1. The Visitor Economy in Calderdale

2.  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

3. 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 2013 - 102 million trips

4. 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

5. Spending Patterns

6. 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

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

8.  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

9. 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

10. 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’

11. 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% - 2013) Tourism supports 5421 jobs in Calderdale

12. Calderdale’s Strengths

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

14. All year round events and festivals

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

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

17. Where we will concentrate our efforts 2015-2018

18. Product Development

19. The Piece Hall – A Building of Regional and National Significance

20. Cornerstone

21. ROKT & Millers Bar - Brighouse

22. 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

23. Marketing and Promotion

24. 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

25. Business Support

26. 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

27. Developing the Cultural Offer

28. 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 www.visitcalderdale.com

29. 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.

30. Questions