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Issue 49 November/December 2012 £2.75
Fall blamed on Olympics and weather By Christina Eccles
VISITORS to some of Britain’s biggest attractions fell by up to 21.3 per cent this summer, figures have revealed, with experts blaming factors such as bad weather and the London Olympics. London based members of The Association of Leading Visitor Attractions saw an average loss in visitors of 15 per cent during May to August 2012, compared to the same months in 2011, with gardens and leisure the worst hit sector, losing 21.3 per cent. Among the heritage and cathedrals sector, visitor numbers decreased by 20.3 per cent to attractions such as the Tower of London and Westminster Abbey. Museums and galleries saw the smallest decline of 13.1 per cent. Chief executive of ALVA Bernard Donoghue said: “In the first couple of weeks of the Olympics, some of the key central London attractions experienced a huge fall of up to 61 per cent in visitor numbers compared to the same weeks last year. Overseas visitors who stayed away from London during the Olympic period and Londoners who avoided the city led to media headlines of
London being described as a ghost town.” According to the research, other parts of the UK were also hit. ALVA members in the rest of England saw an average decline of 4.7 per cent and in Scotland gardens and attractions in rural locations suffered – but museums and galleries in Edinburgh and Glasgow performed well. Bernard added: “These figures from our 43 members, who manage some nearly 2,000 tourist sites and welcome over 100m domestic and overseas visitors each year are definitely sobering reading and show that the summer of 2012 has been a difficult time financially for our most popular and best-loved visitor attractions. “It is our belief that for gardens and outdoor attractions across the UK, the appalling weather during much of the year has led to one of the worst trading periods since 2001 and Foot and Mouth. “For London attractions the Olympic period was one of their worst trading periods in living memory and for visitor attractions the summer is their equivalent of retailers’ Christmas, once lost the business can’t be won back.”
Travelodge reveals its guests’ strangest questions
The popularity of the James Bond films has inspired VisitBritain to launch its biggest ever film tourism campaign. To capitalise on the global fascination with the iconic character – and the release of new Bond movie Skyfall starring Daniel Craig (pictured) – the national tourism agency is undertaking an extensive campaign in over 20 countries to encourage 007 fans to head to Britain on their next holiday. The campaign will include a string of cinema, press and outdoor advertising developed around the slogan “Bond is GREAT Britain”. Full story, Page 3.
BUDGET hotel chain Travelodge has revealed the most peculiar questions its guests have asked over the last 12 months – including “Can my seven penguins stay?” and “Does the water come from the tap?” Annually the group receives more than 200,000 bizarre requests across its 523 hotels, with the list also highlighting a trend for guests wanting to travel with their pets – no matter how unusual the animal is. Stories include: The hotel manager at Travelodge’s Manchester Ancoats hotel being asked for an outside power supply unit to accommodate his refrigeration van, which housed seven penguins, while their owner stayed in the hotel. A guest at Ayr Travelodge asked the hotel team if her beloved Shetland Pony could stay in the room with her. A guest staying in Cardiff Atlantic Wharf asked if it would be ok to have a Boa Constrictor snake in the room – without its tank. In Inverness, a traveller asked staff when the Loch Ness Monster came out so they didn’t miss it.
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Entertainment news in Centrestage starting on Page 13
Contacts EDITORIAL
Bond heads up film tourism campaign VISITBRITAIN has launched its biggest ever film tourism campaign centred around the release of the new James Bond film, Skyfall. To capitalise on the global fascination with James Bond, the national tourism agency is undertaking an extensive marketing campaign in 21 countries to encourage 007 fans to head to Britain – the home of Bond – for their next holiday. This will see the organisation roll out a string of cinema, press and outdoor advertising developed around the slogan “Bond is GREAT Britain”. The extensive international production of Skyfall was filmed in iconic London locations, including the National Gallery, Whitehall and Greenwich, as well as Glencoe and Glen Etive in the Scottish Highlands. Capturing the adventure and excitement of 007, VisitBritain’s
image campaign includes its first ever film tourism ad, which will be shown in cinemas in key inbound markets like Australia, Brazil, Germany and the US. To coincide with celebrations for the 50th anniversary of 007, VisitBritain will also launch an online experience called ‘Agent UK’, designed to engage with the large digital and social media following that the national tourism agency already enjoys. Those taking part will undertake five online missions across the UK, which will lead them to identify the hidden location of a rogue agent. One lucky global winner will be flown to the UK courtesy of British Airways and treated to a luxury experience. Around the release of the film, a sweepstakes competition in each of the 21 markets in which VisitBritain operates will also get underway.
Winners will visit the UK where they will get the chance to live like Bond – including a private behind-the-scenes tour of the Aston Martin headquarters and a master class to learn how to make the perfect martini. Guests will enjoy a three-night stay at the Radisson Blu Edwardian Hotel in London. Chief executive of VisitBritain Sandie Dawe said: “007 has orchestrated many critical missions for Queen and country – including escorting Her Majesty to the fantastic Opening Ceremony of the London 2012 Games – so it is only right that we call upon his services now to encourage more people to holiday in Britain. That is a worthy challenge and one that we feel is well on track following an outstanding 2012 that has thrust Britain into the limelight like never before.”
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 Helen Williams reporter 01226 734694 helenw@scriptmedia.co.uk
PRODUCTION Stewart Holt – studio manager – sth@scriptmedia.co.uk Laura Blackburn – graphic designer lb@scriptmedia.co.uk ADVERTISING 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
Edinburgh Zoo pandas are rewarded for services to Scottish tourism industry By Christina Eccles EDINBURGH Zoo’s pandas have been awarded an honorary Scottish Thistle Award for services to Scotland’s tourism industry. The trophy, which was crafted from Bamboo and local Burr Elm by Dollar based craftsmen Philip Coles was gifted to celebrate the achievements of the pandas whose residence at the zoo has seen more than 500,000 visitors pass through their home since December.
VisitScotland chairman Mike Cantlay said: “Since Tian Tian and Yang Guang’s arrival last year, they have put one of Scotland’s best-known visitor attractions on the world map and shown excellence in tourism, which is what the Scottish Thistle Awards are all about – so it’s only right that we came here to honour their achievements.” The honour was given as part of a special night of celebration for all the finalists of the Scottish Thistle Awards ahead of the National Finals at Kelvingrove Art Gallery and Museum.
