The original strategy was developed in close partnership with the industry and VisitEngland aims to repeat that process now for the mid-term refresh. The strategy will set out revised priorities for tourism in England and ensure the industry as a whole is equipped to respond to the latest market trends, opportunities and challenges.
At an event at the start of English Tourism Week, VisitEngland launched an industry wide consultation on the future growth strategy for the tourism industry in England.
This consultation will set the stage for a mid-term refresh of the Strategic Framework for Tourism 2010-2020 launched by VisitEngland five years ago. This ten year strategy aimed to grow tourism by 5% in value, year on year, to 2020. Now, halfway through this ten year journey VisitEngland is calling on the industry at large to support a refreshed strategy for growth, relevant for today’s marketplace – to ensure tourism in England continues to thrive.
The original strategy was developed in close partnership with the industry and VisitEngland aims to repeat that process now for the mid-term refresh. The strategy will set out revised priorities for tourism in England and ensure the industry as a whole is equipped to respond to the latest market trends, opportunities and challenges. The strategy aims to maximise tourism’s contribution to the economy and local prosperity – providing employment, shaping places and improving quality of life.
James Berresford said: “Since we launched this strategy five years ago, the sector has performed strongly, delivering against target on jobs and economic growth. However, the tourism landscape has changed radically over the past five years with political, economic, structural, technological and social shifts all having an impact, which is why we need to revisit the original strategy to make sure it is still right for a new operating environment. The ambition for this new growth strategy is to set out the priorities shared by VisitEngland and the industry for today’s tourism landscape. This way, by working together with industry partners, we can ensure our growth continues at the target levels set in the original strategy and achieve our goal of creating a thriving, robust and globally competitive industry by 2020.”
Supported by VisitEngland this strategy will rely on the wider tourism industry to take ownership and action to ensure it becomes a catalyst for greater collaboration and partnership working nationally and locally.
Members of the industry gathered for a consultation launch event and panel discussion this week on how the industry can support the growth strategy:
Nick Brooks-Sykes, director of tourism at Marketing Manchester said: “This is an opportune time for the industry to consider what is needed to continue growing tourism and ensuring benefits on a local level are being showcased nationally. Manchester has such strong tourism product and supports so many jobs but there is so much potential for growth. We need to work together to maximise the potential of business tourism and encourage inward investment across the regions, including making the most of the role of regional airports as gateways to the region. This strategy will provide the backbone for the industry to rally behind these key issues.”
Ufi Ibrahim Chief Executive of the British Hospitality Association and Chair of the Tourism Alliance said: “We need to speak with a single-minded, strong voice on tourism growth, combining our efforts is the only way to deliver true success and we’ve seen the benefits of this approach with the BHA’s drive to increase employment opportunities and skills across the hospitality and tourism sector.”
Brigid Simmonds, Chief Executive of the British Beer & Pub Association said: “Delivering this strategy is like making a chain with all the links needing to be strong. If we improve our food and drink offer across pubs in England that’s great, but this is hugely enhanced if the tourism sector works together to deliver on other areas of the strategy such as attracting skilled people to work in our pubs and developing engaging experiences that drive consumers to our pubs for meals and overnight stays.”
The consultation will be live from 16th March 2015 – 15th May.
Photo caption (from left): CEO British Beer & Pub Association, Brigid Simmonds; Director of Tourism, Marketing Manchester, Nick Brooks-Sykes; VisitEngland Chairman, Lady Cobham CBE; VisitEngland CEO, James Berresford and CEO British Hospitality & Chair of the Tourism Alliance, Ufi Ibrahim.
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