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Visitbritain/Visit England Update VisitBritain/Visit England Update Sally Balcombe, Chief Executive 2nd December 2016 1 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. 2 Our Activity VisitBritain Activity VisitEngland • #OMGB – Home of Amazing Marketing & Digital Content • #OMGB – Home of Amazing Moments Moments • New focus, in line with Tourism Business Visits & Events • New focus, in line with Tourism Action Plan Action Plan • Inbound trends & Britain’s Research • Statutory research & product competitiveness development research (DEF) • 800 press trips PR • 2017 – Year of Literary Heroes • Film Tourism – James Bond, • Film Tourism – BFG, Swallows & Fantastic Beats and Where to Amazons Find Them • Commercial partnerships Developing Partnerships • Regional partnerships Business Support • Business Support Hub • Rail Itineraries Product Development • £40m 3-year Discover England • Food Hubs Fund • BTIG Engagement • English Destinations Forum • Welcome Group 3 Domestic tourism since the referendum 4 The story of the year? 5 The last two years have seen fluctuating growth trends in the domestic market – but 2015 strong Trips (m) Domestic Overnight Tourism in England – Rolling 12 Month Trend 55 2015 vs 2014 50 Holiday +7% 45 40 VFR +13% 35 30 25 20 Business +2% 15 10 5 6 Source:(GBTS( Domestic holiday growth continued in the early part of 2016 Trips (m) Domestic Holidays in England January - May 18( 17( 16( 15( 14( 13( 12( 11( 10( 9( 8( 2006$ 2007$ 2008$ 2009$ 2010$ 2011$ 2012$ 2013$ 2014$ 2015$ 2016$ (provisional)$ 7 Source:(GBTS( There are many drivers of increased domestic trip taking – not just the exchange rate 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%( 8 Source:(VE(Trip(Tracker(August(2016( Source:(GfK(/(Eurostat(Consumer(Confidence(Monitor( 2016) Consumer confidence isvolatile (UKConsumerConfidence October to \50.0( \40.0( \30.0( \20.0( \10.0( 10.0( 20.0( \20.0( \15.0( \10.0( 10.0( 15.0( 0.0( \5.0( 0.0( 5.0( General$Economic$SituaKon$–$Next$12$Months$ Personal$Financial$SituaKon$–$next$12$Months$ Feb\10( Feb\10( Apr\10( Apr\10( Jun\10( Jun\10( Aug\10( Aug\10( Oct\10( Oct\10( Dec\10( Dec\10( Feb\11( Feb\11( Apr\11( Apr\11( Jun\11( Jun\11( Aug\11( Aug\11( Oct\11( Oct\11( Dec\11( Dec\11( Feb\12( Feb\12( Apr\12( Apr\12( Jun\12( Jun\12( Aug\12( Aug\12( Oct\12( Oct\12( Dec\12( Dec\12( Feb\13( Feb\13( Apr\13( Apr\13( Jun\13( Jun\13( Aug\13( Aug\13( Oct\13( Oct\13( Dec\13( Dec\13( Feb\14( Feb\14( Apr\14( Apr\14( Jun\14( Jun\14( Aug\14( Aug\14( Oct\14( Oct\14( Dec\14( Dec\14( Feb\15( Feb\15( Apr\15( Apr\15( Jun\15( Jun\15( Aug\15( Aug\15( Oct\15( Oct\15( Dec\15( Dec\15( Feb\16( Feb\16( Apr\16( Apr\16( Jun\16( Jun\16( Aug\16( Aug\16( Oct\16( Oct\16( 9 Inbound headlines 10 Visitor numbers set records post-referendum ROLLING 12 LAST 3 MONTHS YEAR TO DATE MONTHS SEP 2016 JUL- SEP) (JAN - SEP 2016) (OCT 2015 - SEP 2016) % change % change % change % change vs. vs. vs. Sep vs. Jul '15 Jan - Sep Oct '14 - 2015 - Sep ’15 '15 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% Source: International Passenger Survey, September provisional data • 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 11 International visitors: regions and nations – a positive story outside of London Visits (000s)( First half First half Growth( • Visits to London and 2015( 2016( Rest of England Total UK( 16,932 ( 17,443 ( 3%( Scotland( 1,101 ( 1,130 ( 3%( both grew 7% in Wales( 392 ( 450 ( 15%( 2015, South West London( 8,709 ( 8,804 ( 1%( up 8% Rest Of England( 6,961 ( 7,273 ( 4%( North East( 244 ( 226 ( -8%( • In 2016 Rest of North West( 1,273 ( 1,289 ( 1%( England outpacing Yorkshire( 578 ( 620 ( 7%( London, with South West Midlands( 972 ( 982 ( 1%( West up 15%! 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%( Source: International Passenger Survey, Q2 revised data 12 Brexit research 13 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?” 14 Value for money – a good time to visit • Notably in USA and China • Widespread agreement that Britain remains an expensive destination Total China USA France Spain Italy Poland GER SWE NL “The weak pound makes it a good time to 70%( (( 85%( 78%( 69%( 70%( 73%( 67%( 62%( 61%( 63%( visit Britain” “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 56%( (( 88%( 68%( 58%( 56%( 54%( 52%( 44%( 44%( 41%( Britain” Source: ICM/VisitBritain. Online fieldwork conducted 25th-31st August 2016. 500 international travellers (taken a holiday abroad in the last three years) per market. 15 Campaign activity 16 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 17 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 18 trips, partnership with The Guardian 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 19 The Discover England Fund 20 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 21 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 22 Funding profile Year 1 Year 2 Year 3 £40m £6.5m £11.5m £22m 23 Year 1 Research Projects • Available to all ( Travel Regional Future Trade Gateways Trends Barriers Themes Business, London & Visits & Plus Activities Events 24 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 25 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 26 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 27 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. 28 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) 29 English Tourism Week 2017 25 March - 2 April 2016 30 31 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.
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