Destination Uk May /June 2011 by Script Media

Issue 40 May/June 2011 £2.75

How Middle Britons face downturn By Christina Eccles ‘MIDDLE Britons’ are looking to the internet to beat the economic downturn – increasingly searching for bargain breaks and recommendations online. According to an Experian survey of over 2,000 people, more than a quarter of respondents intend to forgo a holiday this year due to financial pressures. And those choosing to head off on a break are citing value for money as the biggest decider in where to go. The figures showed 66 per cent will be demanding better customer service and value for money and for 82 per cent, value for money will be the most important consideration when making holiday decisions. Managing director, Experian Marketing Information Services, UK and Ireland, Nigel Wilson said: “Our latest analysis sends a clear message to the travel industry, and brands as a whole, that Middle Britain’s modern consumers will be more demanding than ever before and want more for their hard-earned cash. The brands which will be the winners in this new consumer order are those which respond best to this need – understanding exactly

who their customers and how to engage with them both in store and online.” The research also showed consumers are using the power of social media to find the best deals and customer experiences. 74 per cent are positively influenced by recommendations from friends on social media networks and 83 per cent say their general perception of a product or brand is influenced, for better or for worse, by comments they see online. Over half are influenced by voucher sites and almost the same proportion regularly respond to email offers. Nigel added: “Tripadvisor is just the tip of the iceberg when it comes to consumers sharing holiday tips and advice. It is important that brands embrace the full power of social media to build their customer relationships, manage their profile and ultimately boost sales.” According to Experian’s definition ‘Middle Britain’ represent over 13m people. The definition is based on a series of measures including income, age, car ownership, occupation and type of house. This group is not seen as the youngest or oldest in the country, neither are they the most affluent or most deprived.

Most want to hang on to May Day holiday

Countryfile presenter Julia Bradbury has visited the Peak District to launch a festival dedicated to enjoying the outdoors. Julia was at Buxton’s Pavilion Gardens to mark the start of Visit Peak District and Derbyshire’s series of Walking and Outdoors Festivals. The launch also included a range of family friendly activities including magic shows, percussion workshops and a walk with a Blue Badge Guide.

ALMOST half of Brits would object to replacing the May Day bank holiday with a day off in April or October, according to a TripAdvisor poll. Following the Government’s recent announcement that May Day could be replaced by a St. George’s Day bank holiday in April or a Trafalgar Day in October, most people surveyed would like the date to remain in May. In a poll of over 4,000 Britons, 43 per cent would like the May Day bank holiday left as it is. A third support replacing it with a Trafalgar Day in October, while only a fifth support replacing it with a St. George’s Day public holiday in April. TripAdvisor spokesman Emma O’Boyle said: “May Day has been a popular British holiday for over 30 years and many people plan holidays and family days out around this. “It is understandable why some may oppose the change, but replacing it with a Trafalgar Day in October would certainly help extend the British tourist season and break up the long period between the August bank holiday and Christmas.”

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DESTINATIONNEWS

Yorkshire TV campaign aims to steal the nation’s heart

Entertainment news in Centrestage starting on Page 13

Follow in Harry & Co’s footsteps Page 5

By Christina Eccles WELCOME to Yorkshire has announced ambitious plans to boost visitor numbers to the county at its annual tourism event. Y11 took place at the Grand Theatre and Opera House in Leeds and was attended by over 1,000 people. Delegates heard about a range of upcoming campaigns designed to inspire visitors to Yorkshire, including the agency’s latest TV campaign. Chief executive Gary Verity said: “Building on our previous award-winning campaigns, we’re broadcasting a brand new TV advertisement into homes across the UK with, ‘So much, so near, so different. “Have a brilliant Yorkshire’ as our new slogan and if you miss that you’ll certainly not miss our sponsorship deals which will accompany a number of prime-time TV programmes.” The sponsorship of programmes such as The Royal, Do the Funniest Things and The Paul O’Grady Show aims to target peak viewing times to encourage families to visit the county. Gary added: “The TV promotions aim to target the family market because we know that once people visit Yorkshire, they fall in love with our marvellous county and become repeat visitors in the long term.” Guests at Y 11 also saw extracts from the new TV series The Dales which is presented by Yorkshireborn actor Adrian Edmondson. More than 8.7m viewers have tuned into the fly-onthe-wall documentary, featuring locations, businesses and characters filmed across the Yorkshire Dales last summer. It is hoped the 12-part series will inspire people to visit the county and within 24 hours of the first episode, the agency saw a 375 per cent increase in page views. Other plans unveiled included details of the Arts of Yorkshire campaign and this year’s entry for the RHS Chelsea Flower Show. “The previous year’s campaigns and partnerships have resulted in a raft of amazing successes. “By bringing people together we are seeing more visitors and further growth to our economy and now is the time to build on this for the future of

Wild at Heart Destination Scotland

Pages 8&9 Pages 16&17

Contacts EDITORIAL Andrew Harrod group editor 01226 734639 ah@whpl.net Louise Cordell reporter 01226 734694 lcordell@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 Kyle Wilkinson – graphic designer kw@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

Gary Verity Picture: Welcome to Yorkshire

Web: www.destination.uk.com

Yorkshire’s tourism industry. “We now have a three year plan and I can guarantee you this; Yorkshire’s profile is going to be bigger and better than ever.”

Over 10m take double Bank Holiday break OVER 10m Brits made the most of the double Bank Holiday by taking at least one overnight stay in the UK, according to figures from VisitEngland. The organisation’s Easter Holiday Trip Tracker showed 10.3m people planned to take a UK break – with 8.6m of those holidaying in England. The annual survey showed that over the Bank Holiday period – which included Easter, the Royal Wedding and May bank holiday – over a quarter of British adults (26 per cent) said they were planning at least one overnight trip away from

home, figures which were in line with last year’s figures and four per cent up compared to the same time in 2009. Chairman of VisitEngland Lady Cobham said: “These figures indicate a boost for tourism at the start of what promises to be an exciting 18 months ahead. “It’s certainly a time of celebration with the Royal Wedding followed by next year’s momentous events like the Diamond Jubilee, London 2012 Olympic and Paralympic Games, the Cultural Olympiad and Torch Relay to name a few.”

