Destination Uk January/February 2012 by Script Media

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Issue 44 January/February £2.75

Bumper year ahead for UK tourism? By Christina Eccles 2012 could be a bumper year for UK tourism, with the country potentially attracting over 30m overseas visitors this year, according to experts. National tourism agency VisitBritain has released its 2012 visitor forecast, which predicts how the UK could benefit from the year’s major events such as the London Olympic and Paralympic Games and the Queen’s Diamond Jubilee. And the organisation predicts up to 30.7m international tourists could come to the UK over the next 12 months, potentially spending £17.6b. VisitBritain chief executive Sandie Dawe explained: “While these figures are in line with expected numbers in 2011, maintaining current visitor levels would be a good outcome in a year that is proving difficult to predict due to the current global economic climate and the impact this may have in many of our key markets. “We are currently on track to see a record number of holiday visits to the UK this year, which suggests that our appeal as a destination remains strong; this level of interest

is something we hope to build on as we head in to 2012. “The business traveller market however remains some way down on record levels, and there is some risk this could decline further if there was an economic slowdown as companies usually put in place measures to kerb travel costs.” Sandie added the coming months will be a great chance to promote the UK internationally in both existing markets and in new areas around the world. She added: “2012 gives us an unprecedented opportunity to showcase Britain in a way that we have never had before, allowing us to revitalise our appeal in mature markets and help us get Britain on the destination wish list of first time visitors from growth markets such as Brazil, China, India and Russia. “VisitBritain is working hard to ensure that the Games and the Queen’s Diamond Jubilee celebrations will generate positive PR for Britain, taking advantage of the global interest to increase tourism numbers in the years ahead and creating a lasting tourism legacy for the future.”

Roaring success as zoo hits hat-trick

TV presenter Gethin Jones visited the best of the Lake District as part of a new series which explores Britain’s adventure travel hotspots. Gethin and naturalist Charlotte Uhlenbroek visited the area to film an episode of ITV1 series The Adventurer’s Guide to Britain, stopping off at attractions such as the Eden and Ullswater Valleys and Angle Tarn. For full story see our feature on Cumbria and The Lake District on Page 14

BLACKPOOL Zoo is celebrating a hat-trick of records with visitor numbers, membership sales and school visits hitting all-time highs in 2011. Visitor numbers and revenue were up three per cent, while memberships have seen an eight per cent rise. School visits topped more than 50,000 for the first time during the year, up more than 1,500 on 2010. Significant births, the introduction of additional species, a new children’s farm and aviary and investment in the zoo’s main restaurant have all played a part in the increases. Marketing and PR coordinator Jude Rothwell said: “It has been another fantastically busy year here at Blackpool Zoo and we are delighted with the support we have received. “It is very important for us to continue investing in the zoo to give people reasons to return again and again.”

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DESTINATIONNEWS

Decade of free entry to museums celebrated By Christina Eccles THE UK has celebrated a decade of free entry to some of the country’s top museums. Over the last 10 years, the free admission policy has been an overwhelming success, dramatically boosting visitor figures. Over 50m people visited the UK’s national museums last year, more than double the number before the re-introduction of universal free admission in December 2001. Director of the Natural History Museum and chair of the National Museum Directors’ Conference Dr Michael Dixon said: “In the past 10 years visits to the formerly charging national museums have increased by 150 per cent. “The Natural History Museum has seen its visitor numbers rise almost threefold, from 1.7m in 2000 to 4.8m last year. This is a fantastic testament to the huge public appetite for museums, the quality of our visitor offer and the success of the free admission policy.” Chief executive of VisitBritain Sandie Dawe added: “The UK has three of the top five most visited museums and galleries in the world,

all of which are free to enjoy. It is little wonder then that a visit to a museum is one of the most popular activities undertaken by many of the 30m international visitors who come here each year. “As well as being major draws, we estimate that Britain’s unique culture and great heritage attracts £4.5bn worth of spending by inbound visitors annually and thereby underpins more than 100,000 jobs across the length and breadth of the country.” The impact of free admission has been felt across the UK – with nearly 15m visits to Wales’ seven national museums over the past 10 years and visitor numbers up at many regional museums. Director National Museums Liverpool Dr David Fleming added: “People don't just like their museums in Liverpool, they love them. In the 10 years of free admission our visitor figures have increased fourfold. We have a very diverse audience with people from all backgrounds. There is an appetite for culture among Merseysiders and among our thousands of visitors who come from around the UK and from overseas.”

Shakespeare Country has announced an array of attractions designed to bring visitors to the region in 2012. Visitors will be able to watch the Olympic Torch relay pass through on July 1, enjoy the Shakespeare birthday celebrations on April 21-22, or dabble in witchcraft at Warwick Castle. A display of Royal cars for the Diamond Jubilee, an exhibition of Gainsborough landscapes and an open-air performance of Pride and Prejudice are among other highlights.

