Tourism - key to Britain's growth in 2013

As 2012 draws to a close, we take a positive look back at the highs of a tourism industry surviving, and not infrequently thriving, during tough economic times.

Many of our clients enjoyed an exciting and, in the case of Beeston Castle, pleasantly surprising year. During a routine ‘hibernation check’ the Cheshire Bat Group discovered lesser horseshoe bats roosting in caves around the English Heritage property. Last recorded at the site in 1948, this plum-sized species (usually restricted to Wales and the Midlands) was a thrilling find for local wildlife enthusiasts.

Last month, SnowdonMountain Railway took delivery of new carriages for the first time since their existing ones were introduced in the 1920s. Providing extra comfort and with space for additional passengers, the modern coaches nevertheless retain an original look and feel of the steam era. Funding was provided in part by the Welsh Government.

A Bactarian camel calf was born at Knowsley Safari Park in March. Hundreds of visitors flocked to see the double-humped youngster, which is endangered in the wild.

Sticking with the animal theme, two Asian short-clawed otters were born at ChesterZoo in May. The babies were named Daley and Rebecca in honour of the popular British Olympians: diver Tom Daley and swimmer Rebecca Adlington.

Nationally, pubs serving food profited from UK diners eating out more frequently (according to Horizons’ Quickbite Survey). Data showed that the average adult eats out almost three times over a two-week period, with pub restaurants accounting for 19% of those visits.

Back in June, the international Passenger Survey revealed that Britain had benefitted from an increase in inbound tourism with a 10% leap during April (a record 2.9 million visits from overseas and spending at £1.4 billion), compared with the same period the previous year. All told, the first four months of 2012 saw 9.3 million visits – a significant 6% increase. Over the year as a whole, inbound tourism contributed 18.7 billion to Britain’s economy, making it the nation’s third biggest earner of foreign exchange.

In August, the number of domestic overnight holidays rose by 13% (Great Britain Tourism Survey), with just under eight million trips taken that month. Figures from the national tourist board also showed that domestic trips had increased during 2012.

So, what can the industry expect from 2013? According to VisitBritain there will be a probable 3% increase in international tourism, which will mean almost one million additional visits to the UK. There is no doubt that we will continue to face many challenges both nationally and locally but, as the Culture Secretary, Maria Miller made clear at the World Travel Market in November, tourism is key to the UK's growth strategy and many think it could be our fastest growing sector over the next decade.

On that upbeat note, we would like to wish our clients, associates, friends and readers a very merry Christmas and a happy New Year!

Image: Traditional Christmas tree, ©VisitBritain /Britain on View 2010

A surprisingly successful season

Autumn is almost upon us and we are beginning to take stock of the last few months - comparing the high-season of 2011 with summers past. Halloween and Bonfire Night leaflets are beginning to appear in our VIPs and we are receiving a variety of Christmas literature at the Border Distribution Centre.

It has been an extremely encouraging year up to now for LDS Tourism Services. The latest research shows that Brits continue to holiday at home, with an increase of 4% in trips taken. Visits to attractions in England - including farms, wildlife attractions and gardens - are up 7% according to VisitBritain. Additionally, findings from the latest International Passenger Survey show that a record number of visitors arrived in the UK in June and, more significantly, spent a record amount.

Chester Zoo announced it had welcomed its one millionth visitor of 2011, having seen attendance soar since the opening of its wonderful Dinosaurs at Large! exhibition in July. This milestone was reached almost four weeks earlier than in 2010, a year in which the zoo was declared the most visited (charged) attraction in the UK.

In August, the Office of National Statistics (ONS) revealed that foreign holidaymakers had spent £100m in North Wales last year. Over 172,000 overseas tourists spent £13 million more than in 2009, bucking the national trend and delighting local authorities.

Wrexham Council’s lead member for regeneration, Rodney Skelland, was quoted in the Daily Post as saying: “There are two things that may have really helped drive forward our growth in the overseas market. The first is the way the services and facilities we can offer visitors has really developed in terms of both quality and range. The other factor is increased global exposure for Wrexham since it became a university town in 2008 and gained a World Heritage Site in 2009.”

Thousands of people flocked to the Southport Air Show in July, lining the beach, promenade and pier to watch spectacular acrobatic performances over the blue Merseyside skies. Sefton council’s member for tourism, Cllr Mike Booth said after the event that official figures confirmed the weekend was a record breaker.

We were thrilled to receive Approved Partner Status last month from Marketing Cheshire. You can now find us featured on their corporate website under the recommended partners’ page.

