BRITISH TOURIST AUTHORITY TRADING AS VISITBRITAIN ...

More documents

Recommendations

Info

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 18
VisitBritain and VisitEngland Annual report and financial statements for the year ended 31 st March 2010 2010/11 Priorities (continued) 3. In order to ensure new effective structural solutions are developed in the light of a new public sector funding environment VisitEngland will: Champion a strong England landscape for tourism development and marketing Re-appraise the role and function of Partners for England Re-appraise the Quadrant model for overseas marketing Deliver an effective communications plan which builds on VisitEngland’s role as the lead body for tourism in England. 4. VisitEngland will re-define the organisation in order to ensure ‘fitness for purpose’ Prepare an outline 5 year strategy for Visit England Undertake an organisational review in the light of the emerging new landscape for Tourism England Implement a new staff appraisal system; new learning and development programme 19
Page 1 and 2: BRITISH TOURIST AUTHORITY TRADING A
Page 3 and 4: Crown Copyright 2010 The text in th
Page 5 and 6: VisitBritain and VisitEngland Annua
Page 21: VisitBritain and VisitEngland Annua
Page 29 and 30: 2009-10 Real increase cash equivale
Page 39 and 40: VisitBritain and VisitEngland State
Page 45 and 46: VisitBritain and VisitEngland Notes
Page 73 and 74:
VisitBritain and VisitEngland Notes
Page 75 and 76:
Page 77 and 78:
Page 79 and 80:
Page 81 and 82:
Page 83 and 84:
Page 85:
show all

BRITISH TOURIST AUTHORITY TRADING AS VISITBRITAIN ...

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?