Industrial Strategy Tourism Sector Deal Building a world-class experience economy Foreword
The United Kingdom is rich in cultural heritage; it offers landscapes of outstanding natural beauty as well as vibrant city life and urban attractions. From the one thousand years of history of the Tower of London to the unique Giant’s Causeway clifftop experience in Northern Ireland, UK tourism offers enduring memories and experiences for both domestic and inbound visitors. In 2018, the UK attracted 38 million international visitors and this number is expected to grow by a quarter by 2025. Tourism is our calling card to the world, and it has never been more important to ensure that Britain continues to be a world-class destination competing for global business. This Sector Deal backs our small businesses, our entrepreneurs and our innovators. It sets out an ambitious agenda that will deliver the increases in productivity and investment that will benefit local economies right across the country.
2 We are introducing Tourism Zones, The government will introduce two which will bring businesses and local new T levels in Cultural Heritage and organisations together to establish Visitor Attractions, and Catering, to a coordinated strategy for growth help deliver the industry workers in their local visitor economy and of the future, whilst industry will to increase off-season visits. Small deliver 30,000 apprenticeships and medium enterprises (SMEs) in per year by 2025 and will lead a these areas will receive targeted mentoring programme aimed at digital skills training and be offered supporting 10,000 employees to practical guidance in management and enhance their careers and ensure leadership through the Be the Business they can progress within the sector. programme to boost productivity. We will also work together to ensure We are launching a new independent that the UK becomes the most Tourism Data Hub with input from some accessible tourism destination in Europe of our biggest travel companies - online by 2025, increasing the number of travel agents, booking platforms, and international disabled visitors by a third. banking and credit card companies. The UK will continue to be Europe’s This will allow organisations, including leading hub for hotel investment SMEs, to make the most of the big for the next decade with industry data revolution to understand visitor committing to build over 130,000 activity and product preferences. additional bedrooms by 2025, with the majority of these outside of London.
3 Industrial Strategy Tourism Sector Deal
Alongside the Sector Deal, the UK government is publishing an International Business Events Action Plan. The Action Plan outlines in detail how the government will support the business events industry in attracting, growing and creating Rt Hon Greg Clark MP international business events to Secretary of State for Business, bring even greater numbers of Energy and Industrial Strategy business travellers to UK shores. Together these measures will ensure the tourism industry can continue to grow and benefit every region of the UK. This Sector Deal will ensure visitors will continue to offer visitors both now and in future the very best experiences of our incredible country. Rt Hon Jeremy Wright QC MP Secretary of State for Digital, Culture, Media and Sport
Steve Ridgway CBE Chairman of the British Tourist Authority Board and Tourism Industry Lead for the Sector Deal
4 5 Industrial Strategy Tourism Sector Deal Executive Summary
The Tourism Sector Deal sets out how the government and industry will work in partnership to boost productivity, develop the skills of the UK workforce and support destinations to enhance their visitor offer. The government’s modern Industrial With this predicted increase in visitors, Strategy sets out a long-term there needs to be investment in plan to boost the productivity and the infrastructure to accommodate earning power of people throughout and entertain them. 130,000 hotel the UK. The tourism sector has rooms will be built over the next five the scale and geographical reach years, representing the largest hotel to deliver on this ambition. investment anywhere in Europe. 75 Increase in visitor numbers per cent of these new rooms will be outside the capital, supporting the In 2018 the UK attracted 38 million government’s intention that the international visitors, who added benefits of tourism should be felt £23bn to the economy1, making across the whole of the UK. tourism one of the country’s most Significant investment will also be important industries and the third made in attractions by the private largest service export. Current forecasts and public sectors —including predict the sector will deliver a 23 per investment in both our natural and cent increase in inbound visitors by built heritage, museums and arts. 20252. Domestic tourism is also set to Investment will also be made in the increase by an estimated 3 per cent people who work in the sector, so that per annum until 20253. In 2018, British the growth in visitor numbers can, residents took 119 million overnight in turn, create equivalent growth in trips in the UK, totalling 372 million well-paid employment opportunities. nights away and spending £24bn4. The industry will create 30,000 The Deal seeks to develop the apprenticeship starts each year and infrastructure necessary for this a new mentoring scheme will help influx of visitors. It also creates a 10,000 employees develop their careers framework to position industry to take in the sector. This will complement advantage of new markets as well a commitment by the government as leveraging initiatives designed to to ensure that our education system deliver the Grand Challenges relating supports the industry’s needs, including to the data-driven economy, clean the rollout of two new T level courses. growth and an ageing society.
6 7 Industrial Strategy Tourism Sector Deal
This will ensure that visitors to Visitors of the Future the UK are served by a highly In recent years, competition around knowledgeable and skilled workforce. the world has seen a race to build the Productivity best understanding of customers, both in how they travel, but also how they Resources will also be better used as search, feel inspired and spend their a result of this deal, as productivity money. It is no longer simply a in the sector is currently hampered case of looking backwards at by the overreliance on the traditional trends to understand the future. July-September peak season. 38 per To be globally competitive, cent of holidays by inbound visitors 5 we need real-time data and so we will take place in these three months . This develop a new Tourism Data Hub, which deal sets out how the UK will increase will help Britain make the most of its the number of off-season visitors tourism offer by understanding the via two major interventions. Firstly, motivation and movement of its visitors. the government will create up to five The Tourism Data Hub will be a new Tourism Zones to support areas ground-breaking new way of helping the wishing to improve their tourism offer, sector to gain a better understanding of particularly focusing on those areas its potential market. The UK also has the looking to boost off-season visits. ambition to become the most accessible Secondly, business events often drive tourism destination in Europe by 2025, inbound visits outside of peak leisure increasing the number of international season, and the UK government is visitors with disabilities by 33 per cent. launching an International Business Events Action Plan in conjunction with the Sector Deal. This plan sets out how the UK will maintain its position as a leading nation for hosting business events in Europe and sets out clear steps to bring more major conferences and exhibitions to the UK.
8 Industrial Strategy Foundations
A key ambition for the Industrial Strategy is to establish long- term partnerships between industry and the government that aim to transform productivity and boost earning power in sectors across the UK. This Sector Deal brings together a This Deal puts small businesses at the coalition of government, businesses heart of the sector’s innovation by and trade associations who have creating a Tourism Data Hub. This will a shared ambition to improve the enable the sharing of data from major industry’s performance and help to tourism businesses, which will allow the fulfil its potential and deliver wide- sector to understand consumer habits reaching benefits. It reinforces the and target them more effectively. five foundations of the Industrial Strategy: Ideas, People, Infrastructure, People Business Environment and Places, as The government set out in the Industrial well as maximising the opportunities Strategy its vision to create good jobs from the Grand Challenges. and greater earning power for all. The tourism sector supports an estimated Ideas 1.6 million jobs across the UK6, giving The Industrial Strategy commits to it the potential to offer development establishing the UK as the world’s most opportunities right across the country. innovative economy. In the future, the industry will seek to The tourism sector has always been attract, train and retain a more skilled at the heart of new technology workforce. This ambition will be overseen including some of the world’s best- by a newly formed Hospitality and known websites for booking flights, Tourism Skills Board, chaired by Grant holidays and accommodation. Hearn, former CEO of Travelodge. The But there are also obstacles to Board will oversee a significant increase this innovation, including the high in the number of approved apprenticeship proportion of small businesses starts to 30,000 a year by 2025 and a who can find it challenging to mentoring programme to support 10,000 obtain market intelligence for employees to enhance their careers and accurate business planning. ensure they remain within the sector.
