15 April 2023

Partner Update Meeting

WelcomeSarah Stewart, Chief Executive

New partners

• Invest Newcastle – Catherine Walker, Inward Investment Director.

• The national tourism landscape and North East England Tourism Awards launch – James Berresford, VisitEngland CEO.

• Domestic and international leisure campaigns – Kathie Wilcox, Head of Marketing and Communications, and Becky Madeley, Marketing Manager.

• Festivals and events – Carol Bell, Head of Culture and Major Events.

• Optional walking tour with Ed Young, Newcastle City Guide.

On the agenda

WelcomeAntony Michaelides, The Assembly Rooms

ANTONY MICHAELIDESThe Assembly

Rooms ROOMS DEDICATED TO THE MOST ELEGANT

RECREATION

Invest NewcastleCatherine Walker, Inward Investment Director

Invest Newcastle

Invest NewcastleA service delivered by NewcastleGateshead Initiative on behalf of Newcastle. • Business as usual, same team, same values.

• New logo and refreshed collateral.

• Newcastle City Council funding confirmed and increased.

• Widened remit to include Science Central marketing.

“We will operate our inward investment service on a flexible boundary basis, drawing on assets and opportunities available across the region, and working constructively with other areas.”

- Pat Ritchie, Newcastle City Council

Invest NewcastleA service delivered by NewcastleGateshead Initiative on behalf of Newcastle. • Retain client-led, impartial focus, optimising return from brand value.

• Private-sector-led Invest Newcastle Advisory Board:

• Support the business-winning team to attract inward investment.

• To act as advisors, share expertise and intelligence.

• To act as ambassadors for Newcastle and the North East.

• Working constructively alongside, and with, the regional gateway.

Invest NewcastleA service delivered by NewcastleGateshead Initiative on behalf of Newcastle. • Allows private sector to support activity under the Newcastle brand:

• Where it will have the most traction internationally.

• That allows them to achieve corporate sales or profile objectives.

• Deliver public / private activity where there isn’t regional appetite.

“The Invest Newcastle approach gives the private sector almost everything we have asked for including the brand, regional integration and private sector involvement.”

- Michael Spriggs, Chair, Invest Newcastle Advisory Board

Invest NewcastleNewcastle @ MIPIM Cannes 2016 Who’s it for: Professional service providers, developers, construction partners and supply chain, agents, facilities management companies, local authority partners, residential house builders, city / city-region stakeholders and agencies. What will it do: Raise the profile of Newcastle and the North East as an investment location and highlight the quality and professional expertise that exists within the construction and real estate sector. Activity will lead with the Newcastle brand while highlighting the North East offer. Timings: Running from September 2015 – March 2016 Activity: Programme of activity at MIPIM Cannes 2016 including full management of a series of audience-specific events, partner welcome drink, PR and media activity to highlight partnership, partnership events with strategic partners, assistance with meetings (setting, information provision etc.)

Invest NewcastleNewcastle / India market development programme Who’s it for: Landlords, agents, professional services companies, local authority partners, universities, UK-based hotel groups. What will it do: It will target corporate businesses in key Indian cities that have opportunity to work with UK partners as inward investors / corporate occupiers, research partnerships, to acquire new skills and talent, to develop new products etc. Timings: Running from May 2015 – March 2016 Activity: Includes two market visits, an inward delegation visit, profiling and networking opportunities with key industry clusters in market, an event in market (possibly run in partnership with UKTI), representative attendance at a minimum of two leading conventions in market.

TourismSarah Stewart, Chief Executive

The national tourism landscapeJames Berresford, CEO, VisitEngland

James BerresfordChief ExecutiveVisitEngland

• In 2014, visitors to England spent an estimated total of £82bn ₋ £18.1bn was spent by British residents on domestic

overnight trips₋ £45.1bn was spent on tourism day trips₋ An estimated £18.9bn was spend by international

visitors

• The English visitor economy contributes £106bn to the national economy (direct and indirect impacts), and supports 2.6 million jobs

The role of VisitEngland• Champion the sector and drive forward the industry’s

shared Strategic Framework for Tourism

• Support local areas grow their economies through tourism

• Advise Government on English Tourism issues

• Provide official intelligence on tourism and visitor economy in England

• Promote England's tourism offer

Themed Campaigns • Holidays through History

• Cycling

• A Taste of England

• Romance

• Heritage in Spring

• Family in Summer/Big Summer Holiday

• Be Part of History: Rugby

• Media breakfast at ABTA convention with partners

• Trade workshop with England’s Heritage Cities

• Travel Trade Master class for Destinations planned for Spring 2015

Travel Trade

Holidays at Home are GREAT!

