents and operators from Europe and North America, but also the delivery of this dedicated symposium from North American experts delivering real added-value for exhibitors. “We are delighted that Birmingham Airport is sponsoring our international programme at the show.”

Easy-breaks.com breaches 400 barrier

EASY-breaks.com is now working with well over 400 partner hotels with a spread of locations from John o’ Groats to the south coast. Much of this growth has been achieved by working with major hotel group suppliers and easybreaks.com has recently come to agreement with Thistle, MacDonald and Hilton Hotels amongst others to work with them on both trade and consumer activity. By working with these key groups, easy-breaks.com will have access to additional bedspace in the major UK cities including London, Glasgow, Manchester, Edinburgh and Birmingham as well as a number of new country locations.

Commenting on this recent expansion, director of sales Andrew Wilson said: “We’ve put a lot of time and effort into developing our business relationships with these major companies and it really has come to fruition. “Working with groups of this type gives us a huge boost as they have confidence in our ability to produce business for them. I am certain that we will be able to work well with them and look forward to a successful future. “Our drive to expand will continue throughout 2012 with many exciting new hotels and locations joining the fold.”

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‘A potentially Industry must key moment be recognised for UK tourism’ by Government By Ken Robinson, The Tourism Society

By Kurt Janson

THIS is a potentially pivotal moment for UK tourism. Less than a year after the publication of the Government Tourism Strategy, and with the continuous chant of “there is no more money” ringing in our ears, we see the launch of a major domestic television campaign to encourage the Brits to holiday at home in 2012. Using £4m found from the Olympics budget, VisitEngland has recruited some destination partners and added £1m to the pot. The TV ads are running from March 8 with big name invitations from Stephen Fry, Julie Walters, Rupert Grint and Michelle Dockery, calculated to appeal across the spectrum of potential converts, to choose staycations and UK days out instead of either escaping abroad or staying in to observe the Diamond Jubilee and Olympic spectaculars. VisitEngland has also skilfully devised a Regional Growth Fund scheme to provide around £20m over three years to tourism in the Government-defined ‘needy’ areas that lost most with the demise of the RDAs. Relatively soon after VisitBritain’s grant cuts and their enforced withdrawal from a number of promising overseas markets comes the unexpected availability of £25m from No. 10’s GREAT campaign, which VisitBritain has creatively adapted into dramatic, unmissable imagery, promoting Britain in key cities worldwide. These are big bucks, the like of which we have never before seen allocated, in addition to the annual, albeit latterly reduced, Grant in Aid. The Government, now so desperate for growth and job creation, has belatedly begun to recognise the potential that tourism offers. Interestingly, these three funding sources are one stage removed from the Treasury, who have required repeated tourism cuts. The Treasury have never accepted even the most persuasive arguments that the tourism industry has been able to muster. Domestic tourism marketing, using public funds, has been particularly targeted, as the mutually competitive expenditure persuading the Brits to choose, say, Cornwall rather than Cumbria, merely shunts money around the economy. No additionality, no net gain. But encouraging holidays within the UK rather than abroad creates massive benefit, boosting the domestic economy and tax income, and reducing the tourism balance of payments deficit. The apparent

ONE of the great problems faced by the tourism industry is that it never gets the political recognition that an industry of its size deserves. There are a range of reasons for this. For example, although there are 249,000 tourism businesses in the UK, 80 per cent of these businesses are SMEs which are hard to spot. Also, unlike other industries that tend to be concentrated in particular areas, tourism businesses are spread right across the length and breadth of the UK, in every city, town, village and hamlet, which makes the size of the industry a lot harder to see. And finally, while all other industries are defined by what they produce or sell (eg., the automotive industry, the oil industry or the retail sector) the tourism industry is defined by who the customer is. For example, a pub in Covent Garden is principally a tourism business whereas one in Dagenham is not. This also means that the pub in Covent Garden and British Airways are both tourism businesses whose fates are interlinked – which can be hard for politicians to recognise and understand. Therefore, the primary task of the tourism sector is to increase the Government’s understanding of the tourism industry so that it can gain greater political recognition. And the platform for being able to do this is to have a solid set of statistics on the volume and value of the tourism industry and its contribution to the UK economy. Which is why two recent publications have helped to significantly improve the statistical basis of the tourism industry and reveal the giant in our midst. The first is a recent publication by the Office for National Statistics on the tourism supply side economy – ie. the number of businesses and the number of people employed in the tourism sector. This study, available from the ONS website (www.ons.gov.uk), indicates that there are significantly more people and more businesses in the tourism sector that was previously thought. Apparently there are now 249,000 tourism businesses (one in 10 of all UK businesses) which employ 2.66m people. This makes tourism the UK’s third largest employer with nine per cent of the total UK workforce. The report, which is well worth reading, then goes on to examine a range of other attributes such as the geographical spread of businesses and employees and the gender and age profile of employment.

Ken Robinson conundrum of UK domestic trips and spend going up last year in increasingly tough times may well be because single longer overseas trips have been replaced by several, relatively higher spending, domestic shorter breaks. All that money saved on airport transfers and parking and taxes, and possibly car hire at destinations, funds relatively luxurious domestic trips, and still shows savings. The outbound industry protests that publically-funded domestic marketing is unfair, and that UK residents holidaying abroad also spend money with UK firms and carriers. They have a point. But staying at home does more for the national good. 2012 will be a strange year for British tourism. As John Penrose recently noted, “The really big chance for us comes after the Olympics, in 2013 and beyond.” For tourism to deliver its part of the Olympic legacy, the challenge grows after the Olympic flame departs.

Kurt Janson It highlights the fact that the tourism industry is particularly well suited to rebuilding the UK economy and for generating employment, especially in the areas where it is needed most such as in rural communities or among young school-leavers. The second publication that helps build the statistical basis for gaining greater political recognition is the new Tourism Alliance annual tourism statistics review (see the Tourism Alliance website at www.tourismalliance.com). This review brings together tourism statistics from a wide variety of sources to provide a clear, concise snapshot of the state of the industry. What this does is highlight the very good story that the industry has to tell. In 2011, inbound tourism revenue grew at over five times the rate of the UK economy as a whole while it is estimated that domestic tourism revenue will end the year 14 per cent higher than 2010. In total, this is additional expenditure in the sector of £3.8bn – enough to generate 76,000 jobs. The creation of these jobs is particularly significant when one considers that the rest of the UK economy shed over 250,000 jobs last year and that almost half of the people employed in the tourism industry are under the age of 30 – the age group with greatest level of unemployment. So, in a year that the UK, and the tourism industry, will be in the centre of the world stage with the Diamond Jubilee and the Olympics, these two publications provide a significant improvement in the statistical basis for showing Government the true size of this giant and the benefits that it provides to everyone, everywhere, everyday.

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