Issue 44 January/February £2.75

Bumper yearahead forUK tourism?By Christina Eccles

2012 could be a bumper year for UKtourism, with the country potentiallyattracting over 30m overseas visitorsthis year, according to experts.

National tourism agencyVisitBritain has released its 2012visitor forecast, which predicts howthe UK could benefit from the year’smajor events such as the LondonOlympic and Paralympic Games andthe Queen’s Diamond Jubilee.

And the organisation predicts up to30.7m international tourists couldcome to the UK over the next 12months, potentially spending£17.6b.

VisitBritain chief executive SandieDawe explained: “While these fig-ures are in line with expected num-bers in 2011, maintaining currentvisitor levels would be a good out-come in a year that is proving diffi-cult to predict due to the currentglobal economic climate and theimpact this may have in many ofour key markets.

“We are currently on track to see arecord number of holiday visits tothe UK this year, which suggeststhat our appeal as a destinationremains strong; this level of interest

is something we hope to build on aswe head in to 2012.

“The business traveller markethowever remains some way downon record levels, and there is somerisk this could decline further ifthere was an economic slowdownas companies usually put in placemeasures to kerb travel costs.”

Sandie added the coming monthswill be a great chance to promotethe UK internationally in both exist-ing markets and in new areasaround the world.

She added: “2012 gives us anunprecedented opportunity to show-case Britain in a way that we havenever had before, allowing us torevitalise our appeal in mature markets and help us get Britain onthe destination wish list of first time visitors from growth marketssuch as Brazil, China, India andRussia.

“VisitBritain is working hard toensure that the Games and theQueen’s Diamond Jubilee celebra-tions will generate positive PR forBritain, taking advantage of theglobal interest to increase tourismnumbers in the years ahead andcreating a lasting tourism legacy forthe future.”

BLACKPOOL Zoo is celebrating a hat-trick ofrecords with visitor numbers, membershipsales and school visitshitting all-time highs in2011.

Visitor numbers andrevenue were up threeper cent, while member-ships have seen aneight per cent rise.

School visits toppedmore than 50,000 forthe first time during theyear, up more than1,500 on 2010.

Significant births, theintroduction of addition-al species, a new chil-dren’s farm and aviaryand investment in thezoo’s main restauranthave all played a part inthe increases.

Marketing and PRcoordinator JudeRothwell said: “It hasbeen another fantasti-cally busy year here atBlackpool Zoo and weare delighted with thesupport we havereceived.

“It is very importantfor us to continueinvesting in the zoo togive people reasons toreturn again and again.”

TV presenter Gethin Jones visited thebest of the Lake District as part of a newseries which explores Britain’s adventuretravel hotspots. Gethin and naturalistCharlotte Uhlenbroek visited the area tofilm an episode of ITV1 series TheAdventurer’s Guide to Britain, stoppingoff at attractions such as the Eden andUllswater Valleys and Angle Tarn.� For full story see our feature onCumbria and The Lake District on Page 14

Roaringsuccessas zoo hitshat-trick

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Entertainmentnews inCentrestagestarting on Page 11

ContactsEDITORIALJudith Halkerston group editor 01226 734639 jhalkerston@whpl.netChristina Eccles reporter 01226 734463 ce@whpl.netDominic Musgrave reporter 01226 734407 dm@whpl.net

PRODUCTIONJudith Halkerston – group deputyeditor – jhalkerston@whpl.netStewart Holt – studio manager –sth@whpl.netLaura Blackburn – graphic designerlb@whpl.net

ADVERTISINGAndrew Loadesassistant product manager01226 734482Tony Barrysales and marketing director01226 734605/01226 734333

CIRCULATIONKelly Tarff01226 734695 kt@whpl.netFax: 01226 734477

Web: www.destination.uk.com

By Christina Eccles

THE UK has celebrated a decade offree entry to some of the country’stop museums.

Over the last 10 years, the freeadmission policy has been anoverwhelming success, dramaticallyboosting visitor figures.

Over 50m people visited the UK’snational museums last year, morethan double the number before there-introduction of universal freeadmission in December 2001.

Director of the Natural HistoryMuseum and chair of the NationalMuseum Directors’ Conference DrMichael Dixon said: “In the past 10years visits to the formerly chargingnational museums have increasedby 150 per cent.

“The Natural History Museum hasseen its visitor numbers rise almostthreefold, from 1.7m in 2000 to4.8m last year. This is a fantastictestament to the huge publicappetite for museums, the quality ofour visitor offer and the success ofthe free admission policy.”

Chief executive of VisitBritainSandie Dawe added: “The UK hasthree of the top five most visitedmuseums and galleries in the world,

all of which are free to enjoy. It islittle wonder then that a visit to amuseum is one of the most popularactivities undertaken by many of the30m international visitors who comehere each year.

“As well as being major draws, weestimate that Britain’s uniqueculture and great heritage attracts£4.5bn worth of spending byinbound visitors annually andthereby underpins more than100,000 jobs across the length andbreadth of the country.”

The impact of free admission hasbeen felt across the UK – withnearly 15m visits to Wales’ sevennational museums over the past 10years and visitor numbers up atmany regional museums.

Director National MuseumsLiverpool Dr David Fleming added:“People don't just like theirmuseums in Liverpool, they lovethem. In the 10 years of freeadmission our visitor figures haveincreased fourfold. We have a verydiverse audience with people fromall backgrounds. There is anappetite for culture amongMerseysiders and among ourthousands of visitors who comefrom around the UK and fromoverseas.”

Shakespeare Country has announced an array of attractionsdesigned to bring visitors to the region in 2012. Visitors will be ableto watch the Olympic Torch relay pass through on July 1, enjoy theShakespeare birthday celebrations on April 21-22, or dabble inwitchcraft at Warwick Castle. A display of Royal cars for theDiamond Jubilee, an exhibition of Gainsborough landscapes and anopen-air performance of Pride and Prejudice are among otherhighlights.

