The Visitor Economy in Calderdale

 Develop a new plan for Calderdale –building on previous work, not replacing it.  What does the research say nationally and regionally?  Identify what is driving the tourism agenda locally  Identify what we can do to add value

What Does the Research Say? National Performance Trends Overseas visits  24 m in 2002 – 33 m 2007, drop in 2009 & 2010 back to 33m in 2013  273 m bed nights in 2006 to 245 m in 2013 Domestic visits  Consistent for 8 years million trips

Yorkshire & Humber (2013)  4% overseas visits to UK stayed in Yorkshire & Humber  Domestic trips – 10 m in 2013 = 27.8m nights Average stay 7 nights but spend only £54.00

Spending Patterns

Strategic Future Aspirations  Visit Britain – ambition to increase visits by an additional 9 m per year by 2020  3% increase per annum in Yorkshire & Humber  Currently the region secures 8% of the value of tourism

Strategic Influencers in 2015/16  Northern Growth - £10 million to Northern England  USA  China  Australia  Netherlands  Germany

 Northern Growth - £10 million to Northern England (£10 million match)  Deliver 2 million visitor nights = £177m spend  Create 3,280 jobs  Create a shift in partnership working across the regions

Northern Growth Programme Highlights  International press programme 400 international journalists invited to Northern England  Ellen Degeneres Show UK  Digital connection across the north – end user

Northern Growth Programme Highlights  International media campaigns  International trade fair attendance  Training for travel agents  Global business travel exhibitions - ‘The North is a place to do business’

Local Statistics - Calderdale 5.6 million tourism trips in 2014 Overnight/day trippers £206.7 million 20% domestic staying visitor & 7% from overseas market Repeat visits at a rate of 97% Cumulative effect of tourism is over £276 million (+2% ) Tourism supports 5421 jobs in Calderdale

Calderdale’s Strengths

Event Bidder - Tour de France 2014  Removed Pic of Tour de France

All year round events and festivals

Rich history of culture in Calderdale Removed Pic of Shibden Hall Cultural Destinations concentrating hearts and minds

TV & Film Last Tango in Halifax Jericho Happy Valley Fanny & Elvis

Where we will concentrate our efforts

Product Development

The Piece Hall – A Building of Regional and National Significance

Cornerstone

ROKT & Millers Bar - Brighouse

Intervention Product  Lack of accommodation upper valley  Virtual hotel  Continue to build our outdoors offer – cross boundary support for long distance walking routes  Continue to support our market towns

Marketing and Promotion

Intervention  Strategic Marketing  press &PR –  Marketing Manchester  Work closely with partners in film and TV  Act as a catalyst -allow businesses and local people to market for us

Business Support

Intervention  Delivered a 2.5 year ambassadorship programme  Marketing and social media training for businesses  Better key account management for business tourism  Longer term skills training – hospitality deemed the poor relation

Developing the Cultural Offer

Intervention Through Cultural Destinations  Encourage increased collaboration across the cultural sector  Gather economic evidence to support the development of culture in Calderdale  Allow our businesses to tell our story

The Forward Plan  Continue to develop our product in collaboration with private business  Build the profile of Calderdale through  PR  Marketing Campaigns  Business support - facilitating businesses to do this for themselves.

Questions