Tourism Journal Issue 146 Spring 2011

Cover

2/6/11

15:30

Page 1

16/5/11

17:26

Page 1

Corporate Member

Corporate Partner

Corporate Partner

inside front cover

The Tourism Society Trinity Court, 34 West Street, Sutton, Surrey SM1 1SH T 020 8661 4636 F 020 8661 4637 E journal@tourismsociety.org W www.tourismsociety.org Registered in England No. 01366846. ISSN: 02613700 Designed and produced by Wharncliffe Publishing Contact Tony Barry 47 Church Street Barnsley S70 2AS T 01226 734333 E tb@whpl.net W www. whpl.net Š Copyright 2010 The Tourism Society Tourism is the journal of the Tourism Society.The views expressed in Tourism are those of individual authors and not necessarily those of the Tourism Society. Whilst unsolicited material is welcomed, neither transparencies nor unpublished articles can be returned.

The Tourism Society cannot be held responsible for any services offered by advertisers in Tourism. All correspondence must be addressed to the Editor.

Tourism is only available to members of the Tourism Society and on subscription, it is distributed quarterly to 1800 professionals working in national and regional tourist boards, local government, travel agencies, and tour operators, visitor attractions, accommodation and catering, entertainment, information services, guiding, consultancies and education and training.

01 contents

16/5/11

17:29

Page 1

Contents

Editorial What a difference half a year makes ...

What a difference half a year makes – no more RDAs, new LEPs, a Government policy on tourism, a private member’s bill on daylight saving time and no change on VAT or APD increases. In this edition of the journal members and friends of the Tourism Society voice their opinions and responses to the policy.

With funding cuts, little provision for implementation and none for quality control it is widely felt that the English Tourism industry is left in a particularly uncompetitive position.

While lobbying should not stop especially for daylight saving it does appear that the industry needs to make do with their lot by thinking laterally, embracing innovation and engaging private sector involvement from inside and outside of the tourism sector.

The cruise industry and Visit Kent offer some examples of how this can be achieved and I'm sure there are many more.

The Royal Wedding was blessed with beautiful weather that showcased British pageantry, many of London’s top historical sites, support for independently owned quality hotels and British Fashion as well as London’s security and crowd control.

Perhaps in many instances a practise run for some of the 2012 events. While we enjoy an unusually sunny spring let’s put this positive energy into making the Olympics a great success and benefit for all sectors of the industry.

Alison Cryer FTS | Chairman,Tourism Society

Think Tank: The Government Tourism Policy: Potential, Pledges...and Your Views 2-3 Ken Robinson CBE FTS, Tourism Society Think Tank, Policy and Advocacy Group Chairman Opposition View: Response to Tourism Policy from the Shadow Minister for Tourism and Heritage Gloria De Piero MP

4

Tourism and LEPs: The Industry Must Exert Its Influence to Ensure Representation 5 Ufi Ibrahim, Chief Executive, British Hospitality Association Daylight Saving: Three Different Views 6-7 Paul Buchanan FTS, Director, Hall Aitken; Kurt Janson MTS, Policy Director,The Tourism Alliance; Roger Heape FTS,Travel and Tourism Consultant, Insight Consultancy Cruise Case Study: A New Image and Expansion into New Markets – The Sector Is Booming 8 Claire Riches, Head of Marketing, Norwegian Cruise Line Tourism Society Annual Conference Information and Booking Form 9-12 Online Technology: The Way To Dynamic Marketing and Improved Visitor Experiences 13 Professor Dimitrios Buhalis, Deputy Director, International Centre for Tourism and Hospitality Research, School of Tourism, Bournemouth University British Food & Restaurant Industry: Showcase Patrick Harbour, Managing Director, Harbour & Jones

14

Tourism Consultants Network: Implications of Government Policy Uncertain for Consultants Lynn Scrivener FTS, Director, Lynn Scrivener Marketing

15

Destination Case Study: Visit Kent – Working with Businesses Sandra Matthews-Marsh MTS, Chief Executive,Visit Kent

16

Membership News

17

New Members

18

From the President’s Desk Just before Easter I did my usual tour across the North and West coasts of Sutherland.

I always make a point of meeting people in the tourism industry which is such an important economic driver in these remote parts and get an interesting flavour of how they view the coming year. One such meeting was with the Chair of the Sutherland Partnership’s Tourism Group.

He has for 46 years run a large guest house in Assynt.

He hopes for a reasonable year – forward bookings look good – but is very worried that fuel at 155p a litre will be a real barrier. He was interested in the plans for VisitBritain announced by the

www.tourismsociety.org

Government and in the contrast with the Scottish Government’s approach through VisitScotland.

The two governments have effectively taken a diametrically opposite view. In Scotland VS is seen as a central part of future economic growth and its Chair sits on the main economic council advising the finance minister along with the heads of the enterprise and development agencies.

The core strategy accepts market failure in marketing as inevitable and therefore is to use public finance to invest in marketing the country.

By contrast the strategy for England as set out in the new Tourism Policy is to move away from public finance,

keeping it to a minimum, and instead promote marketing spend by the industry through partnerships.

A smaller leaner VisitBritain will deliver expertise and coordination.

It is possible that both these models may work given the respective differences between the two countries.

However, it will be interesting to compare how each fares and whether one is proved more apt than the other.

However, if one government is wrong then the price will be paid by the industry. We have to hope they are both right.

Lord Thurso MP FTS | President,Tourism Society

Issue 146 Spring 2011

1

2&3

16/5/11

17:29

Page 2

Think Tank

The Government Tourism Policy: potential, pledges ... and your views If we believe what our senior politicians say, it could not be clearer.The Prime Minister has put his name to it: “I am confident we can grow this already world class industry and make the coming years the best ever for tourism in Britain”, and so has the Chancellor: “Before the General Election I pledged that once we were in Government we would take action to provide the right framework for tourism to achieve its potential.” The Government’s Tourism Policy, belatedly published on 4th March 2011, just in time for British Tourism week, is positively bulging with such positive assertions.Yet how do we progress from words to results? In many ways England’s tourism industry seems to be in limbo; funding to the national Boards has again been cut, funding via the RDAs is almost gone, assisted organisations are shrinking but clinging on, higher VAT and redundancies are reducing disposable income, increased APD is keeping more Brits at home but reducing inbound visits, and the Olympic Games – “the greatest tourism marketing opportunity the UK has ever had” – is imminent, with much hype but inadequate funding to capitalise on this global marketing springboard. Little over a year ago, DCMS explained that the planned funding of VB,VE and via the RDAs, was just adequate; since then all have been cut.

So does the Government Tourism Policy establish the conditions for Britain’s Tourism industry to achieve its potential?

It is built on two main planks, first

expressed just weeks after the election, of “a £100m campaign, co-funded by the Government and the private sector … to attract 4 million extra (inbound) visitors over the next 4 years, bringing £2bn more spend and creating 50,000 more jobs,” and the domestic target of “increasing the proportion of residents who holiday in the UK to match those who holiday abroad each year. For longer stays (4 nights or more) this would … create 4.5 million extra domestic trips each year, £1.3bn more spend and 26,000 more jobs.” These targets must be taken at face value, because it transpires they are based on somewhat flimsy mathematics or the imprecise use of dodgy data. Still, they pursue the spirit of the PM’s pledges.

‘In 50 pages of comment and pledges, the policy canters over many issues reflecting the Minister’s discussions on his travels.They range from the fundamentally important to trivial, simply do-able to impractical, and in many cases the outcome Government promises is something they do not control.’

2

Issue 146 Spring 2011

The Policy reflects our dire economic position, the incessantly repeated “There is no money” and the theme of the Coalition Government’s post-election pruning that “Freeing up the private sector will resolve the situation”. In the real tourism world, whichever side of the public/private fence we are on, we know it is not that simple. Already the real agenda has moved from Cuts to Growth.