Decade offree entryto museumscelebrated

Birminghamallocated£17m infundingFUNDING worth £17m has beenallocated to attract more visitors andbusinesses to the Birmingham area.

The Investing in the City Regionproject has been awarded over£8.8m from the European RegionalDevelopment Fund, with MarketingBirmingham and its partnersproviding the match funding tocreate a total budget of over £17mfor the campaign’s activities.

Chief executive of marketingBirmingham Neil Rami said:“Birmingham, the Black Country andSolihull have growing reputations asplaces to do business, invest andvisit. By working with partners tocoordinate promotional andbusiness support activity we canbuild on this success and reallyfocus on activities that will attractnew companies, talented workersand visitors to the region.

“In today’s fiscally challengingtimes it is important for destinationsto realise the potential of theirvisitor economy and offer to thebusiness and investor community in order to stimulate economicgrowth and create jobs for localpeople. This funding will help us dothat.”

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The Crown Jewels will be newly presented from 29th March 2012. This new exhibition will explore the importance of the Crown Jewels tothe British monarchy, the role of the Tower in protecting these treasuresand the long and fascinating tradition of coronations in England.

The mystique and beauty of diamonds and precious jewels in thecollection have always held an unparalleled allure to visitors fromacross the globe. The Coronation ceremony will be the central theme ofthe re-presentation. The displays will examine how the royal regalia areused during the ceremony and explore the symbolism of each object.

Destroyed at the Tower after the Civil War and re-made for Charles II’scoronation in 1661, the Crown Jewels signify royal authority to lead andprotect the nation. The priceless collection holds some of the mostlegendary and extraordinary diamonds in the world.

The Crown Jewels at the Tower of London are a unique workingcollection of royal regalia and are still used by the Queen in importantnational ceremonies such as the State opening of Parliament.

Continuing into 2012, groups will get even more value for their visitwhen the incredible story of the Tower’s menagerie will be revealed as itis brought to life through a selection of specially commissioned animalsculptures installed around the Fortress.

Wild and exotic animals were kept at the Tower for the entertainmentand curiosity of the royal household and visitors for over 600 years.Kings and queens kept the extraordinary creatures as symbols of power.Visitors can discover the amazing tales of how animals were fed,watered and housed and compare how animals and prisoners were keptat the Tower. The experience will include displays along the north walkand Brick Tower where numerous interesting exhibits will be included.

For help and advice in organising group visits to any of the historicroyal palaces, contact the groups and travel trade team on: +44 (0) 20 3166 6311 or email: groupsandtraveltrade@hrp.org.uk. Please quote “Destination UK January” when contacting us.

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Extra fundingto promoteUK overseasVISITBRITAIN is to benefit fromadditional funding worth £27m tohelp promote the UK in key overseasmarkets over the next four years.

Funding for the national tourismagency will be made available tocapitalise on international attentionthe country will receive due to majorevents such as the Queen’sDiamond Jubilee and the Olympicand Paralympic Games.

The initiative is part of the GREATcampaign launched by the PrimeMinister last year to show the worldBritain is a great place to visit, live,invest and do business with.

Chief executive Sandie Dawe said:“This additional funding means wewill be able to run the largesttourism marketing campaign in ourhistory. We will be taking the GREATbrand into some of the mostdynamic, fastest growing andeconomically important cities acrossthe world to encourage a greaternumber of people to come andexperience the very best of whatBritain has to offer.

“New Yorkers will see our ads intheir papers and on the subway asthey travel to work, meaning 72 percent of our target audience there

will have a myriad of opportunitiesto see our campaign.

“In India and Paris we will also beon cinema screens, while in Chinawe will reach over 15m potentialvisitors through a combination ofmagazines, subway and station ads,as well as using various onlineplatforms.

“Alongside the inspirational imagesthat will inspire the world to putBritain on its destination wish list,tactical advertising with our industrypartners will offer great deals toencourage people to visit now. ThisGREAT campaign aims toreinvigorate our appeal in maturemarkets such as the USA where wehave seen decline in recent years,and it will help raise our profile inthe vital emerging markets, securinggrowth for the future.

“Our targets are ambitious, butinbound tourism is already Britain’sthird-largest earner of foreignexchange and we know more can bedone.”� What impact do you think 2012’skey events will have on UK tourism?Email Destination UK atce@whpl.net or follow us on Twitter@DUKMag

Groups looking to explore Canterbury’s medieval history cannow benefit from a new joint ticket launched by two of the city’stop heritage attractions. The Canterbury Tales and theCanterbury Westgate Towers have joined forces to allow partiesaccess to both attractions, with the option of a costumedcharacter guide who can meet and greet from the coach andescort them to the venues. The combined ticket costs £7.75per person or £9.00 per person including a costumed characterto meet and greet.

Chelsea helps showcase Peak DistrictX FACTOR contestant and Chesterfield singerChelsea Redfern and local school pupils arehelping to showcase the Peak District to a globalaudience.

They provide the soundtrack to a new filmcreated by Visit Peak District and Derbyshiredesigned to encourage more internationalvisitors to come to the region.

Visit Peak District and Derbyshire’s head ofmarketing David Thornton said: “The words ofGet Here are a perfect fit with the fabulous filmfootage we have shot to spread the messageabout the superb variety of scenery, fantasticrange of activities and attractions and matchlesshistory and heritage the Peak District has tooffer.

“The original idea came from Lady MannersSchool pupil Darcy Rae, whose mum Lindsayworks with us here at the tourist board.

“We’re delighted that teachers and pupils atthe school and Chelsea agreed to get involved,and that Brenda Russell and Warner BrothersMusic have given their blessing to thisimaginative project, which will give us hugescope to broadcast the beauty of the area andthe benefits of holidaying here across the world.

“Both the words and images perfectlyencapsulate the simple, but effective messagewe will be trying to convey to prospective visitorsduring 2012 and beyond as part of our ongoingmarketing work with the national tourist boardsto reach as wide an audience as possible.”

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From 4th April 2012, the brand new exhibition The Wild, theBeautiful and the Damned will take place at Hampton CourtPalace.