9 Industrial Strategy Tourism Sector Deal
Industry will lead a £1m retention and The government wishes to make recruitment campaign, to demonstrate holidays in the UK available for all to young people that tourism can and for the UK to become the most be a life-long, fulfilling, career. accessible destination in Europe. In recent years the sector has made Infrastructure significant contributions to improving The Industrial Strategy commits to accessibility and to support that upgrading the UK’s infrastructure and laudable, as well as astute, investment as part of that, the Tourism Sector the UK government will convene a Deal sets out how the public and conference to share good practice private sectors will invest in our assets, and discuss where best to target our from attractions to transport and interventions. The British Tourist accommodation. This investment will Authority has committed to producing allow us to prepare for the extra 23 a new space on their website to per cent visitors we expect annually provide tourists with comprehensive by 2025 and ensure that our offer accessibility information. Additionally, remains world-leading in an ever- the organisation will take more increasing competitive marketplace. steps to ensure that all its marketing This investment includes the addition of collateral is as inclusive as possible. 130,000 hotel rooms across the UK by There are 200,000 Small and medium 2025, 75 per cent of which are outside sized enterprises in the tourism industry the capital. Investment is also being that often require business support, made in attractions across the country from understanding international from the English Coast Path - the markets to helping them go digital. longest coastal path in the world - to The British Tourist Authority currently a new Game of Thrones studio tour in offers a range of support to them Northern Ireland. The range of tourism and this support will be enhanced product available and currently in through the Great Britain Tourism development has never been so varied. Exchange, a business-to-business Business Environment platform which connects tourism suppliers to global distributors. The UK government’s new International Business Events Action Plan will create the right environment for attracting business events to the UK, enabling us to maintain our position as a leading destination for hosting international business events in Europe.
10 11 Industrial Strategy Tourism Sector Deal
Places Devolved Nations The Industrial Strategy commits to The British Tourist Authority is the helping prosperous communities national tourist agency, responsible thrive across the UK. Tourism is for marketing Britain worldwide and about place building — its success developing Britain’s visitor economy. is based on developing and caring However, tourism is a devolved for local attractions and amenities competence, as such, England, and managing growth so that Northern Ireland, Scotland and Wales, investment enhances the lives of each have their own national board local residents as well as visitors. responsible for attracting visitors. The In rural areas diversification into UK government, where appropriate, tourism, by farmers, has helped keep will continue to consult the devolved their businesses sustainable and governments on future work and protected our landscape. In many join up on projects the devolved coastal areas tourism is the lead governments would like to partner in. employer and source of economic There are also a number of policies growth. The development of Tourism outlined in this document where the Zones, will see the government competence is not devolved, most and industry support the most notably visas and immigration. The innovative and ambitious areas Skills and Hospitality Board established to grow their visitor economy. by the industry proposes working with all four nations on the skills agenda.
12 13 Industrial Strategy Tourism Sector Deal People
To generate good jobs and greater earning power for all To ensure high quality tourism training is available, so that the sector can attract, retain and develop a workforce with the skills it needs both now and in the future.
Government action to support tourism
Skills ``The government will engage fully ``The government will work closely with industry during its Post-16 with industry on the rollout Qualifications review to ensure the of two new T Level courses to sector has an opportunity to feed help deliver the hospitality and into future policy development. tourism workers of the future. ``The Department for Work ``The government will continue and Pensions will continue its working with industry, through partnership agreement with the ‘Fire It Up’ and other campaigns, hospitality industry to help provide to promote apprenticeship and the its customers with a structured opportunities for careers in the route into work in the Sector. hospitality and tourism sector.
Sector action to support tourism
``The sector will create 30,000 ``A new industry mentoring apprenticeship starts each year programme will be developed by 2025, covering all grades, to support 10,000 employees from entry-level roles up to each year. This will aim to degree-level apprenticeship, and enhance careers as well as across a range of disciplines. helping to ensure talented people ``Employers will commit over £1m of remain within the sector. funding to an ambitious retention ``The sector will increase and recruitment programme the percentage of the to revolutionise the pipeline of workforce receiving in-work talent that joins the sector. training to 80 per cent.
14 15 Industrial Strategy Tourism Sector Deal Places
The Industrial Strategy seeks to develop prosperous communities throughout the United Kingdom. Developing the visitor economy and places that people want to visit.
Government action to support tourism
``The government will pilot up to five ``Tourism Zones will also receive new Tourism Zones to increase a range of support co-ordinated visitor numbers across the country. by central government. More information about the bidding process will be released later in the year, with a view to commencing projects in 2020.
Sector action to support tourism
``Tourism Zones will be developed ``A range of larger businesses have and delivered by businesses offered training and support for local authorities and Local small and medium enterprises Enterprise Partnerships (in within Tourism Zones. England) who will determine the specific priorities of an area.
16 17 Industrial Strategy Tourism Sector Deal Business Environment
To be the best place to start and grow a business To improve the productivity of the tourist industry and establish the UK as a global leader by increasing visitor numbers throughout the year.
Government action to support tourism
``Alongside the Sector Deal the The UK government will achieve UK government’s International this by providing support in relation Business Events Action Plan 2019- to the six key drivers that event 2025 has been published and sets decision makers consider when out the steps the UK government determining where to host an will take to support the UK to event, from providing government maintain its position as a leading advocacy to financial support. destination for hosting international business events in Europe.
Sector action to support tourism
``The Events Industry Board, set up These priorities are being to advise government, has identified considered by working groups two priority areas which they set up by the Board and will can help and support - skills and report later in the year. infrastructure.
18 Infrastructure
A major upgrade to the UK’s Infrastructure To ensure the tourism sector can support the government’s ambition to deliver a major upgrade to the UK’s infrastructure.
Government action to support tourism
``The UK government will make ``The UK government will launch travel to the UK and around the a new £250k competition to UK easier for tourists through the improve broadband connectivity development of its Maritime and in conference centres. This will Aviation strategies, as well as a be a UK wide competition. number of rail policy developments. ``The UK will build on its excellent ``The UK government is investing existing offer, to become the most in a number of projects across accessible destination in Europe. the Museums, Heritage and ``The British Tourist Authority Arts sectors that will enhance will increase their publicity visitor’s experience. These include about accessible travel and supporting the conservation provide inbound visitors with work at Wentworth Woodhouse, increased information about the development of a new the accessibility offer in the UK interpretation centre at Jodrell through a brand new website. Bank and the development of England’s Coast Path, the world’s longest coastal path.
19 Industrial Strategy Tourism Sector Deal
Sector action to support tourism
``Industry will create an extra ``The sector will support the UK 130,000 bedrooms across the UK government’s ambition to be by 2025 - a significant increase of 21 most accessible destination in per cent in accommodation stock. Europe. They will take forward a ``Industry will continue to invest number of measures, including in tourism attractions and better coordination of accessible innovative products, to remain a itineraries online, and increasing global leader in the experiences the visibility of people with the UK offers visitors. accessibility issues in promotion and marketing campaigns.
20 21 Industrial Strategy Tourism Sector Deal Ideas
To be the world’s most innovative economy To increase the capacity of the sector to innovate by accelerating the development of digital technology and reducing barriers in the sector
Government action to support tourism
``The government has supported ``The UK government has provided the British Tourist Authority £40k to the Tourism Alliance development of Tourism Exchange in England to carry out further Great Britain. Launching in research on how, where and why June 2019, this is an online businesses within the sector business-to-business platform, obtain advice on compliance, which will connect tourism which will inform the shape suppliers to global distributors. of further advisory services including Primary Authority.
