Staycationers stay away in UK

Visit England heralds visitor economy opportunities

On 22nd November 2012, Visit England in association with NatWest Bank plc brought together public and private sector partners at the 2nd Annual Visitor Economy Forum to discuss opportunities for growth and debate important issues impacting the sector that aims to create 225,000 jobs over 10 years, according to VE’s CEO James Berresford.

Recognizing the importance of the leisure sector for commercial banking, NatWest’s MD Steve Matthew outlined their proactive approach to support leisure customers, which represents great opportunities for innovative SMEs in tourism throughout the country.

The forum was an opportunity focus on how the action plans of England’s Strategic Framework are being delivered by partners in business tourism, destination management, rural tourism, marketing and the visitor welcome.

While English destinations have much to offer, Visit England’s thematic research pointed to lack of knowledge in combination with broad prejudices as preventing consideration of much of the country amongst many potential staycationers. Sharon Orrell, Head of Research, VE, emphasized that "Destinations need to provide a 3D context for potential visitors – where it is, how to get there and what to do".

To inspire investment and innovation in England’s tourism product in order to deliver a quality visitor experience and secure future growth, panel sessions featured thought-provoking and inspiring private sector speakers from inside and outside of the sector.

Peter Stewart Project Campaigns Director of the Eden Project, Miranda Ballard, Director of Muddy Boots Real Foods and David Bradley of Longleats, shared their success stories, focusing on the need for continued investment in product development and innovation to compete in overcrowded markets.

Key lessons for destinations included the importance of creating a vision, investment in product development, strong branding, clear messaging and PR.

In addition to raising awareness of the sector’s profile to government, English Tourism Week – 16-24 March 2013 – is a great opportunity for destinations around the country to kickstart the season and really engage visitors with a special event that celebrates the quality and vibrancy of their unique visitor experience.

See:  http://www.visitengland.org/england-tourism-industry/etw/etw13/index.aspx

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Jasmine Venditti
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