This is a story about the fascination of love, glamour, celebrity,lust and power and involved some of the key characters thatlived, loved and died at the palace- Charles II, James II, WilliamIII & Queen Mary II and Queen Anne from 1660-1714. Beautywas a good thing; it was a reflection of divine perfection, anindication of virtue, but it was also a good excuse to decorateprivate chambers with soft-core private delights!

In the exotic world of the Restoration court, beauty could beexploited; women used it to command a new personal andpolitical influence at the heart of government, but werethemselves chased and abused. This temporary exhibition willbe included in admission until the end of September. It willprincipally contain magnificent artworks to reveal the storiesand scandals and will include items from the Royal Collectionand other public and private collections, with a significantnumber not currently on display.

Later in 2012, Henry VIII’s fabulous state apartments atHampton Court Palace will be topped off with an impressivefinale focusing on his legacy and the Tudor dynasty thatsucceeded him. The highlight will be the newly re-created crownof Henry VIII in the royal pew. Henry’s richly decorated imperialcrown was a powerful object worn by the King but also used tocrown his children as they succeeded him and his successorsdown to Charles I. The crown is based on detailed research intoinventories of Henry’s possessions which tell us in detail how itwas constructed and how and where the stones were placed init. Sadly, the real crown no longer exists as it was destroyed byCromwell’s government. However, the excellent Tudor recordsand contemporary images have enabled us to create a veryaccurate replica. The crown jeweller and his master craftsmenwill re-create this spectacular Tudor object in silver-gilt withsemi-precious or artificial stones, ensuring that it looks asspectacular and authentic as possible.

For help and advice in organising group visits to any of the historicroyal palaces, contact the groups and travel trade team on +44 (0) 20 3166 6311 or e-mail groupsandtraveltrade@hrp.org.uk.Please quote “Destination UK January” when contacting us.

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WHILST Northumberland may havemore castles than any other countyin the country not all of them arevacant piles of stones.

Bamburgh is very much full of life,literally, as it has 13 apartments,five of them occupied full time.Castle director Chris Calvert is luckyenough to live in one of them: “It’sa brilliant place to live, to be part ofthe history is a great experience andespecially to be able to share it withothers.”

The castle has had people living init almost continuously since awooden fortification was firsterected here in Anglo-Saxon times.There are over 3,000 items to seein the castle dating from Anglo-Saxon swords, coins and golddecorations right through the MiddleAges to ‘state of the art’ Victorian

‘white goods’. The castle even hadits own militia when Napoleon wasthreatening to invade. They’veintroduced some medieval andViking board games as well as othertraditional games to have a go.

The castle continues to offer freeguided tours or introductory talksdepending on the time of visit and agenerous 20 per cent discount onthe admission price. This yeardemonstrations on stonemasonryand archeology talks will also beavailable.

If you are looking for somethingreally special then ask about anevening tour with drinks, snacks andtraditional music.

Both the onsite cafeteria and shopoffer local products making this atruly Northumbrian experience tothe north’s most iconic castle.

A castle full of life

New hotelopening inNewcastleA NEW hotel is opening inNewcastle under the DoubleTreeby Hilton brand.

The 179 room hotel is locatedjust steps from the terminals andexpress car park at NewcastleInternational Airport and 15minutes from the city centre.

Global head Rob Palleschi said:“DoubleTree by Hilton isdelighted to continue expansionof our UK and European presenceinto the North East of England byintroducing another rewardinghotel experience with theDoubleTree by Hilton NewcastleInternational Airport. The openingof our tenth hotel in the UK andthe 25th hotel in Europe sincethe brand began in the spring of2008 is an extraordinarymilestone for our brand’s globalgrowth.

“With outstanding hotelproducts like this latest openingin Newcastle, the DoubleTree byHilton brand is quickly becomingrecognised within the UK bytravelling consumers seekingupscale hotel accommodationalong with a personalised,welcoming level of service, styleand hospitality.”

A spectacular winter carnival paraded through thestreets of Newcastle, bringing the New Year in in style.The New Year’s Eve event was commissioned byNewcastleGateshead Initiative and created by Walkthe Plank – with features including music,carnivalperformances and a spectacular fireworks finale allcentred around a theme of Norse mythology.

Businessesjoin forcesto promoteNorth EastTOURISM businesses from across the region will joinforces to promote the North East at the upcomingInternational Confex.

The show takes place in March at Excel, Londonand 11 partners will be attending to showcaseNewcastleGateshead as the perfect place to hostevents.

Head of business tourism at NewcastleGatesheadConvention Bureau Jessica Roberts said:“NewcastleGateshead is a regular face atInternational Confex and we’re delighted to bejoined by more stand partners than ever before.The rich variety of venues on offer withinNewcastleGateshead is represented on our standin 2012, with Alnwick Castle and The AlnwickGarden, Close House Hotel and Golf, andNewcastle Falcons Rugby Club all exhibiting for thefirst time.

“The events industry is incredibly important to thewhole of Britain, and this is typified no better thanin NewcastleGateshead where the conferencesector has an impact on a whole host ofbusinesses from hospitality and nightlife, to taxis,cleaners and floristry; supporting 5,700 jobs andbenefitting the local economy by an estimated£240m each year.”

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Spectacular artwork was beamed onto historic attraction DurhamCathedral as part of the city’s Festival of light event. Lumière 2011featured the work of dozens of artists, lighting designers andcommunity groups in 35 installations and followed on from thesuccess of the first event in 2009. The projection was created byRoss Ashton and the team at The Projection Studio.

A GLAMOROUS gown from thearistocratic lifestyle of 1911 – asportrayed in ITV’s Downton Abbey –is now on display at The BowesMuseum in Barnard Castle.

The dress was created by Frenchfashion designer Madame Paquinwho is credited with being the firstfemale couturier in the early 1900s.A confection of silk chiffon, satinand net in ivory and black, the full-length gown is embellished withbeads and a bright pink silk velvetsash. It has a train and is fromPaquin’s 1911-1912 Christmas

season. The gown is typical of the pre-war

development of luxury evening wearrecreated in the first series ofDownton Abbey. Similar styledevening gowns were worn by LadyGrantham and her eldest daughterMary in Julian Fellowes’ muchacclaimed period drama.