Sector action to support tourism
``The industry and British Tourist for location, activities and products Authority will work together to in real time. It will also enable the create a new, independent Tourism sector for the first time to gather Data Hub, which can help the better data about the people sector across the UK to better choosing not to holiday in the UK. understand visitors’ preferences
22 23 Industrial Strategy Tourism Sector Deal People
The Industrial Strategy aims to boost productivity by backing business to create good jobs and increase the earning power of people throughout the UK The People element of the Tourism - who account for over 85 per cent of Sector Deal outlines how the sector, those who work in the sector7. Annual the UK government, and the devolved churn, however, is high (industry administrations will work together estimates that gross labour turnover in to invest in the millions of people hospitality is around 30 per cent, with who have been at the heart of pub operators estimating churn levels hospitality and tourism economy. as much as 75 per cent and above)8. The people who work in hospitality and Developing the workforce tourism are not only the cornerstone of Industry has committed to a number the sector’s growth in recent years but of programmes to help attract and also form one of the fastest growing retain talent in the industry, including sectors of UK employment. Future a pledge to provide 30,000 new economic growth and productivity apprenticeship starts every year, gains in this dynamic sector will in England, by 2025. These new also, undoubtedly, be driven by the apprenticeship will offer a wide range commitment and competence of the of occupational advancement at all workforce - and the Tourism Sector levels, from entry level to degrees, Deal will be a pivotal vehicle for and across a variety of disciplines supporting the personal development - with support through the UK of the people who already make government’s ‘Fire It Up’ programme UK tourism a global exemplar. to promote the opportunities. This workforce is part of a rich and Industry as also resolved to deliver a diverse employment ecosystem mentoring programme— building on including travel agents, tour operators, existing initiatives—that will support bed and breakfast hosts, museum career development for 10,000 guides, cruise captains, restaurateurs, employees each year. Mentors bar staff and pub managers. will signpost personal training The bedrock of the experience that sees and development opportunities domestic and foreign visitors repeatedly through clear demonstration of return to their favourite British appropriate career pathways. destinations is created by people who Additionally, industry will continue to work in hotels, pubs and restaurants work with the government to further
24 Case study: Birmingham City Airport
As one of the UK’s major for roles in the Airport’s supply chain international gateways and a including security, customer service, supporter of over 30,000 roles in the retail, catering and ground handling. West Midlands, Birmingham Airport The Airport also engages with The has been developing its employment Prince’s Trust, where they fund the pipeline, ensuring visitors to the UK ‘Get into Airports’ programme, a will continue to receive a world class pre-employment course supporting service. Working with Solihull Council, unemployed young people. The the Airport has supported the Youth 2017/18 programme saw 51 Promise Plus programme. The completing the programme and Airport has been working with local 39 young people offered positions young adults ‘Not in Employment, at the Airport. Ensuring a vibrant Education or Training’ to support and skilled talent pipeline is key their journey towards sustainable to the Airport’s expansion plans, employment or training. Over 60 as it intends to increase capacity Youth Promise Plus participants by 40 per cent by 2033. have received support in applying enhance our understanding of the These new technical learning specific actions needed to mitigate opportunities will offer students a mixture against workforce shortages - in terms of classroom learning and ‘on-the-job’ of roles, skills and locations. In this way experience during an industry placement in-work training programmes will be of at least 45 days. This is another avenue more targeted and the percentage of to ensuring future talent has a better the workforce receiving training rises expectation of hospitality and tourism to 80 per cent by 20219. An annual roles - as well as the undeniable rewards survey will be created to understand of working in one of the most flexible, sector workforce needs in more lively and convivial sectors in the country. detail and to monitor progress. These two new T levels will create New qualifications fantastic opportunities for those who wish to work in catering or at attractions, To support this ambitious programme, but the hospitality and tourism sector the UK government will continue to work provides a vast array of roles and careers closely with industry to develop vocational - from bar staff to global hotel managers. qualifications, including the two new T levels which will cover Catering, and Cultural and Heritage Visitor Attractions.
25 Industrial Strategy Tourism Sector Deal
To that end, government will engage Hospitality and Tourism with industry during the review of Skills Board post-16 qualifications at level 3 and The hospitality and tourism sector below so that stakeholders are able have committed over £1m of to inform future policy development. funding to an ambitious programme Not all the sector’s prospective talent to revolutionise the pipeline of needs highly technical training, but talent that joins the sector. This many school leavers will derive a long- means working in a different and term benefit from targeted guidance more proactive way with schools, that shapes practical skills and delivers colleges, universities, older workers, applied learning—underpinning a JobCentrePlus, returners to work, successful transition into high quality, charities and hard-to-reach groups. sustained, employment. This multi- agency engagement will also contribute to policy development of the emerging National Retraining Scheme.
26 Case study: Greene King
In March Greene King launched The apprenticeship and recruitment The Stepping Up Report, setting programmes aim to encourage its ambitions to encourage greater people to make hospitality a social mobility. In addition to career and provide clear career Greene King’s commitment to progression in the industry. train 20,000 apprentices by 2022, the group is also formulating a new recruitment programme for ex-offenders and plans to increase internal appointments.
It will combine a new digital approach pre-interview support, even more to promoting the multitude of careers people will be able to emulate the in the sector with more traditional millions of others that are thriving as routes as part of a cohesive campaign a result of the wealth of opportunities to support recruitment and retention from a career in hospitality and tourism. - with hospitality and tourism career These are significant commitments showcases in sector hot spots. It will and will not be easily achieved. Delivery be localised so that employer needs will be overseen by the Hospitality and in different areas are considered and Tourism Skills Board. The Board will will reflect the different educational be chaired by Grant Hearn, former frameworks, current initiatives, and CEO of Travelodge. This will feed into general landscapes of the four nations. the Tourism Industry Council, which It will also, most importantly, mean will task the Skills Board with fulfilling there is increased support for reaching the Sector Deal ambitions. The Board marginalised and hard-to-reach will, additionally, identify long-term potential employees, including those workforce progress goals, such as a in rural areas who are often isolated target for reducing employee churn and and find it harder to access education measuring the employment prospects and employment in their localities. of participants in the mentoring The Hospitality and Tourism Skills scheme, all of which will be measured Board will build on the partnership by an annual workforce survey, created with the Department for Work administered by UKHospitality and and Pensions through Hospitality the British Beer and Pub Association. Works—so that, with the right
27 Industrial Strategy Tourism Sector Deal Places
Developing the visitor economy and developing places that people want to visit The UK government has demonstrated but many places suffer from issues its ongoing commitment to developing surrounding seasonality; around 38 tourism product over the last seven years, per cent of inbound holiday visits are from the £40m Discover England Fund, made in the three months between to the £78.8m given to tourism projects July and September10. This creates a through the Coastal Communities Fund. number of barriers as it can lead to The Coastal Communities Fund has high staff turnover and low productivity been used to support a range of tourism as businesses close or reduce activity initiatives from establishing the National in the winter months. For example, in Coastal Tourism Academy, to supporting 2018 the room occupancy rate in the heritage railways such as the North York UK was 85 per cent in July but just Moors, and pier and lido restoration 63 per cent in January11. If we are to including Clevedon Pier in Somerset increase productivity in the sector we There are already excellent products need to ensure that we increase visitors in every region of the country, which in the traditional off-peak season. attract significant numbers of domestic and international visitors each year,
Case study: Diageo/Johnnie Walker
In 2018 Diageo announced a around Scotland where whisky £150m investment to transform its is distilled and hear the stories Scotch whisky visitor experiences of the people who produce it. in Scotland. The investment will This investment in product facilitate immersive experiences creation and visitor dispersal inturn that will connect visitors to the supports these local economies heritage and science behind and communities. Diageo invests an iconic Scottish product. £1m per year in its Learning for The Edinburgh location will be Life programme, which to date has directly linked to four distilleries— created opportunities for over 1,300 Glenkinchie, Cardhu, Caol Ila and people with almost 80 per cent Clynelish—encouraging people to going on to sustained employment. visit the beautiful rural communities
28 Tourism Zones
The ambition behind Tourism Zones is that they are focused on addressing local market failures in the visitor economy Each Zone will focus on delivering The strategy would need to set increased productivity at a local out plans for addressing local level by initiatives such as enhancing market failures which are holding tourism product, extending the back productivity in the area. tourism season and investing in skills. Winning strategies are likely to be those Tourism is often place specific and with plans that address market failures it is the uniqueness of a place that and barriers to productivity, including: makes it attractive to visitors. This means that, although areas may have ``Options for extending the similar issues around seasonality, tourism season outside of solutions may be unique to an area. the summer months; The UK government will be piloting up ``Proposals for investing in the to five Tourism Zones, and hopes that skills of the local workforce; bids will reflect the rich diversity of the ``Options for making the visitor country including rural and coastal economy more accessible; areas, as well as urban destinations. ``Investment opportunities to Areas will become Tourism Zones via enhance and innovate the visitor a bidding process; receiving targeted experience, for example by support from government if successful. promoting a destination’s heritage Bids should align with any Local attractions or by creating an Industrial Strategy for the area. attraction around intangible assets; Collaboration ``Options for ‘small-scale’ The government expects Tourism infrastructure developments; Zones to develop from stakeholder ``A commitment to measuring job collaboration, therefore in order quality within the Zone, with a to become a Zone, businesses, clear plan for reporting on the Local Enterprise Partnerships in metrics chosen and how this England, Destination Management information will be used to increase Organisations and Local Authorities the provision of good work; and will need to join together to develop a strategy for how they plan to grow their local visitor economy.
