The Business of Marketing Yorkshire to the World

Presented by:

Joanna Royle, Marketing DirectorAmanda 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:

Domestic Overnight

International Overnight

Day Visitor

DomesticOvernight

£1,866,000

International Overnight£346,000

Day Visitor£1,929,000

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

SRIP/ AREA TOURISM

PLAN

SRIP/ AREA TOURISM

PLAN

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 BoardRegional marketing agency

12 Non-Executives + 3 Execs

Tourism Operators Group

Sectorial / Geographical rep’s.New membership packageYTB provides secretariat

Tourism Authority Forum

80% Local Authorities20% Other RepresentationNew subscription packageYTB provides secretariat

Sub-Regional PartnershipsDestination / Visitor Management

Link to Sub-regional Economic PartnershipSLAs 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

oIncrease 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 theExperience

Brand StrengthEffective

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

Membership13%

VB2%Yorkshire

Forward45%

Self Generated45%

Marketing Expenditure = £6.1m

Overseas Marketing

22%

Domestic Marketing

72%

Staffing10%

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?