DESTINATIONNEWS

Rhubarb pulls in visitors for West Yorkshire city THE organisers of a major food and drink festival have told how the event is encouraging visitors to flock to the region. The Wakefield Festival of Food, Drink and Rhubarb is one of the first major events in the food festival calendar and celebrates the city’s links with rhubarb growing. The event – which takes place in February – has steadily grown over the years with organisers adding more content each time to attract visitors. The 2011 festival was visited by over 80,000 people and provided the opportunity for local chefs to show off their skills while also acting as a showcase for the best of the region’s food and drink offering – including the famous rhubarb. The festival is organised by Wakefield Council’s events team, who claim its lasting success is down to working with partners – from tourism agency Welcome to Yorkshire, to local restaurants, chefs and tourist attractions – to ensure there is plenty to do at the event for both local people and visitors looking to experience what Wakefield has to offer. Senior markets and major events manager Lisa Ferguson said: “It is the first food festival

of the year in the calendar and fires everyone up for the rest of the festivals that follow. Yorkshire has got a good reputation for food festivals and we are really proud of the event.” Local businesses are always keen to get involved – reporting large increases in takings over the festival weekend – and the event has recently been recognised for the role it plays in attracting tourists. The festival was a finalist in the Welcome to Yorkshire White Rose Awards for Tourism Event of the Year in both 2009 and 2010. It is also in the running for VisitEngland’s Where Else but England Award, which recognises the best of England’s quirky events programme. To capitalise on the festival’s tourism offering, at this year’s event, organisers teamed up with a number of local hotels to offer overnight stays which tied in with the dates of the festival and created a package. Lisa added: “We are keen to work with businesses and major attractions in the region and we had a really good mix of programming. Our partners can see the benefits of getting involved, which is really important.”

Local councils have key role in pump priming

IT is essential local councils continue to support sustainable tourism initiatives, according to Visit Kent chief executive Sandra Matthews-Marsh. She has written to the tourism minister, John Penrose, stressing the importance of councils helping to bring together tourism, leisure and hospitality businesses to promote sustainable destinations. She said: “We have generally welcomed the government’s national tourism policy, but are concerned that some of the ‘glue’ that enables destination management organisations to create successful partnerships could be eroded in current budget reviews. “Local authorities have a key role to play in pump priming and underpinning the process of bringing various interests together. “They help create a platform on which destination businesses can stand together, collaborate and interact in the task of delivering a rounded project to visitors.” Visit Kent is also urging the minister to back efforts to identify an Enterprise Zone for Kent in recognition of the strong role tourism plays in creating

New rail company on track with Superbreak SUPERBREAK has added a new rail company to its portfolio of rail options for short breaks. Agents can now add trains from stations on the Grand Central route, opening up West Yorkshire, Wearside, Teeside and the Durham Coast. National sales manager Graham Balmforth said: “West Yorkshire, Teesside and the Durham Coast

is a massive area for us with the trade very active in selling our products, especially into London. We listened to what agents were asking us for and we have been able to add Grand Central to our already comprehensive rail packages to London. This new partnership gives us additional localised options to our agents and their customers.”

Tourism minister John Penrose receives a hamper of Kent produce from Visit Kent chairman Amanda Cottrell jobs in the area. Sandra added: “We are delighted that, for the first time, the tourism industry has been recognised by the government as a sector in its own right and as a key driver for rebuilding the economy during the recovery. “These are challenging times and we need to deliver radical programmes and put in place the foundations that will enable them to succeed.”

Simon Duffy has been appointed as the new general manager at La Fregate Hotel. He has worked at some of the Channel Islands’ top establishments over the past 30 years, including Longueville Manor and The Atlantic Hotel. He said: “I am delighted to be bringing my knowledge and experience to La Fregate to

further support and enhance the fine reputation that the hotel has established over the past 30 years. “I would like to praise the current team for their hard work and professionalism and I look forward to working with them to maintain, and build on, the already high standards that have been achieved.”

DESTINATIONNEWS

Government puts industry in driving seat By Christina Eccles THE government will put the industry in the driving seat, allowing it to decide what’s best for UK tourism, according to John Penrose. The minister for tourism and heritage spoke to delegates at this year’s Best of Britain and Ireland show in Birmingham, explaining how the government aims to work with tourism businesses to support the industry. He explained: “We are trying to set out a new approach for government and the way it works with the leisure economy. You will not see a grand central plan about how to market this destination or that. Instead we are taking a different approach. “We want to work at how we can help you to do what you do best and put you in the driving seat. We want it to be led by the industry and supported by government. Local authorities will support but you are in charge.” He added that major events such as the upcoming Olympics in 2012 will provide a great opportunity to showcase the UK to millions of

people all over the world, who could potentially visit in the years following. And that the industry’s challenge is to make coming to the UK – or staying in the case of domestic tourists – as appealing as possible. He added: “The Royal Wedding and Olympics are an opportunity for us to show Britain in the best possible light to TV audiences so they come in 2013 and 2014. We will keep pushing this message across in the run up to, during and after the events. “We also want to make sure the industry continues to improve productivity and competitiveness – we have to offer good value at every price point. “The final thing is to carry on boosting domestic tourism. We as a country are more likely than our European neighbours to to underestimate what’s on our doorstep. That’s crazy when you look at what we have to offer. But it’s up to us to market that and show that the tourism industry is an industry not just for today but for tomorrow as well.”

