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VisitBritain / VisitEngland
The Tourism Sector Deal – where next?
Anthony Pickles
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Overview
• Tourism Sector Deal: What it means, Tourism Zones + Data
• Brexit
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YOU did it. The Government accepted the case.
70 Sectors competed….
Only 10 chosen.
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What does a Sector Deal mean?
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“Partnerships between the government and industry on
sector-specific issues can create significant opportunities to boost
productivity, employment, innovation and skills.”
Sector Deals
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Collaboration = Growth
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The Future moves quickly…
2007
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Tourism Data Hub
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Tourism Data Hub“…we need real-time data and so we will develop a new Tourism Data Hub.”
What the Data Hub will seek to do• Agreement to explore the development of a national Tourism Data Hub• A number of international competitors are building capacity to understand national tourism trends
in ‘live time’ to inform policy development• Explore the sharing of booking trends, live searches, experience and potentially broad spend
behaviours.• Inform local and national policy response + SME business engagement with data-driven results.
Company Signatories• Barclays• Tripadvisor• Expedia• Airbnb• IHG• Hilton• BT
BTA role• Current development of data
internally• Role as ‘neutral’ holder of national
data.• Nation Branding role + importance
of using real time data to build nation brand.
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Spend
Reviews
Spatial
Booking
Search
Richer understanding
Better Customer
Experiences
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Current Status
• Scoping the Data
• Talking to global companies
• Working with HMG on resource
• Distribution to industry
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Skills
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Skills
• New skills board has been created, led by Grant Hearn with UK Hospitality and the BBPA.
• The Board’s remit will be to oversee the delivery of the Skills Campaign and to measure the creation of the new apprenticeships.
“We will develop the skills of the UK workforce and support destinations to enhance their visitor offer.”
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Tourism Zones
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“We are introducing Tourism Zones, which will bring businesses and local organisations together to establish a coordinated strategy for growth in their local visitor economy and to increase off-season visits.”
What Tourism Zones are for
• “Place based” solutions• Productivity focussed• Localised delivery with national
assistance
What Tourism Zones won’t look like
• Localised tax changes• Plugging funding gaps• Overt marketing, short term tactical
activity
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Ability to deliver and lead progress
Local productivity/seasonality policy
Coordination with Local authorities, LEPs, BIDs
Clear data/evidence
baseSustainability/Economic vibrancy
Understandable area in minds of
customers
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Business Events
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Government Commitments
The Government’s International Business Events Action Plan sets out the
Governments plans to make the UK a leading destination for international Business
Events.
Sector Commitments
The Events Industry Board set out how they can support the Business Events Action
Plan on Skills & Infrastructure.
Business Environment
To improve the productivity of the tourist industry and establish the UKas a global leader by increasing visitor numbers throughout the year.
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Brexit
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2020: Forecast
• Spending up to £26.6bn• Visits up to 39.7m
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Visits from long haul markets (millions)
Visits down 2% in 2018, but still 11% higher than in 2016
Source: International Passenger Survey (2018 final data)
7.5 8.3 8.4
9.3 8.9 8.2 7.8 7.8 8.4 8.3 8.8 8.9 9.6 9.8 11.1 10.9
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Visits from European markets
Visits down 4% in 2018… but also down on 2016 too
Source: International Passenger Survey (2018 final data)
17.2 19.4
21.6 23.4 23.9 23.7 22.1 22.0 22.4 22.8 23.9 25.4 26.5 27.8 28.1 27.0
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Brexit Response Timeline
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
20202019
Message Testing
Summer Response Campaign
Bridging Tactical Activity
2020 RecoveryCampaign
