The Structure of British Tourism

A number of bodies in the UK have a statutory responsibility for tourism at a national and regional level: the national organisations of Scotland, Wales and Northern Ireland, and the Regional Development Agencies and their regional delivery partners in the nine English regions.

VisitBritain, the national tourism agency, markets Britain internationally. Memoranda of understanding and marketing agreements provide a formal framework for co-operation between VisitBritain and its strategic partners, who are responsible for the development and promotion of tourism in their own country or region. Visit Britain also maintains a strategic relation with partners in Jersey, Guernsey and the Isle of Man.

VisitEngland was establishment in April 2009 as a standalone body to specifically represent the interests of English tourism. Although VisitEngland had previously existed within VisitBritain as an advisory board, the new body has an independent marketing budget and managerial structure.

Tourism activities across England have been evolving under the stewardship of the Regional Development Agencies (RDAs) since 2003.

DCMS Contact

Tourism Division, 6th Floor
Department for Culture, Media & Sport
2-4 Cockspur Street
London SW1Y 5DH
020 7211 6200

Email: tourism@culture.gsi.gov.uk

Barbara Follett MP - Minister for Creative Industries & Tourism

Andrew Cunningham - Head of Leisure

Visit Britain

The national tourism agency, VisitBritain, is responsible for marketing Britain overseas as a world class visitor destination. Its primary aims include: working in partnership with organisations with a stake in British Tourism; working with national and regional tourist boards to build the British tourism industry; providing advice to Government and devolved administrations on matters affecting tourism; and gathering market intelligence and insights for the UK tourism industry.

While VisitBritain remains formally accountable to DCMS and the UK Parliament, it is also answerable to the Scottish Parliament and the Welsh Assembly on how it promotes Scotland and Wales overseas.

The Report: VisitBritain s performance in 2007/08, documents activities and successes over that period and outlines priorities for moving forward. Highlights include: examples of past campaigns and marketing activities; developments in Quality schemes; key tourism facts; achievements against funding targets; and key information about VisitBritain, Visit Britain s network and their partners. Key tourism facts and a copy of the report are available at www.visitbritain.com/corporate

Following an industry-wide review, The British Tourism Framework Review "Achieving the Full Potential of the Visitor Economy” sets out how VisitBritain, working with other agencies, can best deliver against its four core strategic objectives:

• Marketing England at home and overseas

• Marketing Britain overseas

• Supporting the development of national tourism policies and the resolution of key national tourism issues

• Securing the tourism benefits of the 2012 Olympic and Paralympic games

The Review, chaired by Christopher Rodrigues alongside an independent panel from the industry, examined the entire infrastructure surrounding the visitor economy to ensure that spending is directed as efficiently as possible. The full review is available on www.tourismreview.co.uk.

The British Tourism Framework Review has informed VisitBritainss new three-year strategy. Under the strategy, VisitBritain will:

·Establish the national framework and VisitBritain’s remit

·Coordinate the voice of British tourism policy

·Act as custodian of the Britain brand

·Deliver a global overseas network to champion the national brands –Britain, England, London, Scotland, and Wales

·Provide transaction and technology platforms that extend the reach of industry to the consumer

·Deliver the tourism legacy of the 2012 Olympic and Paralympic Games

VisitBritain Directors

Sandie Dawe, Chief Executive

Julian Aviss, Director of People and Performance

Michael Bedingfield, Britain Marketing Director

Kenny Boyle, Director of Distribution Services

VisitBritain Key Contacts

Joss Croft, Head of Business Visits & Events
joss.croft@visitbritain.org
020 8563 3033

Nathan Alemany eventBritain Manager
nathan.alemany@visitbritain.org
020 8563 3066

Sarah Rew, Travel Trade
sarah.rew@visitbritain.org
020 8563 3038

Lisa Davis, Exhibitions Marketing Manager
lisa.davis@visitbritain.org
020 8563 3288

Lisa Ryan, Business Services Manager
Lisa.Ryan@visitbritain.org
020 8563 3294

Sarah Kedge, 2012 Strategy Project Executive
E: sarah.kedge@visitbritain.org
T: 020 8563 3135

Further information about key contacts and services at VisitBritain is available at
www.visitbritain.com/corporate/findus

VisitBritain Board:

VisitBritain s Board members are appointed by the Secretary of State for Culture, Media and Sport.

