E-tourism in England a strategy .pdf

2. Introduction
Tourism is a major component of the English economy contributing some £64 billion
annually and representing one in seven of all jobs. It is a vibrant industry that comprises
some 120,000 businesses, 90% of which employ ten or fewer people. In common with
other sectors, the industry needs to take stock of the revolution in communication
technologies and must adapt as a result of the emerging ‘digital economy’.
Some 38% of all UK households are now able to access the Internet from home, with travel
and tourism the single largest category of products sold electronically. This growing use of
the Internet provides massive opportunities to reach new markets and to improve business
efficiency. In addition, e-tourism can make the industry stronger and more able to respond
positively to crises such as foot and mouth and the events of 11 September 2001.
The tourism industry is hindered, however, by a lack of joined up communication facilities.
The principal challenge is its fragmented nature, reflecting the predominance of very small
businesses, making communication and consolidation of information difficult both within
the industry and to consumers. National and Regional Tourist Boards (RTBs), Destination
Management Organisations (DMOs) and Tourist Information Centres (TICs) need to harness
new electronic marketing opportunities, to make it easier for consumers to purchase the
English tourism product.
This strategy sets out a framework within which tourism in England can make best use of
new information and communications technology. In turn, this will enable English tourism
to realise new opportunities, to provide more effective visitor services and to enhance the
performance and competitiveness of the industry.
2.1 Context
The English Tourism Council (ETC) is the statutory body charged with developing English
tourism. It is committed to developing an industry that strives for high quality, is responsive
to market needs and promotes wise and responsible growth throughout the whole of the
tourism industry.
Given the profile of new electronic media as marketing and distribution channels, one of
ETC’s key priorities is to focus on the potential of e-business and to work towards solutions
for the industry as a whole. This priority fits well with wider Government objectives of
access, adoption of information and communication technologies (ICT), and support for
small business.
ETC is working in partnership with the RTBs and others to develop EnglandNet. This project
is described further in section 6 and will create an online tourism network linking English
tourism regions, destination information systems and new e-business services, to benefit
consumers, tourism providers and destinations.
2.2 The definition and concept of e-tourism
The term ‘e-tourism’ is used in this document to refer to e-business in the field of travel and
tourism – ie the use of ICT to enable tourism providers and destinations to operate more
efficiently, and to reach and serve consumers more effectively with facilities to search,
compare and book tourism products. A more detailed definition is set out in Appendix 1.
7/44 A strategy for modernising English tourism through e-business – July 2002