1 Take a look at the introductory video 2 When people travel they - PDF document

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Take a look at the introductory video 2

When people travel they no longer want to just ‘see’ a place; they want to live it, breathe it, touch it, become part of it. Experiential tourism has seen huge growth in recent years, with consumers looking for more immersive experiences to connect with places and gain a deeper understanding of where they are visiting. The English National Park Experience Collection has been designed to attract overseas consumers seeking these kind of experiences, especially from Australia and Germany. The Collection builds on the international recognition of National Parks and highlights English National Parks as extensive, lived-in landscapes. It harnesses our diverse and quintessentially English National Parks to create a compelling proposition that will be marketed to the travel trade. This is the first time the National Parks have worked together. The English National Park Experience Collection offers the most outstanding visitor experiences in our most outstanding landscapes. It will make our National Parks stand out for England as an international tourism destination. 3

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There will be a strong legacy from this project to build on in the future. 6

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This project is running very fast due to DEF timelines - completed by March 2019. Research and Insights have been completed and target audiences have been highlighted., Experience planning ongoing. Business Support programme is underway and dialogue and market testing is now taking place in EIBTM and Explore GB. Positive feedback has already come back from the Travel Trade. New product being created and businesses becoming travel trade ready from July onwards. This will be an ongoing process. September looking to take product to market 8

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The largest overseas markets to National Parks across England (from combined NP visitor survey): Germany – 15.8% Australia 14.1% Netherlands – 12.9% USA 10.6% France – 7.1% Canada – 6.4% There has been significant growth forecast for the Australian and German markets. These two markets are also seen as highly sophisticated markets who are after a deeper connection to place and people when they travel. 10

In general the markets loved the idea of the collection. We were also at ExploreGB and ITB where the travel trade showed great interest in the product. From all the research that we have done we are very confident in the success of the collection. The central team are also working with a Travel Trade consultant who is helping to advise on the ovrall product. 11

Riding the crest of a wave of experiential tourism around the world. The Canadian Signature Experience Collection was the starting point. Launched in 2012 as a trade focussed collection of 200 unique experiences which can only be experienced in Canada. Together they tell a story of Canada. Credited with helping to move Canada from 12th to 5 th in the world for inbound tourism. 12

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In terms of travel trade we are looking to work with operators bringing small groups – 12 - 15 and independent travellers to start with. These experiences will be niche/unique experiences. 14

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We are looking for businesses who very flexible and adaptable about working with Travel Trade and will be open to look at how they can develop their own products to fit with this new market sector. 18

Potential for businesses to get involved in part subsidised sales missions later in the programme. 19

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Also a better route to VisitBritain – marketing and PR teams 21

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The frameworks allow us to differentiate each National Park and give consumers a reason to return and try a new Park. Our testing and research has shown that this project will give consumers a destination to go to in regional England and will help grow visitor numbers throughout the Parks 23

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The experiences tell the story of our National Park, these can be developed further or feel free to give us new suggestions when you apply . 25

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Encourage businesses to sign up in the initial period. If they think of a new idea they can apply after. The application process will remain open for 4 months but this is only for experiences that aren’t already in the programme. 30

This shows the total cost- payable at the beginning of the programme by successful applicants 31

This shows the total cost- payable at the beginning of the programme on acceptance stage not at this stage of application by successful applicants. We are aiming to take 5 accommodation and 5 experience business to market for each National Park. 32

They will be held in September, October and November. Training plans and full tool kits will also be available and on offer to all businesses. These are open to all businesses – free to those in the collection with a small fee for any others wishing to develop and learn. 33

Please sign up to the newsletter and keep up to speed on what is happening. http://www.nationalparks.gov.uk/discoverengland 34

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