Visit Devon Annual Report 2019

ANNUAL REPORT

www.visitdevon.co.uk Facebook: /visitdevon Twitter: @visitdevon Instagram: visitdevon

VISIT DEVON

a year's overview

WHERE WE ARE NOW It’s my privilege once again to be presenting the company’s annual report detailing a year of good progress against a continuing backdrop of political and financial uncertainty. Devon has proved resilient and despite the challenges, we have seen a growth in our key international markets and increased numbers of visitors to the region from across the UK. Revenues are under pressure as visitors look for value for money but the ever increasing choice offered to our visitors mean that Devon is increasingly the place to spend leisure time with family and friends particularly for the key 25 to 44 market.

Last year I reported that developing an overall strategy was a key objective for this year and I’m delighted to say that the board has been working on this and we will be in a position to approve a three year strategic plan at our next board meeting. The plan sets out a clear road map for the business over the next three years and details ambitious growth plans built on previous years successes.

We aim to publish the strategic plans in due course and ensure they are communicated at our member update meetings planned for later in the year.

In addition to our ambition of reaching 1000 members within that period, the board have agreed to an investment programme for the website, the development of a new B2B microsite and accelerated growth plans for our social media channels. The developments on the website will increase the digital marketing opportunities for our members, sponsors and commercial partners over the next year.

Last year saw the largest investment in marketing made since we reformed some three years ago and this report details where some of the money was spent and the results achieved. The success would not have been possible without the successful collaboration between Visit Devon and Ignyte.

T

The relationship continues to prosper, and Tina and her team deserve our thanks for their commitment and support over the past year, I look forward to the relationship delivering even more success in 2020.

We continue to have an excellent relationship with both Visit England and Visit Britain and are currently working on joint bids with the national organisations as well as other regional tourism associations. The projects aimed at the international visitor to the region link in well with the Mayflower 400 event, the region’s historic 2020 anniversary covering an extensive program of events led by the city’s Mayflower 400 team.

Finally, I want to add my thanks to my board colleagues and members of the subcommittees for their continuing commitment over the past year. They continue to give their time freely and are dedicated in their support for the industry and the special place in which we live.

I look forward to a successful year ahead.

Rhys Roberts - Chairman Visit Devon

VISIT DEVON

2019

DESTINATION MARKETING PROJECTS Visit Devon has completed a large number of marketing projects in 2019.

We have shown below some of the

DIGITAL MARKETING £21,000 invested in the continual growth of Visit Devon digital marketing.

Development of www.visitdevon.co.uk Achieved 2.3 million page views Achieved over 1 million sessions Growth of users by 47% on 2018 Increased members ctr rates by 26% Growing email sign-up to newsletters

completed projects and income and

Search engine optimisation campaign

expenditure for Visit Devon in 2019.

Thematic home page campaigns

SOCIAL MEDIA MARKETING £12,000 invested in the continual growth of social media.

VISIT DEVON GUIDE £25,000 invested in the improved Visit Devon Guide

Growth of Facebook,Instagram, and

75,000 copies printed, an increase of

Twitter to 98,273 followers

30,000 copies on 2018

Facebook: 4.8 million impressions,

Distributed both inside and outside of

95,000 engagement

the county

Instagram: 1.5 million impressions,

Available at all motorway service

109,500 engagement

points on entry to Devon

Twitter: 3.2 million impressions, 19,300

80 pages in full colour

mentions

PRESS AND PR

TRADE SHOWS

£4,000 invested in press and PR

£27,000 invested in trade shows

across Devon

internationally and domestically

Hosting journalists, bloggers,

Attending Vakantiebeurs

government officials to maximise

Attending ITB Berlin

national media coverage and support

Attending Meet GB

for the county

Attending the Global Meeting Summit

Hosting international Visit England

Attending The Meetings Show 2019

staff to market Devon to their

Attending VMEX

respective countries

All above to encourage new visitors into Devon

VISIT DEVON

DISCOVER ENGLAND FUND

SURVEY

England Fund

understand opinions of Devon

£11,000 invested in the Discover

Working with Visit Cornwall to deliver targeted experiences including accommodation for families and friendship groups from Australia and the USA. Visit England created the DEF to drive growth in international tourism and benefiting the domestic market.

£3,000 invested in a survey to

Survey sent electronically by Visit Devon, partners and stakeholders Completed by 1,779 people The scenery and natural environment, beaches and coastline, diversity of locations and seafood were all rated as Devon’s best strengths.

INCOME & EXPENDITURE 2019

For more information about Visit Devon please contact: Company Secretary - Simon Fishwick Email - simon.fishwick@visitdevon.co.uk

Chairman - Rhys Roberts Email - rhys.roberts@visitdevon.co.uk

Director - Sally Everton Email - sally.everton@visitdevon.co.uk

Membership - Tina Veater Email - tina.veater@visitdevon.co.uk

www.visitdevon.co.uk