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Tourism Strategy Workshop Notes Bolton Visitor Economy Strategy 2012 – 2015 January 2012 Page 1 of 21 1 Bolton Visitor Economy Strategy 2012 – 2015 Table of Contents Executive Summary Page 3 The Tourism Context Page 4 Review of Bolton 2011 – a five year tourism development plan Page 8 Looking forward – future tourism trends and forecasts Page 11 Bolton Visitor Economy Strategy Page 13 The vision for tourism in Bolton Page 13 Improving Bolton’s tourism product Page 14 Positioning Bolton and targeting key markets Page 16 Improving the visitor experience in Bolton Page 18 Promoting and supporting effective partnerships Page 20 Conclusion Page 21 Page 2 of 21 2 Bolton Visitor Economy Strategy 2012 – 2015 1. Executive Summary Bolton’s last tourism strategy, ‘Bolton 2011 – a Five Year Tourism Development Plan’ was launched in the summer of 2006. Bolton 2011 was partnership driven, co-ordinated by Bolton Council for Bolton’s tourism industry and delivered by a wide range of private sector businesses and other public sector bodies. Key successes during the life of ‘Bolton 2011’ include the positioning of Bolton as a centre for major events, successfully hosting the Ironman UK Triathlon (the UK qualifier for the annual World Ironman Triathlon) during 2009, 2010 and 2011, the hosting of major events at Bolton Arena including Davis Cup Tennis and development of Bolton Food and Drink Festival into one of the largest festivals of its type nationally. Bolton Market has also developed as a tourist attraction during this period, experiencing an 80% increase in the number of annual coach visits since 2008, whilst Bolton Museum, Aquarium and Achieve has maintained its position as one of the most visited attractions in Greater Manchester and has benefited from a £500k redevelopment of its ‘Bolton Lives’ gallery. Since 2006, new developments in Bolton include the opening of the Fred Dibnah Heritage Centre and the creation of two new facilities on the edge of the town centre, ‘The Excellency’ a state of the art, 1,500 capacity Asian wedding and conference venue and an 80 bed Travelodge hotel. During this period, Bolton Council has also established a strong working partnership with Visit Manchester (the tourist Board for Greater Manchester) and improved joint activity with local tourism businesses. Echoing the national trend, Bolton’s tourism industry was affected by the recession from late 2008 onwards. Whilst the initial slowdown started in the private sector, public sector spending cuts have since compounded the problem and the market remains very challenging across all sectors. The time is right for a new strategy for Bolton which builds on recent successes, whilst responding to the challenging economic times, pressure on public sector spending and the increasing importance of partnership working. Our vision for tourism is that by 2015 “Bolton will have built on its profile as a destination for hosting national and international business and leisure events and will be maximising the opportunities around its surrounding countryside and proximity to the regional centre. Facilities for coach parties and groups will have improved so that Bolton is recognised as an exemplar coach friendly destination, while the town centre will continue to develop to support the visitor economy.” This strategy outlines the national, regional and local tourism context, reviews what was achieved during the life of the last strategy and identifies relevant tourism trends and forecasts for the next three years. In order to achieve the above vision, clear objectives and targets are identified against which the success of the strategy will be judged at the end of its life in April 2015. Detailed annual action plans will also be brought forward and monitored for each year during this period, identifying timescales and lead organisations. Our vision cannot be delivered by Bolton Council alone and if tourism in Bolton is to develop to its true potential, partnership activity must grow and become ever more effective. Page 3 of 21 3 2. The Tourism Context Tourism in the UK The visitor economy delivers a significant direct contribution to the UK economy. In 2009 it contributed £52b or 4% of Gross Domestic Product (GDP). The industry supported 200,000 businesses and 1.36 million jobs (4.4.