Birmingham allocated £17m in funding FUNDING worth £17m has been allocated to attract more visitors and businesses to the Birmingham area. The Investing in the City Region project has been awarded over £8.8m from the European Regional Development Fund, with Marketing Birmingham and its partners providing the match funding to create a total budget of over £17m for the campaign’s activities. Chief executive of marketing Birmingham Neil Rami said: “Birmingham, the Black Country and Solihull have growing reputations as places to do business, invest and visit. By working with partners to coordinate promotional and business support activity we can build on this success and really focus on activities that will attract new companies, talented workers and visitors to the region. “In today’s fiscally challenging times it is important for destinations to realise the potential of their visitor economy and offer to the business and investor community in order to stimulate economic growth and create jobs for local people. This funding will help us do that.”

Entertainment news in Centrestage starting on Page 11

Contacts EDITORIAL Judith Halkerston group editor 01226 734639 jhalkerston@whpl.net Christina Eccles reporter 01226 734463 ce@whpl.net Dominic Musgrave reporter 01226 734407 dm@whpl.net

PRODUCTION Judith Halkerston – group deputy editor – jhalkerston@whpl.net Stewart Holt – studio manager – sth@whpl.net Laura Blackburn – graphic designer lb@whpl.net ADVERTISING Andrew Loades assistant product manager 01226 734482 Tony Barry sales and marketing director 01226 734605/01226 734333 CIRCULATION Kelly Tarff 01226 734695 kt@whpl.net Fax: 01226 734477 Web: www.destination.uk.com

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

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

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

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DESTINATIONNEWS

Extra funding to promote UK overseas

Groups looking to explore Canterbury’s medieval history can now benefit from a new joint ticket launched by two of the city’s top heritage attractions. The Canterbury Tales and the Canterbury Westgate Towers have joined forces to allow parties access to both attractions, with the option of a costumed character guide who can meet and greet from the coach and escort them to the venues. The combined ticket costs £7.75 per person or £9.00 per person including a costumed character to meet and greet.

VISITBRITAIN is to benefit from additional funding worth £27m to help promote the UK in key overseas markets over the next four years. Funding for the national tourism agency will be made available to capitalise on international attention the country will receive due to major events such as the Queen’s Diamond Jubilee and the Olympic and Paralympic Games. The initiative is part of the GREAT campaign launched by the Prime Minister last year to show the world Britain is a great place to visit, live, invest and do business with. Chief executive Sandie Dawe said: “This additional funding means we will be able to run the largest tourism marketing campaign in our history. We will be taking the GREAT brand into some of the most dynamic, fastest growing and economically important cities across the world to encourage a greater number of people to come and experience the very best of what Britain has to offer. “New Yorkers will see our ads in their papers and on the subway as they travel to work, meaning 72 per cent of our target audience there

will have a myriad of opportunities to see our campaign. “In India and Paris we will also be on cinema screens, while in China we will reach over 15m potential visitors through a combination of magazines, subway and station ads, as well as using various online platforms. “Alongside the inspirational images that will inspire the world to put Britain on its destination wish list, tactical advertising with our industry partners will offer great deals to encourage people to visit now. This GREAT campaign aims to reinvigorate our appeal in mature markets such as the USA where we have seen decline in recent years, and it will help raise our profile in the vital emerging markets, securing growth for the future. “Our targets are ambitious, but inbound tourism is already Britain’s third-largest earner of foreign exchange and we know more can be done.” What impact do you think 2012’s key events will have on UK tourism? Email Destination UK at ce@whpl.net or follow us on Twitter @DUKMag

Chelsea helps showcase Peak District

X FACTOR contestant and Chesterfield singer Chelsea Redfern and local school pupils are helping to showcase the Peak District to a global audience. They provide the soundtrack to a new film created by Visit Peak District and Derbyshire designed to encourage more international visitors to come to the region. Visit Peak District and Derbyshire’s head of marketing David Thornton said: “The words of Get Here are a perfect fit with the fabulous film footage we have shot to spread the message about the superb variety of scenery, fantastic range of activities and attractions and matchless history and heritage the Peak District has to offer. “The original idea came from Lady Manners School pupil Darcy Rae, whose mum Lindsay works with us here at the tourist board. “We’re delighted that teachers and pupils at the school and Chelsea agreed to get involved, and that Brenda Russell and Warner Brothers Music have given their blessing to this imaginative project, which will give us huge scope to broadcast the beauty of the area and the benefits of holidaying here across the world. “Both the words and images perfectly encapsulate the simple, but effective message we will be trying to convey to prospective visitors during 2012 and beyond as part of our ongoing marketing work with the national tourist boards to reach as wide an audience as possible.”

Hampton Court

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

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

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.