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Museum and pier make shortlist THE Roald Dahl Museum and Story Centre and Clevedon Pier are among six attractions shortlisted in the retail, leisure and tourism category of the second St John Ambulance First Aid Awards. The awards were launched last year to celebrate individuals, businesses and communities that are leading the way in first aid. Trophies go to organisations who have exemplary first aid standards and heroes who have been the difference between a life lost and a life saved. Chair of judges Richard Evens said: “It is fantastic to see that so many companies in the retail, leisure and tourism sectors are taking first aid seriously and protecting visitors and customers as well as staff. “So many of these organisations have put plans in place which have saved lives. I’m pleased that our awards celebrate their achievements.” Trophies will be handed out at a dinner on November 19.
Michelin chef opens new restaurant MICHELIN starred chef Jeremy Wares has opened a new restaurant at the Macdonald Houstoun House Hotel near Edinburgh. Visitors to the restaurant will be able to enjoy delights such as freshly caught scallops in red wine risotto, with tomato pesto, roast haunch of venison and stalker pie with sticky red cabbage and his special take on the traditional Scottish dessert cranachan. Jeremy said: “I can’t put in the 16-hour days required to run a top restaurant any more, but that doesn’t mean I have to hang up my chef’s hat. “Jeremy Wares at Houstoun House is a tremendous opportunity to further indulge my passion for cooking delicious dishes in a bustling restaurant environment. We are now working hard to make Jeremy Wares at Houstoun House a truly leading culinary destination in Scotland.”
Olympic spend BRITISH residents took 5.7m domestic day trips to Olympic sporting events during July and August, spending £764m. Figures from VisitEngland show the average spend per trip was £134, with visits not only to the Olympic Park but also to events held outside London, taken into account. 4
The volunteers celebrate at a special event in Faversham.
Greeters celebrate Games’ success MORE than 90 of the 130 volunteer Games Time Kent Greeters – who personally welcomed at least 37,200 visitors at key county transport hubs during the Olympic and Paralympic Games – have been celebrating their success. The volunteers from across the county joined representatives of Visit Kent, Kent County Council and
Voluntary Action Maidstone for a special event at the Shepherd Neame Visitor Centre, in Faversham. During the Games, greeters welcomed visitors aboard P&O ferries as well as at key Kent destinations including Ebbsfleet and Ashford International, Canterbury, Sevenoaks, Dover and Tonbridge stations, Gravesham campsite,
University of Kent at Canterbury, Canterbury city centre and Wrotham Park and Ride. All Kent Games Time Greeters are to receive a souvenir Games baton to mark their work as well as a 2012 DVD capturing the atmosphere and the success of the Games.
‘Life on the edge’ brand to boost island tourism By Christina Eccles ISLAND communities in Scotland’s Outer Hebrides are set for a tourism boost following the launch of a new brand which encourages visitors to come and ‘experience life on the edge.’ It is hoped the Outer Hebrides’ brand will position the interconnected island chain as a top global destination option, which offers exciting opportunities for island hopping holidays, highlighting the unique and diverse appeal of the islands’ culture, heritage, wildlife and way of life, appealing to both traditional and emerging tourist markets. The brand launch is part of a £150,000 tourism initiative spearheaded by The Outer Hebrides Tourism Industry Association with support from LEADER, Comhairle nan Eilean Siar, Highlands and
Islands Enterprise and Scottish Natural Heritage. Together with the launch of a dedicated destination website, the initiative aims to increase visitor numbers to the Outer Hebrides, boost the islands’ economy and bring benefits to the wider community. Chair of OHTIA Ian Fordham said: “The Outer Hebrides offer visitors a unique and enriching experience and we felt it was important that this was represented with a strong, vibrant and recognisable brand that encompassed all the individual islands. “The brand builds on the growing desire for industry lead action and acts as a catalyst for the creation of a unified approach to destination marketing, with the aim of increasing visitor numbers and boosting the local economy. “The new brand will not only bring
together those working within the tourism industry throughout the islands, but it will also help position the islands’ unique identity in the minds of current and potential visitors. We hope that when they visit they will be encouraged to stay longer, spend more and make many return visits to the islands.” Mairi Buchanan of Highlands and Island Enterprise added: “Tourism plays a significant role in attracting thousands of visitors to the Outer Hebrides every year. “The Outer Hebrides are a diverse chain of islands with their own Gaelic way of life, vibrant activity, food and drink, music, art and crafts. “The tourism sector is vital to the most fragile areas and this brand initiative aims to grow and achieve the aspirations of the industry in order to increase visitor numbers to boost the local economy.”
Theme park to open portable hotel THORPE Park is set to open The Crash Pad next March – the world’s first fully serviced portable hotel to operate at a major leisure attraction. The portable hotel, created by Snoozebox, can be loaded, stacked and transported with ease in order to be fully operational and ready to welcome guests within 48 hours
of arriving at a site. With 58 climate controlled rooms sleeping up to four guests in one double bed and two bunks, facilities include an en-suite shower room and toilet, flat screen TV, safe, and a dedicated reception and on-site housekeeping team. Divisional director Mike Vallis said: “Thorpe Park is constantly
evolving and pushing the boundaries with the addition of new rides but we are now excited at the next stage of the park’s development – our transformation into a short break tourist destination. “We look forward to welcoming our first overnight guests when we open The Crash Pad in March next year.”
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Three-year-old triplets Jack, Cameron and Liam Noble get in on the Brave act with kilts and toy swords at Tolquhon Castle, Aberdeenshire.
