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Issue 50 January/February 2012/13 £2.75
Activities and events celebrate English tourism
Organisation predicts rise in visitors By Christina Eccles
VISITBRITAIN has launched its annual review, outlining what the organisation achieved in 2012 and how it will build on these successes in 2013 – and beyond. According to the review, inbound tourism is one of Britain’s greatest success stories and during the past year, contributed £18.7b to the economy. In six of the past 12 months, Britain welcomed a record number of holiday visitors from overseas, meaning about 12m international visitors have chosen the country as a holiday destination. Chairman Christopher Rodrigues said: “This country’s tourism offer is about much more than growth in visitor numbers. Tourism offers not just jobs but careers for life. “Tourism is also a key contributor to a country's image overseas – it influences not just whether people come for a week’s holiday but also what they think of us as a nation, whether they choose to invest in British business and whether they relocate their families to live here and their companies to operate here.” A central focus for 2012 was to use the Olympics to generate world-
wide coverage of Britain’s attractions, a strategy that has resulted in 14,000 positive print and broadcast stories about the UK in the first six months of this financial year, the equivalent of over £1.5b in advertising. VisitBritain’s work as an organisation overseas has also contributed £503m to the UK economy in 201112, while its match-funded marketing with partners has resulted in additional bookings worth £89m. Christopher added: “2012 has shown just what Britain can offer. It has re-energised our image overseas and triggered the desire to visit our country. Our job now is to turn aspiration into action. And the best way to do that is to continue the exceptional levels of collaboration between the industry, the public sector and the Government that we saw in 2012. We also need to keep the extraordinary spirit of the Games Makers alive in our visitor welcome”. For 2013, VisitBritain estimates international tourism will grow by three per cent, meaning almost 1m extra visitors will come to the UK. Their spend is also forecast to reach £19bn for the first time, representing a 2.5 per cent growth. Inbound tourism is also expected to rise by up to six per cent.
England is to take centre stage in 2013 when destinations around the country appear on the big screen in a number of huge cinema releases. Recent and upcoming films which feature English destinations include Great Expectations – starring the Kent marshes – Quartet, set in Hedsor House and Park in Buckinghamshire, Jack and the Giant Slayer featuring Norwich Cathedral and time travelling tale About Time – starring Hollywood actress Rachel McAdams (pictured) – including scenes filmed in Cornwall and London. Credit: s_bukley/shutterstock.com
VISITENGLAND has urged the industry to get involved in English Tourism Week, which takes place from March 1624. The first event last year saw over 500 special activities and promotions celebrating tourism in England and the national tourist board is hoping this year’s celebrations will be even bigger and better. The initiative was designed to inspire people to explore the wealth of attractions and experiences on their doorstep and to become tourism ambassadors for their local area. Chairman of English Tourism Week and The Tourism Society, David Curtis-Brignell said: “The whole year has been a fantastic advert for England, with events like the Diamond Jubilee, Torch Relay and London 2012 Olympic and Paralympic Games shining a light on every corner of the country and prompting a swell of national pride. “English Tourism Week 2013 is the perfect opportunity to harness this ‘feelgood factor’, and promote an industry that is worth £97b to the economy and employs over 2m people.”
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TV locations suffering from ‘Towie Effect’ THE public’s perception of locations used for reality shows such as The Only Way is Essex is being tarnished by what people see on screen, new research has revealed. Rightmove surveyed 4,280 home-movers from across the country on whether their perception of Brentwood (The Only Way Is Essex), Chelsea (Made In Chelsea), Newcastle (Geordie Shore) and Cardiff (The Valleys) had been altered by their respective shows. And the company identified a 'TOWIE Effect' on places where reality shows are based, so-called as The Only Way Is Essex has tarnished its filming location the most. About half of the UK population state they now view Brentwood in Essex as being 'less desirable' as a direct result of seeing Mark, Arg, Amy, Joey and co. on the hit ITV show. Only 11 per cent of those surveyed felt TOWIE had made Brentwood more desirable, with 15 per cent claiming it had no effect and 24 per cent stating they didn't know about the show. Rightmove director and housing market analyst Miles Shipside said: "Even though these programmes deliberately set out to show extremes, it is interesting how viewers' judgements of each location are being influenced. “It appears that light-hearted stereotypes can lead to a sweeping opinion of what a place is really like. These views are
Entertainment news in Centrestage starting on Page 13
Contacts 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
Cara Kilbey and Billi Mucklow from The Only Way is Essex. Credit: Mr Pics/Shutterstock.com possibly wide of the mark, but could have a lasting impression on how the locations are now perceived and give their relative tourist boards a real headache.” In the case of Geordie Shore and The Valleys, Rightmove found local respondents were far more sensitive to the impact the shows were having on their respective cities. 55 per cent of people in the
North East felt Geordie Shore was having a ‘TOWIE Effect’ on Newcastle, whereas across the country only 38 per cent shared this view. In Wales, 40 per cent of respondents felt Cardiff had become a ‘TOWIE Effect’ sufferer as a result of The Valleys' appearance on UK screens, yet at a national level only 30 per cent felt this way.
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
If you have news for us contact us on 01226 734463 or email ce@scriptmedia.co.uk
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Festival organiser Adrian Grubb with Stratford classic car enthusiast John Atkinson and Tony Merrygold, route planner of the Test Hills Run and managing director of festival partner, Shakespeare Country.
Full speed ahead for new motoring festival A NEW festival of motoring is to take place in Stratford-upon-Avon later this year, with more than 200 vehicles expected to be on display in the town. The Stratford Festival of Motoring will take place during the early May bank holiday, on Sunday 5 and
Monday May 6. The two day festival will also feature two runs through the Warwickshire and Gloucestershire countryside for all entrants. Event organiser, Adrian Grubb, from Stratforward said: “The Stratford Festival of Motoring promises
something for everyone with at least a drop of petrol running through their veins. And what better way to spend the May Day bank holiday than in the picture-perfect location that is Stratford-upon Avon, surrounded by fascinating vehicles and fellow motoring enthusiasts?”