Harry Potter star Emma Watson

Follow in Harry’s footsteps FANS of the Harry Potter films will soon be able to follow in the footsteps of their heroes when a new multi-million pound UK attraction opens next spring. Warner Bros Studios London’s The Making of Harry Potter tour will allow the public to go behind the scenes of the movies for the first time, witnessing the intricate props, sets and costumes that

have brought the characters to life. The attraction is based at Warner Bros. Studios in Leavesden, which was the production home of the Harry Potter films for over 10 years. Never-before-seen exhibits on the three hour long tour include memorable sets such as the iconic Great Hall and Dumbledore’s office.

Picture: BBC/Matt Squire

Event attracts 12,000 to Leeds landmark A SPECTACULAR outdoor event attracted 12,000 people to Leeds landmark Kirkstall Abbey – including 2,000 locals who signed up to take part. Frankenstein’s Wedding Live in Leeds was produced by the BBC, working in partnership with Leeds City Council, Marketing Leeds and Welcome to Yorkshire. The live show’s cast included EastEnders’ actress Lacey Turner and included a wedding dance led

by a cast of 2,000 participants from the Leeds area. The show was also simultaneously broadcast on BBC Three – allowing audiences all over the country to see what Leeds has to offer as a tourist destination and as a city capable of hosting major events. Estimates suggest visitors to the event spent about half a million pounds during the weekend on things such as food and drink, shopping and accommodation.

DESTINATIONNEWS

New guide for food lovers A NEW guide has been launched to help food lovers make the most of their trip to the Peak District and Derbyshire. The area’s official tourist board, Visit Peak District and Derbyshire, has teamed up with Food and Drink Guides Ltd to provide the 64-page guide at the Tideswell School of Food. It contains full details of a wide variety of venues to eat, ranging from city bars to cafes, restaurants and country pubs. Almost 100 venues are included and there are also special features on wining and dining in Derby, the Derby Food and Drink Awards, the Derbyshire Food and Drink Awards and the Derbyshire Food and Drink Fair. David Thornton, the tourist boards deputy chief executive, said: “Premium food and drink are key ingredients in the choice menu tourists have come to expect when they visit the Peak Distric and Derbyshire and this fact packed new guide offers a feast of information about the wealth of venues we have to tempt their taste buds. “Many of them set great store by focusing on quality, locally-sourced produce – and the featured venues highlight a huge spectrum of choice – aimed at satisfying a broad range of tastes and budgets.”

Praise for £30million revamp venue

MANCHESTER Central has taken home the silver medal in the business tourism category at the Enjoy England Awards for Excellence. The venue was praised by industry experts following the completion of a £30m redevelopment, created to reflect that original and modern architecture of Manchester. Lesley Tomlinson, chief executive, said: “We are very pleased to have been awarded silver at the National Awards for Excellence. “It means a great deal to everyone who works at Manchester Central and we are delighted to have our efforts recognised by our peers. “The venue has generated over £56m of economic impact for Manchester in the last 12 months and is set to increase this figure by a further £4m in the next financial year. “We are very proud to be part of the Manchester conferencing offer and we are looking forward to continued growth in the years to come.”

Stratford butterfly farm

Stratford celebrates best UK destination placing STRATFORD-upon-Avon has been voted the sixth best UK destination by the world’s largest travel website, TripAdvisor. The winners of the 2011 Travellers’ Choice Destination Awards were based on the experiences of millions of travellers from around the world. The site asked its users to state where in the world they had visited and whether they liked it or not and received contributions from more than 1m people. London topped the chart with Edinburgh and Bath coming second and third. TripAdvisor spokesman Emma O’Boyle said: "For Stratford to come in at number six and beat a lot of other famous and larger, obvious tourist destinations is a fantastic achievement. It's close to an airport (Birmingham); it's got good road links and is relatively easy to reach by rail. These awards honour the world’s best destinations as decided by those judges that really matter – travellers themselves. Stratford, famous for being the birthplace of Shakespeare, offers a great deal of culture, heritage and beauty

Shakespeare’s Birthplace and it’s wonderful to see it recognised.” Managing director of Shakespeare Country Tony Merrygold added: “This is a great accolade for Stratford-upon-Avon to be voted the sixth most popular place to visit in the UK. “TripAdvisor is one of the most popular travel websites in the world. As the reviews are written

by real travellers, the accolade is completely impartial and one that I feel is very much deserved for the town.” This is not the first TripAdvisor accolade won by Stratford-uponAvon – in 2009 it was voted the number one charming small town in the world and was also the only town in the UK featured in the top 10.

Flyer for agents to promote breaks SUPERBREAK has launched a new monthly ‘Break Out’ flyer for agents to use to promote short breaks in their local catchment area. The flyer is being emailed to agencies for them to print off and Superbreak’s sales team will be giving out supplies when they visit agents. Each sales executive has a flyer

personalised with offers for their region ensuring that the product is relevant. The flyer features deals such as two nights with free dinner on the first night and rail inclusive packages.

customers. We’ve geared it towards the economic climate by showing the great value short breaks offer – for example as petrol prices continue to rise, we highlight the value of travelling on our special rail fares.

National sales manager Graham Balmforth said: “We’ve designed the flyer to look like a red-top newspaper so it is eye catching for

“We intend to roll these out every month and we hope agents will get behind it and use the flyer to get the message out there.”