But as ever the Treasury has a mental block on public investment, not daring to relax the cuts for fear of costly consequences, so valuable opportunities are missed.The Tourism Alliance has challenged the “no money” stance, saying that cuts that cause greater consequential reductions in public revenues are part of the problem, not the solution. However, the Policy asserts that the nation needs to maintain its “fiscal base” – so if we can prove that reductions would increase the tax take, we may be able to argue our case.

In 50 pages of comment and pledges, the policy canters over many issues reflecting

journal@tourismsociety.org

2&3

16/5/11

17:30

Page 3

the Minister’s discussions on his travels.

They range from the fundamentally important to trivial, simply do-able to impractical, and in many cases the outcome Government promises is something they do not control.The main proposals match the Minister’s firm belief, which VisitEngland shares, that “Destinations” must be the future engine room of tourism growth.This echoes the “localism” and “Big Society” mantras, and is essential to show how the activities previously supported by RDA funding will evolve.There is an assertion that formerly tourism activities at the local and regional level were prescribed, top-down. But the pre-RDA Regional Tourist Boards were non-statutory, voluntary private-public partnerships, run by leading tourism industry business people working together with knowledgeable local authority tourism representatives. Indeed, just what is prescribed for the future, but without the core funding to make it happen.

There is a touching faith that “freed-up” DMOs will flourish, to be controlled by the private sector – and that Local Authorities will freely invest more in DMOs from their retention of increased business rates.Yet it seems unlikely that Local Authorities will allow the private sector to determine the expenditure of public funds, or that tourism will be their chosen priority for any additional funding they raise.The VisitEngland Board is to mainly comprise DMO nominees from a new Destinations Forum, but the real need around that table is a broad spread of competent tourism expertise.

The Policy attempts to set targets for Productivity, Performance, and Competitiveness based on measures by the World Economic Forum’s Travel and Tourism Competitiveness analysis but as its authors said ”The UK may have risen up the list [due mainly to environmental and social factors] but its performance on a host of government-policy measures is appalling”. It is essential that we improve our performance, and faster than our competitors, and the Tourism Alliance has agreed to help identify a meaningful set of indicators to monitor progress.

Several initiatives caught the headlines, but seem unlikely to generate significant growth. Moving the May Bank Holiday to autumn was mooted but soon rejected by the TUC and the CBI for predictable reasons; even the prospect of an extra October holiday is not universally supported in the tourism industry. It is suggested that growth could come by improving “all-weather” tourism facilities; yes, in England, like most places in the world, it rains and is sometimes cold. All museums, historic houses and indeed most visitor attractions are mainly indoor

www.tourismsociety.org

Which way for tourism? as are pubs, restaurants, hotels and shops etc; so VE has their work cut out to “advise how to achieve this transition successfully”. Similarly there is a proposal that an “industry task force” should find ways to build Domestic Package Holidays, whereas greater awareness, value and motivation is really the basis to build demand.

The “old” Star Rating systems were rumoured to be ousted by TripAdvisorstyle user-generated reviews; but the Policy sensibly leaves it to the industry and VE to sort out (just as before).

“Better Tourist Information” is a mantra, but the solutions of relaxing Brown Sign rules and encouraging better Apps seem weak. Aspirations to increase tourism flows outside London lack recognition of the investment needed to tap into this demand.

Issue 146 Spring 2011

The Policy has some really beneficial highlights: a renewed determination for Regulatory Reform, improvements to the visa processes, and a tacit understanding that VB and VE should evolve to do what the industry wants them to do, which could just turn out to be more, not less.

But it also omits or glosses over several major issues: uncompetitive VAT, APD and especially Daylight Saving. It is great to have a Minister who believes in the growth potential of Tourism; we must ensure that Government recognises the real needs of the industry and the role they must play, to succeed.

What are your views on aspects of the Government Tourism Policy? Please take the online survey when you receive the details by email.The Think Tank will collate your views to produce a report to Government.

Ken Robinson CBE FTS| Tourism Society Think Tank, Policy and Advocacy Group Chairman

3

04

16/5/11

17:31

Page 2

Opposition View

Response to tourism policy from the Shadow Minister for Tourism and Heritage I was quite impressed that David Cameron chose to make a speech on tourism so early in his premiership. He highlighted the enormous economic potential of tourism and promised to help the industry grow. He also set out his objective to grow the share that UK tourists spend at home from 36 to 50 per cent – a target which we heartily applaud.

The UK tourism industry – our sixth largest – is worth £67billion in terms of domestic tourism – especially important for rural and seaside communities – and £19billion from overseas.This spending provides welcome youth and regional employment, which in turn benefit social inclusion. But tourism is important not just for its economic contribution – it also reflects well on us as a country by showcasing what’s great about Britain.That’s why so many people from all over the world come and see us.

The weak pound may make us attractive temporarily, but we need to be competitive even when the pound strengthens.

That’s when price factors such as the VAT hike on hotels may become a deterrent.

‘If we are to get domestic visitor numbers up then good tourist information centres, local websites and good old fashioned leaflets are ever more vital. It’s important that destinations welcome Brits holidaying at home and let them know what’s on offer.’

English Heritage, Arts Council England and VisitBritain were slashed in the spending review.

work with our partners to find better ways of delivering tourist visas, while still ensuring the security of the system.

Serious challenges remain for the industry, and I’m concerned the strategy offers little in the way of practical help.

As well as covering tourism, I am shadow arts minister, which makes sense as the two are closely linked. I’m worried that the combination of cuts from the Arts Council, abolition of the RDAs and local government cuts will result in a harsher landscape for our visitor attractions. We have a unique heritage and world class arts and culture. Damaging these risks losing the dollars and yen spent around the country.

We need to make sure that the tourism services local authorities provide don’t become an easy target for cash-strapped councils. If we are to get domestic visitor numbers up then good tourist information centres, local websites and good old fashioned leaflets are ever more vital. It’s important that destinations welcome Brits holidaying at home and let them know what’s on offer.

In his August speech the Prime Minister pledged to deliver a tourism strategy by the end of the year, but it was March before it finally materialised. Perhaps the long delay explains why the final version is long on vision but short on implementation.

I also share the industry’s concern about the abolition of Regional Development Agencies. Promoting tourism was a real success for RDAs. Local Enterprise Partnerships need to be encouraged from the start to see the potential in tourism. I’m pleased that my local LEP in Nottinghamshire recognises the need to develop tourism. I want to see every LEP engaging with the local tourism industry to drive growth.

Whatever internal wrangling took place between departments, in the interim the industry was hit by the VAT hike to 20% – further hampering competitiveness – and tourism-boosting bodies such as

Internationally, it’s crucial that we don’t fall behind our competitors. France attracts eight times more visitors from China than the UK does. With the growth of tourism from emerging economies, we need to

I also know many are disappointed to find no mention in the strategy of double summer time. I think it’s right to consult on the issue of daylight saving and my party will continue to listen to the views from the length of the country.

I have to admit I raised my eyebrows on hearing that John Penrose wanted to focus on making Britain an all weather destination.

I asked if he intended to put an umbrella over the Lake District. But having a strategy for tourism is no laughing matter.

Government needs to take real action to translate its vision into reality and deliver on its aims.Tourism is not an optional extra for economic growth – it’s central.

Gloria De Piero| MP for Ashfield

4

Issue 146 Spring 2011

journal@tourismsociety.org

16/5/11

17:32

Page 1

Tourism and LEPs

The industry must exert its influence to ensure representation One of the biggest challenges the new government has made on the tourism scene is the abolition of Regional Development Agencies and the introduction of Local Enterprise Partnerships.The intention is to get away from what the government calls the bureaucracy of RDAs to give local businesses a much greater say in their local economic development through LEPs, which will be part of a network led by the British Chamber of Commerce.

