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Greater Manchester Destination Management Plan

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Greater Manchester Destination Management Plan The VisiTor econoMy AcTion PlAn 2014 -17 1.0 inTroDucTion The Destination Management Plan (DMP) is an The DMP is a partnership document which is co-ordinated action plan for the visitor economy for Greater and written by Marketing Manchester but which is developed through consultation with all the appropriate stakeholders Manchester that sits below the recently through the Manchester Visitor Economy Forum. The Forum launched tourism strategy, ‘The Greater meets quarterly, and comprises senior representatives from Manchester Strategy for the Visitor Economy various visitor economy stakeholders. The Forum is 2014 - 2020’. The plan is for a three year responsible for developing and agreeing the DMP and monitoring delivery of the actions by all relevant stakeholders. period and captures what has been achieved in the last strategy period, where we are now In summary the DMP will; and what needs to be done to achieve our • Specify where we are now and what we want to achieve growth targets. The activity includes not only over the next three years the plans of the Tourist Board, Visit Manchester, • Review and set priorities, actions and targets but also those of other stakeholders and • Identify roles and responsibilities for all stakeholders partners such as the ten local authorities of Greater Manchester (Bolton, Bury, Manchester, • Act as a key tool for consultation and engagement under the management of the Manchester Visitor Economy Forum Oldham, Rochdale, Salford, Stockport, Tameside, Trafford, Wigan), Manchester Airport, other agencies and the tourism Members of the Manchester Visitor economy Forum businesses themselves. (as at April 2014) Andrew Stokes, Chief Executive, Marketing Manchester (Chair) Angie Robinson, Chief Executive, Manchester Central Convention Complex Ltd Caroline McEleney, Director of Venue Sales and Marketing, Manchester United FC Gary McClarnan, Founder and CEO, Sparklestreet James Allen, General Manager, Phones4u Arena Jeff Howarth, Director of Marketing, Manchester Airports Group Julia Fawcett, Chief Executive, The Lowry Keith Davies, Director of Development and Regeneration, Bolton Council (AGMA) Laura Dyson, Head of Marketing, CityCo Maria Balshaw, Director of the Whitworth and Manchester City Art Galleries Mike Gibbons, Director of International Development, University of Manchester Mike Mellor, Head of Commercial, TfGM (Transport for Greater Manchester) Sara Tomkins, Assistant Chief Executive, Manchester City Council Stephen Miles, Chair, Manchester Hoteliers Association Cover image: Artists impression of the £15m transformation of Whitworth Art haigh hall, Wigan Gallery into a 21st century gallery in the park. Opens October 2014. The Greater Manchester Destination Plan 2014 - 2017 1 2.0 sTrATeGic conTexT Visitengland The Ambition for Greater Manchester England has had a new national tourism body since 2009, As stated in ‘The Greater Manchester Strategy for the Visitor VisitEngland. Economy 2014 - 2020’, the ambition is as follows: VisitEngland launched a new ‘Strategic Framework for Tourism ‘In 2020 the visitor economy will continue to be a key driver of 2010-2020’ with the aim of providing the basis for public and the social, cultural and economic life of Greater Manchester, private sectors to continue to enhance the quality of the with substantially increased economic benefits for residents product on offer and for Government at all levels to encourage and businesses. This will be achieved by further developing such investment. The headline ambition is for a 5% year on and promoting the Greater Manchester product offer for year growth over the ten year period of the strategy. leisure and business visitors as a year round vibrant and stimulating cultural city destination.’ The Strategic Framework aims to achieve four interdependent objectives which are; strategic Aims • To increase England’s share of global visitor markets • To offer compelling destinations of distinction The strategy has four strategic aims as listed below: • To champion a successful, thriving industry • To facilitate greater engagement between the visitor strategic Aim 1 – and the experience To position Manchester as a successful international destination strategic Aim 2 – VisitEngland subsequently launched a number of action To further develop Manchester as a leading events destination plans: nine plus the All England marketing strategy in June 2011 and three more in January 2012. Marketing Manchester strategic Aim 3 – is fully involved in the delivery of these action plans; To improve the quality and appeal of the product offer Manchester was one of four Pathfinder areas for VisitEngland strategic Aim 4 – and is a member