Thematic Approach

• Capability Brown Tercentenary

• Summer of Sport in RWC 2015

• The 400th Anniversary of Shakespeare’s death

I need information

OffersIdeasAvailabilityNew newsTactical etc

QualityExpertise

KnowledgeRelevantReal time

Right channel

• Our shared growth ambition

• 5% average growth, year on year, in the value of tourism since 2010

• 7% uplift in jobs since 2010 = 178,000

• Currently being refreshed in 2015

The strategic objectives are to:

Vision

Increase the contribution of tourism to the

English economy

Increase tourism

employment and local prosperity

Strengthen the competitiveness

of businesses and England’s tourism offer

A globally competitive tourism industry that acts as a key

driver to the economy and of local prosperity across England

These objectives will be achieved by: Investing in the infrastructure and environment on which

tourism growth relies

Attracting & retaining motivated people and developing their skills

Increasing the visibility & understanding of England’s tourism offer

Overcoming barriers to business competiveness and investment

Investing in tourism products and experiences in line with market trends & strategic needs

People visit places – great destinationsAnother reason for a joined up destination approach

How Satisfied Are Visitors to English Destinations?

Source: VE Brand, Communications and Satisfaction TrackerSource: VisitEngland Brand & Satisfaction Tracker 2013-14 data

OverallPerformance

Likelihood to Recommend

Likelihood toRevisit

Competitive Advantage

TRI*MIndex:

94

90

50

70

30Likelihood to Recommend

85% excellent/ very good

86% definitely/ probably

78% definitely/probably

66% much/ slightly better

94

ENGLAND

Cornwall

Lake District

xNorthumberland

Yorks Dales York

Bristol

Manchester

Gt Yarmouth

Essex

Leeds

East Sussex

ScarboroughLake District North York Moors

Liverpool

Bath

CotswoldsLondon

New Forest

Isle of WightTorquay

Yorkshire Coast97

x

x

Kent Coast

Durham

Warwickshire

Gloucester-shire

Staffordshire

Lincoln

Eastbourne

Peak District

Skegness

Notting-ham

SuffolkCambridge

Newcastle

Blackpool

Chester

Bournemouth

Wey-mouth

Somerset

Oxford

StratfordShropshire

Brighton

Wiltshire

Derbyshire

Other Devon

Birmingham Other Norfolk

x

x

Canterbury

34

95

96

105108

94

90

95100

81

82

100

7475

92

74

100102104

111

85

91

87

102

100101

10486

88

91

92

83

8389

91

95

96

97

8091

94

99

82

85

Total Hants

91

95

Kent Total

8282

94

92

89

98

Futures…a need to futureproof

1. Demographic trends• The population is changing – over the next 10 years, the number of

older people will increase

...and as baby boomers hit retirement age, catering for this group (who don’t behave like “old” people) will be vital

• There’s also been a mini baby-boom – leaving the “squeezed middle” to care for (and finance) the growing numbers of young and old

• There are increasing numbers of UK residents born outside the country – but their leisure habits are often poorly understood

• The traditional family unit is less common than it once was – but this isn’t always recognised by businesses

2. Technological trends• Since 2006, there has been an increase of over 100% in the

number of domestic trips booked online…

• ...mobile devices have changed how we use the internet…

• ...yet not all businesses have a website yet (and if they do, it’s not always mobile enabled)

• Near universal internet penetration in the UK + proliferation of holiday-related UGC mean that the consumer has more information than ever before to help make a decision

3. Leisure time / economic trends• Despite the recession, spending on leisure and recreation has held

up – money may be tight, but work life balance is vital

• ...but value-seeking (and the role of great deals) will remain crucial

• It’s not just about “the big holiday” any more - the average English holiday is getting shorter and shorter with people taking portfolios of trips

• ...and we’ve changed how we plan – last minute is ever more common, making it hard for businesses to predict customer flows