Henry VIII continues to hold court daily at Hampton Court, where groups enter a living Tudor world and can participate in life at Henry’s palace from special Tudor cookery weekends to everyday court life. Groups will be inspired by Florimania this spring with scented floral arrangements in keeping with the ancient stories from the past 500 years of dazzling history. Visitors can walk in the footsteps of Henry VIII and marvel at the displays arranged by the Surrey area of NAFAS (National Association of Flower Arrangement Societies), volunteers will offer flower arranging demonstrations. After enjoying the flowers inside the palace, step outside to the glorious formal gardens of William III and Mary II before you disappear into the Maze where whispers of the past will haunt every step to the centre of this topiary puzzle. The palace will be on tenterhooks awaiting the impending birth of Henry VIII and Jane Seymour’s first child. Will it be a boy? Will it survive? Will there be joy or sorrow? Join the court and be first to hear the eagerly anticipated news! The Tudor cooks will also be on hand to satisfy the requirements of the

hungry court with typical Tudor delicacies in the great kitchens and the ever-popular wedding of Henry VIII and his sixth wife will still be taking place with live interpretation daily. For those seeking tranquillity, a stroll through the gardens to see the spring flowers will build up an appetite for a snack or lunch in the Tiltyard Café, where group arrangements can also be made. For your groups opportunity to meet Henry VIII’s wives or take part in any of the Tudor events, call our contact centre on 0844 482 7770 or e-mail groupsandtravel trade@hrp.org.uk. Please quote “Destination UK May” when contacting us.

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DESTINATIONWILD AT HEART

Wildlife tourism a roaring success WILDLIFE tourism is booming in Scotland as holidaymakers look for new activities to do during their breaks, it has been claimed. Caroline Warburton works for Wild Scotland – the Scottish wildlife and nature tourism association – and she told Destination UK that recently there has been an increase in the number of people wanting to explore the country’s natural habitat and get close to nature. She explained: “We have seen interest grow exponentially. Previously wildlife watching was

seen as quite a niche activity but the market has opened up completely. Part of the reason is that the general public’s awareness has changed. Programmes such as Springwatch have highlighted that we have world class wildlife and we should shout about it. “Scotland is such a small country but has a huge diversity of habitats, which are all within an easy distance of each other. Very few countries can offer that.” Visitors to Scotland have been enjoying the country’s varied wildlife

offering more than ever – taking part in activities ranging from dolphin watching off the coast to walking tours through the forests and countryside. But Caroline added while it is a positive thing that tourists are wanting to get out and about and explore the country, it is important to get the balance right between allowing them the freedom to roam and ensuring they do it responsibly without disturbing the animals in their own environment. She said the best way to achieve

this is to go on guided wildlife watching tours, which allow visitors to get close to nature with a qualified guide – giving them the best chance of spotting the animals while also exploring safely and without damaging the natural habitat. She added: “The Scottish outdoor access code is great in terms of encouraging people but we always say if you go with an operator they know where and how to look. You will have a better experience and you are also helping the local economy.”

‘History, spectacle and tragedy of the Tower Menagerie’ New farm attraction proves a hit at Blackpool zoo BLACKPOOL Zoo has completed the final stages of its latest tourist attraction. The children’s farm will allow young visitors to get hands-on with donkeys, sheep, goats, rabbits and guinea pigs in daily interactive sessions and educational talks. One of the zoo’s most popular animals, Rudolf the Kune Kune pig, will also move into his purpose-built home in the farm along with new additions including Zebus, Llamas and a baby reindeer. The zoo’s miniature train line has been re-routed to start and finish at the farm and there is a specially designed play area with bark

flooring, picnic bench seating and a climbing frame. Marketing and PR coordinator Jude Rothwell said: “The Children’s Farm has been developed to give our visitors a whole new experience at the zoo. It is a natural progression of our very popular Children’s Zoo and everyone will be able to get closer than ever before to the animals. There will always be something to see and do inside and outside so, come rain or shine, it will certainly be a crowd pleaser.” The farm, which cost £500,000, is the latest in a long line of recent investment projects at Blackpool Zoo.

ROYAL Beasts explores the history, spectacle and tragedy of the Tower Menagerie. Founded during the reign of King John in the early 1200s, it became a regular feature at the Tower of London for over 600 years. The new family exhibition will be an opportunity for visitors to encounter a diverse cast of former Tower residents through arresting modern animal sculpture by artist Kendra Haste and new interactive and sensory displays. The recently restored north wall walk and the never before opened Brick Tower will host some of the displays, including sights, sounds and smells of the animals. Spectators will discover the captivating history of hundreds of animals who were kept at the Tower for the entertainment and curiosity of the royal household and its visitors. For the first time, Historic Royal Palaces will tell the fascinating tales of how these exotic creatures found a home in one of the world's most forbidding and infamous fortresses – from a polar bear who

fished in the Thames daily for his lunch, to the leopard who stole visitors’ umbrellas, to the ostrich that ate nails and many more. The exhibition will also explore the long tradition of kings and queens keeping wild and exotic animals as symbols of power and look at how the animals were often used for cruel sports resulting in neglect and mistreatment.

DESTINATIONNEWS Celebrity chef James Martin has opened his first restaurant at Clarence Dock in Leeds. The Leeds Kitchen is situated within the Alea casino and entertainment venue and is situated on the city’s waterfront. James will also supply and cater for Alea’s own events and conferencing facilities, which includes a private cinema, two large function rooms with integrated bars and a cocktail lounge.

Best for Business Travel list unveiled DISCOUNT hotels specialist LateRooms.com has unveiled its Best For Business Travel list, highlighting the best hotels for business travellers in the UK and beyond. The collection is based on a combination of the positive reviews submitted by business customers online, as well as the hotels that secure the most corporate bookings. UK hotels which made the list include: ■ Madingley Hall, Cambridge ■ Mint Hotel, Leeds ■ Grimscote Manor Hotel, Birmingham

■ Macdonald, Manchester ■ The RE Hotel, London’s Shoreditch ■ The Hampshire Hog, Portsmouth Managing director Andrew Pumphrey said: “Personal service is essential for business travellers, whether that’s being made to feel welcome after a long day on the road, or those extra touches to ease the stress of a hectic schedule. “The hotels on our Best For Business Travel list are a great example of properties that go the extra mile to cater for corporate clients.”