of the national Destinations Forum. To maximise the capacity for growth Manchester is a campaign partner in the delivery of VisitEngland’s successful RGF bid which is delivering additional marketing activity from 2012 - 2015. Manchester Airport sir Kenneth Branagh in Macbeth at MiF 2 The Greater Manchester Destination Plan 2014 - 2017 Manchester Art Gallery 3.0 TArGeTs The targets below are taken from The Greater Manchester Strategy for the Visitor Economy 2014 -2020. Targets through to 2020 are: • To increase staying visitor numbers from 10.3 million to • To increase the number of jobs supported by tourism from 13.7 million 83,934 to 112,477 (FTE) jobs • To increase the number of day visitors from 95.2 million to • To improve the economic impact of business events in 127 million Greater Manchester from £822 million (2011 baseline) to £1.2 billion • To increase the number of overseas visitors from 1.09 million to 1.27 million • To increase the number of ICCA ranked events from 30 to 45 • To increase the value of tourism from £6.6 billion to • To maintain and ideally improve visitor satisfaction levels £8.8 billion from 4.5/5 to 4.7/5 Baseline data is from 2010/11/12 (latest data). Progress so far is shown in the table on page 12. The Greater Manchester Destination Plan 2014 - 2017 3 4.0 A TourisM sTrATeGy For GreATer MAnchesTer 2008 - 2013 Achievements from 2008 - 2013 • The ‘I Love MCR’ campaign, developed in response to the This section reviews achievements from the previous tourism riots in August 2011, was targeted specifically at nurturing strategy which ran from 2008 - 2013 and provides the context the swell of civic pride and educating residents on the assets from which we need to build going forward. of the city region. In three weeks, the campaign generated 27k ‘likes’ on Facebook; 40k mentions on Twitter (trending twice in the UK) with a total digital value of more than £95k; Priority 1: enhancing the image an outdoor profile with a commercial value of over £200k and media coverage with an AVE of over £750k. • Since 2008, 847 international journalists have been hosted in Manchester from target markets including USA, China, • In 2012 Manchester hosted MTV Crashes, a high profile India, UAE, Germany, Scandinavia, and more recently, Brazil concert headlined by Alicia Keys, at Manchester Cathedral. and Russia. Marketing Manchester supported Manchester City Council in the national and international promotion of the event and • Since 2008, leisure tourism media coverage with an AVE of the production of a destination film which was shown with more than £14.4m has been generated, with the region the concert across the global MTV network of 640 million homes. profiled in publications as varied as the New York Times, Hong Kong Economic Journal, Gulf News and The Times. • Marketing Manchester coordinated the official dressing of Manchester, Salford and Trafford for the Games, as part of • Media activity has been thoroughly undertaken to improve the London 2012 Olympic Look project. This included vibrant awareness of Greater Manchester in China. A number of in 2012 branding in each district, at Manchester Airport and market events, combined with a significant push for Manchester Piccadilly Station, aimed at celebrating the additional press visits from China, has resulted in over £2m UK-wide Games and welcoming visitors and teams arriving of leisure coverage in the last two years alone. Furthermore, in the city. in conjunction with other key partners, Marketing Manchester has helped to launch the Manchester China • A new Media Pack app was created to replace the traditional Forum - a new business-led initiative aimed at increasing press pack. The new app provides all of the facts, figures Greater Manchester’s commercial connectivity with China. and information that journalists request as well as new features including an image and video library, Twitter feed • A positive shift in perceptions has been tracked in the Anholt and option to subscribe to future ‘What’s on in Manchester’ City Brands index over the last few years. Manchester was information. A changeable tab within the app allows for a positioned 32 in the latest Anholt City Brand Index (2013) – specific push on headline events. Created originally for Olympic the third UK city in the list behind London (1) and Edinburgh media it has since been re-branded to promote both (30). The report, which coordinates international perceptions Manchester Pride and the Labour Party Annual Conference. of Manchester against other global cities, noted particular strengths around Manchester’s pre-requisites, such as its • In 2013 the fourth Manchester International Festival took perceived affordability, cultural diversity and quality place attracting 246,820 visitors. Marketing Manchester education opportunities, but highlighted
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