LOCATION WEST MIDLANDS
PROJECT AIMS Product development To increase bookable, commissionable product along the intuitive routes created by the waterways, creating unique, memorable English holidays which encourage repeat visits Market development To increase the knowledge of, and propensity to visit to ‘the Heart of England’ through the travel trade supply chain Economic impact Using the waterways as the hook to increase the volume and value of visits across the seasons with Birmingham as the international gateway, feeding visitors out across the region
PRODUCT OFFER 3 PILLARS Gentle adventure Canal boating holidays Waterside city breaks (Great British Boating) holidays (walk/cycle) (Cultural Destinations)
The heart of England
MESSAGING Canal boating holidays Gentle adventure holidays Waterside city breaks “ESCAPE TO THE “BORN TO ROAM” “YOUR ADVENTURE CITY” IS OUT THERE”
PARTNER & TRADE WEBSITE
Theatres Arts & Culture Gardens Museums & Galleries Accommodation Shopping Food & Drink Walking/Cycling
ROUTES TO MARKET Canal boating Gentle adventure Waterside city holidays holidays breaks (Great British Boating) (Walking/Cycling) (Cultural Destinations) • • • Extender offer to B2C website Packaged through UK based DMC’s / other products • Through agents / ground handlers operators in-market • Inspirational piece
PROJECT PARTNERS
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