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Mr. Christopher Rodrigues, Chairman of VisitBritain, talks to TravelDailyNews about VisitBritain’s new strategies in the run-up to London 2012 and beyond as well as the organization’s policy regarding climate change and the environment.
TravelDailyNews: Inbound tourism generates billions of pounds for the UK’s economy each year. What is VisitBritain’s strategy for the next 4 years?
Christopher Rodrigues: At present, I am leading a strategic review of British tourism which may have an impact on VisitBritain’s marketing strategies. We are also still working within our three year strategies that take us into 2009. This current strategy is likely to influence future plans to further improve the £16 billion that inbound tourism alone contributes to the UK economy.
A four-pronged approach enhances our marketing in key areas – customer, brand, product and channel – and a number of key priorities have been identified. They help convert growing consumer interest about visiting Britain to ‘action’, by providing services to help them not only ‘look’ at all the destination offers, but also to book, travel, stay, tell and keep in touch.
We are developing partnerships with Eurostar, P&O and bmi which will widen the audience for British products by ‘white labeling’ our popular online shops. Other initiatives are further increasing the 19.8 million visits to the VisitBritain family of websites and incorporating e-commerce elements, community content and editorial recommendations. Existing databases of over seven million entries will also be expanded.
Growth in spending by visitors from China, India, Russia and countries in Southeast Asia and Eastern Europe is already outpacing many of Britain’s traditional tourism markets. VisitBritain is increasing its investment in new and developing markets. The Britain brand will also evolve to reflect the values – objectivity, trust, convenience and encyclopaedic knowledge – that VisitBritain brings to the wider consumer proposition.
TDN: What are your initiatives so far to ensure VisitBritain capitalises on the opportunities presented in the run-up to London 2012 and beyond?
C.R.: Together with DCMS and Visit London, we launched Winning: A Tourism Strategy for 2012 and Beyond, following the widest-ever consultation of the tourism sector. We are working with Visit London in consulting potential partners and developing a plan to ensure that British tourism is a credible marketing partner for Olympic and Paralympic commercial sponsors, the tourism businesses and public diplomacy bodies.
We have launched eventBritain: an events strategy to help provide professional bid support to nations, regions and destinations bidding for international events throughout Britain. A British presence in Beijing for 2008 is being coordinated by LOCOG, VisitBritain, London and the BOA. VisitBritain is also developing a presence at the Paralympic Games working with the BPA and other partners.
A Welcome Charter is currently being developed to help accelerate improvements in Britain’s welcome with a view to guaranteeing visitors exceptional customer service and visitor experiences during the 2012 Games and beyond.
TDN: Are you going to be working closely with VisitScotland and your counterparts in Wales and Northern Ireland in delivering the tourism benefits of 2012 across the UK and in what fields?
C.R.: Absolutely. We have strong relationships with the other national tourist boards of Britain. Relationships that go beyond the Olympic Games and have been strengthened over the years. As we promote England, Scotland and Wales overseas, we have always ensured that the work we do – whether it is bringing journalists to visit or hosting stands at major exhibitions or sending e-newsletters about tourism experiences here – covers every part of Britain. For Northern Ireland, we ensure that where they wish to be involved, Northern Ireland is represented in our campaigns and initiatives.
The Government is committed to ensuring the legacy of the Olympic Games benefits the whole of the UK and the Pre-Games Training Camps website to be launched in Beijing holds the details of a range of facilities around the UK. Our presence in Beijing is likely to involve the nations and regions of Britain but details have yet to be announced. As we move forward we will look particularly at how we can ensure the media is able to discover the many different elements of the British tourism experience.
TDN: Climate change and environmental issues are high on the tourism industry’s agenda. What is VisitBritain’s policy regarding these issues?
C.R.: Sustainability is today’s challenge for the future success of our industry and whilst Britain is doing well, there is more to do to achieve a long lasting prosperous future for the industry. It’s important to remember that Britain already does much to protect its natural assets.
There are 27 World Heritage Status Sites in Britain and 17 awaiting approval. We look after 14 National Parks and 80 Areas of Outstanding Natural Beauty or National Scenic Areas. 144 beaches in Britain gained Blue Flag status, meeting strict environmental and safety criteria, and 72% of rivers in England and Wales are of good quality.
As well as historic houses, castles, industrial monuments and mills, churches, chapels, pubs and inns, the National Trust looks after 617,500 acres (250,000 hectares) of countryside, moorland, beaches and coastline. The Royal Society for the Protection of Birds has 200 nature reserves covering almost 130,000 hectares (321,233 acres), which are home to 80% of Britain’s rarest or most threatened bird species.
While this is all positive, it is our ambition to take it further. VisitBritain aims to be at the forefront of sustainability within travel and tourism, providing leadership to the domestic and inbound industry. The strategy VisitBritain is developing is focused on “promoting sustainable businesses and encouraging responsible visitors”.
In particular, we have developed the Green Start programme, to help accommodation providers and visitor attractions in England take the first steps towards becoming sustainable businesses. Participation in Green Start provides tourism managers and operators with a stepping stone towards accreditation by a validated sustainable accreditation scheme.
Using a simple online self-assessment tool, participants must meet a code of conduct, commit to four fundamental sustainability requirements and, over a period of two years, meet or work towards at least 23 relevant ‘good practices’ from a total menu of 50. These could include insulating buildings and water tanks, using low-energy lighting, collecting rainwater, using locally-sourced produce or promoting eco-friendly travel such as cycling.
In return, participants will gain a basic identification on visitbritain.com and enjoyengland.com, signalling to consumers that they recognise the importance and value of sustainable good practice. VisitBritain provides them with additional best practice guidance, drawing on advice from national experts and signposting businesses to regional resources.
By introducing the entry-level programme, we aim to prepare businesses for more formal accreditation under an existing and well-established sustainable certification scheme, such as the Green Tourism Business Scheme (www.green-business.co.uk). We are adding our endorsement to businesses in these schemes and give their quality assessed participants full marketing benefits, both online and offline.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
