E-tourism in England a strategy .pdf

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coordinating support programmes linked to EnglandNet, such as TIC modernisation and e-business awareness activities. 6.2.2 British Tourist Authority and UK National Tourist Boards BTA’s objectives are to exploit new media and communications technologies with a view to motivate and inform potential overseas customers about the whole of Britain and its tourism services and products. In addition to BTA and ETC collaborating on the development and use of tourism product data, other opportunities for joint working or cooperation should be explored where functional requirements are similar and efficiency savings may accrue. This should include collaboration on interoperability standards at national level. There is a particular need for collaboration between BTA, EnglandNet, VisitScotland, Wales Tourist Board and the Northern Ireland Tourist Board to ensure that open data exchange standards are applied, to enable ease of access to tourism information across the UK. Other opportunities could include collaboration over the development of geographical information systems, content distribution opportunities, customer interaction services, and research into the effectiveness of online services. 6.2.3 Regional Tourist Boards RTBs will have a key role in managing the rollout of EnglandNet, including overseeing data quality and managing the ENTICE rollout to TICs. They should also lead the delivery of activities to promote e-business awareness and skills, and improve businesses’ participation in EnglandNet. Most RTBs have prepared, or are preparing, regional e-tourism strategies to guide the development and support for e-business within the region and the ways in which this can be integrated with their own corporate plans. Regional e-tourism strategies should set out clearly the way in which local data management and network developments will relate to the national picture for England. This will need to cover the way in which local data is defined, collected and quality-checked, and how regional and local DMS solutions will interact with EnglandNet. To assist in this process several RTBs have also set up regional e-tourism/ICT working groups or forums, and are exploring collaborative opportunities with RDAs, DMOs and business support agencies. 6.2.4 Destination Management Organisations DMOs invariably have the closest contact with local tourism providers, often made tangible via local TICs. Most DMOs have traditionally been operated or at least part-funded, by local authorities, now under an increasing obligation to demonstrate how their services meet Best Value criteria. Some services could be reduced as this pressure increases. An effective e-business strategy could assist the sustainability of DMOs by demonstrating how local services can link into regional and national frameworks, reducing duplication and increasing market reach. DMOs have an important part to play in encouraging local tourism providers to adapt to e-business, and could assist this by supporting local ICT/e-business forums or business advisory workshops. RTBs will be responsible for developing working relationships with DMOs as part of the rollout of EnglandNet and related regional ICT and training services. 24/44 A strategy for modernising English tourism through e-business – July 2002
6.2.5 Regional Development Agencies Regional Development Agencies (RDAs) have an increasingly important role in support of regional economic development. This includes developing cross-sectoral ICT strategies for the development of e-business and for the supporting communications infrastructure required. RDAs recognise the importance of broadband communications for regional development, and seek to address the challenges of ensuring that remote rural areas are not excluded from such services. Whilst the drivers for broadband networks may be the data-rich requirements of health and educational services, rural tourism services could also benefit. RDAs should therefore assist the development of e-business in tourism by considering: • The needs and opportunities for tourism within their own ICT strategies • The potential for tourism services to benefit from, and contribute to, communications infrastructure/broadband initiatives – eg by strengthening the case for local information integration for residents as well as for visitors • Supporting RTBs and DMOs in tourism information system implementation • E-business animation and training initiatives aimed at small tourism businesses • The needs of the tourism sector in the implementing of regional industry extranets or online ‘portal’ services – including the need for access to specialist resources provided nationally (eg via EnglandNet). 6.2.6 Other organisations A number of other organisations have responsibilities relevant to the support of e-business development, and should therefore be encouraged to support this strategy and play a part in delivering some of the supporting activities. These include the Countryside Agency, the Small Business Service and UK online for business. The Tourism Technology Working Group (TTWG), chaired by ETC and involving BTA, RTBs, the Tourism Management Institute, Local Government Association and other representatives, will continue to act as an advisory forum on DMO e-business issues. It should also be a consultative forum for EnglandNet to reflect the user requirements of local authorities and other destination management organisations. It will also oversee dissemination of information on project outcomes via regional workshop events and other means. 25/44 A strategy for modernising English tourism through e-business – July 2002
Page 1 and 2: E-tourism in England A strategy for
Page 3 and 4: Contents Foreword 3 1. Executive su
Page 5 and 6: time content on the availability of
Page 7 and 8: 2. Introduction Tourism is a major
Page 9 and 10: 3. Background In tourism, as elsewh
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Page 13 and 14: This strategy and the EnglandNet pr
Page 15 and 16: 4.2.2 Travel trade Potential requir
Page 17 and 18: • To be integrated into a nationa
Page 19 and 20: information. Technically, this woul
Page 21 and 22: 6. Key roles in support of e-touris
Page 23: As EnglandNet develops 3 , the pote
Page 27 and 28: Key Actions Lead role Others involv
Page 29 and 30: This same network, with some modifi
Page 31 and 32: Maintain a communications strategy
Page 33 and 34: 8. Monitoring and evaluation To eva
Page 35 and 36: Appendix 2: E-tourism in other coun
Page 37 and 38: 1.1 Internet users’ profile Inter
Page 39 and 40: Thus, over a period of only five ye
Page 41 and 42: It also indicates the reasons cited
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