Castle visitors do a treble take for Brave photoshoot By Christina Eccles VISITORS to historic Tolquhon Castle in Aberdeenshire had to do a treble take when three-year-old triplets Jack, Cameron and Liam Noble dropped in for a Bravethemed photoshoot to promote VisitScotland’s new movie map. Just like Hamish, Harris and Hubert in the Disney Pixar movie, the real-life brothers, from Fraserburgh, are full of fun and mischief. The castle, owned by Historic Scotland, is one of hundreds of locations all over Scotland to feature in VisitScotland’s Brave movie map, which highlights some of the castles, myths and landscapes that inspired Disney Pixar during the making of their animated blockbuster. The map, which is now available free of charge in VisitScotland information centres throughout the country, is divided into regions, allowing visitors to follow in similar footsteps to Merida –
the flame-haired heroine voiced by Scottish actress Kelly Macdonald – and her triplet brothers. It is hoped that VisitScotland’s campaign with Disney, which aims to convert cinemagoers into visitors to Scotland, will generate £140m for the Scottish economy. VisitScotland chairman Mike Cantlay said: “Millions of people all over the world have already been captivated by Brave on the silver screen and now they can experience the real thing. This fantastic Brave Movie Map allows visitors to explore the castles, culture and myths of Scotland – where legends come to life. “This is the Year of the Creative Scotland and initiatives such as this are all geared at boosting the country’s visitor economy. Tourism is about more than visitor numbers, accommodation and attractions – it has a huge ripple effect with the potential to influence and enrich every area of Scottish life and the economy.”
Tickets have gone on sale for festive attraction LaplandUK, which will return to Bewl Water in Kent for a sixth year. Visitors to the attraction travel along the elves’ magical forest pathways to arrive in the snowy wonderland, where they visit the toy factory before moving on to Mother Christmas’ kitchen to decorate gingerbread and gather for storytelling. It's then skates on for LaplandUK's ice rink located in the Elf Village before meeting the resident huskies and reindeer. A very special personalised meeting with Father Christmas in his snowy woodland home, where he will give each child this year's newly designed collectable soft toy husky dog, tops off the day.
Hotel trials new technology A LAKE District hotel has become one of the first in the country to introduce new pay as you go technology, allowing visitors to purchase small items with minimum fuss. The innovation means guests can pay for items at any of the Langdale Hotel and Spa’s bars, restaurants, spa or shop by simply holding their debit or credit card against a reader for a couple of seconds. It has estimated the contactless payment is almost twice as fast as a conventional cash, credit, or debit card purchase. Anyone using the facilities can use their Barclaycard
for transactions of up to £20. The money will then be automatically deducted from their bank account or added to their credit card bill. Director Dan Visser said: “This is all about making life as easy as possible for our guests. The last thing anyone wants on holiday is to be worrying whether they have the right change or being stood at the front of a queue while everyone waits for them to enter their PIN. Instead, this is a fast, convenient way of buying a drink or snack, grabbing a newspaper or even getting a relaxing treatment in our luxury spa.” 5
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Rufus hoping to lead visitors to the capital By Christina Eccles
The Box Tree Restaurant in Ilkley has been awarded a Michelin Star for the ninth year. The award makes the venue, owned by husband and wife team Simon and Rena Gueller, one of the most consistent holders of Michelin Star status in Yorkshire. Simon said: “We are thrilled to be awarded a Michelin Star again this year. It’s been a great year for the restaurant and for our fantastic team, headed up by general manager Andrew Pratt and chef Dan Birk, who have worked hard to maintain our high standards of food and service.”
TOURISM chiefs in the capital are aiming to convert last summer’s TV viewers into visitors with the launch of a new marketing campaign – London, Now See It for Yourself. The face of the campaign, Rufus the Corgi, will help visitors to explore a digital map and microsite on the new and improved visitlondon.com site. The map shows key attractions across London and gives a guide to what's new for 2013, as well as highlighting some of the city's hidden gems. Olympic-themed landmarks such as Horse Guards Parade which hosted the beach volleyball and
Hyde Park, which formed part of the triathlon route, are showcased on the map, which encourages tourists to visit the places they watched on TV during the Games. CEO of London and Partners Gordon Innes said: “We hope to see visitors enticed to the capital to enjoy some of the new attractions such as the Emirates Airline and Up at The O2, the new hotels such as Café Royal and Sol Melia’s ME and see for themselves some of the iconic locations they saw over this summer during the Games and Diamond Jubilee. We have enjoyed working with a new character for the capital – Rufus the Corgi lets potential visitors see London from a completely new angle.”
New campaign looking to find Devon’s best cream tea THE hunt is on to find Devon’s best cream tea as part of a new campaign launched by the Heart of Devon Tourism Partnership. The competition is split into three different categories – best city cream tea, best countryside cream
tea and best coast cream tea. The winners from each category will then be judged to find the overall cream tea champion, with tourism providers also being encouraged to sign up to a cream tea trail which visitors to the region can follow.
Journalists sample the best of Argyll and the Isles A GROUP of journalists has visited Argyll and the Isles to sample some of the very best the region has to offer. Writers from well-known titles such as Woman’s Weekly and the People’s Friend joined travel journalists from some of England’s biggest regional newspapers – The Liverpool Echo, the Birmingham Mail, Express and Star (Wolverhampton) and the Sheffield Star – on a press trip. Organised by the Coach Tourism Council and assisted by VisitScotland and Caledonian MacBrayne Ferries, the trip was
designed to highlight the region as a top destination for coach parties. VisitScotland regional director David Adams McGilp said: “Argyll and the Isles has undoubted potential and is well-placed to exploit a market that we see as a growth sector. “The journalists and trade officials met with local tourism representatives and saw the area at its absolute best over the weekend. I’m sure they will return home with an armful of fantastic stories ready to help us sell the region to potential visitors across the country.”
Stunning backdrops for 2013
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SOME of Cornwall’s most iconic locations will provide the backdrop for a range of events taking place in the county throughout 2013. Music festivals in harbour side locations, cultural celebrations in ancient towns, sporting events and the very best of Cornish food and drink will all be highlighted in a packed events programme. Head of VisitCornwall at Cornwall Development Company Malcolm Bell
said: “At a recent National Tourism Conference attended by Visit Britain and Visit England delegates, Cornwall was acknowledged as being top in visitor satisfaction, leading the way in innovative digital marketing and consistently scoring higher than other regions, firmly placing us winner in the Premier League of destinations. “Quality events play an important role in enhancing the visitor experience and showcase what Cornwall does best.”
The Boardmasters Festival which takes place in Newquay.