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DESTINATIONNORTH EAST

Businesses join forces to promote North East

New hotel opening in Newcastle A NEW hotel is opening in Newcastle under the DoubleTree by Hilton brand. The 179 room hotel is located just steps from the terminals and express car park at Newcastle International Airport and 15 minutes from the city centre. Global head Rob Palleschi said: “DoubleTree by Hilton is delighted to continue expansion of our UK and European presence into the North East of England by introducing another rewarding hotel experience with the DoubleTree by Hilton Newcastle International Airport. The opening of our tenth hotel in the UK and the 25th hotel in Europe since the brand began in the spring of 2008 is an extraordinary milestone for our brand’s global growth. “With outstanding hotel products like this latest opening in Newcastle, the DoubleTree by Hilton brand is quickly becoming recognised within the UK by travelling consumers seeking upscale hotel accommodation along with a personalised, welcoming level of service, style and hospitality.”

A spectacular winter carnival paraded through the streets of Newcastle, bringing the New Year in in style. The New Year’s Eve event was commissioned by NewcastleGateshead Initiative and created by Walk the Plank – with features including music,carnival performances and a spectacular fireworks finale all centred around a theme of Norse mythology.

TOURISM businesses from across the region will join forces to promote the North East at the upcoming International Confex. The show takes place in March at Excel, London and 11 partners will be attending to showcase NewcastleGateshead as the perfect place to host events. Head of business tourism at NewcastleGateshead Convention Bureau Jessica Roberts said: “NewcastleGateshead is a regular face at International Confex and we’re delighted to be joined by more stand partners than ever before. The rich variety of venues on offer within NewcastleGateshead is represented on our stand in 2012, with Alnwick Castle and The Alnwick Garden, Close House Hotel and Golf, and Newcastle Falcons Rugby Club all exhibiting for the first time. “The events industry is incredibly important to the whole of Britain, and this is typified no better than in NewcastleGateshead where the conference sector has an impact on a whole host of businesses from hospitality and nightlife, to taxis, cleaners and floristry; supporting 5,700 jobs and benefitting the local economy by an estimated £240m each year.”

A castle full of life

WHILST Northumberland may have more castles than any other county in the country not all of them are vacant piles of stones. Bamburgh is very much full of life, literally, as it has 13 apartments, five of them occupied full time. Castle director Chris Calvert is lucky enough to live in one of them: “It’s a brilliant place to live, to be part of the history is a great experience and especially to be able to share it with others.” The castle has had people living in it almost continuously since a wooden fortification was first erected here in Anglo-Saxon times. There are over 3,000 items to see in the castle dating from AngloSaxon swords, coins and gold decorations right through the Middle Ages to ‘state of the art’ Victorian

‘white goods’. The castle even had its own militia when Napoleon was threatening to invade. They’ve introduced some medieval and Viking board games as well as other traditional games to have a go. The castle continues to offer free guided tours or introductory talks depending on the time of visit and a generous 20 per cent discount on the admission price. This year demonstrations on stonemasonry and archeology talks will also be available. If you are looking for something really special then ask about an evening tour with drinks, snacks and traditional music. Both the onsite cafeteria and shop offer local products making this a truly Northumbrian experience to the north’s most iconic castle.

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Spectacular artwork was beamed onto historic attraction Durham Cathedral as part of the city’s Festival of light event. Lumière 2011 featured the work of dozens of artists, lighting designers and community groups in 35 installations and followed on from the success of the first event in 2009. The projection was created by Ross Ashton and the team at The Projection Studio.

Dress unveiled at museum A GLAMOROUS gown from the aristocratic lifestyle of 1911 – as portrayed in ITV’s Downton Abbey – is now on display at The Bowes Museum in Barnard Castle. The dress was created by French fashion designer Madame Paquin who is credited with being the first female couturier in the early 1900s. A confection of silk chiffon, satin and net in ivory and black, the fulllength gown is embellished with beads and a bright pink silk velvet sash. It has a train and is from Paquin’s 1911-1912 Christmas

season. The gown is typical of the pre-war development of luxury evening wear recreated in the first series of Downton Abbey. Similar styled evening gowns were worn by Lady Grantham and her eldest daughter Mary in Julian Fellowes’ much acclaimed period drama. In real life, the dress is thought to have been worn by Martha Sabrina Brinton, daughter of well-known carpet manufacturer John Brinton. The gown is on display until June 10.

Castle and its characters ALNWICK Castle is one of the largest inhabited castles in England. Known as the Windsor of the North, it has witnessed battles, rebellions, tragedy and romance, and has been home to a variety of interesting characters – from Harry Hotspur to Harry Potter. Groups can enjoy a tour of the treasure-filled State Rooms, where they will discover an outstanding collection of paintings, furniture and china – including eight Canalettos, a gallery of Meissen, Chelsea and Paris porcelain and much more. Join a Battleaxe to Broomsticks tour to find out about the castle’s starring film appearances, including its role as Hogwarts, and about our two famous Harrys and how they shaped

the future of Alnwick. The Alnwick Garden is a truly exciting contemporary garden. With acres of beautifully landscaped gardens, The Alnwick Garden boasts magnificent architecture and unique features, all brought to life with water. Enjoy a private tour of the deadly plants that lie behind the locked gates of the Poison Garden, watch the Grand Cascade’s magnificent water displays, experience the sights and smells of the Rose Garden, discover the water sculptures hidden within the coils of the Serpent Garden, and explore the aerial walkways of one of the world’s largest treehouses.

