1. VisitEngland – Responding to a new environment
James Berresford, CEO VisitEngland

2. The winds of change
Demise of regionalism in all its guises
The rise of localism and LEPs & DMOs
Government Tourism Policy

3. New Government Tourism Policy
VisitEngland leadership and DMO growth
Grading Review
Brown Signs
Business Tourism
Sub national funding (TBIDS etc.)
Skills
Bank Holiday consultation
Regulation Task Force
Transport infrastructure
Visas
Border Control
Domestic growth targets
International Olympic campaign
Order changed to group responsibility leads – VE, then government and then VB

4. What does this mean for VisitEngland
Tourist body of last resort
Act as the national body for English destinations and tourist firms
Act as a source of good practice
Focus on domestic tourism
Review of VisitEngland’s role in delivery of quality schemes
Review of England Net and especially the National Product Database

5. A new direction for VisitBritain
‘Researching, creating and delivering a series of marketing campaigns to attract even greater numbers of inbound travellers to the UK…….
Nearly all other responsibilities will be transferred to VisitEngland or simply abolished as unnecessary distractions from their core purpose’.

6. How has VisitEngland responded

7. VisitEngland’s Mission
To lead and drive forward the quality, competiveness and sustainable growth of England’s Visitor Economy by providing strategic direction, intelligence and coordinated marketing for the sector. Through partnership and collaborative activities we will support our partners at national and local levels to deliver excellent visitor experiences, achieve economic growth and increase investment and employment.

8. What VisitEngland does
Inspire visitors to choose England
Facilitate the private sector to meet gaps in supply
Support local areas to achieve greater coordination
Be the official source of intelligence on tourism in England
Champion the sector and quality within it at all levels

9. Insight and Communication
How we are set up
VisitEngland
Business Development
Insight and Communication
Marketing
Partnerships

10. Our leadership and engagement
VisitEngland
Destinations Forum
Strategic Industry Advisory Group
Visitor Economy Forum

11. The strategic framework seen as pivotal
One year on from Framework launch
Action plan consultation – very positive response to phase one
Phase two consultation – Quality, Transport and Skills – late summer
Action plans launched at Partners for England (last in current format) on June 16th
One year on
Paper will launch at Partners for England
Include reflections on the new landscape and how the action plan and tourism policy work together
Consultation response
With many organisations marking statements on how they will deliver actions BUT we need more
There were calls that actions should be more innovative – that’s a shared responsibility and TMI members have a role to deliver this.

12. And of course the day job goes on
A “Time to be in England”
Regional Growth Fund II
Cultural Olympiad event with LOCOG/BBC 14th July
Pilot visitor satisfaction survey tracker
New day visits survey
Social media & comms
English tourism week

13. It won’t be easy:
Post RDA landscape of Local Enterprise Partnerships (LEPs)
National public sector cuts
Local public sector cuts
Early stages for many LEPs and they are still embryonic
We all need to work to ensure that what LEPs said about tourism in their submissions is seen through

14. This is a collective responsibility
A collective responsibility in a time of such change the strategic framework is our collective guide…
This is a collective responsibility 14 14

15. Destination management
New audiences who need to understand the value of destination management
We need to:
Have a collective understanding to ensure we communicate the same messages nationally and locally
Measure our impacts and share results to prove our case
Destination management action plan
TMI and members have an important role to play
New audiences need to understand the value and impact of DM when done effectively
We need a collective understanding of what WE mean in order to communicate the same messages nationally and at local levels
We also need to constantly measure our impacts and share our results to prove our case
One mechanism to achieve this is the destination management action plan, an out come of which we are already working on – a paper on the role/ function of destination management.
TMI and its members have a big role to play in delivering this.

16. Succeeding in a new landscape
Celebrating and sharing best practice & innovation
Securing connectivity between local and national
Making sure the focus is on the destination