British Tourism Framework Review

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British Tourism Framework Review
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Consultation

• Improve the collective marketing of England
• Drive up quality of experience place
• Build on our strengths
• Maximise the 2012 opportunity for England
• Champion the cause of tourism

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The Framework makes the case for tourism

• 97bn
• 225,000 jobs
• Entry-level and entrepreneurial jobs
• Tourism cannot be off shored and has impact
  right across the country

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The Framework sets out the opportunities

• Strength, variety and richness of offer in
  England
• 2012 and the Cultural Olympiad
• Decade of Sport
• VisitEngland a new body for tourism

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The Framework sets out challenges

• Financial constraints (doing fewerthings better)
• Perceptions and understanding of tourism
• Inconsistencies in quality
• The cost of doing business in England

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Our visionTo maximise tourisms contribution to
the economy, employment and quality of life in
England
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Strategic Framework objectives

• Increase Englands share of Global Visitor
  Markets
• Offer visitors compelling destinations of
  distinction
• Champion a successful, thriving tourism industry
• Improve engagement between the visitor and
  experience

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Increase Englands share of global visitor markets

• The national and international marketing strategy
  (and Olympics marketing strategy)
• A business tourism action plan
• A national events programme including the
  Cultural Olympiad, the Decade of Sport and the
  Queens Diamond Jubilee

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Create compelling destinations of distinction

• Regional tourism framework agreements celebrating
  and cementing the activity of the visitor
  economy within regions and amongst a range of
  regional partners
• Best practice in destination management planning
  
• Assured England (a new approach to Quality
  accreditation)
• The England Satisfaction Survey

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Champion a successful, thriving tourism industry

• Making the case for Tourism
• National Research and Intelligence Programme
• Resort Action Plan
• Rural Tourism Action Plan
• Sustainability
• The National Skills Strategy

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Greater engagement between the visitor and
experience

• Modernising visitor information
• Tourism and Transport Strategy
• Accessibility

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Taking the challenge forward