In real life, the dress is thought tohave been worn by Martha SabrinaBrinton, daughter of well-knowncarpet manufacturer John Brinton.The gown is on display until June10.

Dress unveiled at museumALNWICK Castle is one of the largestinhabited castles in England.

Known as the Windsor of theNorth, it has witnessed battles,rebellions, tragedy and romance,and has been home to a variety ofinteresting characters – from HarryHotspur to Harry Potter. Groups canenjoy a tour of the treasure-filledState Rooms, where they willdiscover an outstanding collection ofpaintings, furniture and china –including eight Canalettos, a galleryof Meissen, Chelsea and Parisporcelain and much more. Join aBattleaxe to Broomsticks tour tofind out about the castle’s starringfilm appearances, including its roleas Hogwarts, and about our twofamous Harrys and how they shaped

the future of Alnwick.The Alnwick Garden is a truly

exciting contemporary garden. With acres of beautifully

landscaped gardens, The AlnwickGarden boasts magnificentarchitecture and unique features, allbrought to life with water. Enjoy aprivate tour of the deadly plants thatlie behind the locked gates of thePoison Garden, watch the GrandCascade’s magnificent waterdisplays, experience the sights andsmells of the Rose Garden, discoverthe water sculptures hidden withinthe coils of the Serpent Garden,and explore the aerial walkways ofone of the world’s largesttreehouses.

Castle and its characters

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Olympiccities growin popularityBy Christina Eccles

BRITAIN’S Olympic cities arebecoming increasingly popular touristdestinations, according to newresearch from VisitBritain.

An analysis of overnight stays inthe UK throughout 2010 showswhile London and Edinburghmaintain their position as the twomost popular destinations forinbound visitors, places such asCardiff, Glasgow, Manchester,Newcastle and Windsor have shownthe Olympic spirit is alive and well,with many other regional towns alsobenefiting from a stopover byinternational guests.

When researchers looked at alltypes of visits, host city London –home to the Olympic Park and thelargest shopping centre in Europe atWestfield Stratford City – came outas the top destination with 14.7moverseas visits. It was followed insecond place by Edinburgh, with1.3m overnight visitors.

Manchester, host to both men’sand women’s Olympic footballmatches, sits in third place with811,000, while local rival Liverpoolcame in at sixth with 452,000staying visits.

Other Olympic towns and cities

which made the top 20 includeGlasgow, Cardiff, Newcastle andWindsor.

VisitBritain’s strategy andcommunications director PatriciaYates said: “The 2012 Games willsee sporting battles take placeacross Britain, offering a fantasticshowcase for the diversity andwonderful experiences that can befound in every area.

“In May, the Torch Relay will starton its 70 day journey coveringalmost 95 per cent of the UK,inspiring each and every one of usas it winds its way around thecountry. We are then spoilt forchoice as we host the London 2012Festival, the biggest festival the UKhas ever seen, with artists from allover the world converging on Britishtowns, cities and villages to engagewith the British public and touristsalike.

“It is clear that next year presentsus with some real opportunities toshowcase Britain to new audiencesaround the world. Our GREATcampaign will be launching in keyglobal cities, raising the aspirationto travel to Britain and backed up byGREAT offers from our commercialpartners to encourage visitors tocome now.”

PROJECTS about white-clawedcrayfish and giant mouse lemurshelped Bristol Zoo Gardens to scooptwo top awards.

The zoo won best research projectand best education project in theannual British and Irish Associationof Zoos and Aquariums awards.

The research project award wasgiven for a study on the nocturnalnorthern giant mouse lemur inSahamalaza National Park, north-western Madagascar, while theeducation project award went to thezoo’s All Creatures Great and Smallproject, which aimed to highlight theimportance of biodiversity incelebration of the International Yearof Biodiversity in 2010.

Commendations also went to

Bristol Zoo in three categories –best field conservation project for itswhite-clawed crayfish project; besteducation project for its spiderphobia courses, and best new zooenclosure for the amphibianbreeding facility, the AmphiPod.

Wildlife presenter Steve Leonardpresented the awards at aceremony at Twycross Zoo,Warwickshire, attended by 100people.

Zoo director Dr Bryan Carroll said:“The awards highlight the highstandards and achievements ofBristol Zoo Gardens, from researchand conservation, to education andbreeding endangered species, all ofwhich are vital elements of what wedo.”

Wildlife presenter Steve Leonard presents the awards to Dr BryanCarroll.

Lemurs and crayfishhelp zoo scoop awards

Visitor numbers andspending up 2%INTERNATIONAL visitor numbers andspending in the UK have risen year onyear, according to new figures.

IPS data for October 2011 showsboth are up by two per centrespectively – with growth driven by increases in holidays and visitors coming to see friends andrelatives, plus an influx of visitors from European countries outside theEU.

At 2.77m overall, visitor numbers areat a higher level than any otherOctober in the last three years, slightlyup on the same period in 2010 andjust below the record 2.82m arriving inOctober 2007.

Visitor spending was a record £1.7b,two per cent up on the previous recordof £1.6b in October 2010 (beforetaking account of inflation).

Building on the record spend seen inthe summer, this has resulted inrecord earnings so far in 2011 of

£14.9b, four per cent higher than theyear to date for the same point in2010.

Director of strategy andcommunications at VisitBritain PatriciaYates said: “We have had a particularlygood year so far in both visitors andspend, especially from those coming from the emerging tourismmarkets like Brazil, China and Russia where we need to competestrongly to ensure Britain maintains itsposition near the top of the worldrankings.

“In the new year our 'GREAT Britain –You're Invited' campaign will look tobuild on the positive gains made in the VFR market, enticing potentialvisitors with the warm welcome of their friends and family here in theUK and putting Britain on thedestinations wish list for millionsacross the globe.”