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DESTINATIONNEWS

Olympic cities grow in popularity By Christina Eccles

Wildlife presenter Steve Leonard presents the awards to Dr Bryan Carroll.

Lemurs and crayfish help zoo scoop awards PROJECTS about white-clawed crayfish and giant mouse lemurs helped Bristol Zoo Gardens to scoop two top awards. The zoo won best research project and best education project in the annual British and Irish Association of Zoos and Aquariums awards. The research project award was given for a study on the nocturnal northern giant mouse lemur in Sahamalaza National Park, northwestern Madagascar, while the education project award went to the zoo’s All Creatures Great and Small project, which aimed to highlight the importance of biodiversity in celebration of the International Year of Biodiversity in 2010. Commendations also went to

Bristol Zoo in three categories – best field conservation project for its white-clawed crayfish project; best education project for its spider phobia courses, and best new zoo enclosure for the amphibian breeding facility, the AmphiPod. Wildlife presenter Steve Leonard presented the awards at a ceremony at Twycross Zoo, Warwickshire, attended by 100 people. Zoo director Dr Bryan Carroll said: “The awards highlight the high standards and achievements of Bristol Zoo Gardens, from research and conservation, to education and breeding endangered species, all of which are vital elements of what we do.”

BRITAIN’S Olympic cities are becoming increasingly popular tourist destinations, according to new research from VisitBritain. An analysis of overnight stays in the UK throughout 2010 shows while London and Edinburgh maintain their position as the two most popular destinations for inbound visitors, places such as Cardiff, Glasgow, Manchester, Newcastle and Windsor have shown the Olympic spirit is alive and well, with many other regional towns also benefiting from a stopover by international guests. When researchers looked at all types of visits, host city London – home to the Olympic Park and the largest shopping centre in Europe at Westfield Stratford City – came out as the top destination with 14.7m overseas visits. It was followed in second place by Edinburgh, with 1.3m overnight visitors. Manchester, host to both men’s and women’s Olympic football matches, sits in third place with 811,000, while local rival Liverpool came in at sixth with 452,000 staying visits. Other Olympic towns and cities

which made the top 20 include Glasgow, Cardiff, Newcastle and Windsor. VisitBritain’s strategy and communications director Patricia Yates said: “The 2012 Games will see sporting battles take place across Britain, offering a fantastic showcase for the diversity and wonderful experiences that can be found in every area. “In May, the Torch Relay will start on its 70 day journey covering almost 95 per cent of the UK, inspiring each and every one of us as it winds its way around the country. We are then spoilt for choice as we host the London 2012 Festival, the biggest festival the UK has ever seen, with artists from all over the world converging on British towns, cities and villages to engage with the British public and tourists alike. “It is clear that next year presents us with some real opportunities to showcase Britain to new audiences around the world. Our GREAT campaign will be launching in key global cities, raising the aspiration to travel to Britain and backed up by GREAT offers from our commercial partners to encourage visitors to come now.”

Visitor numbers and spending up 2% Hospitality lounge unveiled

WESTFIELD Stratford City has unveiled details of its premium hospitality lounge which will welcome corporate guests during the Olympic Games. The Altius lounge will be opening on July 27 and will remain open throughout the duration of the Games, offering panoramic views of the Olympic Park and Athletes Village. Head of 2012 brand alliance at Westfield Stratford City Mark

Zimmer said: “Altius is an incredibly unique and exciting venue in terms of its location and the premium facilities it will offer to guests. A great deal of planning, creativity and attention to detail has gone into ensuring the venue exceeds expectations, and we feel confident that Altius will be the ideal location for corporate hosts to engage with their clients and staff throughout Games time.”

INTERNATIONAL visitor numbers and spending in the UK have risen year on year, according to new figures. IPS data for October 2011 shows both are up by two per cent respectively – with growth driven by increases in holidays and visitors coming to see friends and relatives, plus an influx of visitors from European countries outside the EU. At 2.77m overall, visitor numbers are at a higher level than any other October in the last three years, slightly up on the same period in 2010 and just below the record 2.82m arriving in October 2007. Visitor spending was a record £1.7b, two per cent up on the previous record of £1.6b in October 2010 (before taking account of inflation). Building on the record spend seen in the summer, this has resulted in record earnings so far in 2011 of

£14.9b, four per cent higher than the year to date for the same point in 2010. Director of strategy and communications at VisitBritain Patricia Yates said: “We have had a particularly good year so far in both visitors and spend, especially from those coming from the emerging tourism markets like Brazil, China and Russia where we need to compete strongly to ensure Britain maintains its position near the top of the world rankings. “In the new year our 'GREAT Britain – You're Invited' campaign will look to build on the positive gains made in the VFR market, enticing potential visitors with the warm welcome of their friends and family here in the UK and putting Britain on the destinations wish list for millions across the globe.”

