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VisitBritain/Visit England Update

Sally Balcombe, Chief Executive 2nd December 2016

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Our aims

•  VisitBritain: Market the nations and regions of Britain overseas to drive growth in international leisure and business tourism.

•  VisitEngland: Maintain distinct activities to develop and market England tourism.

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Our Activity VisitBritain Activity VisitEngland

•  #OMGB – Home of Amazing Moments

Marketing & Digital Content •  #OMGB – Home of Amazing Moments

•  New focus, in line with Tourism Action Plan

Business Visits & Events •  New focus, in line with Tourism Action Plan

•  Inbound trends & Britain’s competitiveness

Research •  Statutory research & product development research (DEF)

•  800 press trips •  Film Tourism – James Bond,

Fantastic Beats and Where to Find Them

PR •  2017 – Year of Literary Heroes •  Film Tourism – BFG, Swallows &

Amazons

•  Commercial partnerships Developing Partnerships •  Regional partnerships

Business Support •  Business Support Hub

•  Rail Itineraries •  Food Hubs

Product Development •  £40m 3-year Discover England Fund

•  BTIG •  Welcome Group

Engagement •  English Destinations Forum

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Domestic tourism since the referendum

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The story of the year?

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The last two years have seen fluctuating growth trends in the domestic market – but 2015 strong

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55 Domestic Overnight Tourism in England – Rolling 12 Month Trend

Holiday

VFR

Business

2015 vs 2014

+7%

+13%

+2%

Trips (m)

Source:(GBTS(

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Domestic holiday growth continued in the early part of 2016

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2006$ 2007$ 2008$ 2009$ 2010$ 2011$ 2012$ 2013$ 2014$ 2015$ 2016$(provisional)$

Domestic Holidays in England January - May

Source:(GBTS(

Trips (m)

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Reasons$for$Changing$Behaviour$in$2016$ Will$Take$More$$UK$Breaks$(18%)$

Just(like(taking(holidays(/(breaks(in(UK( 40%(

Easier(/(more(convenient(to(travel(in(UK( 36%(

Holidays(/(breaks(abroad(generally(too(expensive( 21%(

Concerns(about(safety(/(security(/(terrorism( 21%(

Different(special(events(this(year(e.g(weddings( 21%(

UK(weather(beSer(this(year( 18%(

I(feel(financially(beSer(off(this(year( 16%(

Other(change(in(personal(circumstances( 16%(

Drop(in(exchange(rates(following(referendum( 14%(

No(real(reason(–(just(happened(that(way( 9%(

Source:(VE(Trip(Tracker(August(2016(

There are many drivers of increased domestic trip taking – not just the exchange rate

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Consumer confidence is volatile (UK Consumer Confidence to October 2016)

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Personal$Financial$SituaKon$–$next$12$Months$

General$Economic$SituaKon$–$Next$12$Months$

Source:(GfK(/(Eurostat(Consumer(Confidence(Monitor(

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Inbound headlines

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Visitor numbers set records post-referendum

•  Visits: increase in Q1, flat in Q2; growth in July, August and September

•  Spending: spend per visit up in July and August but down in Sept •  Forward Keys flight booking data: next 3 months looking positive

with the Nov 2016 – Jan 2017 period up 4%, longer term up 4% for the next 6 months (Nov 2016 – Apr 2017)

•  Particularly long-haul bookings from China and the US looking very positive for the upcoming Christmas period

Source: International Passenger Survey, September provisional data

SEP 2016 LAST 3 MONTHS JUL- SEP)

YEAR TO DATE (JAN - SEP 2016)

ROLLING 12 MONTHS

(OCT 2015 - SEP 2016)

% change

vs. Sep 2015

% change vs. Jul '15 - Sep ’15

% change vs.

Jan - Sep '15

% change vs.

Oct '14 - Sep '15

ALL VISITS (000) 3,120 1% 10,690 2% 28,130 3% 36,820 4% Spend (£ million) 2,110 -6% 7,210 1% 16,690 0% 22,010 1%

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International visitors: regions and nations – a positive story outside of London

Source: International Passenger Survey, Q2 revised data

Visits (000s)(

First half 2015(

First half 2016( Growth(

Total UK( 16,932 ( 17,443 ( 3%(Scotland( 1,101 ( 1,130 ( 3%(Wales( 392 ( 450 ( 15%(London( 8,709 ( 8,804 ( 1%(Rest Of England( 6,961 ( 7,273 ( 4%(North East( 244 ( 226 ( -8%(North West( 1,273 ( 1,289 ( 1%(Yorkshire( 578 ( 620 ( 7%(West Midlands( 972 ( 982 ( 1%(East Midlands( 519 ( 612 ( 18%(East Of England( 996 ( 1,089 ( 9%(South West( 961 ( 1,101 ( 15%(South East( 2,345 ( 2,329 ( -1%(

•  Visits to London and Rest of England both grew 7% in 2015, South West up 8%

•  In 2016 Rest of England outpacing London, with South West up 15%!

