The Business of Marketing Yorkshire to the World Presented by: Joanna Royle, Marketing Director Amanda Smyth, Marketing & Campaigns Manager

Why Tourism? Our largest industry Worth over £4 billion Supports 160,000 jobs Creates 1-in-5 new jobs

Travel, Leisure & Hospitality Providing facilities and services: People travelling for leisure and business and to visit friends and relatives International visitors to this country UK residents travelling to another area of the country Local residents or workers

Accommodation Restaurants, coffee shops & cafes Pubs, clubs and bars Airlines Ferries, pleasure boats Trains Buses and coaches Car hire & taxis Tour operators Visitor attractions Sports facilities Arts venues Leisure Shopping Centres HOSPITALITY TRAVEL & TRANSPORT LEISURE & ENTERTAINMENT VISITOR SERVICES – TICs, BANKS & ATMS, POST OFFICES & TELECOMS, TOILETS ETC

Tourism in Yorkshire The total value of tourism in Yorkshire in the year 2004 was £4.1 billion:

Industry Structure In April 2004, Central Government announced that the strategic responsibility for tourism would be devolved to Regional Development Agencies, with the Regional Tourist Boards acting as their natural delivery partner.

Industry structure Yorkshire Forward undertook a review and consultation process to identify the best structure for the future development and delivery of the tourism economy in Yorkshire.

h Industry Structure YORKSHIRE FORWARD Strategic Framework RES related Northern Way Business Plan YORKSHIRE TOURIST BOARD VISITORS INTO REGION REGIONAL TOURISM MARKETING STRATEGY PARTNERSHIPS - LOOKING AFTER VISITORS SRIP/ AREA TOURISM PLAN

The role of YTB With effect from 1 April 2005, YTB became a new, transformed, focused regional organisation with a new Chair, Board and Regional Tourism Council.

New Operational Structure Yorkshire Tourist Board Regional marketing agency 12 Non-Executives + 3 Execs Tourism Operators Group Sectorial / Geographical rep’s. New membership package YTB provides secretariat Tourism Authority Forum 80% Local Authorities 20% Other Representation New subscription package YTB provides secretariat Sub-Regional Partnerships Destination / Visitor Management Link to Sub-regional Economic Partnership SLAs with DMPs / Local partnerships

The role of YTB YTB is the region’s official tourism agency –representing and co-ordinating the industry to assist in the development of a quality sustainable tourism product and to enable effective marketing of the Yorkshire region.

The role of YTB YTB is a partnership organisation, with over 1,900 private sector members and the support of all Local Authorities in the region

Why change? Better and more integrated services Improved co-ordination – avoiding duplication Investment opportunities with Yorkshire Forward Coherent marketing campaigns using clear brands Provide tourism businesses with a ‘one stop shop’

Bold Vision Bright Future YTB launched new tourism marketing strategy for the region in 2006.

Strategic Goals o Increase the value of tourism earnings in Yorkshire by 5% per annum from £4.2b in 2003 to £5.9b by 2010 Leisure Tourism Business Tourism Knowing the Customer Delivering the Experience Brand Strength Effective Communications

Corporate Objectives Deliver tourism actions in the RES, SFVE & RTMS Effective sub-regional delivery Maximise opportunities & services Beacon of excellence & motivation Voice of tourism

YTB Income = £6.9m

Marketing Expenditure = £6.1m

Delivery How?  By working together  By marketing the region  By encouraging quality  By creating membership benefits

Delivery Market Intelligence E Business Leisure & Trade Campaigns Business Tourism Communications Raising Quality Member Services

Discussion and Questions?