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Source: Visit Britain( International Passenger Survey, UK Tourism Survey) Cumbria Tourism (Occupancy Survey, Business Survey)

Leisure could be one of UK's fastest growing industries, if Government takes it seriously
Leisure business leaders have urged the Government to back Britain's £115bn tourist industry with tax breaks and fresh investment in recognition of the role it can play in kick-starting the economy.

New research by accountants Deloitte shows that tourism could be one of Britain's fastest growing industries over the next decade, with the visitor economy expected to account for 2.9m UK jobs by 2020, up 250,000 on today. That's one in 12 jobs in the UK being supported by tourism – an industry that is particularly adept at attracting workers of all skill levels. Tourism's gross value added contribution – a measure of its economic impact – is expected to rise by 3.5pc a year. That compares to 2.9pc across the total economy.

Leading business leaders are calling for a more proactive approach from the Government and more support for tourism, the fifth biggest British industry.

"We have been lumped in with sport in the Department for Culture, Media and Sport. I think tourism needs to be part of a business department.

Alan Parker, Chief Executive of Whitbread

The Chairman of VisitBritain, Christopher Rodrigues, suggests that the Treasury could make back its investment in tourism eight times over via proceeds from air passenger duty (APD) and VAT receipts alone – before even considering the spin-off benefits to other parts of the economy. He said it cost about £40 to attract a long-haul visitor, but half of that sum came from foreign carriers that matched any promotional spending by the UK Government.

"That generates £168 in VAT and APD alone. That's an eight times return on the Government's investment. If you could do a private equity deal and buy in-bound tourism revenue you would do it tomorrow."
 

"[Tourism] gives the economic return on the investment a nation makes in it's social and cultural assets. This is how we monetise all of that. In the short term, if you want to pump some adrenaline into the economy, tourism gets a lot of ticks. There is a very clear business case for a modest investment in tourism."

Christopher Rodrigues, Chairman of VisitBritain

Source: Mar 2010 Telegraph.co.uk

VisitEngland sets £50bn tourism target
The first strategic tourism framework to cover the next decade has been unveiled by VisitEngland. The detailed ten-year framework has been created to provide “focus and challenge” for an industry that is set to deliver an additional £50 billion in visitor spend and more than 225,000 jobs. The framework highlights action needed to maximize the tourism industry’s contribution to the economy, employment and quality of life.

Part of the action plan includes new events for the Cultural Olympiad around the 2012 Olympic Games in London, an online sustainability programme, a new transport partnership, research around existing quality schemes and new welcome initiatives.

The visitor economy is now worth £97billion a year, employs more than two million people and supports 150,000 businesses both directly and indirectly, according to the domestic tourist board.

“Tourism needs and indeed deserves much greater recognition for the positive impacts it brings to the economy in terms of income, skills and jobs... This framework strives for an even higher standard of quality and service so that we improve our offering, increase jobs, spend and growth and champion a competitive industry.”

James Berresford, Chief Executive of VisitEngland

Source: Mar 2010 TravelMole.com

Bargain-hunting Brits secure cheapest hotel deals
The average price of a hotel room was 14% lower last year than in 2008 as the recession hit rates, a new study shows.

The UK was the most expensive European destination in 2007 but by last year it dropped to 13th place, according to the latest Hotel Price Index from accommodation website Hotels.com. UK hotel prices fell on average the most of any European country - 13% - last year to £84 per room per night. This spurred an increase in domestic holidays.
 

Source: Mar 2010 TravelMole.com

How Cockermouth hotels are faring after the floods
It has been four months since the floods in Cockermouth, Cumbria, which caused extensive damage to more than 1,000 homes and businesses.

After enjoying its highest ever turnover - against the trend of the recession - and celebrating being upgraded by the AA from a three to a four-star property, 2009 came to an abrupt end for the Trout Hotel in Cockermouth on 19 November. The day recorded to be England's wettest day on record with rainfall of more than 300mm.

"The repair work is mammoth, but we are using the opportunity to completely review the entire business, which is something we wouldn't normally be able to do.