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DESTINATIONCENTRESTAGE

Matilda The Musical

London’s phenomenal new musical opens to five-star reviews “The quest for a great new musical is over: London (and before long, presumably, the world) has just that in Matilda” Evening Standard THE Royal Shakespeare Company’s (RSC) production of Roald Dahl’s Matilda The Musical has opened to rave reviews at the Cambridge Theatre in London’s West End, following a sensational sell-out season in Stratford-upon-Avon. Short break specialist Superbreak has packages on sale that combine

overnight accommodation at a range of hotels with tickets to see the show.

“Anarchically joyous, gleefully nasty and ingenious. An evening of unadulterated bliss” Guardian Roald Dahl’s much-loved story about a girl with extraordinary powers bursts into life on stage in this brand new musical version by Dennis Kelly and award-winning musician and comedian Tim Minchin. Matilda Wormwood’s parents think she is a nuisance

and she thinks, quite rightly, they are only interested in watching telly. Life is not much better at school, where the monstrous headmistress Miss Trunchbull terrifies both students and teachers alike. Then one day Matilda discovers she has a very special power and decides it's time the grown-ups were taught a lesson. Be warned, the children are revolting … Be reassured, adults will love this show even more than the children.

“Utterly exhilarating. Matilda explodes on to the West End stage” Independent

“A must-see” Mail on Sunday The production has won three Best Musical awards so far this year including the Theatre Awards UK, the Critics’ Circle Theatre Awards and the Evening Standard Awards, and now has a phenomenal nine nominations for the Whatsonstage Awards. See the show that everyone’s talking about at London’s Cambridge Theatre. Now booking to October 2012.

Sample packages include: Three star package – from £131pp staying one night b/b at the three star President Hotel and including a top priced ticket to the show. Valid any day of the week until April 30. Based on two sharing. Four Star package – from £154pp staying one night b/b at the four star Cavendish London Hotel including a top price ticket to the show. Valid Friday evenings until February 24. Based on two sharing. For more information and bookings call Superbreak 0871 221 4444 or visit www.superbreak.com/agents

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DESTINATIONCENTRESTAGE Smash hit film Ice Age is being brought to life with a new show, which will premiere later this year. Ice Age Live! A Mammoth Adventure will combine ice skating, aerial arts, puppetry and film in a story based on the first three popular films. The production will premiere in early November at Wembley Arena before continuing on a global, five-year tour visiting more than 30 countries around the world.

Festive favourite New show BIRMINGHAM Repertory Theatre partnered with Symphony Hall and ICC, Birmingham to stage a new live production of festive favourite The Snowman. With The REP closed until 2013 while it undergoes refurbishment, the show took place at the ICC in a joint venture between the local venues

A NEW production of The Duchess of Malfi is to open at London’s Old Vic Theatre. The show, starring Eve Best and directed by Jamie Lloyd, opens on March 28, with previews from March 17.

RSC to take controversial comedy on tour THE Royal Shakespeare Company will tour The Taming of the Shrew, Shakespeare’s sometimes controversial romantic comedy exploring love and sexual politics, to Newcastle-upon-Tyne, Milton Keynes, Nottingham, Richmond and Bath in February and March 2012. The production takes to the road after a run at the Royal Shakespeare Theatre in Stratfordupon-Avon in January and February 2012. Directed by Lucy Bailey, the production features Lisa Dillon and David Caves as the sparring lovers, Katharina and Petruchio. Lisa Dillon is known to millions as Mary Smith in the BBC drama, Cranford. On stage she has played Desdemona in Othello for the RSC, with other stage credits including The Hour We Knew Nothing Of Each Other and Present Laughter (National Theatre), The Cherry Orchard and As You Like It (Sheffield Crucible), and Period of Adjustment and Hedda Gabler (Almeida). Lisa

also starred in the Stephen Fry film, Bright Young Things. David Caves’ previous work includes: The Beggar’s Opera (Open Air Theatre), Macbeth and Troilus and Cressida (Cheek By Jowl), and Stones in his Pocket (UK tour).

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DESTINATIONCUMBRIA AND THE LAKE DISTRICT

Getting away from it all ... RED deer, brown trout and wild swimming in the Lake District were among highlights of the third episode of the ITV1 series The Adventurer’s Guide to Britain. The Lake District and Cumbria were the focus of the show hosted by action man Gethin Jones and naturalist Charlotte Uhlenbroek. The duo were on a mission to get away from it all in the busiest week in the tourist year and to discover attractions overlooked by many visitors. They explored the Eden and Ullswater Valleys, fabled for Arthurian legends as well as stunning scenery, and Gethin met world champion fly fisherman Jeremy Lucas to fish for brown trout in the River Eden – one of Europe’s cleanest rivers. Charlotte also went off on a river adventure with former Royal Marine Craig Palmer and headed to Ullswater, the Lake District’s second biggest lake, in a canoe. The pair later went in search of one of Britain’s most magnificent wild animals, the red deer, before heading up into the fells for a wild swim in Angle Tarn, one of

Gethin Jones and Charlotte Uhlenbroek above Angle Tarn, Patterdale, Lake District. Cumbria’s 2,000 mountain lakes. Managing director of Cumbria Tourism Ian Stephens said: “The Lake District and Cumbria is the country's biggest adventure

playground and it’s breathtaking. With England's five tallest mountains and the deepest and largest lakes, Cumbria's rich natural environment is unique.