The way the wind is blowing• The number of domestic

overnight trips taken in England fell back by 9% in 2014, while expenditure declined by 3%

• The North / South divide

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

11,696

13,389 13,893

15,593 15,340 14,753

14,211 14,706

15,289 15,461

16,811 17,404

11,28412,207

13,27513,942 14,293 14,252

12,932 12,56812,996 12,846

13,51614,193

Inbound Visits (Millions) – All Purposes

London Rest of England

However recent years have seen stronger growth in London than in the rest of the country

Source: International Passenger Survey

Structural Change • The Triennial Review of tourism

• Select Committee

• Product development and experiential tourism

• It is going to be challenging

National balance

International competition

Phase 2 of savings

Fewer, stronger destinations

• Delivering great experiences

The Awards for Excellence continue to be a great opportunity to showcase England’s fantastic experiences.

Matfen Hall HotelLarge Hotel of the Year - Gold Winner

The Cycle HUB Tourism Experience of the YearHighly Commended

VisitEngland Awards for Excellence 2015

Promoting Excellence

North East England Tourism Awards

• Entries now open

• Closing date 4 September 2015

• Ceremony at Newcastle Civic Centre, 24 November

• 15 categories

• northeasttourismawards.com

NorthEastTourismAwards

@TourismAwardsNE

Domestic and international leisure campaigns

Kathie Wilcox and Becky Madeley

Domestic campaigns

• Spring campaign: 25 April - 30 June.

• ‘Win your ultimate Geordie Weekend’.

• Press partnership with The Guardian.

• Metro and regional listings magazines.

• Outdoor posters.

• Online advertising inc. video.

The Tyne is now

• Over 3,000 entries so far.

• 27,000 unique users of our microsite on theguardian.com

• 29,000 views of the campaign commercial on YouTube as of yesterday.

The Tyne is now

International campaigns

Scandinavia campaign• 300k fund.

• Promoting North East England.

• Working closely with VisitBritain and partners across the North East.

• Get involved through offering competition prizes and support with media visits and familiarisation trips.

• £10m national fund for international marketing – profiling the whole of the North of England.

• Key markets: USA; China; Australia and New Zealand; Germany; Netherlands.

• Activity: consumer campaigns; connectivity; travel trade; business visits and events – to be delivered by 31 March 2016.

• Delivery partners: VisitEngland coordinating; VisitBritain and destinations across the North collaborating to deliver.

Northern Tourism Growth Fund

Our role

• Provide content for the three themes:• Vibrant cities.• Coast and countryside.• History and heritage.

• Offer in-kind support for media visits.

• Donate competition prizes.

• Provide support for familiarisation visits.

How partners can get involved

Rugby World Cup

Festivals and eventsCarol Bell, Head of Culture & Major Events

Jun 4 – 14 Jesterval

¡Vamos!

19 – 21 Virgin Money Cyclone

19 – 27 The Hoppings

Jul 10 – 11 English Schools Athletics Championships

17 – 19 North Pride

SummerTyne Americana Festival

30 Jul – 2 Aug Westfield Health British Transplant Games

Summer highlights

Sep 6 – 13 Tour of Britain

12 – 13 Great North City Games

Morrisons Great North Run

Oct 3 – 10 Rugby World Cup matches

23 – 25 Craft Beer Calling

23 Oct – 2 Nov Juice Festival

Nov 6 – 8 BBC Radio 3 Free Thinking Festival

Autumn highlights

• RWC trophy tour 30 July – 1 August.

• Fanzone running from 25 September.

• Falcons Legends event at Kingston Park, Friday 2 October.

Rugby World Cup

• City-wide programme.

• Running from 2 – 11 October.

• EAT! food market running in the city centre.

• Showcasing some of the region’s best food producers.

• Live music and street theatre.

Rugby World Cup

Nov 12 – 15 Lumiere in Durham

28 Nov – 31 Dec NewcastleGateshead Winter Festival

Dec 9 – 13 Enchanted Parks

31 New Year’s Eve Celebrations

Feb 7 or 14 Chinese New Year 2016

Winter highlights

Closing remarksSarah Stewart, Chief Executive

Thank you

15 April 2023

Partner Update Meeting