"We had broken our turnover target of £2m, had achieved an annual occupancy of 81% and were set to have a bumper Christmas and New Year," says Eccles. "We were lucky enough not to have been affected by the recession and were enjoying good corporate business.…We had a fantastic local food and beverage trade and on a busy day could serve around 350 meals throughout the hotel, split between the fine dining restaurant, brasserie and lounge."

Sue Eccles, Managing Director of the Trout Hotel
 

The Trout is one of several hotels throughout Cumbria that are still closed following the floods. Most, like the Trout, are working hard at turning a negative into a positive by using the period of closure to improve their properties.

At the Lakeside Hotel, Lake Windermere, the owners David Snowden and Neville Talbot have used their four-month refurbishment "to return the hotel not merely to its former glory, but to something even more glorious".

The four-star, 75-bedroom property reopened for business on 15 March with a ‘Christmas in March’ event at which guests who had their bookings cancelled were invited for a complimentary dinner and overnight stay.

The attitude of Snowden and Talbot is typical of many hoteliers throughout the Lake District who want to assure visitors that the region is almost 100% open for business again.

In the weeks following the flooding, hotels and guesthouses throughout Cumbria received huge numbers of cancellations as a result of the widespread TV coverage showing flooded properties, closed roads and collapsed bridges - many of which were not directly affected by the flooding.

Source: 19 March 2010 CatererSearch.com

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People Seek Diversity from UK Short Breaks

A recent online survey of 1000 UK short break holiday makers showed that people look for a range of different experiences and activities when on a short break in the UK.

What do you consider to be the most important consideration when choosing a short break in the UK?

Survey details: 1000 UK short break holidaymakers sourced from an online panel

Source: March 2010 QA Research 'Perceptions of the NorthWest and its attack brands'

Attack Brands of the North West - Lake District proves it can perform

Perceptions research of the Northwest and its tourism attack brands has revealed the Lake District is delivering visitors short break considerations.

In 2005 when the research was first run 34% of those surveyed said they had visited the Lake District for a short break of the past 5 years. This figure has increased by 47%, to 50%, in 2009 when a similar representative group of 1000 people where asked in the online survey.

The Lake District has performed consistently well in perceptions of how the North West tourism brands provide visitors with what they want. The Lake District scored the highest in 10 of the 15 considerations for UK short breaks.

The top five perceptions that UK short break holiday makers associate with the Lake District have all increased since 2005. 'Being pampered at a luxury hotel or spa' has increased the most by 53% during the 2005 to 2009 period.

How perceptions of the Lake District have changed since 2005

(Top five perceptions that people associate with the Lake District)

Survey details: 1000 UK short break holidaymakers sourced from an online panel

Source: 2009 QA Research and 2005 MORI Perceptions research of the North West

Holiday attitudes and the Impact of the Recession

48% of adults now see holidays as a 'luxury', a rise of 10 percentage points from the 38% recorded prior to the recession in 2007. Less than a fifth of adults see holidays as a 'necessary spend' or a 'right'. Travel is still a high priority but is seen as an indulgence in times of economic difficulties.

Respondents were also asked how they would react if it become more expensive to travel:

While consumers have become accustomed to small indulgences, 'Staycations', Mintel predicts that they'll start occasionally breaking free form the 'tyranny of value' in 2010. Escapism will resonate both in and outside the home as those consumers who feel more economically secure splurge on big purchases. For the travel industry, 'affordable luxury', 'luxury you deserve', 'quality of trip' vs 'quantity of trips' and liberation from the daily grind of anxiety will be powerful messages.

Source: Jan 2010 Mintel 'Holidays - Attitudes and the Impact of Recession'

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Global tourism will increase albeit slowly by 2011
According to the World Travel & Tourism Council (WTTC) moderate growth will be recorded by the travel industry in 2011 although developed economies will improve steadily.

