The latest inbound tourism stats for Britain Inbound

The latest inbound tourism stats for Britain Inbound visits to Britain January – October 2017 33. 3 million overseas visits +5% Visits Spend Holiday +13% VFR +5% Business -4% Spending a record £ 20. 9 billion +10%

The latest domestic tourism stats for England Domestic Overnight Tourism January – November 2017 Trips +1% / Spend +2% Trips Holiday +5% VFR -2% Business 0% Spend Holiday +6% VFR 0% Business -4% England Domestic Day Visits January – December 2017 Visits -3% Source: Overnight tourism – Great Britain Tourism Survey; Day Visits – Great Britain Day Visits Survey Spend -5%

Tourism is a growth industry 2018 Inbound Tourism Breaking Records • 2017 & 2018 forecast to be record breaking years - overseas visits forecast to break through the 40 million mark for the first time in 2018. 2017 % vs 2016 2018 Forecast % vs 2017 SPEND £ 25. 1 billion +11. 6% £ 26. 9 billion +6. 8% VISITS 39. 9 million + 6. 2% 41. 7 million +4. 4% Domestic overnight holiday tourism is strong, with both visits and spend up

Visitors to the Isle of Wight Inbound: annual average between 2014 and 2016 Visits 41, 000 overseas visits per year Spend £ 27 million overseas visitor spending per year Domestic: annual average between 2014 and 2016 Visits 925, 000 domestic trips per year Spend £ 255 million domestic trip spend per year

Domestic brand tracker – Isle of Wight Consideration and satisfaction The Isle of Wight destination average Seaside destination average Great Britain destination average 14% 17% 58% 48% (I have been/never been to this destination before and am not likely to do so in the future) 21% 28% 26% Satisfaction 46% 50% 48% Likelihood to revisit 8. 2 8. 6 8. 4 713/128 1695 12179 Loyal (I often/sometimes take holidays there and intend to in the next year/couple of years) Considerers (I have been/never been to this destination before but would like to in the future) Rejecters Base n=

Domestic brand tracker – Isle of Wight Destination attributes among visitors ↑↑ ↑

What is our role?

Our Aims – Visit. Britain: Market the nations and regions of Britain overseas to drive growth in international leisure and business tourism. – Visit. England: A focus on building world-class products, supported by distribution and marketing.

New Ministerial Team at DCMS The Rt Hon Matt Hancock MP Secretary of State for Digital, Cultural, Media and Sport Michael Ellis MP Parliamentary Under-Secretary of State for the Arts, Heritage and Tourism Monday, November 9, 2020

Boosting Tourism through an Industrial Strategy Sector Deal

A Sector Deal for Tourism Improved Productivity – increasing the season, and improving business visits and events. Tourism is a job creator but productivity is an issue. Fixing productivity through a Tourism Sector Deal would have profound impacts on the UK economy.

A Sector Deal for Tourism What a Sector Deal will deliver… • • More than double the industry by 2025 to £ 260 bn Create an additional 70, 000 jobs Productivity Connectivity The Industry of the Future Place & Product Skills How we will deliver it… • A Tourism & Hospitality Skills Campaign – fixing the image and boosting long-term careers. • Improved Productivity – increasing the season, and improving business visits and events. • Tourism Zones – helping make our product thrive and be Europe’s most competitive. • Connectivity - driving more visits from more markets than ever by 2030

Developing world-class tourism product

Discover England Fund - objectives To grow tourism in the regions of England To increase international competitiveness & build customer demand • To develop awareness and regional product • To improve aggregation and bookability • To address connectivity issues (consumer/ travel & transport), incl. the last mile issue • To address fragmentation of the delivery landscape

Examples of completed Y 1 projects… • Passport to the Coast • The last mile by e-car • South West Coast Path

Y 2/3 large-scale projects Discover England’s Great Walking Trails, led by Marketing Peak District and Derbyshire Make Great Memories in England’s National Parks, Y 2 small-scale projects Connections, led by Destination Plymouth English City Food Hubs, led by Destination Bristol Culture Coasting, led by Peak District National Park Authority led by Visit Kent England’s Coast, Contiki, the youth travel company led by the National Coastal Tourism Academy

How to get involved

Domestic campaign: Join the World – Discover the UK www. visitbritain. com/jointheworld • Influencer content • Blog articles • UGC imagery from Instagram • Top-line inspiration with added anecdotes and interesting details • Send the user to various partners to book/find out more.

Industry Involvement • Use the hashtags #Lovegreatbritain and #Love. UK • Submit tailored experiences, images and video content to domestic. marketing@visitengland. org • Toolkit in progress.

Visit. England Business Advice Hub • • Resources to help businesses (and destinations) succeed and grow Free to use tools open to all businesses VE guides and case studies Sign-posting to quality external resources www. visitbritain. org/businessadvice

English Tourism Week Monday, November 9, 2020

ETW activities Your Header Here • Tourism Superstar campaign Your Sub text here • ETW consumer events site • Consumer events promotion • Social media incl. social boosting • Radio day • PR activity Get involved • Special offers • Events, esp. spring-time events • Constituency Day • Residents festival in 2019? www. englishtourismweek. org visitengland. org/etw 2018

Tourism Superstar 2018 • Recognises the dedication and passion of those working in the tourism industry • Run in conjunction with the Daily Mirror, the campaign champions careers in tourism • Vote for YOUR superstar on the Daily Mirror website

Tourism Superstar 2018