The Visitor Economy in Calderdale The Visitor Economy

The Visitor Economy in Calderdale

The Visitor Economy in Calderdale Develop a new plan for Calderdale –building on previous work, not replacing it. What does the research say nationally and regionally? Identify what is driving the tourism agenda locally Identify what we can do to add value

What Does the Research Say? National Performance Trends Overseas visits 24 m in 2002 – 33 m 2007, drop in 2009 & 2010 back to 33 m in 2013 273 m bed nights in 2006 to 245 m in 2013 Domestic visits Consistent for 8 years 2013 - 102 million trips

Yorkshire & Humber (2013) 4% overseas visits to UK stayed in Yorkshire & Humber Domestic trips – 10 m in 2013 = 27. 8 m nights Average stay 7 nights but spend only £ 54. 00

Spending Patterns

Strategic Future Aspirations Visit Britain – ambition to increase visits by an additional 9 m per year by 2020 3% increase per annum in Yorkshire & Humber Currently the region secures 8% of the value of tourism

Strategic Influencers in 2015/16 Northern England Growth - £ 10 million to Northern v USA v China v Australia v Netherlands v Germany

Northern Growth - £ 10 million to Northern England (£ 10 million match) Deliver 2 million visitor nights = £ 177 m spend Create 3, 280 jobs Create a shift in partnership working across the regions

Northern Growth Programme Highlights International press programme 400 international journalists invited to Northern England Ellen Degeneres Show UK Digital connection across the north – end user

Northern Growth Programme Highlights International media campaigns International trade fair attendance Training Global for travel agents business travel exhibitions - ‘The North is a place to do business’

Local Statistics - Calderdale 5. 6 million tourism trips in 2014 Overnight/day trippers £ 206. 7 million 20% domestic staying visitor & 7% from overseas market Repeat visits at a rate of 97% Cumulative effect of tourism is over £ 276 million (+2% - 2013) Tourism supports 5421 jobs in Calderdale

Calderdale’s Strengths

Removed Pic of Tour de France Event Bidder - Tour de France 2014

All year round events and festivals

Rich history of culture in Calderdale Removed Pic of Shibden Hall • Cultural Destinations concentrating hearts and minds

TV & Film Last Tango in Halifax Happy Valley Jericho Fanny & Elvis

Where we will concentrate our efforts 2015 -2018

Product Development

The Piece Hall – A Building of Regional and National Significance

Cornerstone

ROKT & Millers Bar Brighouse

Intervention Product Lack of accommodation upper valley Virtual hotel Continue to build our outdoors offer – cross boundary support for long distance walking routes Continue to support our market towns

Marketing and Promotion

Intervention Strategic press Marketing &PR – Marketing Work Act Manchester closely with partners in film and TV as a catalyst -allow businesses and local people to market for us

Business Support

Intervention Delivered a 2. 5 year ambassadorship programme Marketing and social media training for businesses Better key account management for business tourism Longer term skills training – hospitality deemed the poor relation

Developing the Cultural Offer

Intervention Through Cultural Destinations Encourage increased collaboration across the cultural sector Gather economic evidence to support the development of culture in Calderdale Allow our businesses to tell our story www. visitcalderdale. com

The Forward Plan Continue to develop our product in collaboration with private business Build § § § the profile of Calderdale through PR Marketing Campaigns Business support - facilitating businesses to do this for themselves.

Questions