This re-organisation has merit as it brings decision-making much closer to local businesses and, certainly, the BHA is committed to playing a full role in this business-led network. But further clarity is still needed from the LEPs vis-a-vis tourism.

There appears to be a lack of tourism representation on many of the LEP Boards, so how will they engage with the tourism industry? What funding will they have? What organisational structure will they have?

And is it symptomatic of the general approach to tourism in this country – even though it has the Prime Minister’s and Government’s support – that the Regional Growth Fund rejected VisitEngland’s £29m bid, which would have spread new opportunities throughout the UK and which would have helped the industry reach the target of creating 236,000 new and additional

‘ Tourism businesses should get involved in lobbying locally, through the Tourism Society, through their local Chamber of Commerce, through their regional branch of the British Hospitality Association or the Institute of Hospitality.The more pressure that they exert, the better; without it, tourism in their area will surely suffer’

www.tourismsociety.org

Picture: ©Britainonview / Britain on View

05

Local businesses need to get involved jobs by 2015?

LEPs will largely be funded by local business and local authorities – but we all know how strapped for cash local authorities are; businesses, too, have cash-flow issues of their own. Nevertheless, these LEPs will be responsible for supporting tourism in their locality often through Destination Management Organisations.

With so little public funding, how successful will they be in developing tourism in their locality?

It’s clear that a great deal will depend on how much influence local hoteliers, restaurateurs and tourism businesses can exert on their LEP. Yet few, if any, of those already formed have any tourism representative on their board. So there will be no-one to represent the views of the tourism sector at a time when local councils will certainly be making their influence felt. Where will tourism stand in their deliberations if there is no tourism representation?

From recent meetings in London it is clear that there is confusion throughout the country about the support tourism will receive from LEPs, whether DMOs will survive, where any funding support will come from and how effective it will be. And it should be noted that tourism has already lost £60m of RDA funding in the changeover to LEPs. This is a huge challenge for the industry.

Without representation, will tourism get its fair share of LEPs’ attention and sup-

Issue 146 Spring 2011

port? But without this support there is a danger that LEPs will ignore those sectors of their local economy that aren’t involved.

The coalition’s philosophy is to drive decision-making down from the centre to the regions and localities. So tourism will now depend on local businesses looking after their own local interests – and if local interests don’t stand up to be counted, tourism in their locality will suffer.

What to do? The answer, of course, is for industry at local level to make its presence felt, particularly those who are members of their local Chamber of Commerce. All LEPs are in their very early stage of development so now is the time for local hospitality businesses to take a positive interest in their organisation, their activities and their funding.

Part of the solution lies in our own hands.Tourism businesses should get involved in lobbying locally, through the Tourism Society, through their local Chamber of Commerce, through their regional branch of the British Hospitality Association or the Institute of Hospitality.

The more pressure that they exert, the better; without it, tourism in their area will surely suffer.

This is really a call to arms.This is a oncein-a-lifetime opportunity to put local tourism on the map. If we don’t succeed, the opportunity won’t come around again.

Ufi Ibrahim| Chief Executive, British Hospitality Association

5

6&7

16/5/11

17:32

Page 2

Daylight Saving:Three Views Paul Buchanan

Roger Heape

Kurt Janson

Daily Mail says ignore Scots!

Some people will remember the last daylight saving trial. I was in short trousers (yes, in winter!) and we had to wear lots of light coloured and reflective clothing on the way to school and everybody made a fuss.The police issued us with reflectors for our school bags. Other than that it was unremarkable. But despite apparent safety benefits there was no will to continue. Why? Essentially, the problem in the frozen North is the lack of daylight irrespective of when we get up and go to bed. Usable midwinter daylight under GMT runs from about 9.30am to 3.30pm in Glasgow, Edinburgh and Belfast, so an hour either way isn’t going to help the tourist industry.

And to compare with other parts of Northern Europe, the Gulf Stream also means we don’t normally have the advantage of snow. Other Northern European

countries look forward to the first snow as it is bright, dry and cold and counteracts the damp darkness we are used to.

The suicide rate in Finland apparently peaks between October and December (when it is dark and wet) but drops when the first snows appear.

Maybe it’s just the Daily Mail: “Don't let the Scots dictate the time as we would all be fitter if clocks were NOT put back, says expert” . But there are other issues.

Geography is important because although 86% of the UK population apparently support daylight saving the same 86% of the population will be largely unaffected

by Single Double Summer Time (SDST).

People tend to think the problem is a North-South issue (length of daylight) but it is mainly an East-West issue (sunrise and sunset). Because everyone in Scotland lives west of London, the sun rises later and sets later. So the issues get more acute the further north

and west you go.

Mayer Hillman and others make reasonable claims for the benefits of additional daylight but it is a southern perspective.

Claims for additional tourism visits and spend assume there is the opportunity to spend, available cash and motivation, as well as the daylight. And the paper isn’t able to attribute additional visits or spend directly to later sunset times (or rather there is a suspicion it is temperaturerelated), suggesting we do need some better data to go on.

So, my view is that it probably doesn’t matter to Scotland or Northern Ireland anyway although I agree we can’t be on different time from the rest of the UK – imagine resetting your watch every time the train pulled into Carlisle or Berwick!

Paul Buchanan FTS| Director, Hall Aitken

The tourism benefits The Policy Studies Institute has calculated that moving to Daylight Saving would benefit the UK leisure and tourism industry by increasing revenue by up to £3.5bn per annum and by creating up to 80,000 new jobs.These headline figures are so large, though, that many will wonder how simply moving the clocks forward an hour could produce such significant benefits.There are two straightforward explanations, the first relating to the increase in available ‘usable’ daylight and the second to the perceived temperature.

Usable daylight is the amount of daylight after 5pm that can be used for leisure and recreational activities; putting the clocks forward an extra hour provides an additional daily average of 55 minutes.

The best way to understand the benefits of this is to look at how usable daylight varies through the year.

In the Midlands, for example, there are three hours of usable daylight during the

Time to change?

6

Issue 146 Spring 2011

journal@tourismsociety.org

16/5/11

17:33

Page 3

height of summer, and a deficit of around 40mins between November and January (ie, the sun sets 40 minutes before 5pm).

An extra hour will not really make much difference to usable daylight in winter, and an extra hour in summer probably isn’t going to overly stimulate additional tourism and leisure activity.

However, it is the shoulder seasons which would gain most from additional usable daylight. In April and May the Midlands currently receive respectively 118 and 161 minutes of usable daylight, while in September and October they receive 113 and 73 minutes. By moving to Daylight Saving, the Midlands would

receive more than 3 hours of accessible daylight for almost half the year and at least two hours of accessible daylight for almost eight months.

In terms of usable daylight hours, moving the clocks forward would, in an instant, almost double the ‘summer season’, significantly increasing the opportunities for people to undertake leisure and recreational activities after work or after doing the weekend chores.

The second explanation of the benefits to leisure and tourism of moving to Daylight Saving is often overlooked. By making the change, the diurnal

‘In terms of usable daylight hours, moving the clocks forward would, in an instant, almost double the ‘summer season’, significantly increasing the opportunities for people to undertake leisure and recreational activities after work or after doing the weekend chores’

temperature gradient we currently experience would occur an hour later, giving the perception that evenings are warmer.

Indeed, calculations undertaken by the PSI indicate that in the shoulder seasons the temperature at 8pm in the evening (ie, around sunset) would be an average of 1oC warmer than at 8pm currently.