29 Industrial Strategy Tourism Sector Deal
``In support of our Clean Growth Grand ``Working with large tech companies to Challenge, a commitment to develop deliver targeted digital skills training and adopt a sustainable development to small and medium enterprises plan to reduce environmental impacts who lack a digital presence. within the Zone and to report on ``Working with Building Digital UK progress in order to drive change. to provide extra support to Zones Further information on the support on to receive full fibre access, if they offer will be provided in due course. fall into the ‘final 10 per cent’. Should the devolved administrations ``Working with the British Tourist wish to pursue the Tourism Zone Authority to help ensure product and concept, then the UK government promotion development is supported will work collaboratively with them by the latest market research, to ensure a similar support offer to including data from the Tourism Data that available in English zones. Hub and customer insight data. Government Support Bidding Process Some examples of support on offer to Tourism Zones will be chosen through successful bids are likely to include: a bidding process - run by the British ``Potential access to Be the Business’ Tourist Authority. Bids should align benchmarking tool to assess with Local Industrial Strategies (where the current productivity and relevant), cover a geographical area competitiveness of SMEs in the sector. that can be marketed effectively to the Access to Be the Business’ insights on consumer, and not require substantial building collaborative peer networks transport infrastructure investment focused on business improvement to facilitate. Government will not and developing leadership and stipulate Tourism Zone size - as this management skills in SMEs, based should be determined by bidders. on learning from a pilot with All bids will need to have a Chair and a hospitality businesses in Cornwall . decision-making board for accountability ``In addition, potentially working purposes. Boards must contain with Be the Business during the representatives from local authorities; development of Tourism Zones to Destination Management Organisations provide expert mentoring to small and Local Enterprise Partnerships (in businesses leaders in the sector, England). It should also include members including by potentially contributing from key tourism businesses (attractions, experienced business mentors accommodation etc.) that will play a from leading large businesses major role in delivering the strategy. within each zone where relevant.
30 Successful bids should be able to We also expect Tourism Zones to demonstrate, in a compelling way, share their progress and lessons how they are able to overcome the learnt with other destinations. local market failures preventing productivity growth.
Case Study - Be the Business Cornwall Peer Network
Be the Business has built a In Cornwall, members of the collaborative peer network in hospitality network are identifying Cornwall made up of over 150 small common challenges and Be and medium sized businesses within the Business is helping them the hospitality sector, where business to mobilise around solving them. leaders are coming together to share Using action learning sets, businesses business ideas and solutions, both are able to find common solutions in person, as part of masterclasses to their business challenges through and networking events, and questioning in a structured and online via digital platforms. trusted environment with fellow Business improvement hospitality business leaders and networks facilitate the sharing managers. The purpose of this of best practice between firms that learning format is to give business otherwise might not gain exposure leaders refreshed thinking and to more efficient ways of working. renewed confidence to go and To date, Be the Business work has develop their plans and chart a clear shown many small and medium path to improved productivity. sized firms do not have a peer Moreover, Be the Business’ network with whom they can work in Cornwall is developing a discuss business development and deeper understanding of how to how to increase productivity. engage with a wider audience of hospitality business leaders.
31 Industrial Strategy Tourism Sector Deal
Making Travel Easier
Visitors and their experiences must remain at the heart of tourism policy. The government wants to make system, we intend to introduce an international travellers’ trips to the UK Electronic Travel Authorisation (ETA) as easy as possible and ensure that scheme which will require visitors from the moment they book their travel and transit passengers who do arrangements, visitors have a positive not normally need a visa to obtain and welcoming experience of the UK. permission prior to travel. This will be The vision for the future of crossing the a simple online system which is more border, and the government’s intentions light-touch than a visa requirement, for the future immigration system more and an ETA will be valid for multiple widely, is set out in the ‘The UK’s future entries over an extended period. skills-based immigration system’ White Since 2008, ePassport gates have been Paper published in December2018, available to British and EU nationals. with automation, streamlining and EU nationals will remain eligible to digitisation at the heart of the future use them once the UK leaves the strategy, all of which will contribute EU. As a result of recent changes, to improved customer service. visitors from Australia, Canada, We want to ensure that European Japan, New Zealand, Singapore, tourists can continue to come to the South Korea and the United States are UK in ever increasing numbers. Free now able to use ePassport gates at ports across the UK and juxtaposed movement for EU and EEA citizens is 11 ending, the government is therefore controls in a move designed to have putting in place arrangements to transformational impact on their ensure that the experience for EU border experience. This change is a citizens coming here as visitors is as prime example of sending the message smooth as possible. The government that the UK is open and welcoming. does not intend to require visitors who For those nationalities who do require are citizens of current EU Member a visa to visit the UK, visit visas are States to obtain a visit visa. Tourists already available globally for six- will continue to enjoy a generous month, two, five and ten-year validity entitlement to spend up to six months with multiple entry. Over 99 per in the UK. Visitors coming to the UK cent of all non-settlement visas are for short-term business reasons will processed according to the criteria be able, as now, to carry out a wide set out within the Service Standard. range of activities, including permitted The government is currently engaging paid engagements. Under the future with business, employers and other
32 stakeholders across the whole of the In addition, as set out in the UK on the proposals in the White Paper. Department for Transport’s Aviation Ministers have already held a meeting 2050 Strategy Green Paper, the with the Tourism Industry Council and government is also committed to further engagement events will take improving service at the border, whilst place throughout the year. The Home maintaining the security of the UK, Office has also launched five advisory helping to make it smoother for eligible groups – forums for detailed discussions passengers, including tourists, to enter over 2019 – as the policy, system the UK. The government proposes to: design and implementation plans are ``Work with industry to consider developed. Membership details for a new operating model between each advisory group are published on government and the aviation gov.uk. Through listening to priorities, industry, enhancing collaboration and concerns and ideas about the future considering options to encourage system, the government will ensure that innovation and new technology; it supports the UK’s dynamic economy, allowing business and employers to ``Review the current Service Level have access to the skills and talent Agreement and process for they need from around the world, passenger waiting times at the ensuring they can continue to compete border to ensure it is robust, and on the world stage, whilst supporting appropriately balances security higher productivity and wages in and service at the border; and the UK and ensuring net migration ``Ensure the sustainability of is reduced to sustainable levels. funding services at the border through a new funding model.