Chairman: Christopher Rodrigues CBE

Board members:
Penelope, Viscountess Cobham
Ieuan Evans MBE
Janis Kong OBE
Peter Lederer CBE
Sir Mir Lockhead OBE
Kumar Muthalagappan OBE
Hugh Taylor OBE
Tamara Ingram*
Juliet Williams*
Clive Gordon*
Alan Parker CBE

*observers

Contact Details

Thames Tower
Blacks Road
London
W6 9EL
Tel: 020 8846 9000
Fax: 020 8563 0302

Visitor website - www.visitbritain.com
Travel Trade website - www.visitbritain.org/ukindustry

Visit England

England s new tourism body, VisitEngland, was established in April 2009 following recommendations put forward in the Tourism Framework Review. The new body will work with key stakeholders to create and lead on the delivery of a national tourism strategy, optimise marketing investment and develop the visitor experience across England.

VisitEngland markets England as a destination within the UK and in key markets overseas. A high profile marketing campaign, targeted research and activity to increase and promote quality have been implemented with the aim of helping English tourism to achieve its full potential.

Following extensive research, VisitEngland are developing a range of marketing campaigns that will run throughout 2009 to support the success of English tourism. This includes a £3 million campaign, launched in April 2009, using television and national press advertising to promote a strong value message. The multimedia campaign is supported by 600 offers from partners across the country.

The Insight team at VisitEngland is working on research to help England s tourism industry understand the impact of the credit crunch. Their research highlights the challenges and opportunities for the industry in the year ahead. Further information is available at www.tourismtrade.org.uk/MarketIntelligenceResearch

At the heart of VisitEngland s work to drive excellence in the quality of England s tourism experience is their Quality Assessed Schemes. The nine difference schemes include over 24,000 accommodation businesses, which are all visited in person by VisitEngland assessors. Information about schemes and ratings is available at www.enjoyengland.com/stay/quality-ratings

VisitEngland continues to use its Enjoy England consumer brand in the domestic market and continue to market England under the VisitEngland brand in international markets.

British Tourism Development Committee

VisitBritains main consultative mechanism with the tourism industry is the British Tourism Development Committee. The committee has over 50 members, including key trade associations and organisations, and acts as a forum for discussion and representation to government, tourism boards, as well as other public and private sector organisations. Set up in 1995, the committee meets four times a year and is chaired by Tom Wright, Chief Executive of VisitBritain.

Wales - Scotland - Northern Ireland

Wales, Scotland and Northern Ireland each have bodies with responsibility for the strategic leadership of tourism, though they have developed very different structures.

Wales - Visit Wales, the Welsh Assembly Government’s tourism team, within Department of Heritage, is responsible for the promotion and development of tourism.

Scotland - The VisitScotland network came into being in 2005. It consists of one single national tourism network with 14 area offices. As Scotland’s national tourism organisation it has a strategic role to develop Scottish tourism

Northern Ireland - Tourism in Northern Ireland is handled by the Northern Ireland Tourist Board, with responsibilities for the development, promotion and marketing of Northern Ireland as a tourist destination.

National bodies work in partnership with VisitBritain in marketing the destination abroad. A new method of working has been developed for four near European markets - France, Germany, Ireland and the Netherlands - where Scotland, Wales and England take more of a lead in marketing their destinations.

Details on Wales, Scotland and Northern Ireland tourism structures can be found by clicking on the country on the map on the right hand side this page.

Sunday, 5 September 2010