Lake District is a UK favourite THE Lake District has been voted the UK’s favourite rural break destination by readers of the Sunday Times Travel magazine. The destination came out on top in the poll, leaving Cornwall and Pembrokeshire in second and third position respectively. Managing director of Cumbria Tourism Ian Stephens said: “We are immensely proud of this achievement, which recognises The Lake District as the UK’s premier rural destination. It is significant that the region was nominated by the public and receiving such a prestigious award makes it even more special. Knowing the passion that the public have for our beautiful county, I’m not surprised we are up there. The Lake District, Cumbria, has a knack of capturing the hearts of anybody that visits and is deeply loved for its unique location and beautiful environment as well as for its quality accommodation, places to eat and things to do. The team at Cumbria

Ed Grenby, Sunday Times Travel Magazine editor, with Ian Stephens, Cumbria Tourism managing director, at the awards ceremony in London. Tourism is determined to ensure that our county’s tourism success

continues to grow throughout 2012 and in the years beyond.”

Air festival grounded due to economy THE 2012 Windermere Air Festival has been cancelled due to the economic climate and a lack of funding and sponsorship revenue. The event was originally organised by the Rotary Club of Windermere before Bluestone Events came on board in 2010 to help deliver the festival. Although the 2011 event was successful, a difficult economic climate has reduced its funding 14 sources and organisers claim if it

were to go ahead in 2012, the event could face a substantial loss or be forced to pass on untenably high costs to festival visitors. Kate Thomas of Bluestone Events, said: “It is with regret that Bluestone Events has been forced to withdraw from the Windermere Air Festival but the prevailing economic climate has made it impossible for us to stage the event in 2012, as the risk it would pose to our business would simply be too

great. We would support anyone wishing to take on the running of the event in the future when the economic climate has improved. “We would like to thank the Rotary Club and everyone who has supported us and the event. The Windermere Air Festival is a great event and we are proud to have been involved in it over the last two years.” It is hoped the festival will return in the future.

Whether you’re a seasoned adventurer or wanting to learn the ropes from a qualified guide, there are activities for everyone.”

Anniversary marked with new exhibition THE Maryport Maritime Museum is to host a new exhibition commemorating the 100th anniversary of the sinking of the Titanic. In conjunction with the Wave Centre, Maryport, the exhibition will run from March 29 to May 13. On April 15, the anniversary of the sinking, the exhibition will be a hub for world-wide radio communications, broadcasting Morse and voice communications for 30-minute slots throughout the day, communicating with other Titanic hotspots throughout the world. Items on display will include a collection of newspaper reports from the days following the disaster, costumes worn by ‘Rose’ in the 1997 blockbuster movie by James Cameron and a collection of props from the same film, a selection of silverware and chinaware from ships of The White Star Line. On leaving the exhibition, visitors will view a wall of passenger and crew names which can be checked against their individual boarding passes to see the fate of their allotted crewmember or passenger.

Kensington Palace

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

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

January” when contacting us.

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DESTINATIONNEWS

Pair backing Yorkshire in UK awards London gains ‘most reputable city’ tag LONDON has been voted the most reputable city in a poll which measures public perception of cities around the world. The capital earned the highest ranking for reputation in the City RepTrak study, which looks at 100 cities in 59 countries. The study, conducted by corporate reputation consulting firm Reputation Institute, measures the overall trust, esteem, admiration and good feelings the public holds towards these cities, as well as perceptions across 13 different attributes relating to economy, administration and general appeal.

Results from over 35,000 respondents worldwide showed that London scored well in all of these elements making it the most reputable city in the world. London and Partners CEO Gordon Innes said: “We are delighted with this accolade recognising our reputation as a world class city. The award demonstrates London's enduring appeal to visitors, students and businesses. The many enhancements to the city in the lead up to the 2012 Olympic and Paralympic Games will ensure the capital continues to be trusted and admired by the global community and Londoners alike.”

TV presenter Ben Fogle and Olympic sailor Ben Ainslie are backing the Yorkshire coast in a national awards scheme. The pair have shortlisted The Cleveland Way National Trail, Whitby and the Woodlands hotel in Sandsend as among the best in the country, with the attractions now set to battle it out in the Coast Magazine awards. Chief executive of Welcome to Yorkshire Gary Verity said: “We already know that the Yorkshire coast is a national treasure but now we need your vote to make it official. We feel very proud that the panel have handpicked the nominations and all three are the only ones in their categories from the North of England. We feel that's a terrific achievement in itself.” Cleveland Way national trails officer Malcolm Hodgson added:

“The Cleveland Way National Trail is a great way to see all that the North Yorkshire and Cleveland Heritage Coast has to offer. “Breathtaking views, geology, fascinating archaeology, picturepostcard fishing villages and lively coastal resorts – it has all this and much more. I'm really pleased it has been nominated for this award and hope it encourages more people to come and enjoy the area.” The Cleveland Way National Trail is nominated for the best coastal path, Whitby for the best seaside holiday destination and the Woodlands in Sandsend has been nominated for best hotel by the sea. There are 10 categories in total with five contenders in each and voting has already begun online. The winners will be announced at a glittering awards ceremony on April 23.