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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 November’ 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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Tourism winners saluted at award ceremony THE winners of the Lancashire Tourism Awards have been announced at the Guild Hall in Preston. Organised by Marketing Lancashire, the evening was hosted by fashion designer Wayne Hemingway and saw 16 trophies handed out to a range of businesses across the county, including the new category of tourism pub of the year. Nine of the finalists also received highly commended recognition. The winners were: Bed and Breakfast/Guest Accommodation of the Year Number One St Luke’s, Blackpool Small Hotel of the Year Northcote, Langho Large Hotel of the Year
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Blues in city centre ticket move
Dalmeny Hotel, St Annes on Sea Caravan Holiday Park/Holiday Village Award Carr Royd Parks/Sunset Park, Hambleton Self Catering Award Cross Farm Holiday Cottages, Downholland Small Visitor Attraction of the Year Museum of Lancashire, Preston Large Visitor Attraction of the Year Sandcastle Waterpark, Blackpool Best Visitor Experience of the Year Farmaggedon, Ormskirk Business Tourism Award University of Central Lancashire, Preston
Tourism Pub of the Year The Millstone at Mellor Sustainable Tourism Award WWT Martin Mere Wetland Centre, Burscough Access for All Tourism Award Sandcastle Waterpark, Blackpool Visitor Information Provider Award Visit Garstang Centre Taste Lancashire Award Redwell Country Inn and Restaurant, Arkholme Marketing Campaign of the Year Madame Tussauds, Blackpool, launch campaign Special Recognition Award Simon Entwistle, Tour Guide, Top Hat Tours
EVERTON Football Club has joined forces with TicketQuarter to sell tickets from Liverpool city centre for the first time. Evertonians will be able to buy match tickets for every one of the Blues’ home games during the 2012/13 season from the Queen Square box office. Supporters can now visit the TicketQuarter outlet located within the Merseytravel Travel Centre as well as continuing to buy their tickets online, on their mobile, over the phone or in person at Goodison Park Box Office. Echo Arena Liverpool launched TicketQuarter in April to provide an enhanced service for customers purchasing tickets for sport, music, comedy, theatre and arts, family entertainment and exhibitions for a variety of regional venues, together with tickets for Echo Arena Liverpool events.
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Most overseas football fans opt for North West By Christina Eccles NEARLY 1m overseas fans watched a game of football here last year, with North West landmarks Old Trafford and Anfield proving to be the most popular grounds, figures from VisitBritain have revealed. The national tourism agency joined forces with the English Premier League back in 2008 to help promote the home of football in key overseas tourism markets using links to and testimonials from Premier League players and clubs. And this partnership seems to be paying off, with 900,000 foreign football tourists spending a substantial £706m in 2011 – the equivalent of £785 per fan and £200 more than the average visitor (£583). Chief executive Sandie Dawe said: “The Premier League is known as the most international and exciting league in the world, supported by fans across the globe who want to find out more about their favourite players, come and see them play
and explore their local areas.” According to the figures, about 40 per cent of foreign fans going to a football match said that watching sport was the main reason for visiting the UK. The research also suggests that football works as an effective tool in enticing visitors to Britain at some of the quieter times of the year, with the greatest proportion of inbound visitors going to a football match between January and March. Football also encourages visitors to explore beyond London. The Premier League grounds attracting the largest number of overseas fans are in the North West. Nearly 20 per cent of visitors who came here to see a game went to Old Trafford, followed closely by Anfield. Sandie added: “Our partnership with the Premier League not only highlights the value of sports tourism to the UK economy, but it also helps drive inbound visits by inspiring travel to the UK at traditionally quieter times of the year.”
X Factor winners Little Mix were among the performers at Blackpool’s Illuminations’ switch on. Picture: Steve Vas/Featureflash
Olympic theme for illumination switch-on OVER 40,000 people saw Team GB’s Olympic heroes flick the switch for the 2012 Blackpool Illuminations. Gymnasts Beth Tweddle and Max Whitlock, rower Sophie Hosking, boxer Luke Campbell, cyclist Steven Burke and judo player Karina Bryant came on stage to officially launch the 100th illuminations. Spectators also enjoyed a pre
switch on party from acts including X-Factor winning girl band Little Mix, Lemar, Amy MacDonald, Lawson, Paloma Faith and Scouting For Girls. 20,000 people watched the concert from within the arena on the Tower Festival Headland with at least another 20,000 out on the Promenade.
Alyona the Amur tiger has arrived at Blackpool Zoo from her birthplace in the Netherlands. Alyona, who is four years old, is currently settling into the big cat house and getting to know her mate Zambar who came to Blackpool in 2010 from Marwell Widlife. Marketing and PR coordinator Jude Rothwell said: “We are delighted to be welcoming Alyona to the zoo and she has been an instant hit with keepers. Thousands of our visitors have taken Zambar to their hearts and I know that they have been looking forward to meeting his new mate.”
Deer park estate stages over 100 events THE historic Tatton Park estate in Cheshire hosts a ‘magical’ Beatrix Potter event from Easter to August in 2013 – featuring an exhibition of rare watercolours alongside trails featuring characters from the author’s books. The event is just one of over 100 staged on the 1,000-acre deer park estate each year, including the RHS Flower Show and Christmas events. Tatton Park is also home to the Neo-Classical Mansion, Tudor Old Hall, 50 acres of award-winning gardens and a working 1930s’ farm. Unusual gifts are on offer at the
estate’s speciality shops while the restaurant uses Tatton and local produce.
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New Hall Hotel and Spa.
Top award for Hand Picked HAND Picked Hotels won the prestigious AA Large Hotel Group of the Year 2012-2013 at a glittering awards ceremony in London. Chairman and chief executive Julia Hands was presented with the award at the dinner in recognition of the standards of the group’s 17 hotels. She said: “This award is a wonderful accolade following our 10th anniversary celebrations last
year. Our general managers and staff who work in the hotels and our head office team have been instrumental in winning this award for the second time. “We like to think of our teams as Hand Picked people. They are part of the Hand Picked family who are dedicated to giving our guests the very best experience and creating a truly memorable stay.”
A multi-million pound investment has been unveiled by tourism bosses.