WESTFIELD Stratford City hasunveiled details of its premiumhospitality lounge which willwelcome corporate guests duringthe Olympic Games.

The Altius lounge will beopening on July 27 and willremain open throughout theduration of the Games, offeringpanoramic views of the OlympicPark and Athletes Village.

Head of 2012 brand alliance atWestfield Stratford City Mark

Zimmer said: “Altius is anincredibly unique and excitingvenue in terms of its location andthe premium facilities it will offerto guests. A great deal ofplanning, creativity and attentionto detail has gone into ensuringthe venue exceeds expectations,and we feel confident that Altiuswill be the ideal location forcorporate hosts to engage withtheir clients and staff throughoutGames time.”

Hospitality lounge unveiled

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“The quest for agreat new musical isover: London (andbefore long,presumably, theworld) has just thatin Matilda”

Evening Standard

THE Royal Shakespeare Company’s(RSC) production of Roald Dahl’sMatilda The Musical has opened torave reviews at the CambridgeTheatre in London’s West End,following a sensational sell-outseason in Stratford-upon-Avon.Short break specialist Superbreakhas packages on sale that combine

overnight accommodation at arange of hotels with tickets to seethe show.

“Anarchically joyous,gleefully nasty andingenious. Anevening ofunadulterated bliss”

Guardian

Roald Dahl’s much-loved storyabout a girl with extraordinarypowers bursts into life on stage inthis brand new musical version byDennis Kelly and award-winningmusician and comedian TimMinchin. Matilda Wormwood’sparents think she is a nuisance

and she thinks, quite rightly, theyare only interested in watchingtelly. Life is not much better atschool, where the monstrousheadmistress Miss Trunchbullterrifies both students andteachers alike. Then one dayMatilda discovers she has a veryspecial power and decides it'stime the grown-ups were taught alesson. Be warned, the childrenare revolting … Be reassured,adults will love this show evenmore than the children.

“Utterly exhilarating.Matilda explodes onto the West Endstage”

Independent

“A must-see”Mail on Sunday

The production has won threeBest Musical awards so far thisyear including the Theatre AwardsUK, the Critics’ Circle TheatreAwards and the Evening Standard Awards, and now has a phenomenal ninenominations for the WhatsonstageAwards.

See the show that everyone’stalking about at London’sCambridge Theatre.

Now booking to October 2012.

Sample packages include:Three star package – from £131ppstaying one night b/b at the three starPresident Hotel and including a toppriced ticket to the show. Valid anyday of the week until April 30. Basedon two sharing.Four Star package – from £154pp staying one night b/b at the four starCavendish London Hotel including a top price ticket to the show. ValidFriday evenings until February 24. Based on two sharing.

For more information and bookings call Superbreak 0871 221 4444 orvisit www.superbreak.com/agents

Matilda The Musical

London’sphenomenal newmusical opens tofive-star reviews

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THE Royal Shakespeare Company willtour The Taming of the Shrew,Shakespeare’s sometimescontroversial romantic comedyexploring love and sexual politics, toNewcastle-upon-Tyne, Milton Keynes,Nottingham, Richmond and Bath inFebruary and March 2012.

The production takes to the roadafter a run at the RoyalShakespeare Theatre in Stratford-upon-Avon in January and February2012.

Directed by Lucy Bailey, theproduction features Lisa Dillon andDavid Caves as the sparring lovers,Katharina and Petruchio.

Lisa Dillon is known to millions asMary Smith in the BBC drama,Cranford. On stage she has playedDesdemona in Othello for the RSC,with other stage credits includingThe Hour We Knew Nothing Of EachOther and Present Laughter(National Theatre), The CherryOrchard and As You Like It (SheffieldCrucible), and Period of Adjustmentand Hedda Gabler (Almeida). Lisa

also starred in the Stephen Fry film,Bright Young Things.

David Caves’ previous workincludes: The Beggar’s Opera (OpenAir Theatre), Macbeth and Troilusand Cressida (Cheek By Jowl), andStones in his Pocket (UK tour).

RSC to takecontroversialcomedy on tour

Smash hit film Ice Ageis being brought to lifewith a new show, whichwill premiere later thisyear. Ice Age Live! AMammoth Adventure willcombine ice skating,aerial arts, puppetryand film in a storybased on the first threepopular films. Theproduction will premierein early November atWembley Arena beforecontinuing on a global,five-year tour visitingmore than 30 countriesaround theworld.

Festive favouriteBIRMINGHAM Repertory Theatrepartnered with Symphony Hall and ICC,Birmingham to stage a new liveproduction of festive favourite TheSnowman.

With The REP closed until 2013 whileit undergoes refurbishment, the showtook place at the ICC in a joint venturebetween the local venues

New showA NEW production of TheDuchess of Malfi is to openat London’s Old VicTheatre.

The show, starring EveBest and directed byJamie Lloyd, opens onMarch 28, with previewsfrom March 17.

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RED deer, brown trout and wildswimming in the Lake District wereamong highlights of the thirdepisode of the ITV1 series TheAdventurer’s Guide to Britain.

The Lake District and Cumbriawere the focus of the showhosted by action man GethinJones and naturalist CharlotteUhlenbroek. The duo were on amission to get away from it all inthe busiest week in the touristyear and to discover attractionsoverlooked by many visitors.

They explored the Eden andUllswater Valleys, fabled forArthurian legends as well asstunning scenery, and Gethin metworld champion fly fishermanJeremy Lucas to fish for browntrout in the River Eden – one ofEurope’s cleanest rivers.

Charlotte also went off on a riveradventure with former RoyalMarine Craig Palmer and headedto Ullswater, the Lake District’ssecond biggest lake, in a canoe.

The pair later went in search ofone of Britain’s most magnificentwild animals, the red deer, beforeheading up into the fells for a wildswim in Angle Tarn, one of

Cumbria’s 2,000 mountain lakes. Managing director of Cumbria

Tourism Ian Stephens said: “TheLake District and Cumbria is thecountry's biggest adventure

playground and it’s breathtaking.With England's five tallestmountains and the deepest andlargest lakes, Cumbria's richnatural environment is unique.