WTTC predicts that spending in real terms will grow by 1%, while business travel spending will decline by 2%. Furthermore, real GDP growth for the industry is expected to reach 0.5% in 2010 with an improved 3.2% growth earmarked for 2011. Over the long term, the travel industry is forecast to increase by 4.4% per year over 2010-2020. Emerging economies are expected to be the main drivers of growth. China will lead the way, according to WTTC, with 95 million outbound visitors by 2020, as well as enjoying a strong domestic travel market.
 

Source: Mar 2010 TravelMole.com

Full speed ahead
Cruising remained buoyant during the impact of the global financial crisis with increasing demand outpacing other segments such as air transportation. More than 16 new ship launches are scheduled for 2010 and will contribute further to the popularity of cruise packages.

In addition, a growing European market illustrated a strong revival led by countries such as the UK and Germany with demand in the latter doubling in 2009. According to a survey released by the German Travel Association DRV at ITB, one million passengers opted for cruising in 2009, a 13.2% increase on 2008 thus German cruise revenues rocketed 14% to reach EUR1.9 billion.
 

Source: Mar 2010 TravelMole.com

State of the Rural North West 2008
Tourist visits to the rural North West totalled 51.4m, accounting for 24% of all visits to the region in 2005 - and over one third of these visits were to Accessible Significant Rural LADs. Tourists to the rural North West are likely to spend more (£49.90 per person) than their urban counterparts (£40.20 per person), contributing a total of £2.57bn to the rural economy. Spend per visitor was by far the highest in Rural 80 LADs, ranging from £55.20 in Accessible Rural 80 LADs to £86.60 in Remote Rural 80 LADs. The Lake District is a key strength of the region in attracting tourists (averaging 22m visitors per year).

Tourism contributes around £2.6bn to the rural economy per annum, and tourists to the rural North West are likely to spend more than those in urban areas.
 

Source: Jan 2009 NWDA Rural Intelligence Unit

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"Idiot-proof" online booking site unveiled

Independent agency Qwerty Travel has developed an “idiot-proof” online booking offshoot. The website, www.travelwasp.com is claimed to be a simple “three click to purchase” site providing dynamically packaged, all-inclusive holidays.

“We wanted to strip back and simplify the holiday booking process. There are lots of sites out there with lots of different search options and gizmos, we wanted to make travelwasp.com totally idiot-proof as we believe that there are people out there who are still apprehensive about buying travel online. This is a means of appealing to them.”

Matthew Somers, Managing Director
 

In the 18 months since Somers bought the agency from its previous owners youtravel.com, the business has grown significantly. In the last financial year ending October 2009 it made a net profit of £267,000 on a turnover of more than £13 million. Somers is confident of boosting this by at least a further 50% this year.

www.travelwasp.com    Read More >

"Virtual tourism" move by Blackpool
An interactive online movie has been created to encourage more visitors to Blackpool. Digital technology allow visitors to star in their own Blackpool film and share it online with their friends and family.

Users can upload their favourite pictures to The Movie’s microsite www.blackpoolthemovie.com and automatically share their virtual adventure with friends and family online.

Blackpool: The Movie has been designed by Lancashire and Blackpool Tourist Board to encourage potential holidaymakers to visit the resort and to maximize internet chatter on social media sites such as Facebook, Twitter, MySpace and Youtube.

The trailer provides a tour of Blackpool’s top attractions accompanied by a voiceover by the X Factor’s Peter Dickson, allowing them to experience their family snaps transformed into a truly personal Blackpool trailer.

By entering their family name and home town, users will see their personal details become an integral part of the trailer, appearing on billboards, posters and lighting up the sky alongside a pyrotechnic firework display.

All entries will be entered into a prize draw and for one family to win annual passes to Blackpool attractions.
 

“Blackpool has made a name for itself as a destination which uses leading-edge technology to encourage tourists to visit Blackpool and Blackpool: The Movie marks an exciting venture into the new world of virtual tourism.”
Mike Wilkinson, Chief Executive of Lancashire Tourist Board

www.blackpoolthemovie.com     Read More >

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Source: Springwise + TheDrum

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