BRITISH TOURIST AUTHORITY TRADING AS VISITBRITAIN ...

VisitBritain and VisitEngland
Annual report and financial statements for the year ended 31 st March 2010
2010/11 Priorities (continued)
VisitBritain is well placed to deliver on this having a clear strategy around 2012 that focuses on boosting the UK's image, maximising
the economic benefits for tourism across the UK and raising the standards and perceptions of the British welcome.
With access to the international sponsors and media networks - we are in a good position to enable British tourism to maximise the
business and marketing opportunities which the Games offer.
During the first half of the year VisitBritain will be working with the Minister and Secretary of State to develop and deliver industry
partnerships to match fund the public sector investment so that detailed plans can be published in September.
Strategic Priorities for VisitEngland 2010/2011
In light of the dynamic environment in which tourism in England exists and in recognition of the need to adapt to the direction of the
newly published national tourism framework VisitEngland will be driven by four Strategic Priorities in 2010/11
1. Supporting the delivery of England: A Strategic Framework for Tourism 2010-2020 with particular reference to VisitEngland
led actions
2. Meeting targets set by DCMS in the final year of the current Comprehensive Spending Review (CSR) period
3. Providing structural solutions in the light of a new public sector funding environment
4. Re-define the organization in order to successfully achieve priorities 1 – 3 and prepare for the next CSR round post 2011.
In support of the above strategic priorities there are a range of key activities planned for 2010/2011 which will be delivered across the
organisation:
1. In support of the delivery of the new English Strategic Framework VisitEngland will work with representative bodies across
the public and private sector to carry out the following:
Work to grow England’s share of the global tourism market
Develop an English national marketing strategy
Develop an English Business Tourism Action Plan
Develop an Olympic Marketing Plan for England
Develop a Major Events Plan for England
Deliver robust insights to influence the development of the National Marketing Strategy
Offer visitors compelling destinations of distinction
Establish Destination Management Best Practice principles
Create an England Satisfaction Survey
Implement the reviewed approach to quality assessment programmes in England
Champion a successful thriving industry
Outsource the delivery of the accommodation scheme in England, in readiness for the end of QiT’s contract in March 2012.
Develop a National Research and Intelligence Programme to better understand the performance of the industry and the
market conditions that affect it.
Develop a Seaside Resort Action Plan to maximise the value of seaside resorts to the visitor economy.
Develop a Rural Action Plan to ensure the importance of tourism to rural communities is better understood and optimised.
Establish a Sustainable Tourism Action Plan to build on current best practice; engage the industry and future-proof
tourism’s development.
Develop a communications and engagement plan to promote greater industry effectiveness.
Assist People 1 st in the implementation of the National Skills Strategy
Facilitate greater engagement between the visitor and the experience
Produce a Transport and Tourism action plan
Develop and implement a programme to modernise visitor information and e-tourism platforms.
Implement the “Welcome To England” programme
Develop and implement a programme to improve accessibility
2. To meet the targets set by DCMS in the final year of the current CSR period VisitEngland will:
Execute a targeted consumer marketing programme within the UK and in key international markets
Support a wide ranging destination PR programme within the UK and in key international markets
Manage the VisitEngland Quality programme
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