Whether you’re a seasonedadventurer or wanting to learn the ropes from a qualifiedguide, there are activities foreveryone.”

Gethin Jones and Charlotte Uhlenbroek above Angle Tarn, Patterdale, Lake District.

Getting away from it all ...

Anniversarymarkedwith newexhibitionTHE Maryport Maritime Museum isto host a new exhibitioncommemorating the 100thanniversary of the sinking of theTitanic.

In conjunction with the WaveCentre, Maryport, the exhibitionwill run from March 29 to May13.

On April 15, the anniversary ofthe sinking, the exhibition will bea hub for world-wide radiocommunications, broadcastingMorse and voice communicationsfor 30-minute slots throughoutthe day, communicating withother Titanic hotspots throughoutthe world.

Items on display will include acollection of newspaper reportsfrom the days following thedisaster, costumes worn by‘Rose’ in the 1997 blockbustermovie by James Cameron and a collection of props from the same film, a selectionof silverware and chinaware from ships of The White StarLine.

On leaving the exhibition,visitors will view a wall ofpassenger and crew names whichcan be checked against theirindividual boarding passes to seethe fate of their allotted crew-member or passenger.

THE Lake District has been voted theUK’s favourite rural break destinationby readers of the Sunday TimesTravel magazine.

The destination came out on topin the poll, leaving Cornwall andPembrokeshire in second and thirdposition respectively.

Managing director of CumbriaTourism Ian Stephens said: “We areimmensely proud of thisachievement, which recognises TheLake District as the UK’s premierrural destination. It is significantthat the region was nominated bythe public and receiving such aprestigious award makes it evenmore special. Knowing the passionthat the public have for ourbeautiful county, I’m not surprisedwe are up there. The Lake District,Cumbria, has a knack of capturingthe hearts of anybody that visits andis deeply loved for its uniquelocation and beautiful environmentas well as for its qualityaccommodation, places to eat andthings to do. The team at Cumbria

Tourism is determined to ensurethat our county’s tourism success

continues to grow throughout 2012and in the years beyond.”

Ed Grenby, Sunday Times Travel Magazine editor, with Ian Stephens,Cumbria Tourism managing director, at the awards ceremony inLondon.

THE 2012 Windermere Air Festivalhas been cancelled due to theeconomic climate and a lack offunding and sponsorship revenue.

The event was originally organisedby the Rotary Club of Windermerebefore Bluestone Events came onboard in 2010 to help deliver thefestival.

Although the 2011 event wassuccessful, a difficult economicclimate has reduced its fundingsources and organisers claim if it

were to go ahead in 2012, theevent could face a substantial lossor be forced to pass on untenablyhigh costs to festival visitors.

Kate Thomas of Bluestone Events,said: “It is with regret thatBluestone Events has been forcedto withdraw from the WindermereAir Festival but the prevailingeconomic climate has made itimpossible for us to stage the eventin 2012, as the risk it would poseto our business would simply be too

great. We would support anyonewishing to take on the running ofthe event in the future when theeconomic climate has improved.

“We would like to thank the RotaryClub and everyone who hassupported us and the event. TheWindermere Air Festival is a greatevent and we are proud to havebeen involved in it over the last twoyears.”

It is hoped the festival will returnin the future.

Air festival grounded due to economy

Lake District is a UK favourite

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Following a £12m major project to transform Kensington Palaceinto a palace for everyone, the doors will open to groups from 26thMarch 2012 with two new exciting exhibitions in time for theQueen’s Diamond Jubilee.

Our first permanent story will be of Queen Victoria. In her ownwords, her story from childhood to old age will reveal her intimateprivate life set against her regal role and the conflicts this causedand dedication required of her as a person. Set within the palaceand in the very rooms where Victoria’s history happened, therewill be many objects from her life including dresses, diaries,paintings and wedding gifts.

From 24th May to 31st October, Jubilee – The View From theCrowd, will be a temporary exhibition exploring the DiamondJubilee of Queen Victoria. In 1897 over 3 million people hadconverged on London in the hope of catching a glimpse of thediminutive figure that had ruled Britain and her empire for solong. View the celebrations from the perspective of the crowdswho gathered to watch the Queen’s procession through the streetsof London. The exhibition will draw on personal recollections tonewspaper accounts, photographs and film, as well as bringingtogether special loan items associated with the Jubilee year.

In addition visitors to Kensington Palace will also be able toexplore the newly landscaped gardens, take a break in the newcafé or indulge at The Orangery. The new visitor entrance givesgroups and individuals the sense of arriving at court, so why notdress for the occasion! The new groups entrance allows visitors torest on arrival (it is still a 5-10 minute walk from the coach park orunderground station), ahead of exploring the palace.

Also new for 2012, running from 26th March, an elegant andevocative new display of dresses worn by Diana, Princess of Waleswill include items which have never been exhibited in the UK. Thisstylist-designed installation will form part of the permanentdisplays at Kensington. It will explore elements of the Princess’style from the early 1980s onward and will include dresses bysome of her favourite designers.

For help and advice in organising group visits to any of thehistoric royal palaces, contact the groups and travel trade teamon +44 (0) 20 3166 6311 or e-mailgroupsandtraveltrade@hrp.org.uk. Please quote “Destination UKJanuary” when contacting us.

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MORE people then ever enjoyed aguided tour of the Houses ofParliament as the attractioncelebrated 2011 as its busiest everyear.

2011 was doubly rewarding forLondon’s iconic building as TheHouses of Parliament was voted theUK’s Best UK Attraction 2011 byreaders of Group Leisure Magazineand Best Attraction for Group Visits:Short Visit by Group Travel Organisermagazine.

The insightful and entertainingguided tours last 75 minutes andare available, Monday to Saturday,during August and September andon Saturdays year round.