THE BBC has given its collection of almost 1,000 historical objects to the National Media Museum as part of its celebrations to mark the corporation’s 90th anniversary. The collection tells the story of British broadcasting, and specifically the BBC, from its pioneering days in the 1920s right up to the present moment and features important radio and television studio equipment used by the BBC over its 90-year history, plus production props, radio and television receivers, branding and merchandising objects. A display of objects from the collection opened at the Bradford based museum, on November 14 – 90 years to the day since the BBC made its first radio broadcast.
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Hotel owner Iain creates cycling holiday package By Christina Eccles
Hayfield, one of the Peak District locations where The Village is currently being filmed. Credit: Linda Bussey.
Peak District’s landscapes star in BBC drama THE Peak District’s impressive landscapes are set to feature as the backdrop for a major new BBC TV drama, The Village, due to be screened later this year. The series, penned by BAFTA winning writer Peter Moffat, will star Maxine Peake and John Simm and is currently being filmed in the Dark Peak. Locations in Hayfield, Chapel-enle-Frith, Charlesworth, Edale and Glossop, plus Tatton Park in Cheshire’s Peak District, have been picked to create the fictional community in the six-part drama, which charts the life and turbulent times of one English village, beginning in 1914. Visit Peak District and Derbyshire, the area’s official tourist board, is hoping that the new series will boost the profile and economy of the area like past television hits Last of the Summer Wine, filmed in nearby Holmfirth, and The League of Gentlemen, filmed in Glossopdale. Chief executive of Visit Peak District and Derbyshire David James said: “We’re delighted that the Peak District will once again star in a
prime-time BBC drama, and were very happy to help when the independent television production company Company Pictures approached us to discuss possible locations for this new series. “Over the years the area’s superb and varied landscapes have been much in demand for everything from Hollywood blockbusters such as Pride and Prejudice and The Duchess to television dramas such as Jane Eyre and Last of the Summer Wine. “Not only does filming bring in income while film crews are here, by supporting local accommodation providers and a range of other service-focused enterprises, it also attracts further business, an extra economic boost and a higher profile for the area when, and after, a television series or film is transmitted. Tourists are always keen to see where their favourite programme or movie was made, and we hope that The Village will bring more staying visitors to the area in the future. We wish the series every success, and look forward to seeing it on our screens next year.”
Cultural boost to economy
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LIVERPOOL’S major cultural spectacles generated £73m for the local economy in 2012, according to a new report, which looked into the impact of five of the city’s biggest events. The report looked at Sea Odyssey, the Olympic Torch Relay, Music on the Waterfront, Mathew Street Music Festival and the Irish Sea Tall Ships Regatta. The giant spectacular Sea Odyssey made the biggest impact – attracting 800,000 visitors and generating spending of more than £46m – making it the most successful event ever held in the city. Mayor of Liverpool Joe Anderson
said: “Liverpool’s reputation for staging outstanding, free outdoor events is second to none and 2012 has been no exception. “One of the great things is that two of the major events took place in areas outside the city centre – Sea Odyssey shone a spotlight on north Liverpool and the iconic Olympic torch travelled through many of our communities. It’s important never to underestimate the value of cultural events, not only do they bring in huge economic benefits, but this year’s programme has supported nearly 1,500 jobs which, in this current climate, is extremely valuable.”
A KEEN cyclist and hotel owner from the Cotswolds has combined his two passions, with the aim of increasing visitor numbers to the area. Iain Bailey, who co-owns The Ormond at Tetbury with wife, Adrienne, has developed a cycling holiday package with a difference at his 17th century coaching inn. The Cotswold Cycling Breaks include everything from pre-planned routes for all abilities and a secure internal room for bike storage, to meals, nutrition and getting bikes and kit cleaned overnight. The package is a fully integrated cycle holiday where everything is arranged so that guests can simply turn up with their bike and cycling kit and enjoy it. Iain said: “As a keen cyclist myself, I’ve been on so many trips to hotels that say they’re cycling friendly, but in actual fact, this just means they provide a shed where you can lock your bike away. “This wasn’t good enough for me, so being in the position where we already own a hotel, we decided to do something about it and create an
all round cycling package in a beautiful location – that’s when Cotswold Cycling Breaks was born.” After getting off to a successful start, the pair are now keen to develop the campaign to further tap into the European market. Iain added: “Following Team GB’s success in cycling at the London 2012 Olympic and Paralympic Games earlier this year, we knew that cycling would become increasingly popular, but we’ve been overwhelmed by the response so far and we expect it to increase even further as the summer season starts to approach. “It’s a well known fact that cycling is very popular in Europe, particularly in countries like Holland and Belgium and we are keen to maximise opportunities there to help to grow the UK visitor economy. “Being based in the Cotswolds, we have the benefit of being surrounded by miles and miles of unspoilt countryside, which we know is very appealing, particularly to those living in bustling cities who don’t always have access to that luxury.”
Macdonald Rusacks Hotel in St Andrews was recently named best large hotel of the year at the prestigious Scottish Golf Tourism Awards in Edinburgh. The property is one of few hotels in Scotland to offer guests the services of a dedicated golf concierge, with all of its 70 bedrooms named after golfing greats and stories linked to the ‘home of golf.’
Landmark first year for hotel TRAVELLERS from over 20 countries have helped a North East hotel achieve a landmark first year. Since opening its doors in December 2011, the DoubleTree by Hilton Newcastle International Airport hotel has welcomed guests from 22 nations, with visitors
coming from as far afield as Australia, China and the United States. Overall it has sold more than 30,000 bedrooms and given away 63,500 of its signature warm chocolate chip cookies, which are handed out to guests as they check in.
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Consumers keep it real when writing online reviews By Christina Eccles HOLIDAYMAKERS are increasingly turning to the internet before booking their breaks, according to a survey by LateRooms.com, which revealed 40 per cent of consumers would not book a hotel without reading previous guest reviews online first. The survey, commissioned to celebrate the number of genuine customer reviews on the LateRooms website reaching the 1.4m mark, also asked respondents their thoughts on the increasing number of fake reviews appearing on review websites. 45 per cent of respondents did not realise the extent of the problem, believing everything they read, however 28 per cent disregarded reviews as fake when extremely negative or gushingly positive language was present – meaning genuine customer reviews could be getting dismissed as consumers feel they have to filter the content they find online. Offline marketing manager Lynda Matthews said: “Customers are after the truth when it comes to getting
the inside view on a hotel from its guests, but the presence of fake reviews is greater than ever. “We are trying to combat this at LateRooms.com by ensuring that customers can only log in and leave a review once they have completed their stay, meaning guests that want to check out a property before they check in know they can trust every word.” Reviews branding hotels as ‘dirty’ were the biggest turn off for consumers with 90 per cent saying this would put them off booking a room at a particular property. Insights into volume levels were also important with almost half of respondents saying they would not book with a hotel if it was described within reviews as being noisy. But it’s not all bad news for hoteliers, 70 per cent of respondents said they would be prompted to leave a positive review if hotel staff were friendly and helpful. However, 50 per cent said they would leave a scathing review if they encountered poor customer service during their stay.
