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Issue 52 May/June 2013 £2.75
Study shows a ‘mixed bag’ for tourism By Christina Eccles
2012 was a ‘mixed bag’ for English tourism, according to figures, with many businesses affected by bad weather, but tourism spend hitting an all time high. Results from the Great Britain Tourism Survey revealed Britons took 104m overnight trips in England last year, on a par with 2011, with domestic tourism spend in England growing by nine per cent to hit £19.5bn for the first time. Considering Britain as a whole, the number of domestic overnight trips taken in 2012 fell slightly by half a per cent and although figures were positive overall, many tourism businesses were affected by bad weather and the wettest year in England on record. Other key findings included: Overnight trips to both towns and cities increased, whereas trips to the countryside and seaside destinations were down slightly by two per cent. However, spend was up across all destination types. Domestic business travel also saw a boost last year, with trips up by three per cent and spend up by six per cent. The number of holiday trips was unchanged versus 2011, while the
number of trips to visit friends and relatives in England saw a one per cent drop. Brits took 1.47b day trips in England last year (a rise of 12 per cent), with spend rising by 14 per cent to £48b. Outbound figures show the number of UK residents travelling abroad was also flat in 2012, with no change in the number of trips taken compared to 2011 – indicating that concerns about a possible ‘mass exodus’ of holidaymakers abroad due to the Olympics was largely unfounded. Chief executive of VisitEngland James Berresford said: “These figures clearly show that England is still a much-loved holiday destination for millions of Britons. However, 2012 was a mixed bag for many tourism businesses, and we know that some areas of the country have felt the impact of the poor weather. “To boost domestic breaks and inspire even more people to take a holiday at home in 2013, we are working closely with Government on a £4m pan-UK integrated marketing campaign fronted by national icons, Wallace and Gromit.” For more on how Wallace and Gromit are planning to boost tourism this year, see page three.
Campaign to attract German market
Popular actress Kim Cattrall will star in Tennessee Williams’ Sweet Bird of Youth, opening in London’s West End on June 12. Best known for her role as Samantha Jones in Sex and the City, the star will play the role of fading Hollywood legend Alexandra Del Lago in the production, which is on at The Old Vic. For more on Sweet Bird of Youth and a round up of the latest theatre news, see our dedicated Centre Stage section starting on page 13. Credit: Kate Orne
VISITBRITAIN has rolled out the first phase of a new campaign with Hostelworld.com, designed to attract the German youth market. The TV advert will be shown across most major German television networks, promoting Britain as a must visitdestination. It focuses on important factors to the German market such as value and welcome, encouraging travellers to explore the UK using the Hostelworld website. VisitBritain’s marketing director Joss Croft said: “The youth market generally look for affordable accommodation with a friendly welcome and buzzing atmosphere. Britain and Hostelworld.com can deliver these aspects right across the country. The ad provides the necessary platform to target those more discerning German travellers wanting good value accommodation options when planning a trip to Britain.” CEO of Hostelworld.com Feargal Mooney added: “The TV ad will engage with a hugely influential market for both Hostelworld.com and VisitBritain which gives us the opportunity to inspire more bookings and as a consequence more visits across Britain.”
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DESTINATIONNEWS
Wallace and Gromit help launch ‘Great Adventure’ By Christina Eccles NATIONAL tourist board VisitEngland has recruited Wallace and Gromit as ‘Tourism Trailblazers’ to inspire Britons to take a holiday at home this year. The duo have pledged to make 2013 the year they take their wellearned breaks here in the UK and to kick start the holiday season are starring in a TV advert showcasing the best the country has to offer. The £4m campaign, led by VisitEngland, and supported by the home nation tourist boards of Scotland, Wales and Northern Ireland will see Wallace and Gromit take to the road on a ‘Great Adventure’, aiming to inspire Britons to book a holiday through their local travel agent. VisitEngland is also working with a number of high street travel agents and operators across the country who will be putting together British holiday packages for Wallace and Gromit and the rest of their customers. Minister for tourism Hugh Robertson said: “The first installment of the Holidays at Home campaign was a great success generating growth of £300m. “The coup of landing Wallace and Gromit for the campaign’s second push is great news. Their ad will no
EDITORIAL Judith Halkerston group editor 01226 734639 jh@scriptmedia.co.uk Christina Eccles reporter 01226 734463 ce@scriptmedia.co.uk Dominic Musgrave reporter 01226 734407 dm@scriptmedia.co.uk
PRODUCTION Stewart Holt – studio manager – sth@scriptmedia.co.uk Laura Blackburn – graphic designer lb@scriptmedia.co.uk Victoria Tennant – graphic designer vt@scriptmedia.co.uk ADVERTISING
Wallace and Gromit as ‘Tourism Trailblazers’ in the new campaign.
doubt capture the imagination, encourage people to have a fresh look at what England as a holiday destination has to offer and boost domestic tourism further.” VisitEngland’s chief executive James Berresford added: “Wallace and Gromit are bound to grab people’s attention and will be great ambassadors for holidays at home. “They are a quintessentially English double-act with universal appeal at home and abroad, and I’m sure will have an adventurous time discovering all this country has to
offer! We hope this ad, which I think breaks the mould of cliché tourism ads, will capture the imagination of Britons to inspire them to visit their local travel agent and book a break at home this year.” This campaign forms the second part of Holidays at Home are GREAT. Designed to boost domestic tourism, the campaign should aim to raise £80m in additional tourism spend and over 1m overnight stays. The first campaign, launched last year, generated £300m in additional tourism spend.