So, combined, moving to Daylight Saving would provide almost six months of summerlike evening daylight and an apparent increase in temperature of 1oC. The question, therefore, is not whether the predicted benefits to tourism and recreation sector of such a move are too large, but whether they are too small.

Kurt Janson MTS | Policy Director, Tourism Alliance

The summer-only solution MP Rebecca Harris has tabled a Private Member’s Bill calling for the clocks to be moved forward by an extra hour throughout the year. Past attempts to add an hour to our clocks in both winter and summer have failed – largely because of opposition to the resulting darker winter mornings, particularly in Scotland.

There is a simple way round this opposition which preserves most of the benefits from lighter evenings: leave the clocks unchanged on GMT in winter and just add an extra hour to summer making it GMT +2 hours (currently GMT +1).

An extra hour in summer is an easy sell to the public and good news for the Tourism industry. It means lighter evenings from April through to October – longer daylight time to enjoy sport, leisure and outdoor entertainments.

Lights would be turned on an hour later thus saving energy.

This summer-only option means, of course, no time change in winter (November to March). By contrast, it is difficult to see the public benefit from adding an hour to wintertime as per the Private Member’s Bill.

London, with 12 extra weeks of sunrise after 8am, would be darker than current Edinburgh mornings.The extra hour in Edinburgh would produce 10 weeks with sunrise after 9am. Because winter days are much shorter in any case, there is barely any extra daylight leisure time to compensate for darker mornings.

Lighting would go on later in the afternoon, but energy saving would be offset

www.tourismsociety.org

Picture: ©Britainonview / Rod Edwards

6&7

More time to get outdoors? by lights having to stay on later in the mornings. Overall better to leave wintertime on GMT! The Private Member’s Bill on daylight saving has flexibility in it for a review of the evidence.This could include looking at the benefits of a summer-only change.

Politically, the Government insists that any

change needs a consensus across the whole country.

A summer-only solution gives the best chance of achieving that.

Roger Heape FTS | Travel & Tourism Consultant, Insight Consultancy

‘An extra hour in summer is an easy sell to the public and good news for the Tourism industry. It means lighter evenings from April through to October – longer daylight time to enjoy sport, leisure and outdoor entertainments. Lights would be turned on an hour later thus saving energy’

Issue 146 Spring 2011

7

08

16/5/11

17:34

Page 2

Cruise Case Study

A new image and expansion into new markets – the sector is booming The cruise market has shown phenomenal growth over the past decade.The number of British cruise passengers has more than doubled in the last ten years, and 1.7m people are expected to take a cruise holiday in 2011.

These market results attract positive headlines as ‘Britain’s cruise industry rides the crest of the wave’, whereas in contrast there has been an overall decline in outbound foreign travel and we continue to face a challenging economy in the UK.

‘All of us in the industry are proud that almost long gone is the myth that cruises are solely for the ‘newly-wed and nearly-dead’ and cruise has become a thriving holiday option that appeals to all ages, genders and groups’ tourism industry really is reaping considerable benefit from the industry.

There has been a sustained upward trend in cruise growth here in the UK and there are now more than 837,000 passengers embarking on cruises from UK ports, with a further 541,000 making stops as part of a cruise itinerary in Britain. And with each €1m of direct cruise industry expenditure generating €2.27m in business output and nearly 22 additional jobs in turn paying an average wage of €32,100, this is a sector that is significantly contributing to tourism (source: European Cruise Council research, 2008).

Over the last seven years alone there has been a 134% growth in cruisers visiting UK ports and the Cruise Britain initiative is ideally placed to help UK tourism maximise this growth by bringing key partners together. Working with the Passenger Shipping Association and UK ports it helps promote the best attractions, landscapes and experiences Britain has to offer within easy reach for cruise passengers. We need to encourage passengers to extend their stay to take in on-land experiences whilst also encouraging Britons cruising from the UK to explore the likes of Hampshire or Kent before their trip.

Cruise is delivering the government’s future tourism strategy today. With each port of call estimated to bring more than £1m to the local economy, the British

The cruise industry has a real determination to continue to innovate, to increase both customer desire for their product and excitement in taking a cruise. All of

us in the industry are proud that almost long gone is the myth that cruises are solely for the ‘newly-wed and nearlydead’ and cruise has become a thriving holiday option that appeals to all ages, genders and groups.

There is now plenty to please children eager to meet their animation heroes (Mickey Mouse, Shrek and SpongeBob SquarePants can all be found on the high seas), for mums and dads keen to take advantage of complimentary child care in kids’ clubs with trained and qualified staff, as well as for solo cruisers who can now happily cruise and meet like-minded travelling companions.

For just more than a decade, my company – Norwegian Cruise Line – has been the forerunner of innovation and has reinvented the modern cruise with the creation of Freestyle Cruising – a relaxed approach to cruising which also offers a wide variety of choice. Our latest ship, Norwegian Epic, is testament to this, bringing an ice bar, Spiegel tent, water slides and 10-pin bowling to the seas with her. And with the industry continuing to invest in new ships I personally can’t wait to see what’s next to get even more people cruising.

Tourism is and should be exciting. It’s where we spend our money and indulge in activities specifically designed to take us away from day-to-day reality. Other tourism sectors can learn from cruise and ensure they keep pushing the boundaries of how they innovate their offer. Keep it fresh, follow lifestyle trends and most importantly ensure guests experience the service levels that will keep them coming back to spend in our economy.

8

Claire Riches| Head of Marketing, Norwegian Cruise Line

Issue 146 Spring 2011

journal@tourismsociety.org

Innovation & Reinvention1 new

17/5/11

13:24

Page 1

THE TOURISM SOCIETY

ANNUAL CONFERENCE 2011

INNOVATION & REINVENTION

IN TOURISM Monday 4th July – Study Tour and Dinner Tuesday 5th July – AGM and Conference Beaulieu, Hampshire

This year we have seen the publication of the Government’s long-awaited Tourism Policy. It comes at the same time as wide-ranging cuts, and the industry is caught between being recognised as one of the economy’s key drivers of growth while at the same time having to live up to this reputation with smaller resources at its disposal to help deliver its true potential.

We often hear how resilient the industry is, and against these tough conditions we can expect to see developments in all sectors as individuals and organisations review their relationships with their previous funding bodies and explore new relationships between private and public sector companies.

Our Annual Conference this year will look at innovators in the key sectors, asking if and how their successes can be applied across the industry. Five panel sessions will provide opportunities to hear from senior members of companies who have developed new ways to engage with business partners and customers.

Sponsored by

Innovation & Reinvention1 new

17/5/11

13:24

Page 2

ANNUAL CONFERENCE 2011 THE VENUE

Beaulieu, Hampshire

This year’s conference is being hosted by Beaulieu and the National Motor Museum. The historic Palace House and mediaeval Cistercian Abbey combine with the modern buildings of the Motor Museum to create one of the most well-known attractions in southern England.

Discussion sessions will take place in the purpose built lecture theatre, from where it is a very short walk to the Brabazon for the buffet lunch.

Palace House, Beaulieu

Getting to Beaulieu; Beaulieu is situated in the New Forest between Bournemouth and Southampton, with easy access from London and the Home Counties. If coming by road, leave the M27 at junction 2 and follow the brown and white tourist signs towards Beaulieu.Sat nav postcode is SO42 7ZN, but please follow brown signage when in the vicinity.The nearest railway station is Brockenhurst.

For delegates staying at the Jurys Inn Southampton, coach transport will be provided to and from the conference dinner and the conference itself.