Duncan Bannatyne at Fallbarrow Park in Bowness on Windermere.
Dragon a regular visitor ENTREPRENEUR and star of TV’s Dragon’s Den, Duncan Bannatyne has got behind the trend for holidaying at home, becoming a regular visitor to Fallbarrow Park in Bowness on Windermere. He has visited the Lake District and Fallbarrow for long weekends and midweek breaks on numerous occasions over the last few months and while staying at the park, has regularly taken to Twitter to share his scenic photos of morning mists over Lake Windermere, having fun on the lake with his children and tips on where he recommends to eat and visit in the South Lakes to his half a million followers. South Lakeland Parks, who run the
park, have been delighted to welcome the TV personality and hope that he continues to visit the park in the future. Managing director Nigel Wimpenny said: “He really seems to love it here and who can blame him? There’s no shortage of things to see and do, and the park offers direct access to the lake so watersports and boating activities are popular in all seasons. Through his social media presence, literally millions of people are seeing his photographs of the park and our breathtaking lakeside views, which is fantastic and we are just so pleased that Fallbarrow has turned into one of his favourite places in the UK to visit.”
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Edinburgh is first Scottish city to join Federation By Christina Eccles
Viva Forever is set to help Encore Tickets break records in 2013.
Firm celebrates with stand ENCORE Tickets is celebrating its largest ever number of group bookings in 2012 with its biggest ever stand at Excursions 2013. The West End theatre ticket and attractions specialist, who will have details of forthcoming shows on its stand, exceeded turnover of £100m for the first time in 2012 and believes 2013 will be an even better one for group travel organisers and coach tour operators.
UK sales manager Chris Rowney said: “Shows like Viva Forever, The Bodyguard and Charlie and the Chocolate Factory are perfectly placed for long term group business. “We are confident that the West End will be welcoming even more groups in 2013 and look forward to letting visitors to Excursions 2013 know all about the opportunities we have available.”
EDINBURGH has become the first Scottish city to join a new international tourism initiative, the World Tourism Cities Federation. The WTCF aims to promote the tourism and visitor industry throughout the world, providing its members with a platform to foster relations and develop an inter-city dialogue that will encourage economic and social development of its member cities. Edinburgh and London are the only UK cities invited to become inaugural members of the Federation, which will now have 62 city and tourism organisation members including Buenos Aires, China Air, Hong Kong, Rome, Shanghai, Barcelona and Seoul. Chinese delegates from the federation met with The Rt Hon Donald Wilson, Lord Provost of the City of Edinburgh and key members of Edinburgh’s tourism industry, for a special signing ceremony to officially welcome the city. Chair of the Edinburgh Tourism
Action Group Robin Worsnop said: “Sharing and learning from cities like Beijing and associated businesses like Air China that already have a similar focus on leisure and business tourism to Edinburgh will be a very useful, collaborative opportunity. “Our own Edinburgh 2020 Tourism Strategy, led by our industry professionals in the visitor sector through the Edinburgh Tourism Action Group, is built on a similar collaborative leadership approach, which we believe is vital to increase the value of tourism and enhance the city’s image and reputation at home and abroad.” The WTCF will focus on all aspects of tourism and visitor experience in its member cities. Aiming to upgrade the appeal of Federation cities for international visitors, it will provide a platform ranging from research on future opportunities through the development of members’ visitor economy, to enabling the creation and growth of joint markets through academic study and industry practice.
Your next big, little break WITH Christmas over, now is the time to think about your customers’ next big little break. Valentine’s “month” approaches, with Easter soon behind. Don’t be fooled into thinking that romance is just about February 14 – get your customers to think of romance for the whole month of February, at the very least, and you will reap the benefits. Customers booking Valentine’s breaks generally spend a little bit more money, after all, no one wants to appear “tight” in the eyes of their loved ones! At Superbreak we are encouraging all retailers to promote Valentine’s breaks for the whole month of February by whatever means possible, Direct mail, window posters or window cards, leaflets in store, or even an incentive to book. There are some great offers to choose from: theatre breaks, spa breaks, luxury breaks, many for less than £100. 6
If you want examples for your region, just take a look at www.superbreak.com/travelagent or drop us a line at sales@superbreak.com and we will get some to you. If romance isn’t in the air in your agency, then what about promoting Easter? Good Friday is March 29, so spring will be here, and many customers will turn to the UK for a quick escape before their summer holiday. With an extended holiday, London is an ideal destination, and with so many theatre shows that are ideal for children, it is a great excuse for the whole family to get away. London has so much to offer for the family, with all of the national museums offering free entrance, it is a great educational opportunity for the family to share too. So, start promoting that Big Little Break now!
Olympic boxer and Dancing on Ice contestant Luke Campbell joined business leaders, customers and staff to support the start of British Airways’ flights from Leeds Bradford to Heathrow. The local hero, who became the first boxer in the bantamweight category to win Olympic gold for Britain in more than a century at the London 2012 Games, met the first flight with Andy Lord, British Airways director of operations and John Parkin, chief executive of Leeds Bradford Airport.
Scalloway receives rosette THE Scalloway Hotel in the Shetland Isles has been awarded the AA’s most northerly rosette. The hotel joins more than 2,000 professionally inspected restaurants, from village inns to smart city eateries in the AA Restaurant scheme. 1045 miles south of the Scalloway Hotel, diners will find the most southerly AA Rosette
holding restaurant, The Green Island Restaurant in St Clements Bay, Jersey. AA hotel services manager Simon Numphud said: “Awarding the Scalloway Hotel with their first AA Rosette means that we can truly say that diners can benefit from the knowledge of finding excellent food wherever they are in the British Isles.”
