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Managing Recreational Travel: Destination Travel Plans for Visitor Attractions Richard Adams Associate.

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Presentation on theme: "Managing Recreational Travel: Destination Travel Plans for Visitor Attractions Richard Adams Associate."— Presentation transcript:

1 Managing Recreational Travel: Destination Travel Plans for Visitor Attractions Richard Adams Associate

2 Overview London context Project background Initial thoughts Work to date Where next? Trafalgar Square with grass!Photo: AP

3 London context A world destination International gateway Many, many, attractions Huge trip generation Huge economic value Source: London Tourism Vision 2006 – 2016, London LDA / Mayor of London

4 London context…visitor numbers SITETOTAL VISITS 2007CHARGE/FREE% +/- British Museum5,418,265F/C+12% Tate Modern5,191,840F+6% The National Gallery4,159,485F-8% Natural History Museum3,600,119F-4.1% Science Museum2,714,021F+11% Victoria and Albert Museum2,435,300F+3% Tower of London2,064,126C-1% National Maritime Museum1,695,739F+10% St Pauls Cathedral1,623,881F/C0% National Portrait Gallery1,607,767F+0.5% Tate Britain1,593,277F0% Kew Gardens1,427,096F/C+5.1% British Library1,355,425F+15% ZSL London Zoo1,132,366C+25.1% Westminster Abbey1,058,362F/C+2.9% Houses of Parliament994,926F/C+11% Imperial War Museum (London)754,467F+6% Source: Association of Leading Visitor Associations (ALVA)

5 Project background Mayors London Sustainable Development Framework, 2003 Sustainable tourism development Avoid hotspots Manage & minimise negative impacts Culture, social, congestion and environment Maximise travel choice and use

6 Project background A new way to work: corporate scheme How many sites in London have travel plans ? Can we travel plan visitor attractions ? (You need to ask ?!!) What benefits might there be ? How do we deliver these visitor travel plans ?

7 Initial thoughts… Similar…but different! Character of site - influence on visitor demographics & nature of trips Complex trips Groups & families Educational role How to apply the Corporate model ?

8 Making it work…trial the process Stage 1 Scope for potential sites to develop Visitor Focused Travel Plans Stage 2 Set up meeting with selected organisations to explain the benefits of a Visitor Focused Travel Plan and agree on approach Stage 3 Organisation formally registers its interest in the scheme with TfL Stage 4 Assignment takes place: Site specific surveys and audits are undertaken and the travel plan for the organisation is drafted for comment Stage 5 Once the travel plan has been approved by the organisation and quality checked by TfL then both parties meet to discuss the recommendations contained within it Stage 7 The organisation continues to implement the travel plan and to monitor its progress. TfL will continue to provide support and advice through local travel plan co-ordinators working across London Stage 6 Implementation of the travel plan begins, including the various undertakings agreed as part of the Quick Win Implementation Package Process Summary

9 Work to date…fast track to Stage 4! Literature & desktop review Meetings with two pilot sites Site Audits Visitor figures, trends & projections Background information - socio-demographic, market segmentation etc. Existing conditions, facilities & identify opportunities Specific attractions/ initiatives Projects & planned enhancements Marketing & communications Visitor Surveys - based on iTRACE NHS Visitor and Patient Travel Survey Visitor profile (journey information, group composition, frequency & duration of visit) Information sources used by visitor to inform journey decisions Barriers to use sustainable modes & appropriate measures/incentives Catchments & visitor potential

10 Making it work… Understanding the site: Access information, what media & in what format ? Who provides the information ? Public transport facilities, capacity & access (especially Underground!) Cycling, walking, car use, coaches, taxis Pedestrian environment Signage Wider travel planning activities

11 Making it work…issues so far Multi-modal access The offer Marketing & communications Ticketing

12 Making it work…documenting it The travel plan strategy Objectives, targets & indicators Appropriate measures Marketing & communications Responsibilities Costs & timescale Action plan Monitoring & reporting - iTRACE Taking the strategy forward Legacy Ongoing roles & responsibilities Role and value of ongoing monitoring?

13 Making it work…identify quick wins Increase visitor numbers, sustainably, by: Practical… Enabling measures Physical improvements Technical… Travel information Refine marketing & communications Web, leaflet, other Ticketing & other offers

14 Next destination? Analyse results Report findings, make recommendations Over to TfL!

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