A panel of experts took to the stage at this year’s Best of Britain and Ireland Travel Trade Forum for a special Minister’s Question Time, hosted by The Tourism Society. Destination UK went along.

Experts take to stage for special Question Time The panel: ■ Minister for tourism and heritage John Penrose ■ Chief executive, VisitEngland James Berresford ■ Director of markets, Tourism Ireland Simon Gregory ■ Director of partnerships, VisitScotland Riddell Graham ■ Minister for economic development, Isle of Man Allan Bell What does the future hold for star ratings systems and quality schemes? John: “What we want is the industry in England to develop them in whatever way they see fit. “If we can get the industry to run it then [the scheme] is more likely to be responsive to the needs of the industry. We also want to make sure people can also use other sources of information. People already use websites so they clearly provide a valuable additional service – it isn’t either/or.” Riddell: “We are very clear about the star rating scheme. We value it, the industry values it and customers value it. There is an issue about industry involvement but we have been lucky that we have had interest from the industry.” James: “If there is interest we will review and modernise and hopefully come out with an improved system. Visitors to this country want some commonality across Britain so we all need to work quite closely together.” Allan: “We introduced it on the Isle of Man about 20 years ago and the industry fought against it then. We will not be doing away with the grading system. Unless we can set the standards, the industry will not rise to the challenge.” Is the marketing of Britain around the world strong enough and are we investing enough? John: “We are trying to make sure

we use the money we have most efficiently. Even where we don’t have a Visit Britain office, we will still have a Foreign Office, UK Trade and Industry and British Council so we will still have a presence.” Simon: “We are very well funded but Britain has benefits that Ireland doesn’t have so we have a lower starting point. We have had to realign our funds to markets that have been working for us.” Riddell: “We could always do more if we had more money. We prioritise our markets internationally and we are under political pressure to be in certain markets.” James: “I am here to market England and part of my priority is to protect England. If we spend what we have wisely, we will make a difference.” Allan: “The Isle of Man market is the British Isles – internationally we do very little. There is always a drive for more money to be spent without equalling it to results. Better targeted marketing is a far more sensible way. Chasing bigger numbers is not necessarily going to give better results.” Is air Passenger Duty good or bad? Is the cost of Visas getting too high? John: “We want to make it faster and cheaper to get hold of a Visa. We are not making it easy for people to get here. We want to make it simpler and reduce a couple of the obstructions of coming to the UK. But the running costs are higher than the Visa prices people are paying so we have to make sure we are constantly vigilant.” James: “We need to take consideration of Air Passenger Duty. It is a huge issue but it also benefits domestic tourism. There is a value for money issue – we are still perceived to be an expensive destination.”

Royal Beasts return to the Tower of London Groups will get even more value for their visit from spring 2011 when the incredible story of the Tower of London’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 these 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 recently restored

and opened north wall walk and Brick Tower where numerous interesting exhibits will be included. The Tower of London is the world’s most famous Fortress and Britain’s most visited paid for historic site. Home to see the priceless Crown Jewels and legendary ravens that strut in the grounds, the Tower also has a stunning new permanent exhibition showcasing 500 years of royal arms and armour Fit for a King: making this a truly unique visit and great value for money. 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 groupsand traveltrade@hrp.org.uk. Please quote “Destination UK May” when contacting us.

DESTINATIONNEWS

Areas key to encouraging staycations By Christina Eccles

Actress Thandie Newton launched a celebration of British fashion at Oxfordshire attraction Bicester Village. The British Designers Collective gave visitors the chance to discover the best of the fashion industry’s new talent at a discount price. The range of clothes and accessories were housed in an unmissable pop-up boutique until mid May.

Hotel gets down with the kids A LONDON hotel is encouraging children to take charge of their weekend away with the launch of a new package. Families to the Renaissance London Chancery Court Hotel will receive an entrance pass

to a central London attraction of the children’s choice, accommodation, kids’ survival pack and take home bathrobes to ensure younger members of the family are catered for throughout their stay.

THE Peak District has been named by VisitEngland as one of four ‘attract brands’, designed to persuade more people to holiday at home. The plan was unveiled by chief executive James Berresford at Visit Peak District and Derbyshire’s 2011 tourism conference where he told delegates how the organisation hopes to tempt people to take their breaks in England and explore what the country has to offer. He said: “My job is to work with your destination to drive business down to the Peak District. “Yours is to focus on marketing campaigns, customer care and all the other attributes that makes this a destination of distinction. “My role, and yours, is to keep people holidaying at home during the year of the London Olympics in 2012. Not only do we have a fantastic opportunity to showcase our product to the world, we have got to persuade our fellow Brits to stay here throughout the year.” James admitted the task wouldn’t be easy, given current spending cuts at national, regional and local levels, but said the Prime Minister’s recent speech and the coalition’s new approach to tourism as a cross-Government policy was a welcome sign that it recognised the industry’s importance to the country’s economy. James and VisitBritain’s project director Joss Croft also used the conference to outline how both organisations would be working directly with area tourist boards like Visit Peak District and Derbyshire following the demise of the Regional Development Agencies.

Other speakers at the event included Visit Peak District and Derbyshire’s chief executive David James who revealed how the area is managing to hold its own even in a competitive marketplace, head of marketing David Thornton who highlighted the tourist board’s plans for the coming year and web expert Susan Hallam who shared her tips on how to use social networking to boost sales and add value to a business. The conference’s keynote speaker was writer and broadcaster Stuart Maconie, who gave an insight into his experiences of travelling in and around the Peak District.