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State Beds. The exhibition will feature stunning portraiture and bedchamber furnishings of the time, as well as unusual bedroom artifacts, such as Charles II bedrail, a rare remnant of the bedchamber at the longlost palace of Whitehall. In addition, exclusive for groups, guided tours of Secrets of the Royal Bedchamber will be available for advanced bookings at £100 per group plus VAT for one and half hour tour (additional to admission). Maximum group size 25. 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 January’ when contacting us. From 27 March a new temporary exhibition opens in the Baroque state apartments, the story of the State Beds gives an insight into the fascinating world of the 17th and 18th Century Court; how it influenced and in turn was influenced by wider political, religious and social changes. The rituals of the bedchamber, from morning levée to evening couchée were performed in and around these magnificent beds. Courtiers embarked on a social climbing venture to get as close to the bedchamber as possible where, if they were deemed worthy, their Monarch would receive them. Secrets of the Royal Bedchamber will reveal not only the extraordinary bizarre rituals of the Stuart and Hanoverian court but will also feature seven of our most rare and magnificent
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Wow factor sets stage for Kent’s Olympic legacy By Christina Eccles
Great Yarmouth Tourism has launched its 2013 campaign in front of an audience of over 200 tourism professionals at the historic Grade I listed St George’s Theatre. The brochure’s art deco style cover with a modern twist celebrates the increasing interest in the British seaside and growing nostalgia for childhood holidays. The 2013 TV advert, filmed at a range of Great Yarmouth locations over summer, also had its premiere at the event. Pictured with the 2013 brochure are chairman of the Great Yarmouth Tourist Authority Ken Sims, Mayor of Great Yarmouth Coun. Colleen Walker and cabinet member for tourism and business councillor Michael Jeal.
Irish facilities added to site LATEROOMS.COM has teamed up with hotels hub Gulliver Ireland to add hundreds of hotels and guesthouses on the Emerald Isle to the site. The partnership will enable the hotel booking specialist to further establish its presence in Ireland. Offline Marketing Manager Lynda
Matthews said: “We are excited to being working with Gulliver Ireland and with the opportunity to expand our Irish property portfolio. We hope customers will enjoy the ease of booking through LateRooms.com, and find a hotel or guesthouse for their every need in Dublin, Cork and beyond.”
KENT’S starring role in the London 2012 Olympic and Paralympic Games wowed both residents and visitors to the area, research from Visit Kent has revealed. The survey claims that the Games and Games-related events, such as the Torch Relay celebrations, increased 88 per cent of people’s pride in their county and 79 per cent of people’s sense of community. Local residents and visitors who met one of the county’s volunteer army of Games Time Kent Greeters at rail stations, coach parks and ports during the Games were also impressed. 93 per cent of the survey’s respondents said the Greeters made them feel welcome and 86 per cent said they were helpful in answering their questions. Eight per cent of visitors to Kent this summer were there primarily to attend Games’ related events – either in London, the Paralympic Road Cycling at Brands Hatch, or locally organised activities including the Torch Relay.
Chief executive Sandra MatthewsMarsh said: “2012 has been a golden opportunity for Kent to showcase its warm welcome and its quality tourism experience and we have delivered beyond our expectations. “We have succeeded in delighting our residents and our Games Time visitors and we are still seeing our county promoted across the world by VisitBritain. During the Games we were able to reach millions of people across London with our Kent Contemporary campaign as well as visitors taking advantage of our ports and our rail links to reach London and beyond. “We always knew that excellent delivery to new visitors and audiences during 2012 would be key in building our Olympic legacy for the coming years. “We are now looking forward to 2013 and beyond when we will be welcoming back our traditional visitors alongside new visitors – those inspired by our campaigns and this year’s Games visitors returning with their friends and relatives keen to spend more time exploring our county.”
Free coach services to Beautiful South Group Travel Fairs VISIT one of the Beautiful South Group Travel Fairs taking place at top attractions across South East England in early 2013. The first event takes place at Knebworth House, Hertfordshire on February 9, followed by Brooklands Museum, Surrey on February 16 and finally Portsmouth Historic Dockyard, Hampshire on March 2. Each free entry fair will have about 50 exhibitors from across South East England, showcasing their group offer and providing visitors with new and inspiring ideas for day trips and short breaks. After the fairs, visitors are welcome to look around the host venues and take advantage of the guided tours and/or talks available to book on the day (places are limited). Visitors to Brooklands will enjoy the motoring and aviation exhibits on display and have an opportunity to relive the excitement of the supersonic age with the Concorde experience. Those visiting the Portsmouth Historic Dockyard will be able to see the attractions on site and hopefully be one of the first to catch a glimpse of the new Mary Rose 8
Museum due to open early 2013. Visitors to the Knebworth event are invited to look around the gardens and possibly see some rooms in the lower floor of the house. For the first time, free shuttle services will be in operation from towns and cities across the South East and other local attractions and hoteliers have provided special offer promotions for visitors to the group travel fairs so guests can make a weekend of it to discover the area in more detail whilst in the area.
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DESTINATIONYORKSHIRE
Goathland Railway in North Yorkshire. Credit: Welcome to Yorkshire 2012 Tour de France winner Bradley Wiggins.
County to host start of Tour de France in 2014 By Christina Eccles
YORKSHIRE has seen off stiff competition to bring the world’s largest annual sporting event – the Tour de France – to the county. Yorkshire will host the Grand Départ, the prestigious opening few days’ racing, of the 2014 event, bringing the iconic race to the north of England for the first time. Gary Verity, chief executive of Welcome to Yorkshire, the agency behind the county’s bid, said: “We are honoured that the race organisers, the Amaury Sport Organisation (ASO), have selected Yorkshire to be the host location of the 2014 Grand Départ. “It will mean less than two years after hosting the Olympics the British public can look forward to another of the world’s biggest sporting events coming to the country, and I am in no doubt they will come to Yorkshire in their millions, lining the length and breadth of the route to cheer on the champions of world cycling and our home grown British heroes. “Yorkshire is a passionate county
of proud people and I am sure they will guarantee that their Grand Départ raises the bar in terms of expectations for all future hosts to come.” The county will host the first two days racing on July 5 and 6 before the Tour moves south for a third stage in southern England, with a finish in London. The host city of the Grand Départ will be Leeds, which will host a festival of cycling and the arts to coincide with the arrival of the Tour. VisitBritain CEO Sandie Dawe added: “It is fantastic news that the 2014 Tour de France will start in Yorkshire and that this major sporting event will be back in the UK. “The beautiful countryside will be a wonderful backdrop and seen by an international audience as well as the thousands who will come to see the race. “Cycling in the UK has received a welcome boost due to the success of team GB’s cyclists and Bradley Wiggins’s tour victory, so we hope that a Britain-wide bid will be successful in future years.”
