Transcript To grow the value of tourism in Bath and the surrounding area by

Nick Brooks-Sykes
Chief Executive
Bath Tourism Plus
Bath 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
• 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
Bath’s Visitor
Economy is worth
£357million
per annum
• Earns £357m for the city
• Is good for local businesses
and local residents
We must change
The world is changing…
• World economy
• Consumer behaviour
• Technology
• Competition is fierce
Bath 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
Our 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
• Encourage visitors to stay mid
week and in low season
• Marketing focus on
encouraging visitors to stay
overnight
• Growth in high spending
overseas markets
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…
A Destination Marketing Strategy for Bath & North East Somerset 2012/14
By 2014,
tourism will be
worth £400m
to our local
economy
A Destination Marketing Strategy for Bath & North East Somerset 2012/14
Thank You
•
Full version available on request
E : [email protected]
Follow : @NickB_S