One of the rooms at the four-star Sandman Signature Hotel.
Extravaganza for guests to enjoy GUESTS at an award winning North East hotel will be perfectly placed to enjoy a four-month extravaganza of fashion, fine food and films taking place in the local area this summer. A packed schedule of events has been planned to take place in Newcastle City centre through to the end of August – each less than a 10-minute walk from the four-star Sandman Signature Hotel.
Contacts
Highlights include Monument Movies’ outdoor screening programme, Newcastle Restaurant Week and the Urban Games. General manager Paul Smith said: “Whether you’re heading to Newcastle for food, films, fashion or simply to take advantage of our fabulous shops and nightlife, it makes sense to stay as close to the city centre as possible.
“Our superb location, close to Newcastle Central Station and all the city’s major bus, road and Metro networks, also makes us a great base for visitors wanting to explore the region’s wider attractions, such as the Blue Flag beaches at Whitley Bay and Tynemouth and the castles and stately homes of Northumberland.”
Andrew Loades product manager 01226 734482 Tony Barry sales and marketing director 01226 734605 CIRCULATION Kelly Tarff 01226 734695 kt@scriptmedia.co.uk Web: www.destination.uk.com
Best provider accolade for hotel group THE UK’s largest group of independently owned hotels, Best Western GB, has won an award for Best Service Provider for Hotels and Catering at the UK Coach Rally 2013 ceremony. The awards, now in their fifth year, honour not only coach travel providers, but also destinations, services and attractions used by coach passengers and drivers. The category recognises providers of services such as meals, sea crossings, event tickets and accommodation. Nominees had to be seen to have made outstanding effort to accommodate, attract and welcome coaches, their drivers and their passengers. Director of leisure and travel trade sales at Best Western GB Mark Smith said: “We are absolutely delighted with our achievement at the UK Coach Rally Awards this year. “Being awarded in the hotel and catering sector is an honour for the group and really shows the dedication of our team in welcoming the coach travel community. With plans of a coach charter we aim to continue and build on this success and improve even further throughout the year.” 3
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DESTINATIONNEWS
Quality the key as BoBI attracts over 2,000 visitors By Christina Eccles THIS year’s Best of Britain and Ireland attracted just over 2,000 visitors – with organisers claiming the event offered quality in terms of buyers, exhibitors, meetings and business. According to organisers, Expo Management, buyers and exhibitors at the show held more than 3,900 one to one meetings over the two days aimed at developing new business. Event director Sam Warnock said: “Our initial data, subject to verification, shows total attendance at the show was just over 2,000 – slightly down on last year, and mirroring national trade show trends. “But by far and away the strongest universally positive message we have received is that the quality of buyers has more than made up for the slight reduction in numbers, with exhibitors stating that they have had extremely productive meetings and signed up new business from both existing and new buyers.” Highlights of the show included: A Tourism Question Time with representatives from England, Ireland, Wales and Isle of Man. Seminars on topics including how tourism can create more jobs, how to tap into the gay market and
customer care initiatives. Destination and attraction presentations on new initiatives including Ireland’s The Gathering, Derry~Londonderry as the first UK City of Culture, the latest on Isle of Man repositioning itself as the Isle of Thrills and an in-depth update on the opening of the new Mary Rose Museum in Portsmouth and Gosport. Sam added: “We continue to invest substantial resources in our domestic and international buyer programme, ensuring Best of Britain and Ireland continues to deliver quality, fully-accredited buyers. This programme is valued and appreciated by our exhibitors, and something that we will continue to deliver. This positive exhibitor feedback is also reflected in strong re-bookings for next year by 2013 exhibitors, and that confidence is reflected across the board – accommodation providers, destinations and attractions. “Best of Britain and Ireland has been, is, and will continue to be a key date in the tourism calendar for exhibitors and buyers, and Expo Management will continue to remain committed to delivering a show that the industry wants and values.” Next year’s show is confirmed to take place at the NEC Birmingham on March 12 and 13.
Model Aisling Friel (pictured above) enjoyed a spot of relaxation in a mini apartment set up in Glasgow city centre, celebrating the launch of the new look Fraser Suites Glasgow. The property has undergone a seven figure refurbishment to transform the serviced apartments into a luxurious four star home from home experience. Since work commenced last year, all 98 apartments and public areas within the historic building have undergone a makeover, with guests now benefiting from Duravit bathrooms, free WiFi and iPod docking stations and bespoke kitchen areas by TMS Direct.