ALISON CRYER FTS CHAIRMAN - TOURISM SOCIETY

CONFERENCE TIMETABLE MONDAY 4TH JULY 12:00 - 16:00 19:00 20:00 22:30

Study Tour of the New Forest Drinks reception, National Motor Museum Dinner, the Domus Carriages

TUESDAY 5TH JULY 09:00 10:00 - 10:30 11:00 - 11:05 11:05 - 11:30

Arrival & registration - tea, coffee and pastries. Sponsored by Representation Plus.

AGM - Society members only Chairman’s Welcome Alison Cryer FTS Keynote Speech - David Quarmby CBE, former Chair of VisitBritain and Chair ETIP

MOVE - TRANSPORT Chaired by David Quarmby CBE Speakers: Claire Riches, Head of Marketing, Norwegian Cruise Line; Thomas Ablemanm, Marketing Director, Chiltern Railways The budget airline boom sparked a marketing war to entice passengers to fly to new destinations. Now railways Claire Riches are fighting back with high-speed links and improved communications with passengers. Thomas Ableman will discuss the domestic marketplace from the point of view of the company voted Best Train Operator by the travelling public. Cruising continues to go from strength to strength and we will hear from Claire Riches of NCL, who have led the way in redesigning the cruise product.

11:30 - 12:15 12:15 - 13:00 13:00 - 13:45 13:45 - 14:45 14:45 - 15:30 15:30 - 16:15 16:15 - 16:30 16:30 - 17:00 17:30

Session 1: MOVE (Transport) Session 2: EAT (Food & Beverage) Session 3: SLEEP (Accommodation) Lunch in The Brabazon Session 4: PLACE (Destinations, Attractions) Session 5: CONNECT (IT & Technology) Conference summing up Teas, coffees, and networking. Sponsored

by TQS Consulting. coaches to Southampton via Brockenhurst station.

EAT - FOOD & BEVERAGE Speakers: Alec Howard, Director, Planet Food; Ray Lorimer, Executive Chef and Culinary Controller, Unilever Food Solutions.

The public’s appreciation of good food has increased enormously over recent years, and suppliers and venues have had to develop their offering of high quality, responsibly sourced and Alec Howard imaginative ingredients and menus.

Former Michelin-star chef Alec Howard now runs a specialist food consultancy advising hospitality companies in the UK, Middle East and Asia and watches the latest food trends very closely. Ray Lorimer is responsible for all culinary development, including new product development, both in the UK and Europe for Unilever Food Solutions.

Innovation & Reinvention1 new

17/5/11

13:25

Page 3

SLEEP - ACCOMMODATION Chaired by David Curtis-Brignell FTS, Director of Development Europe, Millennium and Copthorne It is harder than ever to divide the accommodation sector neatly into traditional star-ratings. New models of offerings for overnight stays have developed recently, where luxury no longer means high prices and optional add-ons mean guests can choose the level of service they want. The provision of hotel facilities no longer follows customary patterns. Overseeing the discussion will be David Curtis-Brignell FTS, whose role at Millennium and Copthorne provides the perfect background for examining new trends that are emerging in accommodation.

BOOKING FORM MONDAY 4TH JULY Please circle your choices Study tour: £20 - limited places, make sure you reserve your seat.

Dinner: Member £55 Non-member £65 TUESDAY 5TH JULY

David Curtis-Brignell FTS

Conference: Member £78 Non-member £98 Coach transport from Jurys Inn

PLACE - DESTINATIONS AND ATTRACTIONS Chaired by Anthony Climpson FTS, Employment and Tourism Manager, New Forest District Council.

Speakers: Patricia Yates FTS, Director of Communications and Strategy, VisitBritain; Georgina Kelly, Head of Marketing, Warwick Castle

Anthony Climpson FTS

The Government’s Tourism Policy has redefined VisitBritain’s role. We will hear from Patricia Yates FTS how VB’s plans to reinvent itself are progressing, and what its areas of focus will be. The Policy has also uncoupled tourism from local authorities, allowing boundaries to develop along lines of common local interest, character and attractions. Georgina Kelly will speak about Warwick Castle’s marketing strategy and their approach to balancing the need to continually appeal to new visitors with maintaining the fabric of the historic attraction.

Southampton is included in the above prices.

Name/s ..............................................................

Please circle: MTS / FTS / non-member Job title................................................................

Organisation ......................................................

Tel ........................................................................

Mobile..................................................................

Email ....................................................................

Address .............................................................. .............................................................................. ..............................................................................

CONNECT - IT & TECHNOLOGY Chaired by Ben Tagg MTS, Managing Director, NVG Speakers: Professor Dimitrios Buhalis, Deputy Director, International Centre for Tourism and Hospitality Research (ICTHR), Bournemouth University; John Fotis, PhD researcher, School of Tourism, Bournemouth University; Andrew Key, Lloyds TSB, Head of Payments, London 2012 Games

.............................................................................. .............................................................................. ..............................................................................

Post code............................................................

I/we have booked accommodation at ..............................................................................

More and more of the planning, buying, selling and providing of holidays and tourism-related information is done electronically, with no signs of the trend changing any time soon. Dimitrios Buhalis and John Fotis are extremely knowledgeable on all aspects of the online Ben Tagg MTS travel media world and will describe the latest developments. Andrew Key will talk about how electronic payment systems being introduced for the 2012 Olympics can help transform events and venue visits.

Names of further session panellists and speakers will be announced soon - keep an eye on the conference page on the Tourism Society website (www.tourismsociety.org).

I/we plan to travel to the conference by car / train / plane / public transport Please complete BOTH sides of this form and return to: The Tourism Society Trinity Court 34 West Street Sutton SM1 1SH Tel 0208 661 4636 Fax 0208 661 4637 Email iulia@tourismsociety.org

Innovation & Reinvention1 new

17/5/11

13:26

Page 4

THE DINNER PAYMENT DETAILS I enclose a CHEQUE for £ .............................................................. made payable to the Tourism Society.

OR, Please deduct £ .............................. from my card (please note we do not accept Am Ex)

Cardholder name ................................................................

The conference dinner will be held on Monday 4th July The National Motor Museum at Beaulieu will provide a stunning setting for the pre-dinner drinks and canapés. The gleaming collection of classic and vintage cars traces the development of petrol-driven transport from its very beginnings through to land-speed record holders and modern icons such as the Citroen 2CV. From here it’s a short walk to the Domus, part of the mediaeval Abbey and formerly the dormitory for the lay brothers, where dinner will be served. Catering will be provided by Leith’s.

The evening, including a keynote speaker, will set the scene perfectly for the conference the following day, with opportunities for networking with friends and colleagues before the panel sessions.

Billing address ........................................

STUDY TOUR

................................................................

Innovation in an ancient setting

................................................................ ................................................................ ................................................................ ................................................................

Card number ................................................................

Start date (if shown) ................................

Expiry date ..............................................

The study tour will demonstrate how over the last five years the New Forest has managed to achieve investment and innovation in many of its individual hotels and attractions.

The tour will visit the new multi-million pound Peppa Pig World attraction at Paultons Park and pause for a New Forest Marque local produce lunch at Lime Wood, a recently opened £40million ‘house party’ hotels and spa.

Participants will also find out about the destination’s Green Leaf Tourism and awardwinning Brand New Forest Campaign and Card schemes, respectively designed to bring about sustainability and embed tourism into the wider local economy.

The visit will end with a guided scenic journey through the various protected landscapes that help give the New Forest its special edge in the marketplace.

Issue number (Maestro and Solo cards) ................................................................

3-digit security number ..........................

HOTEL ACCOMMODATION We have secured an allocation of rooms at the 4-star Jurys Inn Southampton. The hotel is close to the main railway station, and will provide a convenient base from which to make the short journey to Beaulieu for both the dinner and the conference.

Signature ................................................

Please invoice me / my company.

Purchase order number ..........................