Sharp rise in trips revealed TRIPS to Yorkshire increased by 16.3 per cent for the period September 2011 to August 2012, according to the official Great Britain Travel Survey. The survey showed spend was up 13.5 per cent and overnight stays were up 11.5 per cent during the same period, with the statistics following a series of major national marketing campaigns by Welcome to Yorkshire. Campaigns included branding every ticket barrier at London’s Kings Cross station with ‘Welcome to
Yorkshire’ and www.yorkshire.com ahead of the Olympics, a national ‘Have a Brilliant Yorkshire’ television ad campaign and product placement promoting the county in Emmerdale. The organisation also produced a medal map for Yorkshire during the Olympics, showing where the country’s medal winners were from and encouraging people to visit – alongside the fact that if Yorkshire was a country it would have ranked 12th in the Olympic medal table.
Organisation scoops award WELCOME to Yorkshire has scooped a global travel award, beating off some of the world’s most famous locations. The organisation held off competition from India, Brazil and South Africa among others to win World’s Leading Marketing Campaign at the World Travel Awards in Delhi. Chair Clare Morrow collected the trophy, which was awarded for the ‘Have a brilliant Yorkshire’ campaign, Clare said: “We knew we were
up against the best of the best and this shows how far both our organisation and Yorkshire have come. Now the world is waking up to what we have in Yorkshire – unrivalled culture, food, attractions and natural beauty. “Our county is the envy of many across the world and is now becoming a must-see destination nationally and internationally.” This is the third time Welcome to Yorkshire has scooped the World’s Leading Marketing Campaign award.
Businesses learn how to stay ahead at conference 200 businesses from across Yorkshire attended Visit York’s annual tourism conference where experts gave advice on staying ahead of the competition in an international market. Hosted by BBC Radio York presenter Elly Fiorentini at York’s racecourse, the event looked at topics such as brilliant customer service, making the most of social media and marketing internationally. Interactive workshops also gave delegates an insight into maximising their marketing literature and running an environmentally sound
business. Chief executive of Visit York Gillian Cruddas said: “We had a stellar lineup of speakers and experts at the event, each giving their inside knowledge on the best ways for businesses to stay ahead of the game in this busy global tourism market. “I hope the conference gave delegates a valuable perspective on the current and forthcoming tourism climate in our region and that it ultimately helps boost income for businesses and encourages best tourism practice.”
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Awards recognise the best of region’s tourism businesses By Christina Eccles
Christmas came early for a group of gorillas at Longleat Safari and Adventure Park when they were presented with a sackful of festive presents. Brothers Alf, Evindi and Kesho were fascinated by the brightly wrapped gifts and carefully tore holes in the Christmas paper to try and see what was inside. Each of the parcels contained a selection of their favourite fruits and vegetables and it didn’t take long for the huge Western lowland gorillas to tear off the paper and get to the treats inside.
CHESHIRE and Warrington’s top tourism businesses have been rewarded at a glamorous awards ceremony. The Marketing Cheshire Annual Awards in Association with M&S Bank recognised the outstanding work delivered by all sectors of the tourism and hospitality industry and the professionals who work in it. More than 370 guests attended the awards at the M&S Bank European Headquarters, enjoying champagne and canapés before sitting down to an evening hosted by actress and presenter Terri Dwyer. The event not only celebrated Cheshire’s booming economy, which last year had a £2.26b tourism boost, but also marked the departure of chief executive Chris Brown after eight years at the organisation. Chris was presented with the outstanding contribution to Cheshire award by chief executive of VisitEngland, James Berresford. Chris said: “I’m overwhelmed at receiving an award and very proud of
Mobile version launched MARKETING Lancashire has launched a mobile version of its essential guide to Lancashire, offering visitors access to accommodation providers, attractions, places to eat, special offers and inspiration while on the move. Visitlancashire.com has over 1m unique visitors a year and 25 per cent of these people visit the website on mobile devices. The new mobile visitlancashire.com will automatically load when accessed via a mobile and provides the user with a special version of the website.
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the destination and the reputation that it has built both nationally and internationally, thanks to the imagination and dedication of our tourism and hospitality businesses. “More than 32,000 people are employed by the visitor economy in Cheshire and Warrington and it is their hard work that helped to bring the 46.8m visitors here last year alone. “The annual awards are a fantastic way to recognise all the hard work that is going on here and we are thrilled to be able to acknowledge the excellent standards achieved by both industry and individuals in Cheshire and Warrington. We wish our winners going onto to the VisitEngland Awards for Excellence every success. “I have no doubt that the area will continue to grow even more successful in the future.” This year’s winners included Jodrell Bank which won Visitor Attraction of the Year and Peckforton Castle, which scooped the Hotel of the Year award, sponsored by staytripper.com.
Marketing director Tony Openshaw said: “The new mobile site ensures visitors on the move can enjoy all the benefits of visitlancashire.com without loss of quality or experience. “When visitors are out and about they can access valuable information to help plan their day, find a local place to eat, opening times of attractions and even tap into special offers. “With more people each year organising their travel plans via mobile devices, it’s vital that accessing the county’s foremost destination guide is as easy as reaching in your pocket or bag.”
Value hotel chain Premier Inn has celebrated a double milestone with the announcement of its 50,000th room at the opening of its largest ever hotel at Gatwick Airport. The new 630 bedroom hotel was officially opened by Whitbread managing director Patrick Dempsey and employment minister, Mark Hoban. It follows the recent opening of a new Premier Inn site on Leicester Square and is one of nine hotels to be opened in Greater London by the end of 2013, as part of a major expansion drive for the chain.
