Nick Brooks-SykesChief ExecutiveBath Tourism Plus

“Bath Tourism Plus is a well run destination management organisation and a good example of public and private sectors working successfully together.“

John Penrose MP, Tourism Minister

Bath Tourism Plus• Public/Private Partnership

- 480 members- 80% commercial funding

• Operates UK’s busiest Visitor Information Centre (535,000 visitors)

• Delivers high value marketing: PR coverage is worth £1.7m per year

• Generates £1.65 for every £1 of public sector funding

• www.visitbath.co.uk is one of England’s busiest tourism websites – 2million visits

Visitors love Bath….• UNESCO World Heritage Site

• Internationally recognised brand

• Unique offer

• Quality throughout

• Positive visitor perceptions

• A world class destination

Tourism in Bath

• Supports 11,800 jobs

• 13% of jobs in B&NES

• Earns £357m for the city

• Is good for local businesses and local residents

Bath’s Visitor Economy is worth £357million per annum

We must changeThe world is changing…• World economy• Consumer behaviour• Technology• Competition is fierceBath is also changing…• Stylish, contemporary offer• Vibrant cultural scene• Creative industry• A growing buzz…An opportunity to extend our appeal to new audiences

Ambitions to Grow…

OUR TARGET = 12% growth over

4 years = £43million

Our Goals• Encourage visitors to stay mid

week and in low season• Marketing focus on

encouraging visitors to stay overnight

• Growth in high spending overseas marketsOur Vision

To grow the value of tourism in Bath and the surrounding area by working in partnership across the industry in the delivery of integrated marketing programmes that are timed and targeted to provide maximum growth

A great opportunity….• T Stats and data• Marketing :VisitEngland & Regional Growth Fund• Marketing: Bath Brand • Cultural noise• Programming • Partnership approach : BTP

- ready, willing and able…

By 2014, tourism will be worth £400m to our local economy

A Destination Marketing Strategy for Bath & North East Somerset 2012/14

• Full version available on request

E : Nick_Brooks-Sykes@bathtourism.co.ukFollow : @NickB_S

A Destination Marketing Strategy for Bath & North East Somerset 2012/14

Thank You