TOURISM INSIGHTS Sharing sector expertise, analysis and intelligence

Consumer-facing businesses and organisations in all sectors are constantly aiming to attract new audiences, whilst at the same time renewing relationships with past and current customers. The tourism industry is no exception. In fact it is one where engagement and perception is everything. This month’s Tourism Insights spans vital sector information ranging from innovative ways to engage with visitors to the second part of the well-received rebranding analysis.

As always, Tourism Insights is based on the latest research and conclusions on key topical subjects for the leisure and tourism industry. This month’s new articles are:

• Rebranding Part 2: Tourism Products

• Using Storytelling at Visitor Attractions

• Creating Responsible Tourism Destinations

• Developing Good Practice in Destination Management Organisations

• Insights into the Group Travel Market

Successful Rebranding. Part 2: Tourism Products by Tom Buncle

In the first part of Tom Buncle’s evaluation of effective rebranding in the tourism sector, published in September, the author focussed primarily on destinations. This month he looks at tourism products, using four diverse but illuminating case studies: Premier Inn, Hostelling Scotland, Racing for Change and The Real Mary King’s Close. While these case studies illustrate varied approaches to rebranding, all are a response to adverse circumstances: loss of a traditional customer base, a changing market and new consumer tastes, a declining product, competitive pressure and a merger. Tom Buncle writes very engagingly about their respective dilemmas and finds four major, common themes, which he believes are behind the success of their rebranding exercises. This article, combined with Part 1: Destinations, makes invaluable reading for any organisation, destination, business or consultancy involved in planning or executing any degree of rebranding.

Storytelling at Visitor Attractions by Kate Mitchell

Exposure to stories, whether spoken, written, performed or broadcast is one of the common experiences we all share. This connection to narrative is an amazingly powerful tool for engaging an audience with the soul of a place, of history and of imagination – in short, a way to make a visitor’s experience truly memorable. It is no wonder that good storytellers were revered in their communities. The traditional art of storytelling is still continued in the present day, and it is possible to find storytellers working in a wide variety of visitor attractions. This article looks at the considerable benefits of storytelling, and some of the lessons that a storytelling approach can bring to communication with, and marketing to, visitors. Kate Mitchell, who worked in the Science Museum before going into publishing, draws on the integration of storytelling in landmark attractions like The Eden Project to illustrate how this can enrich and enhance the visitor’s experience. This article is as lively and enjoyable as its subject and should provide inspiration as well as concrete tools for anyone integrating storytelling into their visitor attraction.

Creating Responsible Tourism Destinations by Harold Goodwin

Can the tourism industry develop a strategy that is truly responsible in its outlook? Harold Goodwin throws down a gauntlet to tourism destinations, asking whether they are willing and able to acknowledge the impact of boosting tourism on a place and its people. Taking up a challenge first spelled out by Lord Marshall when he launched the Tourism for Tomorrow Awards in 1994, he restates the claim that the tourism industry is ‘essentially the renting out for short-term lets of other people’s environments’. Goodwin’s article is not, however, an aggressive piece of campaigning. Instead, he draws upon the example of a responsible and holistic tourism strategy set by New Zealand and presents a powerful argument for why the tourism industry in the UK (or anywhere) should do this. He shows that the benefits to the sector, and the country itself, will be considerable. This topic is always challenging, and the author does not pull any punches; it is ultimately a positive and encouraging article for the whole industry.

Developing Good Practice in Destination Management Organisations by Richard Fairclough

Richard Fairclough, who has worked in this field for over 20 years, sets out to illustrate how proven best practice in trade membership organisations can be applied to Destination Management Organisations (DMOs). One of the major developments in the public support structure for tourism development and promotion over the last ten years has been the emergence of DMOs. There are now around 45 DMOs located throughout the country, and while their structure and funding differ from location to location, essentially they are established as public/private sector partnerships which deliver on both regional and local tourism objectives. Richard Fairclough looks at best practice among membership organisations and illustrates that the tangible benefits of the Trade Association Forum can be used as a vehicle for accessing and understanding, developing and enhancing good practice.

Insights Into The Group Travel Market by Nick How

The group travel market is a tourism sector that is often overlooked and yet latest estimates indicated that is worth about £140 million per year. This article highlights key research findings, offering a practical summary for attractions and destinations on market size, characteristics and issues. It also presents ideas on how they can satisfy the specific needs of this market, and increase revenues. Drawn from a major new piece of sector research, Nick How argues that successful destinations and attractions cannot rest on their laurels, but should continually develop their group market offer and refine marketing strategies.

About Tourism Insights

Tourism Insights is very focussed and pragmatic, providing real tools and ideas for a wide range of industry professionals and practitioners, but there are also a significant number of opinion, trend and analysis articles which have gone live in the last two months, ranging from the growth of ‘Slow Tourism’, to considerations of the potential offered by Church tourism.

Tourism Insights is a subscription service written by industry professionals, which aims to monitor developments in the UK tourism market, analysing and interpreting trends. Tourism Insights is essential reading for anyone serious about tourism. Online access also gives a complete archive of previously published material relevant to private and public sector professionals.

Articles are available online monthly and in a quarterly print journal to subscribers, but individual articles can be bought on a case-by-case basis

For more information, please contact: Adrian Weston: Raft PR email [email protected] or telephone 0208 408 7126