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New! Modern Royals at Kensington Palace The red carpet is rolled out for the next installment following the £12m re-presentation project at Kensington Palace, the twentieth century royals. The new exhibition will open on 22 June 2013 and is set within the newly opened Piggott Galleries. The story of the young royals who started their married lives in the various apartments at Kensington Palace will be told through photographs, film footage and costumes from the Royal Ceremonial Dress Collection. The main characters will be Princess Elizabeth and Prince Philip of Greece, Princess Margaret and Anthony ArmstrongJones and Lady Diana Spencer and Prince Charles, the Prince of Wales. Each couple, in
their own day, brought glamour and style to the old and venerable palace, just as the latest generation is doing today. Adding value to the already acclaimed Victoria Revealed exhibition and the stunning King’s and Queen’s State Apartments, Modern Royals ensures the full 300 years of royal history is bought spectacularly to life in this popular attraction. For more information on events and exhibitions for 2013 at Kensington Palace, please contact the Groups & Travel Trade Department on 0203 166 6311 or groupsandtraveltrade@hrp.org.uk. Please quote ‘Destination UK January’ when contacting us.
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DESTINATIONNEWS
East Lancashire Railway volunteers with their certificates.
Volunteers successfully complete programme EAST Lancashire Railway’s team of 88 volunteers have successfully completed Welcome Host training, part of the nationally recognised Welcome to Excellence customer service training programme, delivered by Marketing Lancashire. Welcome Host is one of the country’s most successful customer service training initiatives and helps delegates acquire new customer service and communication skills, as well as improving their knowledge of local facilities and services. Chief executive of Marketing Lancashire Ruth Connor said: “It
is clear that the volunteers have a genuine passion for the railway and a real enthusiasm to share this with visitors. “The Welcome Host training provides them with additional confidence and the skills, to ensure that excellent levels of customer service are delivered across the organisation and that the visitor experience of their time in Lancashire is second to none. “We congratulate the team at East Lancashire Railway on their achievement and look forward to supporting and celebrating their continuing success.”
Explore a global kitchen garden and living banquet FROM May 25 to November 3 2013, groups will embark upon a global culinary journey at Kew Gardens, showcasing a huge range of edible plants. Visitors will be greeted by a largerthan-life living banquet, set beside the iconic Palm House. The Palm House itself will become a rainforest larder, emphasising exotic edible plants, from the most familiar, like the fabulous banana collection, to the most unusual. Kew Gardens boasts eight glasshouses altogether, providing 4.5 acres heated to up to 27°C, so there is always plenty to see under cover. The Great Lawn in front of Kew Palace is set to become one of the 12
most diverse kitchen gardens in the world with more than 90 edible plants arranged in geographical zones. The sheer scale of edible plants will come alive for groups as Kew Gardens’ expert guides will explore the eye-catching displays, installations and sculptures and relate them to the work that Kew’s scientists and horticulturalists do around the world. The guides will introduce hands-on elements so that groups can be truly amazed by plants that are weird, ugly, beautiful... yet all edible! Discounts are available for travel trade and group bookings.
Ian Stephens MD Cumbria Tourism, Rt Hon Hugh Robertson MP Minister for Sport and Tourism, Bryan Gray, Chairman of the Trustees Lowther Castle & Gardens and Rory Stewart MP for Penrith and Border.
Minister meets with Cumbrian tourism bosses and officials By Christina Eccles TOURISM minister Hugh Robertson has visited The Eden Valley in Cumbria where he met with a range of tourism businesses and officials. This visit was the first in a series of tours designed to familiarise the minister with destinations across the country as he begins to lead the next phase of the VisitBritain Your Welcome Campaign. During his visit, he was escorted by Cumbria Tourism managing director Ian Stephens and Penrith and Borders MP Rory Stewart during a visit to Lowther Castle and Gardens. The party also visited Steve and Jill Woolley, the owners of Near Howe self-catering cottages, to hear about the local broadband infrastructure and 4G plans. He then visited
Rheged, just outside Penrith, where he participated in a roundtable discussion with 21 representatives from the tourism industry and Eden District Council. Chairman of Cumbria Tourism’s Commercial Members Committee and owner of Augill Castle Simon Bennett said: ‘’I am really pleased that the Minister began his tour in the Lake District, Cumbria. “Tourism is a very important part of our economy and generates over £2b annually. It is extremely important to our tourism businesses that as one of the leading ‘attract brands’ in the UK we continue to maximise the opportunities presented by both the Jubilee and Olympic Games and ensure our visibility on the world stage in future years.”
Environment award for hotel chairman CHAIRMAN of The Gleneagles Hotel, Peter Lederer, has been honoured for his commitment to improving environmental performance, particularly within the tourist sector, at a ceremony at The Glasgow Marriott Hotel. Peter was presented with the Vision in Business for the Environment of Scotland (VIBES) award for lifetime achievement, in recognition of his efforts in taking a leading role finding sustainable and low carbon solutions for waste at The Gleneagles Hotel. Over the past few years, the hotel has worked towards building a sustainable future by setting targets to reduce the volume of waste sent to landfill; installing a biomass boiler for low carbon energy; and implementing
Peter Lederer innovative recycling measures. It currently recycles glass, cardboard, paper, cans and recycleable plastics and has a dedicated area in its grounds to accommodate other products such as unused paints, excess furnishings and excess room amenities and pallets.
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DESTINATIONCENTRESTAGE
Captivating audiences around the world ... ONE of the most celebrated, awardwinning musicals on stage today, Billy Elliot has been dazzling London’s West End since 2005, and has gone on to captivate audiences around the world. Set in a northern mining town, against the background of the 1984/’85 miners’ strike, Billy Elliot is the inspirational story of a young boy’s struggle against the odds to make his dream come true.
Follow Billy’s journey as he stumbles out of the boxing ring and into a ballet class where he discovers a passion for dance that inspires his family and whole community and changes his life forever. With unforgettable music by Elton John, sensational dance and a powerful storyline, this astonishing theatrical experience will stay with you forever.