Routes and sonnets feature on new list Guy and James McKenzie of Blown Away Experiences were among the exhibitors at VisitScotland expo.
Twins exhibit at show TWO young Scottish entrepreneurs joined hundreds of tourism businesses in celebrating the success of this year’s VisitScotland expo. Identical twins Guy and James McKenzie own Blown Away Experiences, a company which specialises in providing adventure experiences in St Andrews, and said the event had been ‘absolutely awesome’ for their young business. Travel agents from around 40 different countries attended the event at the Glasgow SECC, which saw a 6.5 per cent increase in exhibitors and an estimated £21.4m
worth of business generated over two days. Chairman of VisitScotland Mike Cantlay said: “VisitScotland expo gives group holiday organisers from the overseas the perfect chance to see the whole of Scotland under one roof. With Scotland preparing to welcome the world in 2014, a year when we host the Glasgow Commonwealth Games, the Ryder Cup at Gleneagles and the second Year of Homecoming, there has never been a better time for tour operators to add Scotland to their itineraries.”
BEST mountain biking routes, a first edition of Shakespeare’s sonnets and Europe’s first international dark sky reserve all feature on VisitEngland’s 101 things to do before you go abroad list, revealed to mark St George’s Day. The Eden Project, Dalby Forest, John Rylands Library and Exmoor National Park are just four of the nominations that were submitted by the public and chosen by the national tourist board, along with a panel of experts, in a bid to find the best and most quintessentially English things to see and do. To agree the list, VisitEngland worked with Rough Guides’ publishing director, Clare Currie and a panel of expert judges, including Bill Oddie, Sonali Shah, Clemency Burton-Hill, Skye Gyngell and a Yeoman Warder from the Tower of London, who
each helped select 20 experiences in their respective categories: wildlife and nature, health and fitness, arts and culture, food and drink and history and heritage. Wallace and Gromit were tasked with finding one overall “because it’s awesome” suggestion. VisitEngland chairman Lady Cobham said: “The selection process wasn’t easy – we have such an embarrassment of riches in this country, that we couldn’t include every single landmark – but the end result is a mix of the most incredible and unique experiences, with something for everyone.” The full list can be viewed at www.101thingstodoinengland.co.u k, where visitors to the site can see how many of the experiences they have done, as well as create their own bespoke to do list. 5
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DESTINATIONLONDON
The Savoy is one of eight properties to get a five-star rating.
Guide makes London its first European stop-off FORBES Travel Guide has expanded into Europe, bringing its globally recognised star-rating programme to central London’s top hotels and spas. Six hotels and two hotel spas in the capital have been awarded the prestigious five-star rating, joining an elite group of 76 hotels and 35 spas across North America and Asia. The five-star properties are: 45 Park Lane. Claridge’s. Four Seasons Hotel London at Park Lane. The Dorchester. The Lanesborough, London. The Savoy. The Spa at Four Seasons. The Spa at Mandarin Oriental,
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London. A further 16 hotels and seven spas in London have been awarded four-star status. President and chief operating officer of Forbes Travel Guide Michael Cascone said: “London is a world-class city, and we are pleased to introduce our global star rating system to the United Kingdom and Europe through the inaugural ratings awards. “It comes as no surprise that London’s hotels and spas performed strongly against our global hospitality standards. The personalised service and attention to detail delivered at the city’s top properties places them among the finest hospitality experiences in the world.”
Employment minister Mark Hoban MP opens Premier Inn’s 650th hotel at Waterloo with Whitbread chairman Anthony Habgood.
Operator in apprentice plan THE UK’s largest budget hotel operator Premier Inn has unveiled plans to provide 500 apprenticeships this year. The announcement was made at the official opening of Premier Inn’s 650th hotel at Waterloo by employment minister, Mark Hoban, MP and Whitbread chairman, Anthony Habgood. Managing director of Whitbread Hotels and Restaurants Patrick Dempsey said: “Whitbread has a long history of helping young people further their careers through apprenticeships, indeed 250 years ago, our founder, Sam Whitbread started out in business on a seven
year brewing apprenticeship. “It’s tough in today’s climate for young people to get into the workplace and find a job that offers them a chance to get on. We have a target of recruiting half of all our new employees from the long term unemployed. “Premier Inn is the UK’s fastest growing hotel company whose growth in London now means that we can offer over 7,000 bedrooms in the capital. We’re very proud to be able to support people getting a job and giving them an opportunity to gain skills and qualifications through apprenticeships so they can build their career.”
