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The State of the Nation

Sally Balcombe

VisitBritain/VisitEngland CEO

17 January 2018

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1. Growth

2. Jobs

3. Soft Power

Why Tourism Matters

3

The Industrial Strategy Tourism Sector Deal

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High Performance SectorCurrent

performanceV

alu

eG

row

thJo

bs

Pro

du

ctiv

ity

£126.9bn

3.1m in every

local authority

Increase of 1% yields

£12bn additional

output increase into the economy

Output in £ per hour

£18.3Compared to £33 in

food, and £28 in transport

Each extra £54,000 in tourism spending creates

a new job

1.8m extra visitsif inbound tourism to the UK had

grown at the same pace as Western Europe in 2006-16

£268.3bn(2025)

Central forecast: 2025

£257.4bn(2025)

3.7m jobs by

2025

Output in £ per hour

£20.8If real productivity

follows 2006-16 trend

Average annual growth in overnight arrivals 2006-16

UK = 1.6%Western Europe= 2.4%

And we could be…

Forecast annual growth in overnight arrivals 2016-2025

UK = 3.6%Western Europe= 3.3%

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Improved Productivity

Increasing season length and improving

business visits & events

Tourism & Hospitality Skills

Campaign Fixing the image and boosting long-term

career prospects

Tourism Sector Deal

Connectivity

Place & Product

Skills

The Industry of the Future

Productivity

The Core Areas The ‘Asks’ of Government

Connectivity

Driving more visits from more markets than ever by 2030

Tourism Zones

Helping to make local products thrive and be

Europe’s most competitive

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The Next Steps

October Spring 2018

Presented to the Government by S. Ridgway – end of October

Likely White Paper on the Industrial Strategy –by end of November

Negotiation on a deal with the Government -ongoing

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Delivering tourism growth

MARKETING

PRODUCT

PARTNERSHIPS

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Our marketing approach

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Our audience

Explorers Buzzseekers

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PASSIVE INSPIRATION

ACTIVE IDEATION

EXPLORING OPTIONS

BUILD ITINERARIES

GROWING ANTICIPATION

ON THE GROUND

SHARE AND ADVOCATE

JO

UR

NE

Y

Make them think of Britain differently

Help them plan Help them shareHelp them travel

OU

R R

OL

EC

HA

NN

EL

E.G

.

Our customers’ journey

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TIME

AC

TIV

ITY

The“always-on” approach

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Our approach to content

Broadcast

messaging

Own-channel

focused

Limited use of

data

Content tailored

to audience

Distribution-led

Data and insight

driven

Help us with engaging content ideas, stories, experiences and personalities!

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Foreign travellers feel they already know exactly

what to expect from Britain

The world’s most wonderfully unexpected island

THE

PROBLEM

OUR

STRATEGY

Our brand strategy

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Platform Idea

I TRAVEL FOR…

Travel Passions (per market)

I travel for adventure

I travel for fun

I travel for food & drink

I travel for culture

Expected/Unexpected

Link expected and unexpected to

travel passions putting people at

the heart

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visitbrita in.com

Cool Cit ies

visitbrita in.com

365 DAYSvisitbrita in.com

Coastal + Country Life

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Why we work with Commercial Partners…

Reach Market

SignificanceBrand

Recognition

Marketing Capabilities

TechnologyProduct/

Distribution

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Expedia partnership (2016-2019)

• TVC and interactive videos

• ‘365 Days of #OMGB’ bespoke platform

• Inclusion of new VB product, incl. rail

product, making it bookable

• Personalised itineraries based on

preferences

• Use of social to drive advocacy

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Expedia Results (2016-17)Market Reach Sales

983k monthly unique

users

65k on social

32,966 passengers

(+29%)

14,516 tickets

(+26%)

1.7M monthly unique

users

160k on social

106,744 passengers

(+29%)

57,273 tickets

(+43%)

13M monthly unique

users

4.7M on social

416,168 passengers

(+43%)

190,303 tickets

(+44%)

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www.visitbritain.com/jointheworld

• Influencer content

• Blog articles

• UGC imagery from

Instagram

• Top-line inspiration with

added anecdotes and

interesting details

• Sends the user to various

partners to book/find out

more.

Domestic campaign:

Join the World – Discover the UK

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Industry Involvement

•Use the hashtags

#Lovegreatbritain and

#LoveUK

•Submit tailored

experiences, images

and video content to

domestic.marketing@

visitengland.org

•Toolkit in progress.

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Discover England Fund

• The £40 million Discover England Fund (DEF) is an unprecedented

opportunity for investment in improving English tourism product.

• The DEF gives grants to projects to deliver world-class bookable tourism

products which joined-up across geographies or themes.

• Year 1: 20 smaller-scale pilot projects

• Year 2: 8 pilot projects

• Year 2/3: 8 large-scale, collaborative projects

• Y3 pilot project guidance about to be released

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English Tourism Week

Thursday, January 18,

2018

visitengland.org/etw2018

Your Header Here

Your Sub text here

ETW activities

• Tourism Superstar campaign

• ETW consumer events site

• Consumer events promotion

• Social media incl. social boosting

• Radio day

• PR activity

• Business Takeover

Get involved

• Special offers

• Events, esp. spring-time events

• Residents festival

• Constituency Day

www.englishtourismweek.org

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For further information:

www.visitbritain.org/industrial-strategy-tourism

www.englishtourismweek.org

www.visitbritain.org/business-advice-hub

www.visitbritain.org/join-world-discover-uk-0

www.visitbritain.org/england-research-insights