New transport links to benefit Scilly visitors By Christina Eccles VISITORS to the Isles of Scilly will soon be able to enjoy significantly improved transport links after details of a multi-million pound investment were announced by tourism bosses. Improvements will take place ahead of the start of the 2013 season and will include increasing both scheduled flights and the number of planes operating on routes to the Islands in line with major improvement programmes taking place at Lands End Airport and a major refurbishment programme about to start on the Scillonian III foot passenger ferry. A brand new, purpose built terminal building including a new passenger terminal and cafe, a brand new baggage handling facility, a dedicated arrivals area, a new air traffic control and upgraded car parks are being created at Lands End airport, which has just celebrated 75 years of air travel to the Islands. On the Islands, a £4.5m improvement plan for St Mary’s Airport is being progressed and the Government has given the green light for a formal bid of £8m of Government and
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European funding for the development of the Quay on St Mary’s. Chairman of the Island Tourism Business Partnership Chris Gregory said: “There has been a lot said and written about the demise of British International Helicopters and their service to the Islands, but the reality is that there are millions of pounds worth of significant investments being made in the Islands’ travel infrastructure – both in readiness for the start of the 2013 season and also across the medium and long term. “Getting to the Islands is such a fundamental part of the visitor experience and people love the fact that there are no long check in lines, massive baggage halls, or long travel to times and that there is a seamless and quick transition once they have arrived on the Islands. It is part of the unique Scilly experience. “The fact we can improve the level of travel service significantly in the coming months and years is a reflection of just how important visitors to the Islands are and we need to ensure that the service offered is in line with today’s expectations.”
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London cabs ranked top in the world
Roker roars to fourth award A LEADING North East hotel has been recognised as one of the best in the UK after achieving a prestigious national award for the fourth year running. The Best Western Roker Hotel at Roker Terrace, Sunderland, has just been granted its fourth consecutive International Quality Award after passing a rigorous inspection by Best Western, which now sees it ranked among the group’s top 10 venues nationwide. The inspection looks at various criteria including the hotel’s guest sleeping experience, the quality of its bedrooms, restaurants, food, customer service and brand awareness and is carried out annually at all of Best Western’s partner hotels. In order to receive an IQA, the venue must achieve a minimum of 975 out of 1000 points across each section.
LONDON taxis have been voted the best in the world for a fifth year in a row, according to an annual global survey from Hotels.com London claimed 11 per cent of the votes, followed by New York with 6.4 per cent and Tokyo with 5.6 per cent. Travellers voted in seven categories, of which London’s black cabs headed up five. These
included friendliness, knowledge of the area, cleanliness, safety and quality of driving. However, the classic black taxis were also voted worst for value. New York pipped London to the post as the best city for availability with their famous yellow cabs, whilst Bangkok topped the list for best value. Senior director of communications at Hotels.com
Alison Couper said: “It is great news for London to be the home of the best taxis for the fifth year running. London’s iconic black cabs are recognised around the world as being the highest quality and it’s due to the impressive expertise of London taxi drivers that they’re seen to have the best local knowledge compared to any other city in the world.”
Iconic costumes revealed A major new exhibition has opened at the V&A which gathers together over 130 of the most iconic costumes designed for the big screen. Hollywood Costume explores the central role of costume design as an essential tool of cinema storytelling, examining the costume designer’s creative process from script to screen. Classic costumes on display include Dorothy’s blue and white gingham pinafore dress from The Wizard of Oz, the little black dress designed by Hubert De Givenchy for Holly Golightly in Breakfast at Tiffany’s and Consolata Boyle’s costumes for Meryl Streep in The Iron Lady. Hollywood Costume, sponsored by Harry Winston, runs until January 27 2013.
2013 brochure launched HOLIDAYMAKERS across South Lakeland Parks’ six properties have been given the chance to win a short break plus spending money as the company launches its 2013 holiday brochure. The new brochure continues its popular theme of ‘perfect moments make perfect holidays’ where holidaymakers are encouraged to their stories, photographs and
videos about what makes their holiday extra special. To be in with a chance of winning, visitors need to add their own perfect holiday moments to the website www.slholidays.co.uk/perfect before the July 30 2013. Entries will be shortlisted on the parks’ Facebook page in August with the public given the opportunity to vote for their overall winner.
Town Hall bidding to attract more visitors with virtual tour
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ROCHDALE Town Hall is aiming to attract more visitors after launching an online virtual tour of the attraction. Via Google Maps or the council’s website, potential visitors can now take a walk around the hall from the comfort of their computer, with special cameras used to allow internet users to simulate walking around the building. Town hall manager Dorothy Johnstone said: “Lots of people are interested in coming to see the town hall and this gives them a great preview. Hopefully more will take the tour online and then be inspired to call in and see us when they are in the area. The building is a real gem. People are always amazed by its splendour, and fascinated by its history and its links to the wool and cotton industry.”
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Wicked continues to weave its spell on audiences ... THE incredible Wicked has been casting its spell over audiences across the world for nearly a decade and continues to be a “West End sensation” (Daily Mail) at the Apollo Victoria Theatre, where it is already the 16th longest-running musical in London theatre history with tickets now on sale until 2 November 2013. Brilliantly re-imagining the stories and characters created by L. Frank Baum in The Wonderful Wizard of Oz, Wicked tells the remarkable untold story of an unlikely but profound friendship between two girls who first meet as sorcery students. Their extraordinary
adventures in Oz will ultimately see them fulfil their destinies as Glinda The Good and the Wicked Witch of the West. Hailed as “the biggest thing in musicals since The Phantom of the Opera opened” (The Times) and “one of the biggest hits of our age” (The Observer), Wicked continues to be the top choice of West End theatregoers having been voted Best Night Out (Evening Standard Theatre Awards 2011), Most Popular Show (Olivier Awards 2010) and Best West End Show (Whatsonstage.com Awards in both 2011 and 2010). Around the world Wicked has
been seen by over 35 million people and has seven productions playing concurrently: the original New York production, which enters its 10th year at the Gershwin Theatre after being recognised as “Broadway’s biggest blockbuster” (The New York Times), on two North American tours, in Japan, Holland, on tour inSouth East Asia and at London’s Apollo Victoria Theatre. Book now prepare to be spellbound by the captivating story, spectacular costumes, thrilling technical wizardry, and phenomenal score featuring the show-stopping ‘Defying Gravity’.