The rates for delegates are £60.00 Bed & Breakfast, single occupancy and £70.00 Bed & Breakfast, twin occupancy, including VAT. To make sure you receive these secured rates please book before 04 June. To make your booking, please call the hotel’s central reservations department directly on 023 8037 1111 and select option 1; quote code TOUR 040711. (Please note you may be able to get a more advantageous rate online subject to the time of booking and availability).

For alternative accommodation please visit www.visit-southampton.co.uk/site/where-to-stay

NB Payment must be made to confirm your place. The full charge will be incurred unless cancellation is received by 12 noon on Friday 03 June.

Tourism Society Corporate Partners;

13

16/5/11

17:34

Page 1

Online Technology

The way to dynamic marketing and improved visitor experiences The recent developments in Information Communication Technologies' (ICTs) and the emerging of the Internet and the Web 2.0, in particular, as a mainstream communications and transaction media has changed the way that governments, organisations and citizens interact and operate.These developments have changed the best operational and strategic practices for organisations on a global level and altered the competitiveness of enterprises and regions around the world.The digital revolution introduced by the Internet, Intranet and Extranets provide unprecedented and unforeseen opportunities for productivity improvements, interactive management and dynamic marketing.

The ICTs' revolution has had already profound implications for the tourism sector.

Timely and accurate information, relevant to consumers' needs, is often the key to successful satisfaction of tourism demand.

As few other activities require the generation, gathering, processing, application and communication of information for operations, ICTs are pivotal for tourism.

Consequently the rapid development of both tourism supply and demand makes ICTs an imperative partner for the marketing, distribution, promotion and coordination of the tourism sector.

The emerging ICT tools introduce new capabilities, which consequently provide new opportunities as well as major challenges for all players. Developing mechanisms to sustain competitive advantage in the long term can only be achieved by adopting dynamic and innovative practices that will enable tourism organisations to constantly outperform their competitors. Competitor tactics as well as demand trends can increasingly be monitored on-line, in real time.

Organisations can take advantage of the instantaneous interaction facilitated by the Internet and e-mail and address the need of their clients at the right time.

Inevitably competition will be intensified and may force smaller and technologically

www.tourismsociety.org

disadvantaged players to lose considerable market share.

It is becoming increasingly obvious that the utilisation of the range of available ICTs and the Internet will be determining the scale and scope of tourism business and destinations globally. ICTs are instrumental to a number of strategic decisions for tourism organisations and they are gradually one of the key strategic considerations for tourism planning and development at both the micro and macro levels. ICTs should support and serve the business plans and models of tourism organisations, rather than the other way around. Equally, unless decision makers appreciate the importance of the ICT capabilities and opportunities emerging, they will be unable to inform their business models and plans as well to achieve their full potential. Hence, a close integration between ICTs potential and business models is a prerequisite for the successful tourism organisation of the future.

The Internet has revolutionised the travel industry by providing a new way for consumers to 'experience' a destination, plan their itineraries and purchase travel products. Increasingly therefore Destination Management Organisations (DMOs) use ICTs to facilitate the tourist experience before, during and after the visit, as well as for coordinating all partners involved in the production and delivery of tourism.

Issue 146 Spring 2011

Thus, not only do DMOs attempt to provide information and accept reservations for local enterprises as well as coordinate their facilities, but they also utilise ICTs to promote their tourism policy, coordinate their operational functions, increase the expenditure of tourists, and boost the multiplier effects in the local economy.

The emergence of Social Networks such as Facebook,Twitter,Youtube and Flickr provide wonderful opportunities for Tourism Boards to engage with consumers and to use consumer generated content at a large scale.

Advanced Destination Management Systems (DMSs) enable destinations to achieve differentiation by targeting niche markets. and help local enterprises increase their bargaining power over tourism intermediaries and explore new and innovative distribution channels.

Destinations that embrace advanced ICTs and DMSs in particular will be able to improve their strategic positioning, improve their competitiveness and optimise their benefits from tourism.To succeed in the future, DMSs will need to combine both technological and management innovation and to develop suitable tools for satisfying the entire range of stakeholders. ICTs and DMSs in particular emerge as essential tools for both tourism demand and supply.

Prof Dimitrios Buhalis| Director, International Centre for Tourism and Hospitality Research, Bournemouth University

13

16/5/11

17:35

Page 2

British Food & Restaurant Industry Showcase It’s a relief to hear that the Government Tourism Policy is promising to show the food service sector some love. It’s been a long time coming and frankly we deserve investment, given the enormous role hospitality plays as a mass employer and £90 billion business generator.

More food service operators must fly the flag for British produce and sell the idea that British cuisine is rich, flavoursome and homegrown. Our diverse, multi-cultural society has become a unique selling point in its own right, particularly in the kitchen where we’ve access to a wealth of authentic world flavours. It’s been exciting to see how the upsurge in storytelling about food origins, organic vegetable growth, responsible farming of livestock and creative cooking techniques, is teaching more Brits to be food aware, environmentally conscious and healthy.

As concession caterers at some of London and southern England’s most iconic venues, we see this trend for transparency in the supply chain driving consumer buying behaviour, particularly in the corporate sector.Venues that procure delicious food responsibly and ‘buy British’ are earning far greater respect than those unable to promote such commitments.

Choosing venues that align with a company’s own Corporate Social Responsibility policies is an important part of how event management has evolved, placing the onus on food service operators to make that information available.

Understanding the relationship business has with tourism is vital – it’s a market worth £3.2 billion in London alone. Folks in town on business need accommodation, food and entertainment. Event venues should ensure they can offer the full package, from expert catering and promotional room rates, to state-of-the-art technology.

That the Government’s marketing plans won’t focus solely on the capital city is a positive move. We know from our catering provision within beautiful venues like Bishop’s Palace in Wells, Somerset and Henry Moore’s estate in Hertfordshire,

14

Patrick Harbour | Director, Harbour & Jones

Picture: ©Britainonview / Martin Brent

14

that not every international visitor wants to stay or entertain guests within the confines of London.There’s a wealth of culture, character and entertainment to be had in other spots country-wide; you just need to know they’re there.

Showcasing pride in all that’s British is something we’ve ample opportunities to explore. Events like the Royal Wedding and the London 2012 Olympics grab worldwide attention and are powerful tourism draw-cards. We must continue to incentivise marketing spend and promote our willingness to add value by rewarding customers.Vouchers, themed menus, exclusive offers to the Facebook community – the restaurants offering these are the ones best navigating consumer thriftiness in the out-of-home market.

We boast incredible talent in the UK and actually Britain’s hospitality scene has moved far beyond the perceptions of underwhelming cuisine, lacklustre service and over-priced venues. It’s a source of frustration that bad eggs continue to steal the limelight from those with the customer experience front-of-mind. People are both the hospitality industry’s biggest asset and at the same time, its biggest weakness.The government’s acceptance

Issue 146 Spring 2011

that peaks and troughs in performance mirror availability of education couldn’t have come soon enough.

We’ll never get UK service levels up to exceptional standards until we’ve abolished the idea that the hospitality industry offers low-skilled, poor-quality jobs. Food service must be promoted as a credible and professional career path. Fortunately many of our industry ‘celebrities’ take their status as ambassadors seriously. We need leaders.The government’s promise to improve staff and management skills through increased apprenticeships is welcome common sense.

Empowering staff through on-the-job training inspires confidence and job satisfaction, which in turn breed the “warmth and hospitality” the government has suggested hospitality workers lack. Harbour & Jones would be nothing without the charisma and talent of its staff. We invest serious time in their training and our retention record speaks volumes.You can’t teach personality, but happy staff are motivated staff and motivated staff are better tuned to give great service.