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DESTINATIONCENTRE STAGE
Rave reviews for hit musical Once THE multi-award winning hit Broadway musical Once has opened to rave reviews in London’s West End. Once, the revolutionary new musical, welcomed stars including Dara O'Briain, Graham Norton and Kimberley Walsh to celebrate the London production’s opening night on Tuesday April 9. Libby Purves of The Times said: “It's funny, it's truthful, it sings. If London audiences don’t love it to bits I disown them,” and Mark Shenton gave the show five stars in The Sunday Express and said:
“Seeing it once is definitely not enough... I will be seeing it again and again. Unmissable.” Based on the much-loved film of the same name, Once is an exhilarating, inventive and beautifully unconventional love story that truly dares to be different. An incredible cast of actormusicians bring the stunningly beautiful songs to life live on stage, including the Oscar-winning song ‘Falling Slowly’. See why London’s falling in love with the most original and thrillingly inspirational show in the West End.
Award-winning musical opens at The Phoenix HUGE Broadway success, Once the Musical has recently opened at The Phoenix Theatre in London after winning an impressive eight Tony Awards in 2012, including one for Best Musical. Short break specialist Superbreak has a range of packages on sale that combine tickets to the show with overnight accommodation to suit all budgets. This unique stage adaptation takes you right to the heart of the action in a rapturous production that dazzles with invention. Based on the Oscar-winning film of the same name, Once the Musical tells the touching tale of an Irish 10
busker and Czech girl who meet through a shared love of music. A celebration of love, friendship and music, the musical charts their story as their song writing sparks a deep connection and a tender, longing romance that neither of them could have expected. This is an old-fashioned love story that dares to be different, Once is brought to life by a supremely talented cast of actor-musicians who unleash all the giddy exhilaration of an Irish ceilidh live on stage. Featuring all of the magical songs from the original film, including the Oscar-winning “Falling Slowly”, this is an achingly beautiful, thrillingly
inspirational show that strikes a truly unforgettable chord. Set in Dublin, the musical features music and lyrics by Glen Hansard and Marketa Irglova, the stars of the original Irish film. Actor singer songwriter Declan Bennett and Croatian born Zrinka Cvitesic play the leading roles of Guy and Girl. Graham Balmforth, national sales manager at Superbreak comments: "Customers lucky enough to experience a Once the Musial theatre breaks are in for a musical treat with a heart-felt story to match. It has been hugely popular in America and we are predicting similar demand over here.”
Graham Balmforth
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DESTINATIONCENTRE STAGE
Mellor play one of season’s highlights SHEFFIELD Theatres has unveiled its summer season for May to September. Highlights include a major revival of Kay Mellor's A Passionate Woman with Lynda Bellingham in the title role and the theatre's autumn Shakespeare, The Winter's Tale. Artistic director Daniel Evans said: “I’m delighted to announce details of our forthcoming work in Sheffield. Whilst this is undoubtedly a challenging time for us, having received our third round of local authority cuts in as many years, it’s crucial that we continue to celebrate the essential part Sheffield Theatres plays in making Sheffield a vibrant place to live. “I’m thrilled that Olivier-award
winner, Matthew Kelly is coming to play Hector in Alan Bennett’s The History Boys; Siân Phillips will play May in Tim Firth’s brand new musical comedy This Is My Family; and Lynda Bellingham will play Betty in Kay Mellor’s A Passionate Woman. “Later in the autumn, following his most recent success with The Daughter-in-Law, Paul Miller will direct a brand new production of Shakespeare’s The Winter’s Tale. “Finally, I’m thrilled that we continue to welcome some of the best productions currently on tour to the Lyceum stage and hope our audiences will join us for what I am sure will be another fantastic season.”
Coward play set for West End NOEL Coward’s Private Lives is transferring to the West End after receiving critical acclaim at Chichester Festival Theatre. BAFTA nominee Anna Chancellor and Toby Stephens reunite on stage as Elyot and Amanda. Glamorous,
rich, reckless and divorced, their love for one another is unexpectedly rekindled when they take adjoining suites while honeymooning with their new spouses. Directed by Jonathan Kent, Private Lives opens at The Gielgud Theatre on July 3.
Ticket sales reach 1m
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Acclaimed Broadway actor Seth Numrich is to join Kim Cattrall in Sweet Bird of Youth, directed by Marianne Elliott. Tennessee Williams’ powerful and poetic play will open at The Old Vic on June 12, with previews from June 1.
TICKET sales for the UK tour of Dirty Dancing – The Classic Story on Stage have reached the one million mark. Since opening in September 2011, the first ever UK tour has taken an unprecedented £40,000,000 at theatres across the country, wowing audiences and playing to standing ovations and five-star reviews. It has also smashed box office records in Glasgow, Aberdeen, Dublin, Leeds and has just finished its run at the Regent’s Theatre in Stoke-On-Trent, where it was the most successful show at the venue ever. The tour will visit Canterbury, Woking and Manchester in 2013 and then a new tour will launch at the Bristol Hippodrome in March 2014, before setting pulses racing in Sheffield, Newcastle, Southampton, Dublin, Belfast, Glasgow, Milton Keynes and Oxford, with further dates to be announced in September.