Superbreak promoting festive shopping and showbreaks in London AS Christmas and New Year approaches, there are a host of short break opportunities in London for agents to promote. Superbreak has an extensive range of packages available that allow customers to combine a stay in London with some of the best shopping and shows in the world. Graham Balmforth, national sales manager at Superbreak comments: “Whatever type of customer, London’s West End has a show to suit everyone. “This Christmas there are a host of new shows available that we expect to be a real draw and can help agents drive bookings if they promote them. “And let’s not forget, there are so many shopping options for some last minute Christmas gift buying or just simply perusing the designer streets hoping that Santa is extra generous this year!” In December, VIVA FOREVER! the brand new musical featuring the music of the Spice Girls hits the Piccadilly Theatre in London’s West End. Inspired by the songs of the Spice Girls, this original story follows four girls trying out for a TV talent show. Packages start from £119 per person including one night at the three star Imperial Hotel and a ticket to the show. In November, the Adelphi Theatre welcomes the eagerly-awaited 14
THE BODYGUARD MUSICAL. Based on the smash-hit Hollywood blockbuster starring Kevin Costner and the late Whitney Houston, The Bodyguard Musical will thrill audiences with the same iconic songs and whirlwind love story from film of the same name. Prices start from £85 for a ticket to The Bodyguard Musical and the three-star President Hotel For sheer entertainment this Festive Season, join Stephen Fry and Mark Rylance (Olivier and Tony Award-winning star of Jerusalem) for TWELFTH NIGHT – just opened at the Apollo Theatre on Shaftesbury Avenue. Filled with a cast of unforgettable characters, Shakespeare’s bittersweet masterpiece combines cruelty with high comedy and the pangs of unrequited love with some of the subtlest poetry and most exquisite songs Shakespeare ever wrote. Prices start from £101 for a ticket to Twelfth Night and the 3* Imperial Hotel. And of course, all the popular favourites continue to draw in audiences night after night including Les Miserables, The Phantom of the Opera, The Lion King, Billy Elliot, Jersey Boys, Shrek The Musical, Wicked, War Horse and Matilda The Musical.
www.superbreak.com/agents 0871 221 4444
Graham Balmforth, Superbreak national sales manager
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Actress Roxanne Pallett
Former X Factor star Rhydian
Rocky Horror Show hits the road POPULAR musical The Rocky Horror Show is embarking on a year-long national tour, starting at Brighton’s Theatre Royal on December 20. The show tells the story of Brad and his fiancée Janet, two squeaky clean college kids who meet Dr Frank’n’Furter by chance when their car breaks down outside his house whilst on their way to visit their former college professor. It is an adventure they’ll never forget, with fun, frolics, frocks, and frivolity,
bursting with timeless songs and outrageous outfits. The cast includes West End star Oliver Thornton as Frank ‘n’ Furter, former X Factor star Rhydian as Rocky, former Emmerdale and Waterloo Road actress Roxanne Pallett as Janet and Ben Forster, who won the ITV1 series Superstar as Brad. The production will call at venues across the UK including Torquay’s Princess Theatre, Bristol Hippodrome and Birmingham’s New Alexandra Theatre.
Cole Porter’s multi award-winning musical Kiss Me, Kate will open at The Old Vic on November 27. A co-production with Chichester Festival Theatre, Kiss Me Kate is directed by Trevor Nunn, with choreography by Stephen Mear and a cast including Alex Bourne, David Burt, Adam Garcia, Clive Rowe and Hannah Waddingham.
Downton Abbey actress Laura Carmichael, above right, Ken Stott, Anna Friel, above left, and Samuel West are among the cast of a new production which has recently opened in the West End. Anton Chekhov’s masterpiece, Uncle Vanya has been adapted by Christopher Hampton and opened at the Vaudeville Theatre on November 2.
Encore Tickets has revealed special group rates for some of the best seasonal shows and attractions on the market. The company is offering packages for shows including Scrooge The Musical, Matthew Bourne’s Sleeping Beauty at Sadler’s Wells and Christmas favourite The Snowman at The Peacock Theatre, with the option to add on dinner and tickets to attractions such as Kensington Palace and St Paul’s Cathedral.
Hairspray heads for Aberdeen EASTENDERS star Lucy Benjamin will join leading man Mark Benton on the forthcoming UK tour of Hairspray, which comes to Aberdeen’s His Majesty’s Theatre next year. She will play the role of Velma Von
Tussle and is joined by previously announced stage and screen star Mark as Edna and Freya Sutton as big-hearted, big-haired teen heroine Tracy Turnblad. The show will be at His Majesty’s Theatre from September 16 to 21.
West End Kids’ Week proves a record-breaker KIDS Week in the West End enjoyed record-breaking ticket sales this summer, figures have revealed. The Kids Week ‘kids go free to London theatre’ deal sold 129,160 tickets for performances spanning the whole of August. This figure represents a 76 per cent year-on-year increase compared to Kids Week’s threeweek run in 2011 when 73,426 tickets were sold. Society of London Theatre president Mark Rubinstein said:
“It is fantastic to see Kids Week grow so substantially every year, the annual initiative is a very popular part of the theatrical calendar both for audiences and theatre producers. “For many of us it was an experience of the West End as a child which sparked our love of theatre, and we celebrate Kids Week as a fun and rewarding way to engage and develop our audiences – and indeed practitioners – of the future.” 15
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In partnership with
A city with plenty to celebrate
Norwich Cathedral
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Picture: VisitNorwich
NORWICH has much to celebrate in 2013 – with Norwich Fashion Week and the centenary of British composer Benjamin Britten among highlights. Fashion Week is from March 7 to 14 and centres around a launch catwalk show, a vintage show and a ‘Norwich Lanes Fashion Night Out.’ Those who simply want to shop till they drop can visit the city’s top five places to buy such as The Royal Arcade, Castle Mall and Jarrolds Department Store. Norwich has good reason to bring out its best bib and tucker, as it is the first city in England to gain UNESCO City of Literature Status. Backed by writers Ian McEwan and Stephen Fry, the award means Norwich will now have an International Centre of Writing, sited in what is now Gladstone House in St Giles' Street, an 18th-century Grade II Georgian house. The award means Norwich joins an elite group of six cities whose literary heritage and commitment is recognised as world-leading. The University of East Anglia’s Spring Literary Festival from the end of January to May 2013 is testament to that, with the university also celebrating its 50th anniversary. It hosts special events through the year with a dramatisation of Benjamin Britten’s The Sword in the Stone among them. Performed by the Chamber Orchestra East Anglia and the university, the event is part of the Anniversary of Benjamin Britten Festival. Britten was the most celebrated British composer of the 20th century. His music was inspired by East Anglia’s landscapes and sea – many of his first works were performed in Norwich. Musical organisations across
The Royal Arcade Picture: VisitNorwich Norfolk and Suffolk have joined under the Familiar Fields banner to promote events during the 12 months leading up to the centenary in November 2013. Citysightseeing Norwich is celebrating its own anniversary – ten years of taking tourists around the medieval city. From March to November, the open top bus visits the main attractions of Norwich including Norman Cathedral and the Castle Museum & Art Gallery.