New guide features days out in region

The Walled Garden at Scampston

Picture: Andrew Lawson

YORKSHIRE’S Great Houses, Castles and Gardens Guide has been launched, detailing over 40 days out in the region. One attraction is the Walled Garden at Scampston, which is currently a finalist in the National 2011 Enjoy England Awards for Excellence. The RHS Garden Harlow Carr has also achieved success, wining both ‘Large Visitor Attraction of the Year’ and ‘Sustainable Tourism Award’. It includes details on Bolton, Raby, Ripley and Skipton Castles as well as 16 different stately homes, ranging from Harewood House to Burton Agnes Hall. The guide states: “Yorkshire boasts the highest concentration of stately homes, castles and gardens in England and this breadth of offer ensures that there are a whole host of ideas for great days out with something to suit everyone.”

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DESTINATIONCENTRESTAGE

Why Amanda just couldn’t resist Shrek ... Were you a fan of the original Shrek movie? I was a fan of all of the Shrek movies. I have a five-year-old daughter and I’ve watched them repeatedly with her since she was two. I know them backwards. That was my main impetus to be involved in the show, the fact that she is such a fan of them and now we are. She must have been pretty excited when you got the part. My daughter Lexi is beside herself that I’m a princess and every time she draws a picture at school, or at home, or anywhere, she goes: ‘Mummy, that’s you as Princess Fiona, but you’re not wearing a green dress, you’re wearing a pink dress’. Because she’s not keen on green. (laughs) I think we need a bit of a shift in the fashion in this show.

Amanda Holden

And you’re a princess who turns into an ogre? How are they going to transform you? I’m going to be wearing a lot of prosthetics and a fat suit that I’ve already been measured for to give me round shoulders and a bigger chest area.

I’m wearing a prosthetic nose, and ears, and I’m going to be painted green and I will be farting at will. To be honest, that’s how I look most Sundays, after a big night out. So, it’s no difference to me. I am an ogre, a glamorous ogre. And why should people come along to the show? People should come to Shrek the Musical because it’s a one-off. It should have been on stage before it was made into a movie. It’s funny, it’s feel-good. It’s teaching children, without getting too deep, not to judge anyone by how they look or sound. I get to fart all the way through a song which is one of the main reasons I’m doing it, because I‘m a vegetarian and that comes easy to me. And don’t make the mistake of thinking it’s just for kids. Personally, I would never do something where I thought there was just going to be a bunch of children in the audience, no disrespect. Because you need some adults in there. It’s hilarious. You’re going to laugh all night.

It’s big, green and heading to London! THE world’s favourite ogre arrives at the Theatre Royal, Drury Lane in May in a musical set to bewitch kids from six to 60. An all-star cast includes Nigel Lindsay (of Four Lions fame), Richard Blackwood (The Richard Blackwood Show) as Donkey, Nigel Harman (heart throb Dennis Rickman in Eastenders) as Lord Farquaard and Amanda Holden (Britain’s Got Talent) as Princess Fiona. The show is a stage adaptation of the Oscar-winning

DreamWorks animation Shrek, following the life of a huge green ogre and his trusty loyal steed, as they set off on a quest in a land far, far away to rescue a beautiful princess from a dragon-guarded tower. But the journey isn’t going to be as straightforward as first thought as they must battle many fairytale superstars along the way. Based on the first chapter of the popular animation, Shrek is guaranteed to excite audiences of all ages.

Featuring all new songs as well as cult Shrek anthem – I'm a Believer – Shrek The Musical brings the well loved characters to life in a hilarious and spectacular new production, which turns the world of fairytales upside down in an all-singing, all-dancing, irresistible mix of magic, laughter and romance. Superbreak packages start from £77 per person including one night at a three star hotel with a ticket to see the show.

Graham Balmforth Superbreak National Sale Manager

Strictly acoustic

Julie Atherton 14

A SERIES of acoustic sessions starring some of the West End’s most popular performers will take place throughout June at London’s Pheasantry. Avenue Q favourite Julie Atherton will kickstart proceedings on June 4 and 5, followed by How Do You Solve a Problem Like Maria? finalist Helena Blackman on June 12 and award-winning composer Michael Bruce on June 19.

Helena Blackman

DESTINATIONCENTRESTAGE

New rates for Betty Blue Eyes

Million Dollar Quartet has extended its booking period until April 28 2012. The West End hit is currently playing at London’s Noël Coward Theatre and features over 20 classic hits. Picture: Michael Malarkey as Elvis Presley. Picture courtesy of Tristram Kenton

ENCORE Tickets is offering new rates for British comedy Betty Blue Eyes. The reductions for group travel organisers and coach tour operators bring £59.50 seats down to £39.50 for Monday to Thursday evenings, plus Thursday matinees. UK sales manager Richard Woolliss said: “We’ve had great feedback from everyone who has seen this show and there’s no doubt it’s going to be a terrific hit for groups this year. “It’s 1947 – austerity Britain, belts

are being tightened, fair shares for all, the coldest winter in decades and a Royal Wedding. Sound familiar?” The tale centres around Betty, an adorable pig who is being illegally reared to ensure the local dignitaries can celebrate the forthcoming Royal Wedding with a lavish banquet while everyone else makes do with Spam.

■ Picture shows Encore Tickets John Wales with the stars of the show Sarah Lancashire and Reece Shearsmith.

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DESTINATIONSCOTLAND

Love Loch Lomond group is set up A NEW tourism group has been set up to promote iconic Scottish attraction Loch Lomond. Love Loch Lomond is a trade led organisation of about 100 businesses, which is dedicated to improving the promotion of tourism and the quality of the visitor experience in and around Scotland’s most famous loch. The organisation’s new website was launched by Visit Scotland Chairman, Mike Cantlay and Graeme Nesbitt, chairman of Love Loch Lomond on a seaplane circling 1,000 feet above the loch. After landing at the Cameron House jetty, the powerful new promotional tool was then showcased to a gathering of local tourism businesses. Mike said: ''It is vitally important that tourist destinations such as Loch Lomond are well organised to provide visitors with memorable high quality experiences and I am delighted tourism businesses have joined forces as part of the new Love Loch Lomond initiative to do just that and raise the profile of the diverse range of things to see and do in this fabulous location.''