If you have leaflets or brochures for distribution during the winter or you would like us to handle your social media marketing over this period, please contact us right away to discuss tactics. 

Image: ©Marketing Cheshire 2011

Liverpool enjoys tourism boom: So why close its TIC?

According to The Mersey Partnership – the organization responsible for developing and promoting Liverpool City Region as an ideal place to invest, live, work and stay - the local visitor economy supports some 41,000 job.

Several long-standing clients of LDS Tourism Services in Liverpool have experienced spectacular growth over the last few years and we are proud to have played our part in their success. During 2010, Merseyside Maritime Museum received 1,027,475 visits, up from 946,699 the year before (a rise of 8.5%) and World Museum Liverpool had a 23.4% rise in visitors, from 606,394 in 2009 to 748,065. Earlier this month, VisitBritain announced that both museums had been named in the top 20 free visitor attractions in Britain.

The Museum of Liverpool is the new kid on the block – officially opening to the public on 19th July. Yet, within two weeks, it had welcomed over 150,000 people through its doors (averaging 12,500 visitors a day), including Yoko Ono, the widow of John Lennon – and by mid August it was celebrating its first quarter million. It has since been nominated for World Building of the Year 2011.

In spite of Liverpool’s undeniable popularity with both British and overseas visitors, the council announced earlier this month that the City’s flagship Tourist Information Centre would close down as part of budget cutbacks. This astonishing development has caused a huge amount of consternation – understandable when one considers that “more room nights were sold in Liverpool city centre during the first six months of 2010 than in 2009 or 2008” (Tourism Scene, Issue 16).

Liverpool City Council leader, Joe Anderson, recently described Liverpool as a "world-class destination” and, as we reported in Swift Flyer only last month, an official strategy document estimated that the City’s tourism industry is likely to be worth £2 billion by 2020. 

Liverpool’s 08 Place is due to close on 31st October 2011. If you have concerns regarding this issue, Julie Kershaw, owner of Liverpool Entente Cordiale Tours has set up a page on Facebook called: Liverpool needs a city centre Tourist Office. Here she eloquently explains the importance of a City centre TIC and keeps followers abreast of the latest developments.

What are your views on the closure of Liverpool’s main TIC (or indeed, other tourism offices in the region) and how do you think it will affect the local economy in the long term? Please tell us what you think by posting your comments on this blog.

Image: The Albert Dock © Britainonview / Ingrid Rasmussen

The Continuing Need For Marketing Print

LDS Tourism Services has had a web presence since 1995 and has fully embraced e-marketing and, more recently, social media networking techniques. However, while the Internet is an important means of promoting tourism, we fully recognise that it is a useful tool in the box rather than a ‘one size fits all’ method of catching the visitor’s eye.

We recently put the question: "Is it still worth spending time and money on brochures?" to fellow members of LinkedIn, an online network of experienced business people from around the world. We received a huge number of replies from a cross section of people involved in the tourist, leisure, design and marketing industries. The overall consensus was that promotional print is still undoubtedly an extremely important means of marketing attractions and other businesses in the modern era.

Here is a small but representative selection of the replies:

“I use print material to drive people to the Royal Academy of Arts’ website and to promote advance bookings. Customers still appreciate the tactile quality of print and particularly these days this tool provides a sense of trust.” - Maria Salvatierra, Marketing Officer, Travel & Tourism at Royal Academy of Arts

“Absolutely! Even though technology has made it possible to see information online, people still want a hard copy. The internet has refined in a way what could go into print. There are still plenty of people out there that stop by visitor information centres searching for flyers and brochures on the way to their next destination. We mail out a lot of information packets each month from people requesting information.” – Brent Hunter, Economic Development, Government Relations, Business Management

“To rely on a web presence is only a small part of the picture. Without the personal touch, even the best website doesn't convert as much as they could. All online marketers are always looking for the right landing page or design. The impersonal web has a hard time competing with a smile, handshake and well designed brochure.” – Buddy Hannon, Media Production Agent, Nature’s Blend Inc.