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DESTINATIONNORWICH
New attractions: magic, museums and puppets THE Bridewell Museum’s doors have opened again to the public after £1.5 million was spent overhauling the building and the displays.
Norwich Castle Picture: Visit Norwich
An airy new entrance, restored courtyard and redisplayed galleries do justice to the collections and stories in the Bridewell, including over 5,000 objects and a display of hats and capes by internationally renowned hat-maker, Rumsey Wells. Meanwhile, sculpture is on display at The Sainsbury Centre for Visual Arts from January 26 to April 14, where an exhibition showcases the work of British-born artist Thomas Houseago. ‘Where the Wild Things Are’ shows the work of one of the most significant sculptors working today, known for his often monumental works inspired by pop culture and film. Film and fantasy also form part of an exhibition at Norwich Castle Museum and Art Gallery from January 27 to April 14. ‘Magic World’ explores how magic has been
embraced for hundreds of years and has three sections – Illusion, Fantasy and Enchantment. The exhibition will feature more than 100 objects from all over the world including costumes, tricks and illusions, film props and merchandise, and other worldly
dolls and puppets. Puppets come to the fore at the Manipulate Festival at Norwich Puppet Theatre from February 4-10. The 2nd Norwich Manipulate festival of adult visual theatre, in association with Puppet Animation
Scotland and the Traverse Theatre, Edinburgh, brings theatre companies from around the world, including Belgium, Spain and the Czech Republic. And if all this is too much, float down for a quiet punt on the River Wensum. Guided tours are an hour and take in Pulls Ferry, St James Mill, and Cow Tower.
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Consortium keen to hit overseas market BRITAIN’S Heritage Cities will also be exhibiting at the show, keen to reach out to an overseas visitor market following the success of events such as the Royal Wedding and Diamond Jubilee. The consortium represents the cities of Bath, Carlisle, Chester, Durham, Lincoln, Oxford, Stratford-upon-Avon and York, with the cities aiming to work closely together to share their marketing expertise and entice history lovers to Britain. Chair Gerald Tattum said: “This is the first time we have exhibited as a group at any major UK event. “We’ve never had an opportunity like this before, and linking up with UKInbound at WTM gives us the ideal opportunity to highlight, as a group of cities, what we have to offer from world class theatres, restaurants, and hotels, to spas, festivals and attractions.”
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Bringing together destinations and attractions THE industry is gearing up for the next big event in its calendar – World Travel Market. The 2012 show takes place from November 5 to 8 at Excel, London, bringing together destinations and attractions from all over the world to showcase their offerings to visitors. WTM 2012 will also mark the 21st anniversary of WTM Meridian
Club, the club for the world’s leading buyers, with a party taking place on the evening of November 7 to celebrate the milestone. The show will also include a full events programme, with highlights including the popular World Responsible Tourism Day, social travel market, technology and aviation progammes. Reed Travel Exhibitions director World Travel Market Simon Press
said: “World Travel Market continues to improve every year. 2011 saw a record number of visitors, delegates attend the events programme and the amount of business conducted because of WTM. WTM 2012 has a lot to live up to, but I am confident it will surpass all our expectations and offer another highly successful event for its 5,000 exhibitors.”
Ryder Cup Trophy goes on display ... VISITORS to World Travel Market will be able to see the famous Ryder Cup trophy, which will be on display at the Scotland section of the UKinbound stand. The trophy will be there on November 5 from 10am to 3pm to celebrate Team Europe’s victory in the event and the fact it will be held in Gleneagles in 2014. Visitors to the stand will be able to have their photo taken with the trophy and those who share it on Twitter with the hashtag #rydercupwtm, will be in with a chance of picking up a golf goodie bag.
Chairman of VisitScotland Mike Cantlay said: “Scotland is preparing to welcome the world in 2014, when we host the second year of Homecoming, the Commonwealth Games in Glasgow and, of course, the Ryder Cup at Gleneagles. “Scotland is the undisputed Home of Golf and I would encourage our friends at World Travel Market to come to Scotland’s section of the UKinbound stand for a unique opportunity to have their photograph taken with this iconic trophy.”
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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 November’ when contacting us.
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EXCURSIONS 2013 takes place at Alexandra Palace, North London on Saturday January 26 2013. For more information or to pre-register for entry, visit www.excursions.org.uk
Special offer for Excursions visitors VISITORS travelling to Excursions are being invited to book a special weekend theatre break with Superbreak and spend the weekend in London. The package deal, which is available for booking until November 12, includes one night’s accommodation with full English breakfast on Friday January 25 at the Radisson Blu Edwardian Grafton Hotel, plus the best available seats at either Billy Elliot the Musical or Jersey Boys, including a pre-show drink at the theatre, for £95 per person based on two sharing a twin/double room. On the Saturday, they will be able to visit Excursions before travelling home, or book a second night’s stay in London.
Over 250 exhibitors expected at show OVER 250 exhibitors are expected to take a stand at Excursions 2013, a dedicated oneday group travel show taking place at Alexandra Palace in London on January 26. The free entry show is organised by Tourism South East and Group Travel Organiser magazine and supported by London and Partners, with exhibitors including attractions, destinations, accommodation providers and tour operators. Free coach travel with pick ups from nearly 40 towns and selected London mainline stations is available for group travel organisers travelling from outside the capital. Everyone who pre-registers and comes along on the day will also be entered into a free prize draw to win one of many prizes offered by exhibitors.