Event focuses on coastline

Award-winning tours achieve record year MORE people then ever enjoyed a guided tour of the Houses of Parliament as the attraction celebrated 2011 as its busiest ever year. 2011 was doubly rewarding for London’s iconic building as The Houses of Parliament was voted the UK’s Best UK Attraction 2011 by readers of Group Leisure Magazine and Best Attraction for Group Visits: Short Visit by Group Travel Organiser 16 magazine.

The insightful and entertaining guided tours last 75 minutes and are available, Monday to Saturday, during August and September and on Saturdays year round. Led by a Blue Badge Guide, the tours follow the processional route taken by Her Majesty the Queen when she performs the State Opening of Parliament. Tours in French, German, Italian and Spanish are available.

TV presenter Nicholas Crane and chief executive of Visit Kent Sandra Matthews-Marsh were among the speakers at a tourism conference in the county. Nicholas, who initially presented the BBC’s Coast series and more recently Town, joined speakers at the event, which focused on the importance of sustainable tourism in regenerating coastal towns and environment initiatives to protect and enhance Kent’s diverse coastline.

Other speakers included Richard Morsley, of Turner Contemporary; Jan Leandro, of The Dreamland Trust; Dave Hughes, of Tourism Plus; and Rebecca Hoffman, of Explore Kent at Kent County Council. Pictured: TV presenter Nicholas Crane with, from left, Thanet South MP Laura Sandys, Sandra Matthews-Marsh and Kent County Council Coastal Officer Chris Drake at the Kent Coastal Conference.

Travel show returns to Manchester THE Discover Daily Telegraph Holiday and Travel Show is to return to Manchester Central Convention Complex this year, celebrating its 25 year anniversary at the North West

venue. The three-day event, which is sponsored by The Daily Telegraph, will be opening its doors to visitors on January 6 with over 100 exhibitors signed up for the show.

17 National Trust

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Find inspiration in extraordinary places with the National Trust With over 300 historic houses, captivating castles and gorgeous gardens, the National Trust is one of the best ways to discover the breathtaking beauty and fascinating history of England, Wales and Northern Ireland. From experiencing the colour and scent of gardens in bloom to unearthing intriguing connections to famous figures in history, a day out with the National Trust offers both time and money well spent. Discover unforgettable scenery as you experience stunning national treasures. Visit Stourhead in Wiltshire, the breathtaking landscape gardens surrounding a magnificent lake, and climb King Alfred’s Tower for views across three counties. For stunning surroundings, visit Attingham Park, Shropshire, an elegant 18th-Century mansion set in an extensive deer-park, and discover atmospheric rooms and fascinating history. In 2012, there are also plenty of new and exciting experiences to inspire groups. From March, visitors to Ickworth in Suffolk will be able to explore the newly restored servant’s basement and finishing kitchens below the famous Rotunda. The culmination of the Ickworth Lives project, these new rooms will provide an innovative interpretation of the daily life of staff, including evocative real-life tales and testimony.

Stourhead, National Trust Images, Nick Meers

For more information on these great places, pick up a copy of our Groups Guide 2012, the award-winning guide to all the things you really need to know in order to plan a great day out. Plus, visit us at the Best of Britain & Ireland show 2012 to say hello to our team, who will happily answer any questions you might have. With hundreds of unusual and inspiring destinations across England, Wales and Northern Ireland, whatever you’re looking for, a day out with the National Trust has something for everyone. For more information on planning a group day out, visit the National Trust website at www.nationaltrust.org.uk/groups or call the Travel Trade team on 0844 800 2329*.

Powis Castle, Neil Munns

*Call provided by BT will be charged at 5 pence per minute. A call setup fee of 8 pence per call applies to calls from residential lines. Mobile and other providers’ costs may vary.

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DESTINATIONCOMMENT

‘We will excel Time is right ourselves as to sort out Air hosts to world’ Passenger Duty By Kurt Janson

