James Berresford, Visit England CEO at the Landscapes for Life Conference 2013

James BerresfordCEO, VisitEngland

Growing Rural Tourism through collaboration

●The sector is currently worth £97bn

●It provides 2m jobs

●Projected to be £158bn (2020)

●It benefits every part of the country

Visitor Economy is Big Business in England

Rural Tourism• Our Countryside is one of our greatest strengths• Exploring the countryside is one of the top

activities undertaken whilst on holiday in England.

• There is unrealised potential and opportunities to improve the offer.

• AONBs vital part of England’s rural story

• Creates employment & opportunities for business

• Provides the ability to supplement the income streams of businesses

 • Supports the economic

viability of communities.  • Contributes to the

conservation & enhancement of England’s natural environment through the businesses and visitors.

Tourism is vital to the countryside

The role of VisitEngland

• Champion the sector and drive forward the industry’s shared Strategic Framework for Tourism

• Promote England's tourism offer

• Provide official intelligence on tourism and visitor economy in England

• Support local areas grow their economies through tourism

• Advise Government on English Tourism issues

Our shared ambition

• England’s Strategic Framework for Tourism 2010 - 2020

• 5% growth year on year in the value of tourism• Creation of 225,000 jobs• Additional £50bn expenditure• Driving collaboration & partnerships

• The rural tourism and Wise Growth action plans are integral to the accord

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60Domestic Overnight Trips in England – Rolling 12 Month Trend

Trips(m)

2012 YOY

0%Holiday

VFR

Business

-1%

+3%

Source: GB Tourism Survey

Across 2012 as a whole, performance trends were flat...

London

North E

ast

West

Mid

lands

South E

ast

Yorksh

ire &

the H

umber

South W

est

North W

est

East o

f Engla

nd

East M

idla

nds

Large c

ity/ la

rge to

wn

Seaside

Small t

own

Countrysid

e/ villa

ge

13%11%

5%4%

3%

-2% -2%

-7%

-11%

8%

-1%-3%

-6%

Domestic Holiday Trips in England - Year on Year Change 2011 vs 2012 (%)

...but it was very mixed around the country

Source: GB Tourism Survey

2012 Performance Headlines

• Domestic Overnight Tourism (England)• 104 million trips • £19.5bn expenditure

• Tourism Day Visits (England)• 1.47bn day visits• £48.5bn expenditure

• Inbound Tourism (UK)• 31.1 million visits (England c. 27m)• £18.7bn expenditure (England c.£16.3b)

0.2%

9%

12%

14%

1%

4%

Spend c. £84bn

(+10% on 2011)

Growth 8.7% (average

year on year since 2010)

105

Peak District

108Cornwall

107

Lake District

106

YorkshireDales

105

NorthYorkshire

96York

98

YorkshireCoast

97

OtherDevon

100Northumberland

101Isle of Wight

94Brighton

91Suffolk

94Norfolk

93

Gloucs & theCotswolds

89

Hampshire

95

London

94Bristol & Bath

89Bournemouth& Weymouth

89Somerset

85

Manchester

86Torquay

86Cheshire

85Other Dorset

81Kent

81Lancashire

Coast

76Birmingham

Countryside destinations are among our star

performers

Source: VE Brand, Communications and Satisfaction Tracker

Source: VisitEngland Brand & Satisfaction Tracker

Bournemouth

Torquay

Environment and welcome / customer service score better than the norm in countryside destinations

Opportunities to eat/drink local food and produce

Value for money generally

Quality of food, drink and dining

Levels of customer service

Quality of accommodation

Welcoming and friendly people

Clean and tidy environment

A place I feel safe and secure

62%

63%

67%

67%

71%

73%

76%

76%

56%

60%

63%

62%

67%

67%

67%

69%

All English Destinations Countryside Destinations

% Describing Destination as Excellent or Very Good

Source: VisitEngland Brand & Satisfaction Tracker

Easy to get to by public transport

Ease of getting around by public transport

Reasonably priced car parking

Availability of independent local shops

Wide range of attractions and things to do

Doesn't take too long to get to

27%

28%

43%

51%

56%

57%

39%

40%

40%

50%

58%

57%

All English Destinations Countryside Destinations

% Describing Destination as Excellent or Very Good

Access issues relate to public transport rather than time / distance

Source: VisitEngland Brand & Satisfaction Tracker

The Tourism Landscape

• Local tourism bodies Promotion vs. management

200+ local tourism bodies

circa 40 can be considered DMOs

some bodies operating within a larger entity

most bodies looking for engagement with VEGood examples include - Visit York, Marketing Cheshire, Bath Tourism Plus, Visit County Durham

• New Interest in Visitor EconomyChambers of Commerce, Business Improvement Districts, LEPs

• 32 LEPs with a clearly identified interest in tourism

• Nationally working on partnerships that deliver for tourism and the economyDEFRAEnglish National Parks AssociationArts Council England

Next…English Heritage

• LocallyEncouraging Destination Management Plans

Collaboration is key for success

• It proposes a way forward for partnership working

• Aims to deliverGreat experiences for visitors

Increased economic growth

Recognises the landscapes, the communities and the businesses within AONBs are vital and to be sustained.

The Accord is a welcome step forward