% of total jobs in the UK). Tourism also has significant untapped potential; with consultancy firm Deloitte forecasting that the UK visitor economy will be one of the country’s best performing sectors during the next decade, with an average of 3.5% growth per year until 2020. Tourism in the UK A new government tourism policy was launched in March 2011 and sets the context for how it expects Visit England (the National Tourist Board) to operate in the future. The overall goal of the tourism policy is to grow an already successful industry, in particular by trying to increase the number of domestic or ‘staycation’ holidays taken by UK residents and to capitalise on ‘once in a lifetime’ opportunities such as the 2012 Olympics and Paralympics and the Queens Diamond Jubilee in 2012. Visit England have identified a target of 5% growth per anum over 10 years to 2020. In order to help meet the aims within the Government Tourism Policy, Visit England produced a Strategic Framework which sets out how the English tourism industry will maximise tourism’s contribution to the economy, employment and quality of life across the country. Additionally, it has also identified four ‘Pathfinder’ destinations - Manchester, Bath, the Norfolk Broads and the Peak District – to examine how destination management organisations and their local stakeholders will operate in a post-RDA environment. At the same time, it is hoped that all destination management organisations and tourist boards will sign up to the priorities and that local authorities will help to deliver the aims on the ground. Tourism in the Northwest In 2009 there were 294 million tourism trips to the Northwest which generated an estimated £15bn of direct and indirect expenditure and supported an estimated 233,000 full-time equivalent (FTE) jobs in the region. During the life of ‘Bolton 2011’, the visitor economy in the Northwest was led by the regional development agency (NWDA) whose strategy for tourism in ‘England’s Northwest 2003 – 2010’ covered Cumbria, Cheshire, Greater Manchester, Lancashire and Merseyside. Through this strategy, the NWDA funded a significant amount of tourism activity across the region, which in Greater Manchester’s case included support for developing new routes into Manchester airport, promotional campaigns to key markets and tourism industry development work to support training, business support and improving skills. The Regional Development Agencies are being disestablished in 2012 and there are no plans to produce a new tourism strategy at a regional level, with future government policy now focussed on the opportunities of working with tourist boards or destination management organisations which operate at a sub-regional level. In Bolton’s case this organisation is Visit Manchester. Tourism in Greater Manchester During the lifetime of ‘Bolton 2011’, the tourism industry in Greater Manchester has expanded, buoyed by the development in and around Manchester city centre and a significant improvement in the overall visitor offer, especially for conferences, sport and shopping. The latest figures available show that 97.9 million visitors came to Greater Manchester in 2009. The day visitor market is critical and represents over 90% of all visitors to Greater Manchester. Page 4 of 21 4 In terms of trend performance there has been a 15% increase in the number of day visitors across Greater Manchester between 2005 and 2009, whilst there has been a 10% decrease in the number of visitors staying overnight during the same period, with a sharp decrease between 2007 and 2009. The latest hotel occupancy data available supports this trend with average room occupancy across Greater Manchester reaching a peak of 77% in 2006, and then falling steadily to 70% until 2009, increasing slightly to 71% in 2010. Signs are promising for 2011, however, with average occupancy up 2% compared with the first six months of 2010. (Source: Visit Manchester). Visit Manchester is the sub-regional tourist board for Greater Manchester and is a division of Marketing Manchester, the agency charged with promoting Greater Manchester on the national and international stage. In 2011 Marketing Manchester and Visit Manchester became a joint centre of excellence for communications, marketing and tourism within the Greater Manchester Family of organisations: comprising Manchester Solutions, Marketing Manchester, MIDAS and New Economy Manchester. Visit Manchester led the development of the current Tourism strategy for Greater Manchester which covers the period 2008 – 2013. The strategy is aspirational and focuses on the big issues whilst acknowledging that the basics must also be right. Its overarching objective is to: ‘Create a city region that delivers a better quality of life for the three million people who live or work here…If we build a destination that is fit for us, the people of Greater Manchester, then we will create a future city that will attract people from all over the world…’. The strategy aims to ‘drive and differentiate’ Greater Manchester’s tourism offer in order to: 1. Create globally recognised and iconic events, developments and initiatives (build a global image of Greater Manchester). 2. Ensure a better quality of life for communities across Greater Manchester. 3. Make practices of the city region’s tourism sector an important part of delivering against the Original Modern brand vision. 4. Tackle issues like wider community benefits through tourism, accessibility and diversity and a more inclusive night-time economy. 5. Embark on blue skies long range thinking. A review of this document was undertaken in 2011 which, while broadly confirming the initial aims and objectives, also identifies challenges and opportunities to address over the remaining period of the strategy.
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