Encore Tickets’ CEO John Wales has made his acting debut in West End hit Spamalot – in front of a group of fellow industry professionals. 80 of John’s colleagues from the travel trade industry were in the audience to ensure that this once in a lifetime performance was not missed. The evening ended in a drinks reception with the cast.
Stars to feature in sing-off STARS from London’s top West End musicals will go head to head in a sing-off of Eurovision Song Contest hits at a charity gala performance. The West End Eurovision event takes place on May 23 at The Dominion Theatre, starting at 11.30pm after curtain down. It will pay tribute to the Eurovision Song Contest, with the casts of 10 current musical productions competing against each other by singing Eurovision favourites.
Each participating show has been challenged to produce a fully costumed performance of a past Eurovision Song Contest entry. They will be judged on the night by both the audience and a celebrity panel. The event is in aid of The Make A Difference Trust, the chosen charity of the chairman of the HBAA, the trade association for the hotel booking agency and venue community.
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DESTINATIONNEWS
County to make Le Tour debut with international promotion By Christina Eccles YORKSHIRE will make history this summer when the county takes part in the Tour de France for the first time ever as part of a major international promotion. Welcome to Yorkshire will have six specially branded Yorkshire convertible cars with giant revolving Ys placed in this summer’s Tour de France publicity caravan which precedes the actual riders – and will be seen by millions of people lining the 3,600km route. The plans were unveiled at the Y13 tourism conference at West Yorkshire Playhouse, which also culminated in the introduction of about 100 of the first Le Tour Makers – next year’s Yorkshire Grand Depart equivalent of Olympic Gamesmakers. Chief executive of Welcome to Yorkshire Gary Verity said: “Yorkshire tourism is all about being the best and coming up with innovative, groundbreaking new ways to market our great county. “After securing the Grand Depart of the Tour de France for Yorkshire next year, we felt we needed to help bridge that gap and capitalise on the run up from a tourism point of view. “By taking part in this year’s Tour,
The first Le Tour Makers wave flags at the Y13 tourism conference. we will be promoting Yorkshire and our thousands of tourism businesses to the entire globe in the lead up to next year’s exciting Grand Depart.” Other plans revealed at the conference included: A new national TV and cinema advert promoting the best of the county, including the newly launched Yorkshire Sculpture Triangle which aims to make Yorkshire the European capital of sculpture and grow tourism.
A cycling themed entry to this year’s Chelsea Flower Show – the tourism agency’s gardens have won awards for the last three straight years, including a Gold in 2012. A groundbreaking deal with Yorkshire-based company Seabrook which will see Welcome to Yorkshire tourism branding become part of the artwork on around 8m crisp packets a month. A series of seasonal guides in
partnership with English Heritage. Gary added: “Our work with Seabrook crisps is another groundbreaking partnership and we share a passion for all things Yorkshire, so it’s a perfect fit with this successful, proud company. “And thanks to our partners at English Heritage, we have kick started the tourism season with a spring guide which will help put Yorkshire front of mind for families.”
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DESTINATIONWALES
Barmouth Bay Holiday Park in Talybont, Gwynedd.
Away Resorts adds first Wales park to portfolio By Christina Eccles UK holiday parks operator Away Resorts has acquired a new holiday park in Wales, its first park outside of England. Barmouth Bay Holiday Park in Talybont, Gwynedd is set against the backdrop of Snowdonia National Park and was previously owned by Haulfryn Holidays. Away Resorts managing director Carl Castledine said: “Over the last four years, we have built up a strong brand that has really hit the right note with holidaying Brits.
“The demand for affordable UK holidays, particularly short breaks, is strong as our record bookings for 2012 have shown. “Our new branding and website combined with the 2012 topperforming year and our ranking in The Sunday Times Fast Track 100 are helping us to make our expansion dreams become a reality. “Barmouth Bay complements our strategy of providing our existing customer base with a flexible UK holiday offering of four very different types of holidays – lakeside, coastal, entertainment-based and now with
Barmouth Bay, a park in an 'off the beaten track location' of outstanding beauty. Its breathtaking location and the fact the park has been well maintained by Haulfryn Holidays to a very high standard made the park an irresistible proposition. We are not planning to make any major adjustments to the park this year. We are keen to see how it fits with our customer base the way it is.” The new addition brings Away Resorts’ portfolio of parks to four: the newly-acquired park in Wales, Mill Rythe Holiday Village on Hayling Island, Whitecliff Bay Holiday Park
on the Isle of Wight and Tattershall Lakes Country Park in Lincolnshire. Carl added: "Our four distinct parks means we can offer our customers four very different types of affordable holidays, avoiding the chainlike feel of our major competitors. Our customers’ loyalty is important, and we want to encourage our guests to take multiple holidays with us each year; but we are keen to give them unique and varied experiences at our different parks, although the quality of product, customer service and company ethos will always be of the same, high quality.”
