VisitEngland asks industry for views on tourism growth strategy

The review of the marketing body's Strategic Framework for Tourism 2010-2020 comes five years after it was launched and is being carried out to ensure its aims are still relevant. 

VisitEngland chief executive James Berresford said: “Since we launched this strategy five years ago, the sector has performed strongly, delivering against target on jobs and economic growth. 

"However, the tourism landscape has changed radically over the past five years with political, economic, structural, technological and social shifts all having an impact, which is why we need to revisit the original strategy to make sure it is still right for a new operating environment."

Berresford, whose organisation is working with the British Hospitality Association (BHA) and the British Beer & Pub Association (BBPA), among others for a 'mid-term refresh' of the strategy, said he hoped that members of the industry would give their views to the consultation to enable it to remain relevant. 

"This way, by working together with industry partners, we can ensure our growth continues at the target levels set in the original strategy and achieve our goal of creating a thriving, robust and globally competitive industry by 2020," he said. 

The strategy aims to grow tourism in England by 5 per cent each year and with the nation primed for a 'record year'​ with inbound tourism spend expected to exceed £22bn, VisitEngland is keen to ensure it is still relevant and equipped to respond to the latest market trends, opportunities and challenges.  

Partnership​

BHA chief executive Ufi Ibrahim said there was a need for the industry and its associations to work in partnership with one another to help fuel growth. 

She said: “We need to speak with a single-minded, strong voice on tourism growth, combining our efforts is the only way to deliver true success and we’ve seen the benefits of this approach with the BHA’s drive to increase employment opportunities and skills across the hospitality and tourism sector." 

Brigid Simmonds, chief executive of the BBPA, added: "Delivering this strategy is like making a chain with all the links needing to be strong.  If we improve our food and drink offer across pubs in England that’s great, but this is hugely enhanced if the tourism sector works together to deliver on other areas of the strategy such as attracting skilled people to work in our pubs and developing engaging experiences that drive consumers to our pubs for meals and overnight stays.”  

The consultation is open until 15 May 2015. To take part, visit www.visitengland.com/tourismgrowthstrategy​.

The final strategy is expected to be launched in the summer.