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Brexit research

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Most Europeans say referendum has had no effect on likelihood to visit •  Larger number of Europeans more likely to visit than less. •  Many in USA and China more likely to visit.

“Following the referendum decision, would you say you are more likely to visit Britain in the future, less likely, or does it make no difference?”

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Value for money – a good time to visit •  Notably in USA and China •  Widespread agreement that Britain remains an expensive

destination

Source: ICM/VisitBritain. Online fieldwork conducted 25th-31st August 2016. 500 international travellers (taken a holiday abroad in the last three years) per market.

Total China USA France Spain Italy Poland GER SWE NL

“The weak pound makes it a good time to visit Britain”

70%( (( 85%( 78%( 69%( 70%( 73%( 67%( 62%( 61%( 63%(

“Britain is still an expensive destination” 60%( (( 64%( 63%( 60%( 67%( 65%( 68%( 62%( 46%( 50%(

“The fall in the pound makes it more likely that I will personally visit Britain”

56%( (( 88%( 68%( 58%( 56%( 54%( 52%( 44%( 44%( 41%(

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Campaign activity

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International: #OMGB - The Home of Amazing Moments

•  Phase 2 already launched in Australia and China – further markets to come from January

•  Expedia – 365 Days of #OMGB filmed in Cornwall

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Domestic OMGB Campaign this summer

•  Delivered to encourage Brits to holiday at home this summer – we are pitching for more for 2017.

•  Phase 1: National TV ads, video on demand, outdoor poster sites and rich media digital display throughout April to June.

•  Phase 2: Partnership with influencer groups IGERs UK and Britmums, blogger trips, partnership with The Guardian

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Get involved in #OMGB •  Amazing moments could involve classic sporting events, afternoon tea,

famous landmarks and monuments, an unbelievable view •  Ask yourself: is your moment worth shouting about? •  Upload your image to Instagram, Twitter or Facebook, and add #OMGB •  Encourage your visitors and guests to create and share their own

moments

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The Discover England Fund

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Fund Objectives •  To grow tourism in the regions of

England

•  To increase the competitiveness of England’s tourism offer, domestically and internationally

•  To develop world-class bookable tourism products in line with market trends and in response to consumer demands

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High-level criteria

•  Collaborative – demonstrate that each bid has the support of a group of public/private partners, DMOs and LEPs

•  Integrated transport solutions are key -  pricing / passes -  local solutions e.g. linking attractions -  technology

•  Match-funded

•  Demonstrate how products meet customer needs -  bookable -  tangible

•  Demonstrate international and domestic tourism benefits

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Funding profile

Year 1 £6.5m

Year 2 £11.5m

Year 3 £22m £40m

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Year 1 Research Projects

Travel Trade

Barriers Regional Gateways

Future Trends

Themes &

Activities London

Plus

Business, Visits & Events

•  Available to all

(

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Round 1 – Successful Projects •  21 projects announced

•  Total value – circa £4m

•  Impact of bids will be felt across all regions

•  A number of projects have national coverage:

•  Golf Tourism England – Golf Tourism England

•  Incentive England – Leopold Marketing

•  Brit Xplorer – National Express •  Britrail England Pass – ATOC •  Britain Fix-(ED) – STA Travel •  Town and Country – Superbreak

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South West Coast Path project •  South West Coast Path: “one of the world’s most awe-inspiring long

distance hikes” (CNN Travel Guide) •  DEF project improves ease of access to a holiday exploring the

coast of the South-West •  Creates a range ‘buyable’ visitor itineraries •  Supported with new digital resources and a range of marketing

activities

Footer

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Round 2 Opportunities Option 1: 2 year large-scale collaborative projects

•  The major bulk of investment in Years 2-3 (£13m) will support a limited number of 2 year projects

•  Minimum value of £1m

•  40% match funded – 20% cash and 20% in-kind

•  To deliver a step-change in English bookable tourism product and joined-up collaborative delivery

•  NOW CLOSED FOR EOIs

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Round 2 Opportunities

Option 2: 1 year projects & pilots

£2m is available in Year 2 to support:

•  A limited number of new 1 year projects

•  Continuation funds of up to £250k for a limited number of Round 1 projects where successes can be demonstrated

•  Further details on when and how to apply available in early 2017.

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Timetable for Round 2, option 1

By 28th October 2016

Logging of Expression of Interest (EOI)

During December 2016 Telephone calls to determine whether to take EOI forward to full application

End of March 2017 Deadline for Full Application Form

May – June 2017 Applicants notified of Awards Panel’s decision

June – July 2017 Grant offer process and project set-up

July 2017 – March 2019 Project delivery (dependent on the set-up process above)

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English Tourism Week 2017 25 March - 2 April 2016

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Please support your DMO! •  We rely on Visit Cornwall for content input into our

campaigns, for product ideas, for support of our PR and trade activity.

•  They engage with us through many channels, incl. the Discover England Fund, the English Destinations Forum and Business Planning

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For further information:

www.visitbritain.org www.discoverenglandfund.org www.englishtourismweek.org