Loch Lomond

Hopes for bumper year for Scottish tourism SCOTTISH tourism could be set for a bumper year if businesses make the most of every opportunity available, according to VisitScotland chairman Mike Cantlay. Speaking at this year’s VisitScotland Expo in Aberdeen, Mike told Destination UK that despite a variety of challenges

throughout 2010, tourism in Scotland held firm. He believes after surviving the impact of the volcanic ash cloud and two prolonged periods of heavy snowfall, the industry can tackle anything. He said: “In 2010 our transport system broke three times. Despite that, the recession, economic gloom and VAT, Scottish tourism has been remarkably resilient. “We refer to 2010 as the ‘perfect storm’ – three acts of God which made life challenging. But looking forward, if we can cope with that, we can cope with anything.” He added the challenge for this year is to cash in on the potential of every opportunity – from the displacement effect of the upcoming 2012 Olympics to Zara Phillips’ wedding in Edinburgh this summer and Scotland’s ‘winning years’ where the country will host both the Commonwealth Games in Glasgow and the Ryder Cup. He explained: “We are encouraging the trade to look at 2011 as the year that Scotland can gain real market share. “We are coming into a bit of luck and the situation is looking pretty good. Investment is beginning to roll out again – in Glasgow there are going to be 1070 new hotel rooms. All the indications show we are doing OK.”

VisitScotland is also working hard to attract more tourists to the country as well as encouraging Scots to explore what’s on their doorsteps. For the next few years, the organisation’s marketing will have a renewed focus – with dedicated campaigns pushing the areas which Scotland is most famous for. This year is the year of Active Scotland, which will be followed by years of Creative Scotland and Natural Scotland – culminating in a second year of Homecoming in 2014. A new TV advertising campaign – ‘Surprise Yourself’ – has also recently been rolled out which includes many icons VisitScotland has traditionally used to promote the country but with a twist to encourage visitors to see them from a different perspective. Mike added: “The interesting thing with the ‘staycation’ trend is that it has become a habit. Scots are getting out and doing things they haven’t done before. They are having a good time and are coming back. We are trying to keep the mood up. We have got something going on up until 2014 and are bidding for other major events. Scotland is really set to roll if we can make full use of the opportunities that are there.”

Events mark Year of Islands A PROGRAMME of cultural events has been unveiled to launch the Year of Scotland’s Islands. The programme will showcase the music, arts, food, sport and history of the islands, as well as highlight their unique beauty as visitor destinations. The initiative aims to raise the profile of the islands across the UK and internationally, attract more visitors, bolster economic development and strengthen links between the islands and mainland 16

cultural organisations. Highlights of the programme include the award-winning Shetland Folk Festival, the St Magnus International Festival on Orkney and the Hebridean Celtic Festival on Lewis headlined by KT Tunstall. The scheme has been developed through a partnership of the six local authorities with island communities – Argyll and Bute, Highland, North Ayrshire, Orkney, Shetland and Comhairle nan Eilean Siar.

17 EWM

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DESTINATIONNEWS

Shortlist revealed in Liverpool tourism awards By Christina Eccles TOURISM businesses demonstrating quality and excellence across the Liverpool region have been shortlisted for this year’s TMP Tourism Awards. More than 100 entrants from a wide variety of large and small tourism businesses were judged to determine the shortlist. A second round of judging will now take place to decide the winners, including a series of judges visits and mystery shops to venues in selected categories. 11 category winners will then proceed to represent the region at the Enjoy England Awards for Excellence. The shortlisted entries are: Guest Accommodation of the Year: ■ Hatters Liverpool, Liverpool ■ Knowsley Hall, Knowsley ■ 21 Park House, Wirral ■ At Peel Hey, Wirral Self Catering Accommodation of the Year: ■ BridgeStreet at Liverpool ONE, Liverpool ■ Premier Apartments Liverpool, Liverpool ■ Herons Well Holiday Cottage, Wirral

Large Visitor Attraction: ■ Albert Dock Liverpool, Liverpool ■ Liverpool Football Club, Liverpool ■ Merseyside Maritime Museum, Liverpool ■ The Beatles Story, Liverpool ■ Knowsley Safari Park, Knowsley ■ Spaceport, Wirral ■ Mersey Ferries, Wirral Excellence in Business Tourism: ■ BT Convention Centre, Liverpool ■ Merseyside Maritime Museum, Liverpool ■ The Foresight Centre, Liverpool ■ Knowsley Hall, Knowsley ■ Haydock Park, St.Helens Taste Liverpool: ■ 60 Hope Street, Liverpool ■ Lunya, Liverpool ■ The London Carriage Works, Liverpool ■ The Quarter, Liverpool ■ Restaurant Richard Fox at Leverhulme Hotel, Wirral Tourism Experience: ■ Mersey Ferries – Manchester Ship Canal Cruise, Liverpool ■ Mersey Tunnel Tours, Liverpool ■ The John Moores Painting Prize at Walker Art Gallery, Liverpool ■ The Grand National Festival at Aintree Racecourse, Sefton

Hotel of the Year: ■ Hilton Liverpool, Liverpool ■ Hope Street Hotel, Liverpool ■ Novotel Liverpool, Liverpool ■ Formby Hall Golf Resort and Spa, Sefton ■ Ramada Plaza Southport, Sefton ■ Hillbark Hotel and Spa, Wirral ■ Leverhulme Hotel and Spa, Wirral