Museums’ visitors rise Mid Wales promoted as cycling location THE number of people visiting Amgueddfa Cymru – National Museum Wales’ sites is continuing to rise, with figures reaching a record high of 1.75m visits in 2012-13. Over the last 12 months, Amgueddfa Cymru’s seven museums collectively welcomed over 50,000 more visitors than in 2011-12, with four of the museums enjoying their best years ever. Director general Amgueddfa Cymru – National Museum Wales David Anderson said: “In 2012, we celebrated 1.69m visits as the highest total ever recorded since free entry was introduced in April
2001. “I am delighted that we’ve succeeded in breaking yet another record this year, which is testimony to the quality of the service delivered by the museums and the true value of the Welsh Government’s free entry policy. “Breaking records such as these motivates us to continue to deliver for the people of Wales. We must remain relevant to all, not only appealing to our existing audiences but also attracting new visitors to interact with the national collections, which, after all belong to the people of Wales.”
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RESIDENTS on the Isle of Anglesey have been invited to participate in a Walk the Walk family fun day, taking place in July. Situated against the backdrop of Snowdonia National Park, Walk the Walk will also be an opportunity to showcase Anglesey as an ideal walking
destination. Hosted by S4C’s Morgan Jones, the free day out will include a bustling marquee of local groups, a kids’ corner with face painting and storytelling, a main stage featuring an entertainment programme and a series of guided walks suitable for all ages and ability.
GREEN accommodation and tourism businesses in Mid Wales have joined forces to promote the region as a cycling destination. Green Holidays in Wales has been awarded a grant to create a cycle network throughout Powys, connecting its members – who run a hotel, eight self-catering properties and five bed and breakfast guesthouses – and opening up a network of interactive cycle routes to help visitors explore the area. Using a Green Holidays Map and a ViewRanger App, visitors can create their own self-guided itinerary and once they have decided where to stay, simply book directly with the accommodation. Bicycle hire can be organised, packed lunches provided and luggage transferred if requested.
GHW treasurer/marketing officer Tim Withers said: “Whether you’re looking for outdoor activities or just yearning for somewhere peaceful to relax and soak up the scenery, Mid Wales has much to offer everyone. “Talking to people who have already discovered Mid Wales, whichever type of holiday they prefer, it seems the majority really value our unspoiled landscapes of pasture and moorland, mountains and green, sheltered valleys. “Recognising the need to conserve this, many visitors already choose to stay in the eco friendly holiday accommodation, in which we specialise. “Mid Wales is a haven of the peace and tranquillity, yet is within a four-hour drive of London and within two hours of Birmingham and Manchester.”
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DESTINATIONCUMBRIA AND THE LAKE DISTRICT
New property created at boutique hotel
Lindeth Howe Hotel general manager Alison Magee-Barker with Pigling Bland and his passport.
A BOUTIQUE hotel in the Lake District has created a new property for couples seeking a special place to stay. Set over three floors, features of The Hideout include the Cinema Bathroom with complimentary cocktail bar, super-sized air spa bath for two including underwater lighting and a 65” hidden cinema screen; a kingsize four posted bed, open plan cinema lounge and fully equipped kitchen. Owner Stephen Hargreaves said:
“We have created a totally unique offering with the launch of The Hideout. There is little doubt that this is an unique accommodation experience, designed for those who appreciate total relaxation, complete privacy and the ultimate in luxury and technology. In terms of originality in the Lake District, The Hideout is unrivalled. We strive always to create a memorable and outstanding product and with The Hideout, I believe we have achieved this.”
Hotel marks story’s 100th birthday with initiative donations CONSERVATION projects in the Lake District are to benefit from the centenary of one of Beatrix Potter’s famous tales, thanks to a initiative devised by the property where she wrote it. The author’s former home, which is now Lindeth Howe Country House Hotel in Bowness-on-Windermere, is celebrating the 100th birthday of The Tale of Pigling Bland by encouraging guests and other purchasers of a Pigling Bland toy to take him on their travels.
Every Pigling Bland toy sold by the hotel will come complete with its own little passport. Owners can complete details of journeys they make with Pigling Bland and the hotel will donate 1p per mile that Pigling has travelled to Lake District responsible tourism organisation, Nurture Lakeland. Nurture Lakeland will then donate the money raised to worthy conservation projects in a landscape that Beatrix Potter herself did so much to protect.
Jazz cruises on Windermere VISITORS to England's largest lake can enjoy the lighter, longer evenings and take in the iconic Lake District scenery with special Jazz Cruises aboard one of Windermere's majestic steamers this summer. A series of cruises – combining good food, stunning views and great
music – get underway from June 1 and run through to the end of August. Departing from Bowness, the two-and-a-half hour cruises take place aboard one of two historic steamers, the MV Swan or the MV Teal, which are both members of the National Historic Fleet.
Discover Cumbria by Train will help visitors enjoy the county by rail.