“A good note to remember, roughly 18% of web users actually read what's on a website. Brochures allow a potential client to educate themselves when they want, wherever they want.” – Shane O’Brien, Owner, Blue Wave Design Inc. (Website Print)

“I speak for the tourism industry - YES - brochures are absolutely needed. When you're driving down the road, stop at a restaurant and want to get local information about what's in the area, a well-stocked brochure rack is extremely useful. Not all festivals, events, hotels, restaurants, etc. are on the Internet. And even if they were, not everyone travels with a Blackberry. For the traveller on the road, brochures help people make last-minute decisions about where to go and what to do. And, many people save them to share or for future use.” – Greta Lint, Tourism Communications Services

“While a website has the flexibility to offer far more information than [promotional print], it cannot do everything. A brochure when created and used correctly is a great sales support tool that can augment a web site. The thinking may be a little different these days, but the use of brochures should not be tossed away simply because the web exists. It is very true that companies do not have to rely on brochures alone anymore. They also should not fall into the trap of relying solely on their web site. Some people still like holding things in their hands besides pieces of plastic tethered to a monitor.” – Jim Pallotta, Designer, Studio Barrage

“Yes, they are absolutely still worth the time and money. The goal is with the brochure development - to plan on presenting an online option as well. The nice aspect of having a printed brochure, you can take it with you to read at leisure without the glare of a computer screen and offers a comprehensive, offline resource to store for future reference.” – Yvonne Denault, Creative Director, Vorden Corp.

“Absolutely, brochures are still worth spending money on, provided that you understand your target market and their likely behaviours properly. My organisation runs multi-channel campaigns and regular use of brochures forms the backbone of those campaigns. Their strength for us is the facility for our customers to digest the information at their leisure, without the need for technology. The brochure can be casually picked up and acted upon at the customer's whim, and it can come with the customer to a store so that the product they require can be followed through from the brochure right into the store and to the cash desk.” – Ed Brazier, GO Outdoors Ltd.

“I hadn't had a new batch of brochures printed up for, probably, fifteen years - almost as long as I've had a Web site. However, I was informed this past spring that I was missing a key marketing connection with one of my specific niches by not having one. Why I didn't realise it before (or why no one made the connection earlier), I can't say, but I now use a newly designed brochure to hit that niche: genealogists and personal historians. The response has been surprising.” - Stephen Evans, Editor, www.the-freelance-editor.com

(This question is still open on the main LinkedIn Q&A board and in the Brochure Marketing group Discussion area.)

Both our survey and market research in general clearly show that printed materials are still one of the most cost-effective and successful means of promoting an attraction, event, tourist resort, leisure facility etc. It is quite clear that displaying promotional print in high-footfall outlets is massively important to the success of tourism and to suggest that e-marketing has replaced brochures and leaflets would be wholly inaccurate. Professional literature distribution is proven, effective and reliable.

Incidentally, it may interest you to know that there are now 619 members of our Brochure Marketing group on LinkedIn. There is also a sub-group - Brochure Marketing UK - for those who wish to network with fellow Brits.

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Image © knowtebook.com, 2009

A Successful Summer for LDS Tourism and Clients

As ever at this time of year, we are hectically busy preparing for the schools to close – in fact, some have already broken up for the summer. There are also lots of new leaflets and brochures available, including (but certainly not limited to): Manchester Events, Chirk Castle, Echo Arena What's On Summer 09, Brimstage Maize Maze and the Cywain Centre Bala.

We are delighted to report that 2009 is proving immensely rewarding for many of our clients, too.

Go Ape High Wire Forest Adventure won the Responsible Tourism category in the TravelMole 2009 Web Awards. The Delamere Forest based attraction beat three other companies to take the top spot and were presented with their prize at a ceremony held in Canada House, London. Many congratulations to Go Ape from all at LDS Tourism Services.

We are sending out a collective pat on the back to several other of our prize-winning customers, including: Tatton Park (Large Attraction of the Year, Visit Chester & Cheshire Awards), Blue Planet Aquarium (Best Tourism Website of the Year, Visit Chester & Cheshire Awards), The Museum of Science & Industry (Tourism Experience of the Year for Costumed performers at MoSI, Manchester Tourism Awards) and WWT Martin Mere Wetland Centre (Visitor Attraction of the Year, Lancashire & Blackpool Tourism Awards). Well done all!

There was great excitement at Blue Planet Aquarium recently when a baby shark was discovered by a diver in the enormous Caribbean Reef display. The 15cm bamboo shark was found under a rock by Terry Cookson during a routine maintenance dive. He spotted the tiny shark moving around and carefully brought him to the surface. The little nipper has now been nicknamed Rocky!

We have discovered some interesting statistics from Travel Navigator, a new national independent UK holiday survey by Arkenford. Based on questioning 2,000 adults a month about their travel plans and their booking intentions over the next three months, the latest results have revealed that people are downsizing and becoming increasingly independent when it comes to holidays this year. It would seem that more than 90% of them have booked their accommodation in advance and over 50% of these bookings have been made online and bought directly from the provider. Seventy-three percent said they would cut their spending on holidays this year. However, short breaks are set to benefit, with 20% planning to book more short breaks at home than in 2008.