Led by a Blue Badge Guide, thetours follow the processional routetaken by Her Majesty the Queenwhen she performs the StateOpening of Parliament. Tours inFrench, German, Italian andSpanish are available.

Award-winning toursachieve record year

Pair backingYorkshire inUK awardsTV presenter Ben Fogle and Olympicsailor Ben Ainslie are backing theYorkshire coast in a national awardsscheme.

The pair have shortlisted TheCleveland Way National Trail, Whitbyand the Woodlands hotel inSandsend as among the best in thecountry, with the attractions now setto battle it out in the CoastMagazine awards.

Chief executive of Welcome toYorkshire Gary Verity said: “Wealready know that the Yorkshirecoast is a national treasure but nowwe need your vote to make itofficial. We feel very proud that thepanel have handpicked thenominations and all three are theonly ones in their categories fromthe North of England. We feel that'sa terrific achievement in itself.”

Cleveland Way national trailsofficer Malcolm Hodgson added:

“The Cleveland Way National Trail isa great way to see all that the NorthYorkshire and Cleveland HeritageCoast has to offer.

“Breathtaking views, geology,fascinating archaeology, picture-postcard fishing villages and livelycoastal resorts – it has all this andmuch more. I'm really pleased it hasbeen nominated for this award andhope it encourages more people tocome and enjoy the area.”

The Cleveland Way National Trail isnominated for the best coastalpath, Whitby for the best seasideholiday destination and theWoodlands in Sandsend has beennominated for best hotel by the sea.

There are 10 categories in totalwith five contenders in each andvoting has already begun online.

The winners will be announced ata glittering awards ceremony onApril 23.

LONDON has been voted the mostreputable city in a poll whichmeasures public perception of citiesaround the world.

The capital earned the highestranking for reputation in the CityRepTrak study, which looks at 100cities in 59 countries.

The study, conducted by corporatereputation consulting firmReputation Institute, measures theoverall trust, esteem, admirationand good feelings the public holdstowards these cities, as well asperceptions across 13 differentattributes relating to economy,administration and general appeal.

Results from over 35,000respondents worldwide showed thatLondon scored well in all of theseelements making it the mostreputable city in the world.

London and Partners CEO GordonInnes said: “We are delighted withthis accolade recognising ourreputation as a world class city. Theaward demonstrates London'senduring appeal to visitors, studentsand businesses. The manyenhancements to the city in thelead up to the 2012 Olympic andParalympic Games will ensure thecapital continues to be trusted andadmired by the global communityand Londoners alike.”

London gains ‘mostreputable city’ tag

TV presenter Nicholas Crane andchief executive of Visit KentSandra Matthews-Marsh wereamong the speakers at a tourismconference in the county.

Nicholas, who initially presentedthe BBC’s Coast series and morerecently Town, joined speakers atthe event, which focused on theimportance of sustainable tourismin regenerating coastal towns andenvironment initiatives to protectand enhance Kent’s diversecoastline.

Other speakers included RichardMorsley, of Turner Contemporary;Jan Leandro, of The DreamlandTrust; Dave Hughes, of TourismPlus; and Rebecca Hoffman, ofExplore Kent at Kent CountyCouncil.

Pictured: TV presenter NicholasCrane with, from left, Thanet SouthMP Laura Sandys, SandraMatthews-Marsh and Kent CountyCouncil Coastal Officer Chris Drakeat the Kent Coastal Conference.

Event focuses on coastline

Travel show returns to ManchesterTHE Discover Daily Telegraph Holidayand Travel Show is to return toManchester Central ConventionComplex this year, celebrating its 25year anniversary at the North West

venue. The three-day event, which issponsored by The Daily Telegraph,will be opening its doors to visitors on January 6 with over 100exhibitors signed up for the show.

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With over 300 historic houses, captivating castles and gorgeous gardens,the National Trust is one of the best ways to discover the breathtakingbeauty and fascinating history of England, Wales and Northern Ireland.From experiencing the colour and scent of gardens in bloom tounearthing intriguing connections to famous figures in history, a dayout with the National Trust offers both time and money well spent.

Discover unforgettable scenery as you experience stunning nationaltreasures. Visit Stourhead in Wiltshire, the breathtaking landscapegardens surrounding a magnificent lake, and climb King Alfred’s Towerfor views across three counties. For stunning surroundings, visitAttingham Park, Shropshire, an elegant 18th-Century mansion set in anextensive deer-park, and discover atmospheric rooms and fascinatinghistory.

In 2012, there are also plenty of new and exciting experiences to inspiregroups. From March, visitors to Ickworth in Suffolk will be able toexplore the newly restored servant’s basement and finishing kitchensbelow the famous Rotunda. The culmination of the Ickworth Livesproject, these new rooms will provide an innovative interpretation of thedaily life of staff, including evocative real-life tales and testimony.

For more information on these great places, pick up a copy of ourGroups Guide 2012, the award-winning guide to all the things youreally need to know in order to plan a great day out. Plus, visit us atthe Best of Britain & Ireland show 2012 to say hello to our team, whowill happily answer any questions you might have.

With hundreds of unusual and inspiring destinations acrossEngland, Wales and Northern Ireland, whatever you’re looking for, aday out with the National Trust has something for everyone. Formore information on planning a group day out, visit the NationalTrust website at www.nationaltrust.org.uk/groups or call the TravelTrade team on 0844 800 2329*.

*Call provided by BT will be charged at 5 pence per minute. A call set-up fee of 8 pence per call applies to calls from residential lines.Mobile and other providers’ costs may vary.

Find inspiration in extraordinary places with the National Trust

Powis Castle, Neil Munns

Stourhead, National Trust Images, Nick Meers

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By Ken Robinson,The Tourism Society

RING out the old, ring in the new …time to peer into the crystal ball, tosee what the coming year will bring.This time we all know the answer –The Olympic Games.

The five-ring Olympic symboldepicts the links between thepeoples of the world’s fivecontinents … tourism delivers onthis goal. But realistically the effectson tourism will be an unavoidablesevere disruption to the usualpatterns of leisure and businesstourism, especially for inbound trips,as tour operators lose roomallocations to the Olympic “family”,at a crucial time of the year. Ofcourse, we will excel ourselves ashosts to the world.

