Last week saw key figures from the tourism world come together for the Public Policy Exchange seminar - ‘Tourism in the UK: Building for the Future and Supporting Further Growth.’
Speakers included: Linda Rusling, East Lindsey District Council, Gloria Guevara, CEO of the World Travel and Tourism Council, Professors Adam Blake and Dimitrios Buhalis, Bournemouth University, Deirdre Wells, CEO of Go to Places, Kurt Janson, Director of The Tourism Alliance, Kathryn Davis, Head of Tourism at Destination Bristol and interim CEO of Visit Bath and Barrie Kelly, CEO of Visit Greenwich.
Key points and takeaways from the seminar were:
- There needs to be better global co-ordination to tackle the ongoing spread of Covid-19. Protocols should be the same all around the world which will greatly improve consumer confidence and trust. Solutions should not be developed in silos or to local standards.
- Advice for DMOs managing over tourism at popular sites in their destinations is to drive them to your website as much as possible so destinations can promote other (less visited) areas and the correct information can be accessed. Marketing a destination is the easy bit – management is more difficult! However, we need to set the rules so visitors have clarity when travelling or on holiday.
- Although there was praise for the UK (and German) government with provision of the furlough schemes for businesses impacted by the pandemic – if there is no ongoing support for tourism businesses (particularly tour operators and DMCs) – who will sell tourism product and drive visitors to destinations once the restrictions lift?
- The UK domestic tourism industry has historically been taken for granted but the pandemic has exposed how vital the industry is to the UK economy and our well-being. What is key going forward is the need for a more independent VisitEngland with a coherent strategy to manage and deliver tourism effectively across England.
- When marketing a destination to visitors – think about what makes it different and special and highlight the new. Tour operators are busy currently developing itineraries based on the popular Bridgerton series!
- Destinations should take this opportunity to reflect on what is really needed to manage it effectively. Kathryn Davis particularly highlighted this point with the example of separate DMOs for Bristol and Bath (now combined) and businesses historically having to choose which DMO they should join when they are only 12 miles apart.
A recording of the seminar is available to view here and please get in touch (enquiries@gotoplaces.co.uk) if you would like a conversation about how Go To Places can provide advice and support to manage or market your destination.