It would seem to us that while a great many people have chosen to holiday at home this year, it is quite clear they want affordable breaks and are cutting back on the amount they spend. Therefore, tourism operators or resorts that decide to raise prices to cash in on the domestic bonanza are likely to find that visitors stay away.

Is your business benefitting from the current ‘Brits Stay Home’ boom? Have you noticed an increase in the number of local people visiting your attraction or establishment? Please share your thoughts and observations with us by posting a message here or by sending us an e-mail.

Main picture: Martin Mere Wetland Centre, © Jonathon Monk, 2005

The Only Way is Up For Tourism in North West England

It has been all hands to the deck over the past couple of days with the monthly delivery of What’s On in Chester & Cheshire to hotels, attractions and other leisure facilities in the City and surrounding area. The glossy A4 magazine is a free guide to eating, drinking, shopping and entertainment in the area – although it will be downsizing to a “chic and petite publication” next month with a “dynamic and vibrant new look”. It is also getting a bigger print run because - according to editor, Gerald A. Tattum - Chester City Council, “just can’t keep pace with the demand” for this popular life-style guide.

According to Superbreak: “Figures show that provincial UK cities and resorts are performing well with bookings through agents in January up 14% year on year…” Indeed, the operator predicts that more than 65,000 people will book short breaks through agents for the two week Easter period and fully expects more people to holiday at home this Easter as apposed to visiting euro zone countries. In addition, Easter falls later this year giving spring a chance to set in properly, which could be excellent news for companies offering short breaks “within two and a half hours drive from home”. If so, this will no doubt have a very positive knock-on effect for tourism and leisure facilities throughout Britain.

One of our longest-standing clients, Chester Zoo has recently unveiled an ambitious £225 million plan that will see it transformed into the largest conservation, animal and leisure attraction of its kind in Europe. The project – given the working title Natural Vision – will involve a £90 million first phase which will include the only domed ecosystem in the UK. Called ‘Heart of Africa’, the bio-dome will be an African rainforest-themed sanctuary for a band of Gorillas, a large troop of chimpanzees, Okapi (rare giraffe-like creatures), and a wide variety of tropical birds, amphibians, reptiles, fishes and invertebrates, moving freely among lush vegetation. The first phase – planning permission for which will be sought later this year – will also include a 90-bed hotel, a Conservation College, a key element of which is the ‘Futures’ education centre, and a revamped main entrance linking to a marina development on zoo land beside the Shropshire Union Canal. All we can say is: “Way to go, Chester Zoo!”

Visit Chester and Cheshire Members' Workshop

LDS Tourism Services were recently invited to attend Visit Chester and Cheshire's' Workshop on 11th April 2008. Diana and I attended the workshop at the De Vere Carden Park Hotel in Cheshire. These events are very kindly organised by VCC to encourage networking between members. It gives everyone a chance to catch up with the latest news and ideas and put ideas forward.

In the first session, our presentation was 'Marketing and Planning for Your Business' by Tracy Archer. This was a very interesting talk about simple ways to market you own business, with a particular focus on website and e-mail marketing. Although it was mainly aimed at hoteliers and attractions, I found that many points were relevant to us too. We are always keen to keep our website and e-mails up to date with the latest technology, so I found it useful.

After a short break for a cup of tea, we returned to the conference room to see a presentation on 'Victor-e' by Martyn Collins. This focused on a fantastic new online development the tourist board are piloting in Tatton. The idea is to group together clusters of businesses associated with the tourist industry and create an online i-visitor guide for each of them to feature on their website. This way, there would be one point of reference for web users to look up Tatton. Although this may not be something LDS can get involved in directly, anything that boosts tourism in the area is beneficial for all.

I was particularly looking forward to our final session and it did not disappoint. 'Practical Green Solutions - what can you do tomorrow' by Manda Brookman from CoaST was a truely dynamic presentation which enabled all of us to see what a difference we can make to the environment and our business by making small changes. I certainly went away with a few ideas of things we can do at LDS to make us more eco-friendly. It's something we have always been interested in and Paula likes to encourage wildlife by erecting bat boxes on our office building. It was great to see other people become enthusiastic about green issues and also realise that it creates a good image for ones business.

After all the presentations were over we had a lovely lunch and were given the opportunity to talk to others sitting at our table. All in all, I found the day extremely useful. Although we are not hoteliers or owners of an attraction, we are connected to the tourism industry and very much want to improve visitor numbers to our region. It's also important that different types of businesses can work together in order to keep British Tourism and local business thriving.