Rail guide to help visitors A NEW guide has been launched to help visitors enjoy Cumbria by rail. Produced by the Community Rail Partnerships in conjunction with TransPennine Express, Northern Rail and the GoLakes Travel programme, the new leaflet – Discover Cumbria by Train – brings together information about all of the county’s rail
services in one easily accessible bite-size guide for the first time. 100,000 copies have been produced, with GoLakes Travel distributing some through tourist information centres and other key tourist hubs and the rest available directly from TransPennine Express and Northern Rail.
Augill Castle
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A new hotel is opening in the Lake District, which is aiming to bring something different to the area. Highlights at the Brimstone Hotel will include huge glass walls, expansive balconies, innovative technology, real wood burning stoves and indulgent in-room spa therapies. There will also be wine, beer, nibbles and treats on tap at zero charge in Brimstone’s chic Library, 24/7.
AUGILL Castle in Cumbria is celebrating the long-awaited release of The Great Gatsby by launching a glamorous Gatsby Break. Baz Luhrman’s adaptation of F. Scott Fitzgerald’s 1925 novel is set to open soon in the UK and will feature a star-studded cast of actors including Leonardo DiCaprio and Carey Mulligan. To complement the film release, the venue has launched the
package, which includes one night’s bed and breakfast accommodation for two people, Mint Julep cocktails on arrival, afternoon tea for two, pre-dinner Martinis or Sidecars and a place at Augill’s nightly dinner party. After dinner guests have the option of retiring to Augill’s tiny Art-Deco cinema to enjoy the 1920s film The Jazz Singer or Baz Luhrman’s adaption of Romeo + Juliet starring Leonardo DiCaprio.
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DESTINATIONNEWS
New campaign aims to attract more groups VISIT Birmingham has launched a new, national marketing campaign to attract more groups to the region. The city’s leisure tourism programme will position Birmingham, the Black Country and Solihull as ideal destinations for groups to spend a weekend break, via national advertising in travel trade media, creative PR, digital and social media activity. The six month campaign, which runs until the end of September, features a striking campaign visual urging groups to ‘Stay, Dine, See, Explore’ in the region, as well as a revamped website. The campaign will build on Birmingham’s growing group travel market, which welcomes 20,000 coaches each year, and follows a successful festive period which saw
coach bookings to the Frankfurt Christmas Market rocket. Director of marketing services for Visit Birmingham Emma Gray said: “Birmingham and the wider region is already popular with groups looking to experience world-class food, culture and shopping. The group travel market is a key target as we aim to build on the 63m visitors that come to the region each year, and increase the number of tourists staying overnight. “Our new group travel campaign will shine a spotlight on the region’s diverse visitor offer while also highlighting the things that matter most to groups – our fantastic attractions, unrivalled accessibility, wide-ranging accommodation offer and above all else, our famed hospitality.”
Salisbury Cathedral is holding two special Christmas carol services for groups on December 10 and 12. The events are an opportunity to hear the renowned cathedral choir sing, listen to favourite Christmas readings, join in singing the best traditional carols and enjoy seasonal refreshments of hot mulled wine and mince pies in the cloisters immediately after the service.
The Marine Hotel in Whitstable.
Brewer invests in Kent hotel THE Marine Hotel has received a £1.6m investment from Britain’s oldest brewer, Shepherd Neame. All 30 bedrooms and bathrooms, plus the function rooms, restaurant, and bar area have been transformed at the property in Whitstable. Shepherd Neame chief executive Jonathan Neame said: “This significant refurbishment is not just about investing in The Marine Hotel,
but the coastal area of east Kent too. It is an area rich in history, heritage and tourism appeal and we feel confident that the hotel further enhances the reasons for people to visit. We fully expect it to become the leading hotel in the area, attracting holidaymakers, wedding parties, diners looking for good local food, and those needing conference and meeting facilities.”
Chatsworth wins gold award CHATSWORTH has received a Gold award from the Green Tourism Business Scheme in recognition of its commitment to excellent environmental practice. GTBS Inspectors visited the Peak District country estate earlier this year to make an assessment of Chatsworth House, garden,
farmyard, the Stables Shops and restaurants. The attraction was commended on details such as its improved roof insulation; excellent use of local and homemade food and beverage products and the replacement of high wattage lighting with LED equivalents.