33 Industrial Strategy Tourism Sector Deal Business Environment
To improve the productivity of the tourist industry and establish the UK as a global leader by increasing visitor numbers, especially in the shoulder season
Case study: Celtic Manor
The Celtic Manor Resort in The scale of this project has positive Newport, South Wales, is already implications for the wider region, a five-star destination for golf, as the 5000+ delegate capacity leisure and business and has is likely to significantly increase been voted the UK’s Best Hotel overall room occupancy in the for eight of the last nine years at area, creating around 1,000 jobs the Meetings and Incentive Travel and bringing a projected £70m per Awards. To build on this success, annum into the local economy. it is now investing significantly in In line with the development of the expanding its collection of hotel International Convention Centre, properties and improving its Celtic Manor is investing more than product offering to draw larger an additional £100m in ancillary conferences and events to Britain. infrastructure and is expanding its Most notably, its joint venture accommodation portfolio with the partnership with the Welsh acquisition and building of hotels Government in the £84m on and around its 2,000 acre International Convention site, taking total spend to around Centre Wales will be opening £200m. It also plans to open a in summer 2019. 175-bedroom hotel in Cardiff, broadening its brand presence and expertise into a new location.
34 Business Events
The UK is a world leader in hosting international business events. In 2017 we held 592 international association meetings, behind only the USA (941 meetings) and Germany (682 meetings)12 In 2017, business visits made up To achieve this the UK government almost a quarter of all international is publishing a comprehensive visits, accounting for 8.4 million trips, International Business Events Action with delegates spending £4.5bn13. Plan 2019 - 2025 as part of the Sector 60 per cent of business visitors Deal. The Action Plan outlines in say they are likely to return to the detail how the UK government will area they visited for business for a support the business events industry holiday or short break14. Those who in attracting, growing, creating and have visited are also 16 per cent retaining international business events. more likely to invest in Britain15. It builds upon the Business Visits and Events Strategy published in 2015 and The UK government’s ambition has been developed in close partnership is to make the UK a more with the Events Industry Board16. competitive host for these events, with the aim of maintaining our position as a European leader.
35 Industrial Strategy Tourism Sector Deal
The Action Plan sets out what support expertise amongst Destination the UK government will provide in Management Organisations. relation to the key drivers that event 4. Arrivals and Welcome: The decision makers consider when Border Force and UK Visas and determining where to host an event: immigration will provide a relevant 1. UK government advocacy: by support offer to delegates. offering Ministerial support to 5. Capacity and connectivity: UK accompany bids, Ministerial government will run a new £250,000 attendance at events, assistance scheme to improve broadband with bringing in influential speakers connectivity in conference centres, and hosting delegations, where enabling them to receive full appropriate. fibre access. Details and criteria 2. Financial support: by continuing to will be announced later this year. fund the Business Events Growth VisitEngland will also undertake Programme run by the British Tourist research to assess the capacity and Authority and exploring whether the availability of venues in England. size and scope of the fund can grow. 6. UK government coordination: by 3. Destination marketing and providing a single point of contact to promotion: the British Tourist coordinate the government’s support Authority will continue to deliver its offer and setting up a consultative Business Events Growth Programme panel of industry leaders. and its core business event support work. This includes destination promotion, financial support and workshops to build capacity and
36 The Events Industry Board has the UK more competitive. These identified two priority areas —skills priorities are being considered by and infrastructure — which it believes working groups set up by the Board will support government in making and they will report later in the year.
Case study: Upcoming Sporting and Cultural Events
The Premier League, Wimbledon and is committed to ensuring that we The Ashes all form integral parts of continue to be a world leader in the UK’s identity and visitors often hosting international sporting events, endeavour to include a visit to one which is exemplified by its role in of these events in their itinerary. In hosting the 2022 Commonwealth particular, the Premier League is Games in Birmingham. an extremely powerful global brand It’s not only in sporting events and in 2014, more than 800,000 we excel - The UK has a strong international visitors attended a tradition of hosting other types Premier League football match 17 of cultural events - for example during their visit to Britain . the Queen’s Diamond Jubilee, The UK is a world leader in hosting which was also hosted in 2012, major sporting and cultural events. enabled us to show the world our The London 2012 Olympic and unique history and heritage. Paralympic Games were highly Over the course of the next successful in showing visitors and three years the UK will play viewers from across the world that host to a number of high-profile the UK is a must-see destination events. These include: with a tourism offer that is second to none. The hosting of global ``2019 Cricket World Cup sporting events allows visitors ``2020 UEFA European to the UK to experience sporting Championships matches where the competition, as well as the infrastructure and ``2020 400th Anniversary of experience, are of the very highest the Mayflower voyage global standards. Since 2012, over ``2021 Rugby League World Cup 90 major international sporting ``2021 Coventry City of Culture events have been secured for the UK, including 37 World and European ``2021 Women’s Euro Football Championships. The government Championships
37 Industrial Strategy Tourism Sector Deal
``2022 Commonwealth Games 3) Extend the period of awareness: ``2022 Festival of Britain maximising opportunities before, during and after the event. The UK government is committed to leveraging the opportunities these Our strategy for major events major events provide by working is threefold: i) Pre event - build with the British Tourist Authority relationships with key stakeholders to support host destinations to: and start brand marketing to build awareness; ii) During the 1) Understand the opportunity - event – use PR to showcase the event related vs event motivated destination; and iii) Post event – visitors: Major events can have the invest in tactical marketing to drive dual effect of attracting visitors conversion and deliver the legacy. to the event itself and acting as a showcase for the wider destination. By focusing on these areas, the UK government hopes 2) Think national: events can to use events to encourage make people think differently visitors to enjoy everything about the whole country, that the nation has to offer. not just the host venue.
38 Accessibility
Through the Future of Mobility and Ageing Society Grand Challenges, we want to ensure accessible transport for everyone. One in five people in the UK has an impairment and those with health conditions, and their travelling companions, are estimated to spend £12bn on trips in England each year18 Although this is a significant spend, Industry has already developed an there are a number of opportunities extensive collection of best practice and to grow this figure further. Half new initiatives. Visit Wales, VisitScotland a million British adults cited ‘lack and VisitEngland all have dedicated of accessibility provision’ as the web portals providing business advice. reason they did not take a domestic However, as a nation we need to trip in the last 12 months19. make sure this excellent work is being In 2016, Britain scored just 25 per publicised and increasing awareness cent on its accessibility credentials of existing resources is a key aspect in the National Brands Index20 and of promoting Britain as an accessible 0.6m inbound visitors in 2018 had destination. Visit Wales has produced an a disability21. The Nation Brands accessibility film, promoting some of the Index suggests that Britain, like its fantastic accessible attractions available competitors, is not widely recognised in Wales—including surfing, falconry and for its accessibility (France scores steam train trips. More work like this is 22 per cent and Germany 27 per needed and industry work will include cent). The sector will strive to see better coordination of accessible this figure rise over the next five itineraries online and increased years. The government and industry visibility of people with accessibility will work together to make the UK issues in the British Tourist Authority’s the most accessible destination in promotion and marketing campaigns. Europe by 2025, with a target of increasing the number of inbound visitors with a disability by 33 per cent by 2025. This target will be measured by metrics obtained from the International Passenger Survey.