By Ken Robinson, The Tourism Society RING out the old, ring in the new … time to peer into the crystal ball, to see what the coming year will bring. This time we all know the answer – The Olympic Games. The five-ring Olympic symbol depicts the links between the peoples of the world’s five continents … tourism delivers on this goal. But realistically the effects on tourism will be an unavoidable severe disruption to the usual patterns of leisure and business tourism, especially for inbound trips, as tour operators lose room allocations to the Olympic “family”, at a crucial time of the year. Of course, we will excel ourselves as hosts to the world. Despite reports of our supposedly poor welcome and inconsistent quality, Britain is a truly great tourism destination. Most of us who work in tourism and the experiences we deliver, are every bit as good as our competitors. Olympic visitors are not “extra”, but come instead of leisure and business tourists, who stay away during Olympic Games. Olympic events go on into the evenings, and most of those involved will have little time in their schedules for other activities. Theatres, attractions, restaurants and pubs will suffer. So 2012 will probably be down on “normal” years. The media will make a fuss about some exploitative traders, traffic jams, the tube, security scares and … our medallists. We will all, for a few mindblowingly expensive moments, be extra proud to be British. The other Olympic events, especially the “cultural Olympiad”, the Torch Relay, and pre-Games Training Camps, will spread the Olympic party around the British Isles, but it is hard to see what net benefits this will bring to tourism. I also doubt whether the national spirit will be lifted as much by the Olympics as it will by the events of the Queen’s Diamond Jubilee in June. Soon after the Olympic circus is over, long before the 2012 year end, everyone will be searching for the supposed “legacy”. All the official reports cite future tourism as the top potential benefit. And that’s when the Government will finally 18 realise that the cumulative effects

Ken Robinson of the £100m a year cuts made to VisitBritain, Visit England and the RDAs were a very false economy. VisitBritain’s representation and expertise has been emaciated in favour of cheaper internet-dependent marketing. Our overseas marketing network, once the envy of our competitors, has been repeatedly cut. The money belatedly allocated to VisitBritain in 2011 as partners in the “Great” campaign around the world, and the funds given to VisitEngland to counter a domestic downturn, are not enough. Localism is the creed (but local authorities have no money for tourism). The Government taxes tourists, especially with APD and uncompetitively high VAT, but this keeps more Brits at home and makes domestic tourism more successful than it would otherwise be. Achieving the potential Olympic Tourism legacy requires Plan B commitment and investment, just two per cent of the Olympic budget will do. By the 2012 year end, that will be clearer.

THE industry’s severe disappointment with the Government’s announcement in the Autumn Statement that Air Passenger Duty is to be increased by eight per cent from April 1 2012 was compounded by the Government’s response to the Air Passenger Duty consultation, which completely failed to tackle the problems associated with the current scheme, such as the anomalies in banding for Caribbean countries and charging the same amount of duty for premium economy as for first class travel. As a result, APD will increase to £81 per person for visitors from the major growth markets such as India and China who fly in economy and £162 per person for those in premium economy and above. This is despite the fact that visitors from both these countries are the high spending visitors that we need to provide growth for the UK economy – visitors from India spend twice the average of all visitors to the UK while visitors from China spend three times more than the average. These are the visitors that we should be encouraging to come to the UK to provide much-needed economic growth and yet they will be among the hardest hit by the proposed increase. Recent work by the Tourism Alliance has highlighted the impact that Air Passenger Duty is currently having on the UK economy. This research shows that the average cost of visiting the UK is £782.74 before Air Passenger Duty is taken into account and that the average rate of APD is £34.26, making the average total cost of visiting the UK £817.00 The £34.26 average cost of APD therefore increases the total cost of a trip to the UK for the average visitor by 4.4 per cent. While this may not seem a particularly onerous level of taxation on visitors, the problem is that tourism to the UK is very price sensitive. This is because, if you are an overseas visitor, you have a wealth of alternative destinations to visit if one prices itself out of the market. Work by VisitBritain has shown that the price sensitivity of tourism to the UK is -1.3, meaning that if the cost of coming to the UK increases by 1 per cent, the revenue that the UK earns from tourism will decrease by 1.3 per cent. Therefore, the 4.4 per cent increase in the cost of coming to the UK as a result of APD means that the UK is earning 5.7 per cent less than it otherwise would from tourism. With UK tourism receipts being £16.8bn in 2010, this means

Kurt Janson that we are foregoing over £1bn per annum in tourism revenue as a result of APD. In addition, UK carriers are foregoing a further £150m in airfares (at a minimum). In terms of impact on the UK economy, losing out on £1.15bn per annum in overseas revenue means that we are foregoing 23,000 full time jobs as a result of APD (Visitbritain has calculated that one new job is created for every £50k in additional tourism expenditure in the economy). It is worth noting at this point that CBI has calculated that the benefit to Government of providing someone with employment is around £20,000 per annum (ie., the removal of unemployment allowances combined with the payment of income tax and higher VAT takings). This means that APD costs the Government £460m per annum. So if the Government persists with increasing APD charges in April, this will reduce the UK tourism industry’s earnings by a further £575m over the next five years and increase the number of foregone jobs by 2,300. Indeed, the impact may even be greater as there is evidence emerging that the impact of APD is reaching a tipping point. Air New Zealand is been forced to examine the viability of their Auckland to London routes because increasing numbers of visitors to London from New Zealand are voting with their feet and using airlines that can fly them home from mainland Europe so that they can avoid having to pay APD on their return flight. Interestingly, in their response to the APD consultation, the Government agreed to reduce APD in Northern Ireland because it made flights from Belfast to the USA uncompetitive compared to flights from Dublin. Strange how they can’t see that the same argument applies between Heathrow and Charles de Gaulle or Schipol.

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