Billy continues to be a best seller HIT musical, Billy Elliot continues to sell extremely well, reports short break specialist, Superbreak. The show, now in its eighth year, is hugely popular with customers young and old and is now booking at the Victoria Palace Theatre until December 21 2013. The show has several new cast members including Killian Donnelly who stars in the Les Misérables movie that opens this month. Billy Elliot the Musical is a fantastic adaptation of the magnificent film that sees one 11 year old boy break the mould and fight against the odds to follow his dreams of becoming a dancer. Set in a working class North of England town, against the backdrop of the violent 1980s miner’s strike, Billy Elliot the Musical has a gritty realism underlying what is a fabulous feel-good story. The story follows Billy who faces potential ridicule and shame. Billy 14
must train in private with the help of his supportive ballet teacher and hide his love of dancing from his stern, working class father. However, when the audition of a lifetime comes knocking, Billy must either risk disappointing his family or say goodbye to his dancing dreams. With a musical score by Sir Elton John and the same award-winning creative team that were behind the film (writer Lee Hall, director Stephen Daldry and choreographer Peter Darling), Billy Elliot the Musical pays real homage and honour to what is now a classic British movie. Some high profile talents from the world of musical theatre have joined the cast recently, including Killian Donnelly, who has joined the cast to play Billy’s brother Tony – he has just finished playing Raoul in the West End production of The Phantom of the Opera. His previous theatre credits include the title role
in Michael Collins for Cork Opera House and the 25th Anniversary concerts for both The Phantom of the Opera at the Royal Albert Hall and Les Misérables at the O2 Arena. Donnelly has recently wrapped production on Tom Hooper’s feature film version of Les Misérables, in which he plays Combeferre. National sales manager Graham Balmforth said: “Billy is always a popular choice amongst our customers. Most people know the story and have seen the film and it works brilliantly well as a stage production. It’s amazing that it has been going eight years and still enjoys standing ovations and sell outs. With bookings being taken right through 2013 there is plenty of opportunity to sell our theatre inclusive breaks to see Billy Elliot.” For more information on Superbreak visit www.superbreak.com/agents
Graham Balmforth
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DESTINATIONLONDON
Visitor surge follows Games and Jubilee THE excitement of the London 2012 Olympic Games and the Queen’s Diamond Jubilee has led to a huge increase in visitors heading to London’s top attractions and restaurants this winter, new figures have revealed. Visitors to London have been flooding to the capital’s top attractions including the Tower of London, Westminster Abbey and St Paul’s Cathedral with the money saving London Pass. Leisure Pass Group, the company behind the London Pass has seen a 40 per cent increase of usage of
their popular sightseeing pass during November 2012 compared to the same period last year. Product marketing director Amanda Truman said: “It’s no secret that the summer was tough for a lot of businesses in the capital but the high profile celebrations have ensured that the Olympic legacy is very much alive and well for us at the moment. We have seen a strong incremental growth since September and it is great to see that visitors are once again really spending and appreciating all that the capital has to offer.”
Sleep menu and hotline launched Michele Caggianese
Manager award for Michele MANAGER of The Rib Room Bar and Restaurant at Jumeirah Carlton Tower in Knightsbridge, Michele Caggianese, has been voted hotel restaurant manager of the year at the 2012 Hotel Cateys. The awards recognise the individuals and teams that work to ensure a smooth and successful operation that delivers an
exceptional guest experience. Michele said: “It is an honour to be recognised for heading up a successful team at Knightsbridge’s most iconic restaurant. Having been awarded our third AA Rosette in September, I would like to thank the team for their continued hard work and enthusiasm, and our guests for their ongoing support.”
Best seller enters 14th year DISNEY’S record-breaking musical The Lion King has entered its 14th triumphant year at London’s Lyceum Theatre. Having opened in 1999, the award-winning production remains the West End’s best selling stage production. The Lion King remains ascendant with 20 productions around the globe having been seen by more than 65m people. Produced by Disney Theatrical Productions (under the direction of Thomas Schumacher) The Lion King has been translated into eight different languages (Japanese, German, Korean, French, Dutch, Mandarin, Spanish, Portuguese) and the show has been performed in 15 16
different countries on five continents. In addition to the successful London production, The Lion King also recently commenced a tour of the UK and Ireland. The Lion King can also be seen in New York, Tokyo, Hamburg, Madrid and on tours of North America and Japan. Recently becoming the highest-grossing show in Broadway history, The Lion King is only the second show in history to generate five productions running 10 or more years. The show is currently booking to Sunday 30 June 2013. It plays Tuesday to Saturday at 7.30pm with matinee performances on Wednesday, Saturday and Sunday at 2.30pm.
A LONDON hotel is introducing an in-room sleep menu and milk and cookies hotline following feedback from the Sleep Council. Park Plaza County Hall called in the sleep experts to critique the facilities to ensure guests get a good night’s sleep.
Following recommendations, visitors will now have access to 10 top tips for getting a good night’s sleep which will be displayed on flat screen TVs, Horlicks light sachets to make a hot drink to aid sleep and can have milk and cookies delivered to their door.
A new book has been launched which showcases hidden London. London Hidden Interiors by Philip Davies celebrates the success of conservation in the capital and includes 180 spectacular interiors, most of which are little known to the people of London. Philip said: “London Hidden Interiors was written to alert people to our heritage and to highlight the huge number of extraordinary, evocative, forgotten and exquisite interiors there are – they are too beautiful to be let to disappear.” Philip Davies is pictured signing copies of the book.
Ali appointed by attraction LONDON attraction Ripley’s Believe It or Not!, has expanded its team with the appointment of Ali Rance as marketing and partnerships manager. Ali was most recently events manager for UKinbound, where she was responsible for heading up the organisation’s marketing and events programme, internal and external communications and organising some of the industry’s most high
profile events, including the UKinbound Summer Ball, WTM Gala Dinner and Annual Conference. Her new role will see her driving forward the marketing and communications strategy for Ripley’s Believe It or Not! London, in line with internal revenue targets, as well as building and maintaining relationships with key business partners and industry bodies.