39 Industrial Strategy Tourism Sector Deal
Promoting destinations as welcoming The industry will also facilitate and accessible will be a key part discussions to try to standardise of Britain’s brand proposition. The accessibility provisions across the British Tourist Authority will commit to UK and to work collaboratively increasing the visibility of people with across destinations. disabilities and accessible destinations Making tourist experiences more in its imagery and content, with an accessible will have a wider impact aim to incorporate accessibility into - benefiting groups such as parents major ongoing campaigns such as ‘I with prams and the elderly too. Travel For...’, in order to leave lasting Visitors over 55 spent £2.3bn in the impressions with potential visitors UK in 2017 and with an ageing global about the accessible experiences population it is a key market for that can be found in Britain. businesses to target in the future22.
Case Study: National Trust
The National Trust has been working commitment to people with to improve accessibility to its places disabilities, allowing them to bring a for a number of years in order to companion or carer free of charge. ensure that all visitors are able to Development of on-site facilities has enjoy their time visiting National been a priority, with a revision of Trust properties and locations. design standards to include facilities The Trust has made improvements such as Changing Places across to the presentation and content their estate, and the expansion of of their accessibility information, accessible accommodation. The Trust ensuring visitors can feel confident has also implemented access audit about the facilities available when reviews, and participates in England’s choosing a property to visit. In Inclusive Tourism Action Group, to addition to these improvements, the routinely identify where additional Trust continues its long-standing improvements need to be made.
40 Case Study: Titanic Belfast
The Titanic Belfast attraction visual impairments, the experience has been recognised as one uses bright lights, sound effects, of Britain’s 20 most accessible contrasting text on panels, narration, attractions following its pro- and tactile areas to make the active approach to accessibility attraction as immersive as possible. for both guests and employees. Working with organisations such As well as having fully accessible as AutismNI, Titanic Belfast has exhibition, banqueting and external implemented a number of autism plaza facilities, Titanic Belfast have friendly features such as improved worked to improve transport to the pre-visit information, Autism friendly venue via the full accessible Belfast sessions, quiet spaces in galleries, Glider bus service and accessible and ear defenders – winning them parking spaces. Free carer entry and an Autism Impact Champion award. on-site wheelchairs are also available. Titanic Belfast’s recruitment Optimising the visitor experience and staff training strategies hold to ensure everyone can engage accessibility as key tenets and the with Belfast’s Maritime heritage has attraction is working to reach out been a key part of Titanic Belfast’s into the local community to invite accessibility strategy. In addition to groups of all ages and abilities to the multimedia audio guides available experience the story of the Titanic. for guests with hearing loss and
The The British Tourist Authority has The British Tourist Authority will agreed to produce a new consumer provide further business support web page, providing inbound visitors to small and medium enterprises to with disabilities information and encourage all organisations to consider itinerary suggestions that will aim to whether their offer can be enjoyed by enable everyone to travel in the UK as everyone. Additionally, government independently as possible. and industry will explore even more This will make visitors trips to the UK ways to work together to increase easier, meaning that they feel assured access and participation for all. and confident that the attractions, transport, and accommodation providers have the necessary facilities to meet their individual needs.
41 Industrial Strategy Tourism Sector Deal
The government will convene a UK The conference agenda will include conference on Accessibility Tourism, best practice sharing, how to prioritise with key government officials, the making business changes and potential Department for Work and Pensions economic and social impact. accessibility sector leads, major charities and tourism stakeholders.
Case Study: Wadworth Pubs – Dementia Friend Initiative
45 per cent of international visits A Dementia Friend learns a little include at least one visit to a pub bit more about what it’s like to live and pubs are key to our international with dementia and then turns that offer23. Wadworth, the independent understanding into action — anyone family brewer and regional pub of any age can be a Dementia Friend. operator based in Devizes in Wiltshire Those attending the Dementia has engaged with the Alzheimer’s Friend sessions learn more about Society Dementia Friends campaign dementia and the small ways they with its brewery and south west can help. The Wadworth face-to- pubs attending Dementia Friend face sessions are being run by sessions. 43 people working in and Wadworth’s own Dementia Friend’s running their Wadworth pubs have Champion, Marie Wood who also so far attended the sessions with looks after the brewery’s training more to come. The sessions are and development programme. being organised by Wadworth to ensure that people with dementia and their carers can enjoy their visits to a Wadworth pub and know their needs are better understood.
42 Infrastructure
To ensure the tourism sector can support the government’s ambition to deliver a major upgrade to the UK’s infrastructure. Transport We are proposing a new industry wide In addition to making it easy to travel Passenger Charter that will seek to to the UK, it is essential that it is easy increase awareness of consumer rights for visitors to move around the country standards across aviation, improve easily. This is particularly important to passenger services and promote the UK as 46 per cent of international best practice in the aviation sector. visitors are nervous about driving here24, As an important part of the government’s in particular because we drive on the long-term Aviation Strategy, we left-hand side. Therefore, a range of are proposing a new industry wide alternative public transport options are Passenger Charter that will seek to needed and the government is committed increase awareness of consumer rights to improving the passenger experience standards across aviation, improve in the aviation, maritime and rail sectors passenger services and promote in both the short and long term. best practice in the aviation sector. ‘The Future of Mobility: Urban Strategy’ The government is currently consulting lays out the principles by which the UK on measures to improve the flying will support advances in data science, experience for all passengers as part artificial intelligence and sensing of the wider Aviation 2050 Strategy. technology to increase the speed of transport innovation. Cleaner transport, The government believes that forecasted automation, new business models and aviation demands up to 2030 can be met new modes of travel promise to transform through a Northwest runway at Heathrow how people, goods and services move. and by Airports beyond Heathrow making best use of their existing runways, Aviation subject to environmental issues being The Department for Transport is addressed. To ensure additional growth developing an Aviation Strategy is sustainable and delivers the full - Aviation 2050 - setting out the benefits for the consumer and industry government’s long term vision for while minimising the impacts on local aviation to 2050 and beyond, which is communities, the government proposes of particular importance to tourism. to work in partnership with the industry to deliver on a number of policy areas being developed as part of the Aviation Strategy 2050 consultation document.
43 Industrial Strategy Tourism Sector Deal
The government recognises that airports Rail are in a unique position to be transport The Department for Transport is and ticketing information hubs. Indeed, undertaking a range of initiatives that many airports are already developing will enhance the passenger experience digital and face to face facilities that will on the UK’s rail network. The Future make onward journeys more straight of Mobility Grand Challenge is paving forward for passengers. Integrated the way for a cleaner, greener future ticketing can refer to a ticket for the transport system. A number of these whole journey or encompass multiple will benefit international visitors: tickets, and the government encourages Airports to lead in the development ``The department has agreed with of integrating service offerings with Govia Thameslink Railway to extend surface transport providers. pay-as-you-go travel to Luton Airport. Transport for London’s contactless Maritime bankcard system will be available later The cruise sector in the UK has almost this year. This follows the extension doubled since 2006 with nearly 2 of pay-as-you-go to Gatwick Airport. million people taking a cruise which ``In early 2019 the department started or ended in the UK in 201625. consulted on an approach to expand The Department for Transport has pay-as-you-go ticketing more widely launched the Maritime Strategy for and on proposals for a wider pay- 2050, to maximise our strength in as-you-go area in the south east of maritime services, lead the way in England, including London Stansted clean maritime growth and strengthen and London Southend airports. our maritime reputation. The strategy framework will inform government ``The department is considering policy development and industry a possible Southern Rail Link to decision making for the future, as well Heathrow, including working to as giving even greater confidence to further develop the scheme objectives potential investors in the UK economy. and commercial model options. One specific recommendation in ``By 2022, there will be earlier and later Maritime 2050 states that the connections from stations south of government will continue to engage Newcastle to Newcastle Airport—up to with the cruise and ferry sectors. 40 minutes earlier and later than now. A series of thematic route-maps will ``The department is investing be launched throughout 2019, which £300m in improvements on the will help the government to identify Brighton Main Line, a key route and implement appropriate activities to Gatwick Airport. This will to support the long-term vision. reduce delay hotspots and boost reliability of rail in the south east.
