Tourism

Wednesday 7th December 2011, Strand Palace Hotel - London, 08:45 - 16:00

The Future of UK Tourism: Developing the Visitor Economy

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Overview

Tourism is essential to Britain’s economy. Government statistics show that tourism generates £97 billion each year, employs over 3 million people and supports thousands of businesses. The government aims to help tourism achieve its potential as a central part of Britain’s growth strategy.

Britain’s landmarks, monuments, countryside and culture attract visitors from all over the world. Major international events such as the Royal Wedding, Diamond Jubilee and the 2012 Olympic and Paralympic Games provide a great opportunity to boost tourism, showcasing what Britain has to offer, and created a sustained tourism legacy.

Developing the visitor economy is a priority for the coalition government. The Government Tourism Policy, published in March 2011, aims to harness the potential this area holds to grow Britain's economy. Objectives include growing the overseas market across the country using London 2012 and other sporting and cultural events, strengthening the domestic tourism market, increasing private sector investment and increasing flexibility for local tourist organisations. There is also a focus on improving Britain’s international gateways and national transport infrastructure.

The tourism strategy is driven by a local agenda. Destination Management Organisations will work with Visit England, local authorities, local enterprise partnerships, and local businesses to regenerate and market their area in the most effective way.

A £100 million partnership marketing fund, co-funded by the government and the private sector, will aim to draw 4 million extra visitors to Britain over the next 4 years, which equates to a £2 billion spend for Britain’s economy, and 50,000 new jobs. The government has also announced the Regional Growth Fund (RGF), worth £1.4 billion, which supports projects that use private sector investment to create regional economic growth and employment.

Agenda

This forum comes at a time of exciting growth for the sector, and will offer delegates the opportunity to understand the implications of the new government tourism strategy in boosting the tourist industry. Key issues to be discussed include strategies for promoting the growth of the visitor economy, and best practice for delivering services, partnership working and localism.

08:45	Registration and Coffee
09:40	Chair’s Welcome Address Professor John Fletcher, Director, International Centre for Tourism & Hospitality Research, Bournemouth University (CONFIRMED)
09:50	The Government’s Vision for Developing a Visitor Economy and Creating an Olympic Legacy Taking forward the recommendations of the Government Tourism Policy Harnessing the potential of the tourist industry and the London 2012 Olympic games for Britain’s economy Local decision making - ensuring local organisations have the flexibility to best develop and market their area £100 million marketing fund – strategies for attracting £4 million visitors over the next 4 years Latest plans and opportunities arising from 2012 and the Olympics Establishing focused, industry-led partnerships between tourism firms and government Deirdre Wells, Head of Tourism, Department for Culture, Media and Sport (CONFIRMED)
10:10	Questions and Answers Session
10:20	Best-Practice for Destination Management Organisations Learning from Pathfinder DMO projects: Working in partnership - the tourism industry and the Broads Authority Developing new funding models Establishing relationships with emerging LEPs Engaging the private sector with destination marketing activity Ensuring tourism is linked with the region’s wider economic strategy – including skills development and delivery of infrastructure Green Tourism Business Scheme and Greener Boating Bruce Hanson, Head of Tourism, Broads Authority (CONFIRMED)
10:40	Driving Productivity Gains Through Improving Staff and Management Strategies for raising productivity and performance in the visitor economy Developing staff and management skills in the tourist industry Taking forward the recommendations of 'Skills for Sustainable Growth' Local Training provision Achieving hospitality performance benchmarks Support for developing the leadership and management of small and medium enterprises Brian Wisdom, Chief Executive, People 1st (CONFIRMED)
11:00	Questions and Answers Session
11:20	Coffee Break and Networking
11:50	Toward a Tourism Infrastructure Cul-de-sac? ABTA's position on UK Tourism The future of the UK's growth and the role of travel and tourism in this growth strategy Working with a range of government departments on infrastructure Adapting transport infrastructure to the influx of tourists in 2012 Stephen D'Alfonso, Public Affairs and Research Manager, ABTA (CONFIRMED)
12:10	Case Study: Developing the Visitor Experience Adapting attractions to the changing expectations of visitors Working with volunteers, social enterprises and the private sector to improve efficiency and raise industry standards Adapting to budget pressures Inspiring children and young people to learn Skills and workforce development Tony Berry, Visitor Experience Director, The National Trust (CONFIRMED)
12:30	Questions and Answers Session
12:50	Lunch and Networking
13:50	Afternoon Keynote - Visit Britain – Marketing Britain Overseas Creating a £100m partnership marketing fund – collaboration between the public and private sectors Who is eligible for the marketing fund? A refocused VisitBritain – maximising global marketing campaigns and effectiveness Promoting the UK through the Olympic games - establishing a tourist legacy Global media, social media and marketing partnerships Raising industry standards Patricia Yates, Director of Strategy and Communications, VisitBritain (CONFIRMED)
14:10	Tourism and Local Economic Development after the Crisis Tourism and local economic development in the UK Local distinctiveness and global markets Thinking beyond the multiplier effect Creating events, not building attractions James Kennell, Director of the Economic Development Resource Centre and Senior Lecturer in Tourism and Regeneration, University of Greenwich Business School (CONFIRMED)
14:30	Case Study: Cultural Tourism – The British Library Experience Maximising opportunities for cultural tourism in 2012 Developing the visitor experience through audience segmentation and research Embracing new technology –Apps and ebook Treasures Jane Richardson, Marketing Manager, British Library (CONFIRMED)
14:50	Questions and Answers Session
15:20	Chair's Closing Remarks
15:30	Coffee and Networking
16:00	Close of Conference

*Programme subject to change

Audience

Delegates will be include tourist boards, local enterprise partnerships, destination management organisations, local authority leaders, local strategic partnerships, cultural entitlement officers, heads of sustainable tourism, directors of regional development agencies, regeneration developers, sports officers, local authority directors responsible for culture, leisure, regeneration, heritage, tourism and communities, town centre and tourism partnerships, town and rural planners, historic town forum members, tourist information centres, arts and cultural providers.