Employers should take responsibility for their own and yes, remembering to smile more wouldn’t hurt!

journal@tourismsociety.org

15

16/5/11

17:36

Page 1

Tourism Consultants Network

Implications of Government policy uncertain for consultants My initial view of the Government’s Tourism Policy was that whilst it is wideranging, it lacks depth. Do others share my opinion? Yes, indeed. Having canvassed opinion from a number of consultancy colleagues, their responses ranged from disappointment to despair, with thankfully some positive commendations thrown in.

Despite David Cameron’s ballsy speech on tourism last year and with Government figures heralding tourism as the country’s sixth biggest industry, accounting for almost £90bn per annum in direct spending alone, the Policy is seen to be “big on talk but short on action”.

As we in marketing say, “lots of sizzle but not much sausage”. Given its value versus inbound, the Policy rightly emphasises domestic tourism but the objective of increasing the proportion of UK residents who holiday here to match those who holiday abroad is reckoned to be positively heroic – and unsubstantiated.

To solve the problem of ‘widespread market failure of investment in collective destination marketing’ the Policy states that ‘we will create strong, new and independent tourism bodies, to eliminate structural problems and allow the industry to take responsibility for its own future’.

Welcome to the brave new world of destination management organisations. It seems they are expected to do all the same stuff, and more, but with less money – though the Policy admits that ‘in the short term there’s probably a legitimate – if temporary – role for the state,

‘Some of us were puzzled by the Policy conclusion that ‘we cannot rely on culture and tourism heritage to maintain Britain’s ranking as a top tourism destination’. So that explains the recent Arts Council England cuts!’

Sizzle v sausage – a fine balance to fill the gap in promoting destinations while we create and grow the structures and organisation which will be needed for the sector to organise and fund its own collective marketing in future’. But who’s the ‘we’ doing the creating here and how long is ‘short term’? However, there is much to be said for harnessing the benefits of ‘local distinctiveness’ and the Policy suggestion that new DMOs might be thematic or geography based, rather than follow traditional administrative boundaries, is welcomed.

The Government also expects the new DMOs to both market and manage destinations. Colleagues are concerned that as local authority budgets are squeezed by budget cuts, the ‘glue’ that holds so much of destination product and infrastructure together will steadily wear away.

VisitEngland is reckoned to face quite a challenge too, due to be ‘refocused and reformed to become an industry-led sector body charged with driving up productivity in our visitor economy’ as well as acting as the ‘tourism body of last resort’ for orphan areas who can’t find a DMO home. And is this the right time, I wonder, to leave London without an effective tourism body?

Some of us were puzzled by the Policy conclusion that ‘we cannot rely on culture and tourism heritage to maintain Britain’s ranking as a top tourism destination’. So

that explains the recent Arts Council England cuts! Yet much is made of Liverpool’s achievements as European Capital of Culture. And the London 2012 Olympic and Paralympic Games are reckoned to be a ‘huge one-off opportunity to show off the entire country’s other visitor attractions – our rich heritage, vibrant culture and beautiful countryside’.

Whilst Policy support for improved consumer information, especially via digital media, was praised, reformulating rules on Brown Signs was considered to be “cheap media fodder”, as was moving Bank Holiday Monday. Embracing customer feedback was welcomed but there is real concern over the lack of support for accommodation star rating schemes with online review sites such as TripAdvisor seen as poor and premature substitutes.

These opinions, and more, were strongly expressed by colleagues though thoughts as to what the Policy means for us as employees of the sector were less certain. We all expect business to get tougher as funding cuts take hold and that clients’ planning and decision making is likely to be even more short term and tactical.Yet in these changing times, tourism businesses are going to be in even greater need of wise advice, market experience and hands-on support. I think we’re all still peering through the sizzle.

Lynn Scrivener FTS | Director, Lynn Scrivener Marketing

www.tourismsociety.org

Issue 146 Spring 2011

15

16/5/11

17:36

Page 2

Destination Case Study

Visit Kent – working with businesses We have a National Tourism Policy, we have been recognised as a key growth sector and there are well-founded expectations that tourism is a key driver in rebuilding the UK economy.The Policy describes the need for progressive business-led models for destination management organisations in the new atmosphere.Visit Kent welcomes this.Yet there are challenges ahead.

The sector is experiencing significant cuts and so we support the Tourism Alliance’s call to introduce a sectoral reduction in VAT, the restoration of hotel building allowances and allowing historic properties with significant and covenanted benefit to the public to apply for lottery grants.

The public sector has a role to play in pump-priming partnerships and maintaining the public realm - basics that form the very foundation of the visitor experience.

Localism is key but the roles of the national bodies VisitEngland and VisitBritain are critical. Light touch leadership that meets grass roots activism in the middle will be a powerful recipe. As Chair of the VisitEngland ‘Welcome to England’ Steering Group, where the issue of improving our ranking in the welcome league table is being debated, we believe that we can make a difference if we start from the grass roots to tackle the problem. But standing together on a national platform to punch above our weight.

The success of a destination for the visitor depends on all their experiences – not just the attraction or the hotel or B&B.Tourism businesses are dependent on each other and the quality of their local infrastructure, transport providers, retail sector, and their built and natural environment.

That is why the destinations that really succeed will be the ones whose geography feels right for visitors and businesses, who can draw in the support of local authorities by showing tourism’s key contribution to job creation and who can

16

Sandra Matthews-Marsh MTS| Chief Executive, Visit Kent

inspire their local businesses to work in creative partnerships. We agree with the Minister that boundaries should not be imposed – partnerships should evolve and be fleet of foot.

This is something we have been leading in Kent for 9 years. By pooling our resources, creativity and budgets, with those of local authorities and businesses we are punching far above our weight.

Together we can bid for European funding, run innovative marketing campaigns, and drive major initiatives – such as the first Greeter programme in Europe and our Big Weekend for local residents. We have widened income streams and we have done this without the assistance of RDA funding.

Furthermore, our partnerships are not restricted to our county boundaries. By working with partners in France, Belgium and Holland on EU funding bids plus building even stronger links with colleagues to our north and south in Essex and East Sussex under the newly-formed LEP, there will be new opportunities.

Effective national bodies and organisations are key and benefits come from, for example, working closely with the TMI championing professional development and networking, the Tourism Society for raising the bar in the intellectual discussion, and the Tourism Alliance, VisitEngland and VisitBritain – supporting from a local level.

Research shows that Kent welcomes 56 million visitors a year.

Tourism contributes £3.2 billion to the Kent economy and supports 63,000 jobs. In addition to our amazing countryside and coast, our tourism businesses are key contributors to the quality of life that makes Kent a great place to live, work and do business.

Issue 146 Spring 2011

We focus on providing businesses with a one-stop-shop where they can address their quality and training needs, gain marketing and research support and network between themselves to form new partnerships. We have become an extension of their management team – providing valuable information and a network where business owners and managers can share and collaborate.

I am not suggesting that Kent has all the answers! We are still learning. However, I do believe that private/public partnerships bringing businesses and service providers together are the way forward for DMOs. Our delivery-focussed partnerships are our successful solution.

Picture: ©Britainonview / Britain on View

16

journal@tourismsociety.org

17

16/5/11

17:37

Page 1

Membership News The Society recently held its Annual Dinner at the House of Commons in London. Following an address by Sir Rocco Forte he was presented with an honorary fellowship of the Society.

Society President Lord Thurso MP FTS presented the Society’s Annual Award 2010 to Michel Roux Jr. – judging by the warmth of the applause he was considered a very worthy recipient.

Work has started on the development

of the Society’s website, to create a single database for the Society and its sections (TCN and TMI).This will greatly simplify managing our members’ accounts.You will see some changes to the design as well and should find the site easier to use and more informative. I welcome your feedback once it is up and running.