44 Case Study: Liverpool
The Liverpool City Region, in Airport introduced accessibility collaboration with major private training in 2015, to assist passengers sector partners—including Liverpool with conditions such as autism or John Lennon Airport, Merseyrail dementia through the check-in and and Liverpool ONE are developing boarding process, and in the future, a seamless journey from any entry there is an aspiration to provide point into Liverpool and the wider City this training across other transport Region, including its many attractions. modes in the Liverpool City Region. By improving the accessibility, Looking to the rail network, 2020 will and facilitating the easy dispersal see the beginning of a multi-million- of visitors from transport links to pound infrastructure investment attractions, the city will become even in replacing rolling stock, which will more welcoming to both visitors provide step-free access across the and residents travelling within the Liverpool City Region rail network. city, and underpin the Liverpool City These projects will complement Region’s growing tourist market. the seamless visitor journey. In addition, Liverpool John Lennon
The government will continue to work BritRail sales have seen strong growth with the British Tourist Authority and year on year, with £11.8m sales in 2018, the Rail Delivery Group to shape the rail an increase of 8.9 per cent from 2017. agenda in relation to tourism. In 2018, The RDG were also a successful the British Tourist Authority focused recipient of a round one Discover the rail activity on the trade site with England Fund bid, which has enabled the introduction of the rail hub. The them to develop the M–Pass (mobile) rail hub showcases the rail content, for their BritRail England Pass. This was including rail videos, imagery, itineraries the first nationally available barcoded and brochures. A number of campaigns rail ticket. The BritRail M-Pass sales involved a focus on rail, with both Cox & exceeded expectation reaching 3,000 Kings India and Travel Leaders Network sales by March 2018, well ahead of USA promoting rail as an enabler to forecast. This will be extended to cover travel around Britain. Cox & Kings India all Britain from summer 2019 and will created a rail video for broadcast, which allow visitors to purchase their ticket reached nearly 8m consumers in India. right up until the day they travel. The Rail Delivery Group owns The government is also supporting the BritRail pass which provides local areas creating their own access to all trains on Britain’s partnerships with transport providers. National Rail Network.
45 Industrial Strategy Tourism Sector Deal
The Great West Way Discoverer Pass pipeline, equalling 23 per cent of its has been developed as part of a current bedroom supply. However, Discover England Fund project, which this expansion in accommodation will makes travelling this route easier for occur in all areas of the UK, with 75 visitors. It includes unlimited off-peak per cent of all new bedroom stock train travel from London Paddington/ being built outside the capital. Waterloo along the route to Bristol The strength of inbound tourism helps Temple Meads via Reading and/ shape the interest levels of investors or Basingstoke routes with options and the change in the nature of where to branch off towards Oxford and investors’ money is coming from Kemble. It also includes unlimited reflects the vitality and resilience of travel on the bus services along the the UK’s inbound tourism market. route. Visitors (both domestic and international) can choose from a one- Investment in attractions day, three-day, or week-long ticket. We have seen with Diageo’s £150m Investment in accommodation investment in the whiskey experience in Scotland and the Turner Contemporary In 2018, the UK saw £6.8bn investment in Margate, tourism investment can be in hotels, a third of all the hotel 26 transformative for a destination, drive investment in the European market . regeneration and improve the quality This injection of investment is happening of life for local communities. The major at all leveIs of the sector and it is investment in global tourism attractions estimated that 51 per cent of the 45,000 27 is a huge vote of confidence in the UK hotels are independently owned . tourism sector. For example, £1.5bn These independently owned hotels is being invested in brewing and pubs are predominantly SME operations. per annum across the UK alone. In addition, national hotel brands are Visiting our heritage is the number expanding their own portfolios across one reason international visitors chose the UK. For example, Whitbread Capital the UK as a location to visit. The UK’s Markets report highlights long-term unique culture and heritage attracts growth to a 110,000 room network – £4.5bn worth of spending by inbound creating between 1,000-2,000 UK jobs visitors annually, more than quarter of a year. InterContinental Hotels Group all spending by international visitors. is also investing in the UK, making it The government is investing in a the largest luxury hotel operator with number of projects across these areas more than 2,000 rooms in the UK. to provide world class attractions for The sector has committed to building visitors. This includes contributing an additional 130,000 rooms across £4m to a new exhibition space at the UK by 2025, which is equivalent Jodrell Bank, near Manchester, to to 21 per cent of the current bedroom celebrate its world-leading place in stock being added. London has an the history of astronomy and £7.2m additional 30,000 rooms in the to conduct urgent conservation works
46 at Wentworth Woodhouse, a country This outdoor offer is further enhanced house in Yorkshire, with the long term by the UK’s wealth of gardens and in the aim to turn it into a visitor attraction. years between 2006 and 2017, around a Britain’s coastal and seaside attractions third of all inbound visits included a visit to a park or garden which amounted are popular with domestic visitors, 28 with 35 per cent of Brits holidaying at to £2.2 billion of tourism spend . This an English seaside destination in 2017 popularity is demonstrated by three – totalling 16.7 million holidays. One- paid garden attractions appearing in the in-ten inbound visitors to the UK visit top twenty most visited sites across the the coast or beaches (3.8 million). UK in 2017. These are the Royal Botanic Gardens at Kew, RHS Garden Wisley in Natural England is developing our Surrey and the Eden Project in Cornwall. coastal offer by investing £25.6m between 2015 and 2020 to create The UK is the gardening capital of the England Coastal path which, the world, and given the history and when complete, will be the longest attractiveness of our gardens and coastal path in the world. parks, and the size of its contribution to the economy, images of them should Covering nearly 25 per cent of England, be used more extensively by the England’s National Parks and Areas British Tourist Authority in marketing of Outstanding Natural Beauty are campaigns to attract international pivotal to our tourism offer by helping visitors and to encourage domestic to disperse tourism across the country holidays to all corners of the UK. This and attract international visitors. For the focus on gardens and landscapes first time, through the Discover England complements the government’s 25 Fund, nine of England’s ten National Year Environment Plan which seeks Parks have worked together and with to encourage more people to spend local businesses, to curate a collection time in the natural environment. of experiences that tell the story of our landscapes and their people. The English National Park Experience Collection offers a range of visitor experiences all of which are new for 2019.
47 Industrial Strategy Tourism Sector Deal
International visits to the UK’s leading Arts Council England invests in museums have almost doubled in attractions across England, which will the past decade, with 48 per cent draw both domestic and international of international holiday visits within tourists. These range from the Hall England and 55 per cent in London for Cornwall, a theatre which will including a visit to a museum. be redesigned to include 300 more One in four visit an art gallery29. The seats, bars and cafes, and a creative government’s policy of free entry to digital hub due to be completed national museums (replicated by many in 2020; to the recently opened local authorities and independent Yorkshire Sculpture Park visitor centre museums) has been a significant driver – the Weston - which cements West in increasing visitor numbers, as have Yorkshire as a visual arts destination. the many partnership arrangements and loans which enable objects to travel the UK attracting large audiences. UK museums play a key role in driving economic growth through tourism.