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DESTINATIONTOURISM SOCIETY
Pubs’ importance to Chinese puzzle – foreign visitors a key the Southsea message at dinner bubble of tourism? THE importance of the traditional British pub in attracting foreign tourists was one of the key messages in a speech by Jonathan Neame, chairman of the British Beer and Pub Association and chief executive of Shepherd Neame Brewery, who spoke at the annual Tourism Society dinner. He told the audience at the event, which took place at the House of Commons, that his own company has 500 letting rooms and across the estate there is a great deal of creativity to make each pub different and appealing. Deirdre Wells, head of tourism at the Department of Culture, Media and Sport also spoke at the dinner and confirmed that the legacy of both the London 2012 Games and the Royal celebrations last year were uppermost in the priorities of DCMS,
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the minister and tourism bodies such as VisitEngland and VisitBritain. The evening also included the presentation of the prestigious Tourism Society Award, which was given to the University of Surrey in recognition of its work with tourism students for 40 years and for pioneering the first university courses in tourism. The award was presented by Tourism Society president, Lord Thurso, to professor John Tribe from the university. Chairman David Curtis-Brignell also welcomed eight new corporate members to the Tourism Society: British Hospitality Association, BDRC Continental, the European Travel Commission, Made, Simpleview, Southeastern, VisitBritain and ZSL London Zoo.
By Ken Robinson CBE FTS THE Chinese are, of course, famously inscrutable. Less inscrutable is the Government’s keenness to invest massively in the Chinese market to increase inbound tourism to Britain. The aspirations are clear. The rationale is not. Scrutiny of the assertions and misunderstood “facts” is overdue. The Government has encouraged VisitBritain to focus on the inbound Chinese market, whilst further cutting the resources they have to market Britain throughout the rest of the world. Undeniably the UK has been losing out as outbound Chinese travel has grown by at least 20% year on year. The WTO reports that 1.1m Chinese nationals visited France in 2011, 637,000 went to Germany, but only 149,000 came to Britain. We are at a great disadvantage with few direct air routes compared to our European competitors. But some think the main reason is the inconvenience, complexity and cost of obtaining a UK visa. The recent China market hype began after the then Secretary of State Jeremy Hunt’s Chinese wife’s parents tried to visit the UK. He learned first-hand from them of their awful visa experience. As a result, he vowed to improve the visa system, with China as the pathfinder. Tourism industry colleagues are hopeful that visa system changes may come at last and are lobbying for further improvements. This preceded the Government’s GREAT campaign and marked a step change in the UK’s focus on doing business with China. For politicians, China is prime image-building territory and the Government has since announced that they will be, “Investing £8 million to expand the GREAT marketing campaign from 2013 – with a strong focus on China, aiming to triple the number of visitors from this key growth market”. Some quotes to fuel our enthusiasm: Sandie Dawe confirms that, “Official figures show visitors from China spend an average of £1,676 per visit to the UK; nearly three times as much as other visitors.” The New West End Company said that last Boxing Day, “The Chinese spent £1,310 per sale, compared to just £120 per British shopper”. Global Blue UK (the Tax-Free shopping operator) said, "The Chinese visitor is currently spending on average £747 per transaction – considerably higher than domestic or European shoppers”. So that’s it then; inbound Chinese are superspenders, hence we must invest very heavily to bring more here. Ironically, many of the luxury goods they buy are imported and actually made in China or elsewhere abroad,
so such retail spending hits the balance of payments almost as much as the margins retained in the UK economy. So now for the facts. VisitBritain’s current target is to increase the number of inbound Tourists to Britain from 179,000 in 2012 to 382,000 by 2016. As the annual rate of growth of Chinese tourism is around 20%, this is little more than a pro rata increase, despite all the focussed investment and visa improvements. Although outbound Chinese tourism is massive (83m in 2012 predicted to reach 100m by 2015), most travel ‘locally’ to Macau, Hong Kong, South Korea, Malaysia, Japan, Thailand, Cambodia, Vietnam, Singapore, USA, Russia, Australia and Indonesia. Most are not, and characteristically will not be, in the market for longhaul. And for the few who make it to the UK, let’s get their value into perspective. Their average spend of £1,676 is three times as much as the average visitor because of their length of stay. Unusually large numbers come for Study and VFR, and stay a long time. Holiday visitors stay 9 nights, Business 11, VFR 16, and Study 112 nights. So the average length of stay of all Chinese visitors to Britain is 22 nights – and that is why their total spend is so high, but on a per day basis it is only £75, even less than the average for all inbound markets, of £81. We need our tourism capacity to be most profitable. Sadly, on average, Chinese visitors are less valuable per day than most other nations. Of course, if we could selectively attract only the highest spending holiday visitors (and forget the import costs they generate), it would look rosier. But making access easier from China and boosting promotion will affect all visit types. So is the high spending hunt for inbound Chinese tourists the Southsea Bubble of Tourism? Well, outbound tourism from China will grow inexorably so the investment is good for the long term. But the reality has become fogged in hype and scarce marketing funding is being disproportionally allocated as a result. Chinese inbound visitors are only 0.5% of our UK total – only 1% after we double it. Many of these would come anyway without the promotional boost. Yet with marketing funding being so tight, investing so much in China means not investing in nearer, potentially keener, and more profitable markets. If the Government is persuaded of the amount per visitor that is being invested in China, they should back VisitBriain and apply the same logic to markets that can more readily supercharge the UK’s Tourism growth and bring the new jobs and revenues that our nation needs.
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