I am delighted to welcome Iulia Nicolaita to the Secretariat team. Iulia is

our new Events and PR Executive, joining us recently from Visit London. She has a full calendar of events to oversee; if you have any subjects, speakers or sponsors that you would like to suggest for future events, please contact her on iulia@tourismsociety.org.

Gregory Yeoman MTS| Executive Director gregory@tourismsociety.org

From the Chairman’s Desk it a record attendance.The AGM will be followed the same day by the Annual Conference which will look at innovation in the different sectors of the industry and how this can be adapted to others.

Located within easy reach of the largest catchment area of members and at the home of our President Emeritus, Lord Beaulieu, we are targeting

A highly successful annual awards dinner was followed by 9 members being nominated on the list of the 100 most influential Women in the Industry.

After the AGM this year I will be handing over the chairmanship, as I have completed the maximum term of office. I will therefore reflect on the past 4 years so do join me and make

increased attendance for the third year running. Mindful of the current economic climate we have managed to achieve excellent value for money with a member delegate rate of £78. I look forward to seeing you there.

Alison Cryer FTS | Chairman, The Tourism Society

Calendar of Events 2011 JUNE 10th Tourism Society Cumbria Sustainable Forests and the Visitor Economy University of Central Lancashire 11th Regeneration 1: Urban University of Plymouth 24th Tourism Society Wales Summer Lunch and Award Fonmon Castle, nr Barry, Cardiff JULY 4th Annual Conference Study Tour New Forest

4th Conference Dinner National Motor Museum and Domus Beaulieu, Hampshire 5th Tourism Society AGM and Annual Conference Beaulieu, Hampshire Date tbc Marketing in a Downturn London SEPTEMBER 29th Tourism and Social Media London Date tbc Regeneration 2: Coastal and Resort

www.tourismsociety.org

University Campus Suffolk, Ipswich OCTOBER 15th Regeneration 3: Waterways and Wetlands WWT Slimbridge Wetland Centre Gloucestershire 25th Media Masterclass London In association with TravMedia NOVEMBER 8th Tourism Society/UNWTO Debate World Travel Market, ExCel Centre, London

Issue 146 Spring 2011

10th Future You World Travel Market, ExCel Centre, London 18th Tourism Society Cumbria Tourism Question Time with Cumbria MPs 29th Backpacking Unpacked The University of Surrey, Guildford DECEMBER 6th Tourism Society President’s Debate London

17

18

16/5/11

17:38

Page 2

Membership News Congratulations to ... Julie Russell (National Expert – Tourism, European Commission), Andy Woodward (Chief Executive, Farm Stay UK) and Sally Edwards Hart (Operational Manager, City and Council of Cardiff) who have all been upgraded to Fellow of the Tourism Society, and to Gillian Cruddas FTS (Chief Executive,VisitYork) on her MBE and Colin Dawson FTS (Chief Executive, British Association of Leisure Parks, Piers and Attractions) on his OBE. Welcome New Corporate Members Freetobook 0141 270 2173 www.freetobook.com Eleanor Wares MTS eleanor@freetobook.com Absolute Publishing Ltd 0207 253 9909 www.absolutepublishing.com Pat Riddell MTS Absolute Publishing Ltd pat.riddell@natgeotraveller.co.uk Glen Mutel MTS Absolute Publishing Ltd glen.mutel@absolutepublishing. com Rebecca Fraser MTS Absolute Publishing Ltd rebecca@abtamagazine.co.uk Maria Pieri MTS Absolute Publishing Ltd mpieri@absolutepublishing.com Welcome New Members Neil Warren MTS South West Tourism 01392 229 582 nwarren@swtourism.org.uk Eleanor Harris MTS i-xperience Ltd 0207 585 0800 eleanor.harris@i-xperience.co.uk Briskilla Citung Bentu MTS Hotel McDoris

+23 480 359 02710 victoriaojomo@hotmail.com Keith Caruana MTS GM International Services Limited +35 621 235341 caruana_keith@hotmail.com Sandra Thompson MTS Exceed all Expectations Ltd 07896 561 001 exceedallexpectations700@yahoo. co.uk Zheng Xie MTS Business School, London Metropolitan University 0207 133 3812 conquerorxie@hotmail.com Emma Whittlesea MTS South West Tourism 01392 229 331 emma.r.whittlesea@plymouth.ac. uk Carole Startin MTS Tourism Partnership North Wales 01745 589 023 carole.startin@tpnw.org Donald Greig MTS Bradt Travel Guides 01753 480 630 donald.greig@bradtguides.com Steve Kitt MTS Primecloud Internet Marketing 0161 408 6980 sk@stevekitt.com Simon Matthews MTS Matthews Associates (UK) Limited 07941 618 390

smatthews@matthewsassociates. co.uk Derek Phillips MTS Rouncy Media Ltd. 01993 703 530 dphillipsoxford@aol.com Ellen Walker MTS Brightwater Holidays Ltd. 01334 657 155 ellen@brightwaterholidays.co.uk John Pelham MTS Fiveleafsystem Menurbe Ltd. +35 193 354 5474 johnpelham@fireleafsystem.com Maureen McAllister MTS South West Tourism 01392 229 618 maureen_mcallister@hotmail.com Helen Jones MTS South West Tourism 01392 229 619 hjones@swtourism.org.uk Welcome New Students Gregor Waddell Bournemouth University gregor.waddell.student@sac.ac.uk Choong Hiong Lee James Cook University chlee_208@yahoo.com Tea Moveldize University of Westminster tmovelidze@yahoo.com Omar Demba University of Greenwich omar452@btinternet.com

Sonia Molina Open University of Catalonia soniamolina@uoc.edu Elise Kershaw Salford University elise12@hotmail.co.uk Pg Hj Md Sufri Pg Ali University of Strathclyde sufri.ali@strath.ac.uk Stefania Kallos Oxford Brookes University kallosstefaniamaria@yahoo.com Lynal Low University of Surrey llynal2000@yahoo.com Viorica Cretu Westminster Kingsway College anvioto@yahoo.com Sara de la Cruz Alejos Westminster Kingsway College esdca24@hotmail.com Jasmine Venditti University of Surrey jv00038@surrey.ac.uk Dongye LI University of Surrey budebuxing@gmail.com Amel Debz University of Surrey lema.debz@hotmail.co.uk Heather Clyne Hughes University of Surrey heatherclyne@hotmail.com

Notice of Annual General Meeting 2011 Notice is hereby given that the Annual General Meeting of The Tourism Society will be held at the National Motor Museum, Beaulieu, Hampshire SO42 7ZN on Tuesday 5th July 2011 at 10:00am for the following purposes: 1. The Executive Director to read the notice convening the meeting.

2. To receive apologies for absence.

3. To receive and, if agreed, to adopt the Minutes of the Annual General Meeting held on Tuesday 15th June 2010, previously circulated.

4. To receive and consider the reports of the Council and of the Sections Groups and Chapters for the year ending 31st December 2010.

5. To receive and consider the Accounts, Balance Sheet and report of the Auditors for the year ending 31st December 2010.

6. To appoint the auditors at a fee to be agreed by the Board.

7. To elect members of the Board.

8. Any Other Business.

By Order of the Board Gregory Yeoman Executive Director 13th May 2011

18

Issue 146 Spring 2011

journal@tourismsociety.org

17:38

Corporate Member

16/5/11

Corporate Member

Corporate Member

19 Page 1

20

16/5/11

17:39

Page 1

Corporate Member

Corporate Member

Corporate Member

Corporate Member

inside back cover 16/5/11 17:40 Page 1

Corporate Member

Corporate Member

Corporate Member

Corporate Member

back cover 16/5/11 17:39 Page 1