Tourism Event: ■ DaDaFest, Liverpool ■ Liverpool Biennial, Liverpool ■ Paradise in the Park, Liverpool ■ Liverpool Food and Drink Festival, Liverpool ■ Bed-In at the Bluecoat, Liverpool ■ The John Smith’s Grand National, Sefton ■ Wirral Food and Drink Festival, Wirral

Small Visitor Attraction: ■ Jungle Parc, Liverpool ■ Mersey Tunnel Tours, Liverpool ■ The Hardmans’ House, Liverpool ■ The Beatles’ Childhood Homes – Mendips and 20 Forthlin Road, Liverpool ■ The U-boat Story, Wirral

Culture and Heritage Experience: ■ FACT, Liverpool ■ Liverpool Everyman and Playhouse Theatres, Liverpool ■ Liverpool Philharmonic Programme 2010, Liverpool ■ Picasso: Peace and Freedom – Tate Liverpool, Liverpool ■ The Bluecoat, Liverpool

AA first for Glasgow hotel BLYTHSWOOD Square has become the first hotel in Glasgow to receive the coveted five stars from the AA. The award recognises all areas of the business from front of house to the more operational day-to-day running of the 100 room hotel. Managing director Hans Rissmann said: “We have been enjoying a particularly successful period in terms of winning awards here at Blythswood Square, however, this 18

latest one from AA Hotel Services is very special as we’re the first property in the city to receive it. “The AA brand is known nationally and internationally and as such the standards required in order to achieve it are very exacting. It is recognition for each member of staff and a great demonstration of teamwork.” The AA award follows the hotel’s Five Star grading received from VisitScotland in March.

Bar: ■ Pima Bar at Hilton Liverpool, Liverpool ■ MOJO, Liverpool ■ Palm Sugar Lounge, Liverpool ■ Alma de Cuba, Liverpool ■ Gallaghers Pub and Barbers, Wirral ■ Oxton Bar and Terrace, Wirral ■ The Wro, Wirral Tourism Marketing Initiative: ■ Liverpool Coach Welcome at the Anglican Cathedral, Liverpool ■ Touched – Liverpool Biennial, Liverpool ■ Picasso: Peace and Freedom – Tate Liverpool, Liverpool ■ The European Peace Monument – The Beatles Story, Liverpool Tourism Retailer: ■ Disney Store, Liverpool ■ Everton Two, Liverpool ■ World Museum Liverpool Shop, Liverpool ■ The Beatles Story, Liverpool ■ Utility, Liverpool Sustainable Tourism: ■ Arena and Convention Centre Liverpool, Liverpool ■ Jungle Parc, Liverpool ■ Radisson BLU Hotel Liverpool, Liverpool Excellence in Customer Service: ■ Kevin Roberts, Liverpool ONE, Liverpool

■ George Sourbutts, Barons Bar Scarisbrick Hotel, Sefton ■ Cliff Bowden, Lady Lever Art Gallery, Wirral ■ Jackie Burke, Compass Group at Haydock Park Racecourse, St.Helens ■ Alison Storah, National Wildflower Centre, Knowsley ■ Sue Halliday, Catalyst Science Discovery Centre, Halton Director of tourism at the Northwest Regional Development Agency Nick Brooks-Sykes said: “Tourism is a vital part of the region’s economy, worth over £14b a year and supporting almost seven per cent of the region’s workforce. However, this is an internationally competitive market and so we must ensure that we offer the facilities and services that visitors are looking for. The Tourism Awards recognise those tourism businesses that strive to offer world class tourism experiences, attracting visitors to our region and contributing to our regional economy.” The awards – supported by Merseytravel, Liverpool ONE, ACC Liverpool and BBC Radio Merseyside – take place on May 26 at the BT Convention Centre, with a total of 15 trophies presented on the evening.

Museums win awards A DOZEN London museums have won Green Tourism awards for making their buildings more sustainable and bringing the environmental lessons of the past to life. The museums were supported to take part in the Green Tourism Business Scheme by Renaissance London, a partnership set up to foster diverse, vibrant and sustainable regional museums in

the capital. Each museum was awarded Bronze, Silver or Gold after months of work on improvements to areas such as energy and water efficiency, waste management and biodiversity. Museums taking part include The Whitehall Museum in Sutton, The Florence Nightingale Museum in Lambeth and The Brunel Museum in Rotherhithe.

DESTINATIONYORK In partnership with:

City of York celebrates all things royal ... TOURISM chiefs in York geared up for the Royal Wedding with a host of special events and exhibitions celebrating all things royal in the city. Among the attractions on offer to visitors was a new royal York walking tour of the city and the opportunity to view the wedding live in York's Mansion House. Chief executive of Visit York Gillian Cruddas said: “York has an outstanding array of royal connections and some fascinating royal history. “We're confident William and Kate's wedding will ignite new interest in York's royal history across the globe, boosting visitor income for York throughout 2011.”

York was chosen from over 200 British small cities

Britain’s favourite small city YORK has beaten off stiff competition from rivals including Bath, Chester and Durham to be crowned Britain’s favourite small city. The destination was chosen from over 200 British small cities and towns, coming top in a YouGov poll commissioned by Rough Guides. The top 10 were: 1. York

2. Bath 3. Brighton 4. Chester 5. St Ives 6. Durham 7. Whitby 8. Blackpool 9. Keswick 10. Stratford Upon Avon 10. Cambridge Visit York chairman John Yeomans said: “This is fantastic news for

York and all who work in the city's tourism sector. This independent poll demonstrates the passion and love that the great British public has for York. “We believe that no other city of its size offers such diversity of culture, world class visitor attractions, superb shops and fabulous restaurants, all set amidst stunning architecture and we know our visitors agree with us.”

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