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Niche Tourism as an Agent of Growth Phil Evans Head of Strategy VisitEngland

Niche Tourism as an Agent of Growth Phil Evans Head of Strategy VisitEngland

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Page 1: Niche Tourism as an Agent of Growth Phil Evans Head of Strategy VisitEngland

Niche Tourism as an Agent of Growth

Phil EvansHead of Strategy

VisitEngland

Page 2: 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 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

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Tourism is growing everywhere?

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…maybe not everywhere!

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Londonunlimited PPD001®

Page 9: Niche Tourism as an Agent of Growth Phil Evans Head of Strategy VisitEngland

Londonunlimited PPD001®

Page 10: Niche Tourism as an Agent of Growth Phil Evans Head of Strategy VisitEngland

Londonunlimited PPD001®

Page 11: Niche Tourism as an Agent of Growth Phil Evans Head of Strategy VisitEngland

Londonunlimited PPD001®

Page 12: Niche Tourism as an Agent of Growth Phil Evans Head of Strategy VisitEngland

Londonunlimited PPD001®

Page 13: Niche Tourism as an Agent of Growth Phil Evans Head of Strategy VisitEngland

 

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The Move from Mass Tourism

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Accommodating new kinds of tourism

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Londonunlimited PPD001®

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Londonunlimited PPD001®

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Changing Consumer Behaviours

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Opportunities for Growth

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There are many opportunities to move away from what is commonly seen as mass tourism

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Value for time

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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

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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

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National Tourism Academy at Bournemouth

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