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DESTINATIONLONDON
Landmarks join forces to build on year’s events By Christina Eccles SOME of the capital’s most famous landmarks have joined forces in a bid to create more tourism business off the back of London 2012 and the Diamond Jubilee. The Shard, Arsenal Football Club, Harrods and Selfridges joined VisitBritain’s latest mission to Shanghai, where the group met with leading Chinese travel agencies, with the aim of creating a lasting tourism legacy for the country. A record 40 British organisations took part in China Mission 2012, the largest ever delegation of tourism businesses and an indication of just how well regarded China is by the UK tourism industry. The group included national and regional tourism boards, city and tourist attraction promotion organisations, travel agencies, hotel groups, major retail groups and specialist tour operators. China mission leader and VisitBritain’s director of overseas,
Keith Beecham said: “The UK tourism opportunities from China are vast, numerous and there to be developed further, especially in this crucial post-London 2012 period. “Such was the demand from the industry that our mission could have been booked more than three times over. Everyone now recognises that China is a hugely important market for tourism and these business trips will help us achieve our target of welcoming 382,000 Chinese visitors by 2020.” VisitBritain has also launched the next phase of its ‘GREAT’ campaign to capitalise on the increased interest in Britain from China. This includes a seven month run of print advertising in National Geographic, advertorials in Time Out and on Yahoo!, and a partnership with British Airways to encourage Chinese tourists to come to Britain for the January sales.
A new exhibition has opened at Tower Bridge which celebrates the attraction’s momentous year with a selection of iconic images. The Golden Legacy exhibition, which runs until January 30, includes highlights from events such as The Diamond Jubilee and Olympic opening and closing ceremonies where the bridge played a starring role.
Arch named ‘best newcomer’ THE Arch London has been named as best newcomer in Condé Nast Johansens 2013 Awards for Excellence. The award marks a year of successful accolades for the hotel, which has also been awarded ‘Top 25 Trendiest Hotels in the UK’ by TripAdvisor, received a TripAdvisor Certificate of Excellence and was
named Best UK club hotel by Small Luxury Hotels of the World. General manager Grant Powell said: “We are delighted and proud to have had such success with awards this year and would like to take the opportunity to thank every one of The Arch London team as well as our loyal guests who have contributed to this.”
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DESTINATIONTOURISM SOCIETY
Chair leads Prospects panel CHAIR of The Tourism Society David Curtis-Brignell and vice chair Sandra Matthews-Marsh will lead an expert panel at the society’s annual Prospects event, exploring what 2013 has in store for the tourism industry. The evening takes place on January 15, with the panel including Taleb Rifai (secretary general, UNWTO), David Edwards (head of research and forecasting, VisitBritain), David Bailey (deputy managing director, TRI Hospitality Consulting), Steve Lowy (CEO, umi Digital) and Eduardo Santander (executive director, European Travel Commission). The event is sponsored by BDRC – Continental and takes place at MacIntyre Hudson Offices in London. Webinar registration is also available for those unable to attend in person.
By Ken Robinson CBE, chair of the Tourism Society Think Tank
David Curtis-Brignell
Jimmy to run events THE Tourism Society has appointed Jimmy Ancheta Jr. as marketing and commercial executive. In his new role, Jimmy will be responsible for running the society’s year round programme of meetings and events, as well as boosting society sponsorship and increasing social media
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Home and away – growth thoughts for the new year
engagement and presence. His experiences include conference administration at The Regional Studies Association and sponsorship and events coordination at the University of Brighton, University of California Los Angeles and the University of California Riverside.
SO how will 2013 pan out? How do we ensure tourism growth? What works in the garden, works in the economy too. Given the right conditions, of soil, seed and sun, with enough moisture to make the sap rise, growth can be prolific. If the conditions are not ideal, then not only will new seedlings not take root and grow, but even well-established plants will wither and fail. Sometimes fertiliser is needed, with constant care to preserve damaged plants and encourage the new growth to start. The parallels with our tourism economy are all too clear. After the euphoria of 2012 and the Jubolympics, the conditions for growth are not great. Fortunately the Chancellor has a plan! His latest proposals have features related to tourism affecting both home and away. First, ‘home’. Looking for some new stimulant, Lord Heseltine was commissioned to report, something he has been asked on several occasions before (Urban Development Schemes, Garden Festivals and Liverpool, London Docklands, etc) so what’s new this time in his “No Stone Unturned in Pursuit of Growth”? Well, bless him, Hezza has proposed stopping the post-RDAs pendulum swing away from regionalism, and is pushing it back again towards greater regionality. Yes, if he, and many of the Coalition and the Opposition MPs get their way, it will be déjà vu, all over again. He says: “At present LEPs simply do not, though, have the authority or resource to transform their locality in the way our economy needs. This needs to change. LEPs are ideally placed to lead the development of a long term strategy and business plan for their local area. I believe they should develop, with local partners, the bids to secure central government funding for their locality.” His new plan is to collect around £10b a year from Government Departments and reallocate it to LEPs. Hezza concluded that LEPs are under-resourced and several do not represent functioning economic areas. So they should be incentivised to change and Osborne has allocated £250k per LEP to prepare their own strategic plans. So, it’s Regionalism Plan B. It is time to renew our efforts to ensure that every LEP recognises the potential of tourism, as a strong plank of their growth strategy. Secondly, ‘away’. By this I mean inbound tourists who come from ‘away’. VisitBritain has recently given
Ken Robinson CBE their account of all they achieved in 2012 – and it is a vibrant and extensive catalogue of successes, worthy of strong praise, even before the boost their efforts received in selected overseas cities from No10’s “GREAT” Campaign. We hear time and again from VB’s executive team, and indeed from VE, that tourism has never been higher up the conversation agenda among diplomats and senior politicians. Hosting the world for the Olympics, and being successful at it, has its benefits. Government is clearly pleased with its GREAT imagebuilding campaign, so much so that in the Autumn Statement the Chancellor pledged further funds to continue it in 2013. We in the tourism sector usually only notice the tourism-relevant images and imagine this is a tourism marketing campaign. It isn’t; tourism is only one of the topics and intended beneficiaries. The campaign promotes the activities and interests of the Foreign and Commonwealth Office, UK Trade and Investment, the Department for Business, Innovation and Skills and the British Council, as well as VisitBritain. We should remember that it only appears in selected locations, and that VisitBritain’s own funds for tourism-specific marketing have been cut by two thirds since 2000. If the Government really wants to grow inbound tourism, despite all the disincentives of APD and high VAT, it must invest adequate budgets through VisitBritain, for them to allocate without political direction. The key thing about ‘away wins’ of inbound tourism visitors is, just like in football pools and competitions, that the revenue they bring counts double. It is additional net income into the UK economy – quintessential growth. 13 is an unlucky number for some. 2013 could be unlucky for us in tourism and the UK’s economy as a whole if the opportunities for growth are not nurtured.
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