Case Study: Film and TV Tourism
The UK’s suite of creative tax reliefs This has a direct benefit to the UK’s are among the most competitive soft power internationally as well in the world, with government as inbound tourism. Significant investing £469m in 2018 through investment is being made by the the film tax relief alone — a 23 industry to use these iconic locations per cent increase year on year. as tourist destinations, for example This has helped enable strong growth HBO (in collaboration with Linen Mill in the sector and in recent years the Studios) are building a new 110,000 UK has produced a number of films sqft interactive experience based and TV programmes with a strong on the Game of Thrones TV Series. sense of the UK’s culture, such as The It is due to open in Spring 2020. In Crown, Paddington, and Poldark. April 2019 Warner Bros. opened the 16,500 sqft Gringotts Wizarding Bank expansion of its Harry Potter Studio Tour, its biggest addition to date.
48 Case Study: Langdale Estate
Cumbria’s Langdale Resort has Lake District, a UNESCO World seen significant investment in its Heritage Site. A further £1.2m is accommodation, restaurant, fitness, expected to be invested annually. and leisure facilities. Over the last The resort supports 250 staff, many eight years £15m of investment of whom are provided with on-site has transformed the business and accommodation and welfare facilities enabled new product creation, which continually expands and such as the spa, to encourage improves as the workforce grows. year-round visitors to enjoy the
49 Industrial Strategy Tourism Sector Deal
Case Study: RHS Bridgewater Garden
The RHS Bridgewater Garden New site developments will provide development is one of the largest visitors with a therapeutic garden and a gardening projects currently underway welcome building with café, shop, plants in Europe. The organisation hopes centre and events and learning spaces. to restore the 156-acre Worsley Hall The development will also bring Estate gardens, on the site of the significant benefits to the local now-demolished Worsley New Hall community. The RHS has committed near Salford, Greater Manchester, to a local investment of £30m, which into a public site. Phase 1 plans for hopes to bring an annual return the site - which received planning of £13.8m to the local economy permission in 2017 and aims to open by 2029. In addition, the project in 2020 - include recreating historic will create jobs both in the garden features such as the tree-lined Garden itself and in the wider community, Approach and the Terraces that with volunteering, training, and used to stand between the Lake and apprenticeship opportunities for the former site of the New Hall. local people to develop skills.
50 Ideas
To increase the sector’s capacity to innovate by accelerating the development and commercialisation of digital technology and reducing barriers in the sector Tourism has been at the heart of independent Tourism Data Hub. It will technological innovation. From booking help us understand visitors’ preferences flights online to the sharing economy, for location, activities and products to social media’s role at the heart of in real time unlike consumer insights inspiration and information sharing, research and marketing focus grouping. tourism has been one of the focuses Uniquely, for the first time the sector of the technological revolution. The will also be able to examine tourists world’s first ‘app’ was developed by who search for the UK as a holiday Orange for the Edinburgh Festival, destination but ultimately choose a and Skyscanner, a multi-billion-pound different location. This information will company was founded in the early- help the UK understand the gaps in 2000s and is based in Scotland. its market and allow us to develop the Data Sharing right tourism products to maximise visitor numbers. The information will Technology and digital connectivity help optimise marketing activities and are rapidly changing the way people understand, in finer detail, the regional travel and how audiences interact with and seasonal spread of visitors. Such the world around them. It is estimated data will also prove hugely useful that 85 per cent of inbound visitors to in informing overseas marketing the UK book their travel online30 and campaigns, such as the GREAT 56 per cent use location technology Campaign, the government’s most to find attractions whilst on holiday31. ambitious international promotional The government sees this change in campaign ever, which unites the efforts booking holidays as an opportunity to of the public and private sector to understand visitor’s motivations and generate jobs and growth for Britain. habits in new and innovative way. The hub will serve as the intermediary We can achieve this by unlocking the between large organisations that vast amount of information online travel hold useful data, and SMEs that agents, transport, accommodation will be able to use this data to and experience vendors hold. drive tourism growth across the As part of our AI and Data Grand regions and nations of the UK. Challenge the UK will transform the way tourism analytics and data is used through the creation of a new
51 Industrial Strategy Tourism Sector Deal
The British Tourist Authority, in line with TXGB goes live in the Summer 2019, its statutory duty to provide research with supplier and distributor sign and insights advice to the tourism up taking place from that time. industry, will host the Tourism Data Primary Authority Hub. The British Tourist Authority has the expertise to collate and interpret Primary Authority enables businesses this data and will communicate to form a legal partnership with its findings to the wider sector. one local authority, which then provides assured and tailored advice To date a number of organisations on complying with environmental have already agreed in principle health, trading standards and fire to working with the British Tourist safety regulations that other local Authority on developing this idea. These regulators must respect. Partnerships businesses include Airbnb, Barclays, can be formed with one business BT, Expedia, Hilton, InterContinental or with groups of businesses, Hotels Group and TripAdvisor. The such as trade associations. British Tourist Authority will seek to grow the Hub further; getting Primary Authority has a significant more businesses involved. role in the Better Business for All programme which supports the Tourism Exchange Great Britain simplification of the way regulation is Tourism Exchange Great Britain delivered in local areas. Local Better (TXGB) has been developed by the Business for All partnerships bring British Tourist Authority in response together businesses and regulators to the market failure gap within the to identify the issues facing local fragmented tourism distribution businesses and shape the provision of landscape. Created in partnership effective support services to them. with V3 and Rainmaker, TXGB is an The UK government have provided online business-to-business platform £40,000 to the Tourism Alliance in which connects tourism suppliers to England to carry out further research global distributors. It enables tourism on how, where and why businesses suppliers to promote their products within the sector obtain advice on to an international audience, and compliance, which will inform the shape offers distributors real-time access of further advisory services including to a wider range of accommodation, Primary Authority. The outcome of this tours, attractions, events and transport will provide businesses with greater options, than would otherwise be clarity on regulatory issues and in unavailable to them. TXGB has been turn reduce some administrative time funded by the Discover England Fund and costs for hospitality businesses. and, as such, is being implemented for the English tourism industry, but has the capability to be extended to serve the UK tourism industry as a whole.
52 53 Industrial Strategy Tourism Sector Deal Implementation plan
Date Milestone
June 2019 Tourism Sector Deal launched
June 2019 The UK government’s International Business Events Action Plan launched
Aug 2019 Competition for improved broadband at conference centres
Dec 2019 Tourism Zone details published, with applications open
Mar 2020 Announcement of successful Tourism Zones
Summer Annual Review of the Sector Deal including considering further 2020 measures as appropriate
54 Governance
The Sector Deal’s success is dependent The Hospitality and Tourism Skills on a number of different bodies Board, a sub-group of the Tourism working in close partnership. Steve Industry Council, will be established. Ridgway, Chair of the British Tourist It will work closely with industry Authority who has been responsible for stakeholders and oversee the leading the development of the Sector delivery of key commitments on the Deal will continue to report on progress skills and workforce aspects of the to the Tourism Industry Council. deal. This Board will be managed The British Tourist Authority will jointly by UK Hospitality and the project manage the Sector Deal’s British Beer and Pub Association. implementation, working with the Finally, the Events Industry Board devolved governments, businesses and will be responsible for overseeing trade associations. They will work in the commitments made in the partnership with The Department for UK government’s International Digital, Culture, Media and Sport who Business Events Action Plan and their will lead on cross-government delivery. implementation. While this Board is Delivery of Tourism Zones and the independent of the Tourism Industry Tourism Data Hub will be undertaken Council, the Chair of the Events by the British Tourist Authority. The Industry Board sits on the Council and delivery of these two new projects will update it regularly on progress. will require the creation of new Once the Sector Deal enters the partnerships between, amongst implementation phase, the British others, the private sector, Destination Tourist Authority will work with the Management Organisations and Tourism Industry Council, government Local Enterprise Partnerships. and other key partners in order to publish an annual report on progress.
55 Industrial Strategy Tourism Sector Deal
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