The Governments Triennial Review has just been published with some significant changes for the 2 key tourism organisations responsible for domestic and overseas tourism in Britain.
The key findings of the Review include:
- VisitEngland will cease to undertake international marketing
- VisitEngland will administer a new Challenge fund (£2million) which will aim to provide co-ordination in the domestic tourism market
- VisitBritain will be set regional targets for tourism growth
- VisitBritain and VisitEngland should be formally separated into 2 executive Non Departmental Public Bodies (NDPB)
- VB and VE should deliver a minimum of £441,000 in efficiency savings by 2015/16
Individually, each organisation will do the following:
- VisitEngland should be responsible for the delivery of a range of stand-out English tourism products for both business and leisure, through the management of an English tourism challenge fund
- VisitEngland should be accountable for the overall stewardship of the challenge fund, and the CEO, as Accounting Officer, accountable for all funds associated with it.
- VisitEngland should undertake all domestic tourism marketing associated with the challenge fund but should cease all international marketing
- VisitEngland’s budget would consist of the Challenge Fund to which English destinations and their partners would bid for funds to improve the English tourism offer and for it to be marketed domestically and internationally.
- VisitEngland and VisitBritain should agree the required outcomes and budget for the international marketing requirements from the challenge fund and VisitBritain should develop and deliver the necessary campaigns.
- VisitEngland should support the development of business visits and events in England, through a challenge fund, and agree the required outcomes and budget for international platforms and sales activities to deliver growth for England in this sector, to be delivered by VisitBritain.
- VisitEngland and DCMS should work together to reach a decision on VisitEngland’s future role in support of accommodation quality standards, and the mechanism for delivery, by September 2015
- VisitBritain should be accountable for the tourism promotion of Britain, its nations and regions, overseas.
- VisitBritain should deliver this through the GREAT campaign and the management of an international marketing budget, in partnership with the national tourist boards
- VisitBritain should have regional dispersal targets, set by DCMS.
- VisitBritain should draw up a high level annual marketing plan in consultation with the national tourist boards. VB will then be accountable for its delivery.
- VisitBritain should agree with the national tourist boards and DCMS processes and protocols for engaging with local and industry partners, including destination organisations, to ensure that there is clear and early communication and no duplication of effort or approach.
- VisitBritain should support VisitEngland’s challenge fund, providing international consumer insights and delivering the agreed international promotion of English tourism products overseas.
- VisitBritain should undertake international business events promotion for England, and at Britain level alongside other GREAT partners and, where appropriate, the national tourist boards.