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Niche Tourism as an Agent of Growth. Phil Evans Head of Strategy VisitEngland. Niche Tourism as an agent of growth. Tourism is growing everywhere…but so too are the options for visitors Domestic m ass market tourism can no longer offer a growth solution - PowerPoint PPT Presentation
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Niche Tourism as an Agent of Growth
Phil EvansHead of Strategy
VisitEngland
Niche Tourism as an agent of growth
• Tourism is growing everywhere…but so too are the options for visitors• Domestic mass market tourism can no longer offer a growth solution• The ‘typical’ domestic summer holiday has changed beyond recognition• The industry needs to adapt to ever-changing consumer behaviours• Opportunities to contribute to the national growth target
Tourism is growing everywhere?
…maybe not everywhere!
Londonunlimited PPD001®
Londonunlimited PPD001®
Londonunlimited PPD001®
Londonunlimited PPD001®
Londonunlimited PPD001®
The Move from Mass Tourism
Accommodating new kinds of tourism
Londonunlimited PPD001®
Londonunlimited PPD001®
Changing Consumer Behaviours
Opportunities for Growth
There are many opportunities to move away from what is commonly seen as mass tourism
Value for time
Developing new niche products:
• Food and Drink• Walking, Cycling and Activity Breaks• Nature Tourism• Re-focusing on traditional strengths• Industrial Heritage• Accessible Audiences• Arts, Crafts and Learning• Developing Local Identity
A destination doesn’t need to have a unique World Class Heritage Site to develop its own identity- we are lucky in England to have multiple options but the same rules can be applied almost anywhere
National Tourism Academy at Bournemouth
philip.evans@visitengland.org
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