Despite reports of our supposedlypoor welcome and inconsistentquality, Britain is a truly greattourism destination.

Most of us who work in tourismand the experiences we deliver, areevery bit as good as ourcompetitors.

Olympic visitors are not “extra”,but come instead of leisure andbusiness tourists, who stay awayduring Olympic Games.

Olympic events go on into theevenings, and most of thoseinvolved will have little time in theirschedules for other activities.

Theatres, attractions, restaurantsand pubs will suffer. So 2012 willprobably be down on “normal”years.

The media will make a fuss aboutsome exploitative traders, trafficjams, the tube, security scares and… our medallists.

We will all, for a few mindblowinglyexpensive moments, be extra proudto be British.

The other Olympic events,especially the “cultural Olympiad”,the Torch Relay, and pre-GamesTraining Camps, will spread theOlympic party around the BritishIsles, but it is hard to see what netbenefits this will bring to tourism.

I also doubt whether the nationalspirit will be lifted as much by theOlympics as it will by the events ofthe Queen’s Diamond Jubilee inJune.

Soon after the Olympic circus isover, long before the 2012 yearend, everyone will be searching forthe supposed “legacy”. All theofficial reports cite future tourism asthe top potential benefit. And that’swhen the Government will finallyrealise that the cumulative effects

of the £100m a year cuts made toVisitBritain, Visit England and the RDAs were a very falseeconomy. VisitBritain’srepresentation and expertise hasbeen emaciated in favour ofcheaper internet-dependentmarketing.

Our overseas marketing network,once the envy of our competitors,has been repeatedly cut.

The money belatedly allocated toVisitBritain in 2011 as partners inthe “Great” campaign around theworld, and the funds given toVisitEngland to counter a domesticdownturn, are not enough.Localism is the creed (but localauthorities have no money fortourism).

The Government taxes tourists,especially with APD anduncompetitively high VAT, but thiskeeps more Brits at home andmakes domestic tourism moresuccessful than it would otherwisebe.

Achieving the potential OlympicTourism legacy requires Plan Bcommitment and investment, justtwo per cent of the Olympic budgetwill do. By the 2012 year end, thatwill be clearer.

‘We will excelourselves ashosts to world’

Ken Robinson

By Kurt Janson

THE industry’s severe disappointmentwith the Government’sannouncement in the AutumnStatement that Air Passenger Duty isto be increased by eight per centfrom April 1 2012 was compoundedby the Government’s response to theAir Passenger Duty consultation,which completely failed to tackle theproblems associated with the currentscheme, such as the anomalies inbanding for Caribbean countries andcharging the same amount of dutyfor premium economy as for firstclass travel.

As a result, APD will increase to£81 per person for visitors from themajor growth markets such as Indiaand China who fly in economy and£162 per person for those inpremium economy and above. Thisis despite the fact that visitors fromboth these countries are the highspending visitors that we need toprovide growth for the UK economy– visitors from India spend twice theaverage of all visitors to the UKwhile visitors from China spendthree times more than the average.These are the visitors that weshould be encouraging to come tothe UK to provide much-neededeconomic growth and yet they willbe among the hardest hit by theproposed increase.

Recent work by the TourismAlliance has highlighted the impactthat Air Passenger Duty is currentlyhaving on the UK economy. Thisresearch shows that the averagecost of visiting the UK is £782.74before Air Passenger Duty is takeninto account and that the averagerate of APD is £34.26, making theaverage total cost of visiting the UK£817.00

The £34.26 average cost of APDtherefore increases the total cost ofa trip to the UK for the averagevisitor by 4.4 per cent.

While this may not seem aparticularly onerous level of taxationon visitors, the problem is thattourism to the UK is very pricesensitive. This is because, if you arean overseas visitor, you have awealth of alternative destinations tovisit if one prices itself out of themarket.

Work by VisitBritain has shownthat the price sensitivity of tourismto the UK is -1.3, meaning that ifthe cost of coming to the UKincreases by 1 per cent, therevenue that the UK earns fromtourism will decrease by 1.3 percent. Therefore, the 4.4 per centincrease in the cost of coming tothe UK as a result of APD meansthat the UK is earning 5.7 per centless than it otherwise would fromtourism. With UK tourism receiptsbeing £16.8bn in 2010, this means

that we are foregoing over £1bn perannum in tourism revenue as aresult of APD. In addition, UKcarriers are foregoing a further£150m in airfares (at a minimum).

In terms of impact on the UKeconomy, losing out on £1.15bn perannum in overseas revenue meansthat we are foregoing 23,000 fulltime jobs as a result of APD(Visitbritain has calculated that onenew job is created for every £50k inadditional tourism expenditure inthe economy). It is worth noting atthis point that CBI has calculatedthat the benefit to Government ofproviding someone with employmentis around £20,000 per annum (ie.,the removal of unemploymentallowances combined with thepayment of income tax and higherVAT takings). This means that APDcosts the Government £460m perannum.

So if the Government persists withincreasing APD charges in April, thiswill reduce the UK tourism industry’searnings by a further £575m overthe next five years and increase thenumber of foregone jobs by 2,300.

Indeed, the impact may even begreater as there is evidenceemerging that the impact of APD isreaching a tipping point.

Air New Zealand is been forced toexamine the viability of theirAuckland to London routes becauseincreasing numbers of visitors toLondon from New Zealand arevoting with their feet and usingairlines that can fly them home frommainland Europe so that they canavoid having to pay APD on theirreturn flight.

Interestingly, in their response tothe APD consultation, theGovernment agreed to reduce APDin Northern Ireland because it madeflights from Belfast to the USAuncompetitive compared to flightsfrom Dublin. Strange how they can’tsee that the same argument appliesbetween Heathrow and Charles deGaulle or Schipol.

Time is right to sort out Air Passenger Duty

Kurt Janson

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