LCR Visitor Economy Members Meeting Opportunities & Challenges Peter Sandman Head of Visitor Economy 19 th July 2017
Market Opportunities • Priorities – International & far domestic markets • Positioning & Proposition – Leading with Liverpool + destinations & product brands that are significant Growth • Dispersa l – Packaging (themes, experiences), information & o £4.4bn by connectivity 2020 versus • Leisure Markets – Under indexing in key markets – France , £4.1bn in Germany, Italy, Belgium & US – target 2% 2016. • Business Tourism o National corporate/associations = multi year deals/rotating annual business o International = Associations through ambassador programme - +/- 500 delegates • Visitor Economy Resilience – Staying visitors increased by 63% since 2003, it is a stable market averaging 3.4 million rooms sold in serviced accommodation per annum
Strategic Opportunities Destination Marketing Skills & Connectivity £1m+ plus by 2020 Progress – Centralising delivery Progress – LJLA route/carrier & establishing a comprehensive development, building digital marketing strategy capable of platforms, cruise liner terminal. Destination Marketing securing public/private sector Creating career pathways through investment VE Passport. Destination Skills & BVE Connectivity experience BVE Product Product Subvention £1m+ Internationalisation – Progress – BVE SIF full Progress – Projects have business case provides a been agreed, scoped and sustainable solution – including prioritised. Funders – DEF, commercial model and LCR SIF, ERDF & Interreg Strategy
Organisational Opportunities • Greater collaboration over core funding – Mandatory or voluntary levy are being considered by Edinburgh, Manchester, Newcastle, Birmingham. Destination marketing Business meetings & events Destination Management & Development • UK Industrial Strategy – DCMS/VE Sector Deal • City Region Mayor/Devolution – Links to portfolio areas, recognised economic driver, SIF, special advisor through VEN Chair. • New Structures & Relationships - LEP/Marketing Liverpool = Visit Liverpool, Northern Partners & Visit England • Skills Partnerships – Liverpool Welcome, FE College relationships and employer engagement • Research Collaborations – LJLA, NML, Sefton, Wirral & Liverpool ONE
Some of the Challenges…. • Core Funding (or lack of) – Commercial focus is reducing time & resource being spent working for the common good. • Leadership & Voice – Organised & the right people to influence & champion the sector at local, regional and national level. • Destination Marketing – LCR Strategy, encouraging joint packaging, investment in digital channels/capability, research & data needs/systems - especially MERVIN/DMS • Skills - Making progress, but…… perception, employer engagement, filling gaps, foreign languages & long term investment are key issues. • Transport Connectivity – Part of the customer journey, but integration in areas such as packaging & ticketing is some way off…. • Intelligence led – Insights/emerging markets, market dynamics, satisfaction, market sizing, accessing third party intelligence and data.
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