Extra pick-up locations added to coach services
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TWELVE additional pick-up locations have been added to the programme of free coach transfer services for visitors travelling to Excursions 2013. This increases the number of coaches from eight to 10, stopping at a total of 39 major towns en route to Alexandra Palace. The first new route starts in Portsmouth stopping at Chichester, Godalming and Guildford, while the second takes in the larger towns of Northampton, Milton Keynes, Luton and St Albans. Other new collection points include Orpington, Rochester, Bexhill, Winchester, Farnborough, Watford, St Albans, Bury St Edmunds and Bishops Stortford. One of the
services will also call at six central London main line railway stations. Joint organiser Elaine Pearce, travel trade manager from Tourism South East said: “We regularly reassess the regions covered by our free coach service and became aware of a gap in our schedules. These new routes and pick-up points are being introduced to meet an existing demand by visitors to Excursions and are therefore sure to be well supported.” The coaches are provided by members of the Confederation of Passenger Transport UK’s Coach Marque quality scheme and a booking form can be found on the Excursions website.
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London to Rio – the Olympics baton passes By Ken Robinson CBE FTS Chair, Tourism Society Think Tank THEY are used to celebrating in Brazil, Rio knows how to party. London is more staid, but after the triumph of staging “the best Olympic Games ever”, what has London to tell Rio about Tourism and the Olympic Games, as we hand them the baton – and they run enthusiastically towards 2016? We gained greatly in national pride, and recognition around the world, from our successful preparations and hosting of the Games. While still bathing in the mellow afterglow of the seemingly endless party, it is not fashionable to be analytically honest. In tourism terms however, 2012 has not been the great success that was widely predicted by hyped up “insiders”. Despite accurate specialist analysis and predictions of the
Ken Robinson tourism impacts of the Games, their findings were not heeded, or were, but too little, too late. So, Brazil, take the baton and take heed, there is one tourism message for each of the five Olympic rings. Number one: The IOC are tough task masters and impose unrealistic
Tourism Society at World Travel Market 2012 ExCel Centre, London
What will Tourism do to realise its potential as a global economic stimulator? Wednesday November 7th, 3.30 - 4.30pm, South Gallery Room 19 An interesting debate looking at what it is that the international tourism industry can do to really act on the fact that it represents 5% of the global economy. Impressive figures such as these are often quoted but where is the collective will to back them up and show that tourism really can make an active difference in terms of job creation and helping to improve the economic situation around the world? What does the industry need to do, and how can it do it? Our panel of speakers will give their opinions, not always agreeing and hopefully providing thoughtful and thought-provoking comments. Chairman: Kurt Janson MTS, Policy Director,Tourism Alliance On the panel: Taleb Rifai, Secretary General, United Nations World Tourism Organisation Richard Prosser, Chairman, CarTrawler and Audley Travel Ufi Ibrahim, FTS, Chief Executive, British Hospitality Association David Scowsill, President and CEO, World Travel and Tourism Council The Future for Tourism Consultancy - improving effectiveness and the Consultant - Client relationship Thursday November 8th, 11am - 12.00, South Gallery Rooms 21 & 22 This session for Consultants and Clients is arranged by The Tourism Consultants Network. It will include suggested guidelines for commissioning a Consultant that have been prepared to help clients, and a statement of Best Practice for Consultants. Chairman: Chris Evans FTS,The Tourism Company, representing The Tourism Society's Tourism Consultants Network Speakers: Frederic Pierret, Executive Director for Programme and Coordination, UN World Tourism Organisation Roger Carter FTS, Principal,Team Tourism Shaun Mann, Senior Investment Policy Officer,Tourism,, IFC/World Bank Both these events are FREE to attend. 22
‘Olympic tourists behave differently. Olympic officials, competitors, sponsors, media and spectators are wrapped up in the events, many of which go on late into the evenings. There is no time for shopping, or visiting attractions. Also normal commercial life in the Host City will be severely affected. In London the hyped fear of transport overload prompted official messages to residents to stay away.’ and harmful branding-related constraints that will limit the tourism benefit you can derive from the Games. This is a key issue, and one that we are trying to tackle now to help not only Rio but all future hosts of major global events. The IOC demands that Host nations pass laws limiting the use of words, including “Olympic”, “Games”, the year of the event e.g. “2012”, the host city name e.g. “London” or “Rio”, “Summer”, etc. In practise this means that the Host city cannot even describe itself as “Host City” in any tourism-related marketing or information materials. Rio tourism businesses will not be able to invite tourists to visit for the “Games” in “2016”, as that phrase contains two banned words. The need to protect the “Marks” and maximise Sponsor income is obvious, the over-strict application of these rules is appallingly restrictive, and frustrating for businesses needing to communicate normally with potential visitors. It is also ridiculous that rights are assigned to one Hotel company, thereby prohibiting all others from communicating properly, when every company’s bedspaces are needed for the event. Number two: Olympic tourists are not additional, they are “instead of” normal leisure and business visits. Governments having to justify the massive investment required for the Games, usually exaggerate the potential benefits, and talk loosely of the “extra visitors the Games will bring”. In Britain Government Ministers confidently predicted “1 million extra visitors will come for the Games”, no doubt justifying the cuts they made to the tourist board’s funding. But Olympic visitors are in substitution for regular tourism visits. At Games time most other tourists stay away. The Games also cause disruption to established tour group business.
Number three: Olympic tourists behave differently. Olympic officials, competitors, sponsors, media and spectators are wrapped up in the events, many of which go on late into the evenings. There is no time for shopping, or visiting attractions. Also normal commercial life in the Host City will be severely affected. In London the hyped fear of transport overload prompted official messages to residents to stay away. Number four: By using the imminent Olympic Games as an investment lever, the tourism sector can really gain. Host governments want to ensure an exemplary welcome for Games-time visitors, and that all services and facilities are “world class”. In the run up to the Games, improvement schemes are fast-tracked, training can get extra funding, cultural features can attract investment (but beware the illusory benefits of a Cultural Olympiad). The Games encourage participation and volunteering; the Gamesmakers were a universally praised success in London. Number five: Gaining the much vaunted “tourism legacy” requires additional investment after the Games, when the global spotlight moves on. A short lived tourism boost is intrinsic, but every marketer knows new investment is required to turn increased awareness into visits. The British Government belatedly implemented the “Great” campaign in some capital cities prior to the Games, but it has not yet recognised the need for tourism-specific promotion to leverage the potential. Hosting the Games is unbelievably expensive, funding subsequent tourism marketing is very cheap by comparison. Without it the Olympic Tourism legacy will never be realised. Have fun Rio!
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