Discover England Fund for Delivering World-Class Product
Unveil the potential of the Discover England Fund under the leadership of CEO Sally Balcombe to enhance product quality and excellence. Explore how this initiative is driving innovation and creating opportunities for businesses in England to achieve global recognition. Dive into the strategies and impacts of this pioneering project on promoting tourism and boosting economic growth, establishing England as a premier destination for travelers worldwide.
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Presentation Transcript
Delivering World Class Product: The Discover England Fund Sally Balcombe CEO
Our focus Maintain distinct activities to develop and market English tourism Continue to market Britain overseas to drive growth in international leisure and business tourism
Organisational priorities VisitEngland VisitBritain Transition in focus to supporting the Discover England Fund, with product development a major strand Investing more in overseas network closer to the customer where VB adds value Focus on digital with content curation & distribution at the heart of marketing Commercial focus to drive growth in retail, build more commercial partnerships and leverage the supply side Ongoing focus on Business Visits & Events promotion for England New focus on Business Visits & Events at Britain level to add value to existing work Focus on digital to deliver content for England More proactive engagement with HMG partners, both in London and overseas Proactive engagement with England partners
Core capabilities / activities VisitEngland VisitBritain England research Britain research Focus on digital to deliver content for England Focus on digital with content curation & distribution at the heart of marketing VisitEngland brand guardianship VisitBritain brand guardianship Holidays at Home are GREAT International marketing GREAT Industry support Missions / B2B / ExploreGB Industry support: Quality / SME engagement
The Discover England Fund Objectives To grow tourism in the regions of England To increase the competitiveness of England s tourism offer, domestically and internationally To develop bookable tourism products in line with market trends and in response to consumer demands
The Discover England Fund The Purpose is to create 3-4 world class itineraries / groupings of product Deliverable Description Solutions for tourists that meet demand and drive more volume Made up of a number of bookable / consumable products Joined up approach that allows an end to end customer experience Span regions / geographical areas Tailored approach to target consumer needs Possibly thematic / BVE / pricing Win:win It will work for international consumers and domestic consumers will benefit
High-level criteria Collaborative demonstrate that each bid has the support of a group of public/private partners, DMOs and LEPs Integrated transport solutions are key - pricing / passes - local solutions e.g. linking attractions - technology Match-funded Demonstrate how products meet customer needs - bookable - tangible Demonstrate international and domestic tourism benefits
Funding profile Year 1 6m Year 2 12m Year 3 22m 40m
Staged approach Bids developed & supported / Research Year 1 Pilots / testing Quick wins Year 2 Quick wins evaluated Core delivery Year 3 Impact evaluated Core delivery
Indicative timetable Discover England Fund Year 1 Research & analysis to inform criteria (Apr-May) Launch bidding (bidders supported by VE) (Aug) Expressions of interest (Dec) Shortlist announced, further research & market testing (Jan 17) Full bids submitted & assessed (Mar 17) Year 2 Winners announced (Apr 17) Delivery begins, quick wins evaluated Year 3 Delivery continues, evaluation underway (2018-19) Year 4 Evaluation completed (2019-20)
Draft Governance Commercial team Strategy: England Action Plan VE Advisory Board Discover England Fund Industry Engagement B2B: Suppliers Buyers Programme Board Independent Experts Customer focus DCMS rep Online /Digital Rep (e.g. OTA UK/US/Europe) National agencies VE/VB reps Strategy Criteria Oversight Competitive Bidding Process Agree Bids Monitoring PMO ERG Approval Process Cross-ministerial group Influencing/ Reporting wider issues
Immediate next steps For us Regional engagement sessions (Feb/Mar) Publish template & presentation to capture further feedback (Feb) Publish feedback report, informs fund development (Mar) Research/analysis to inform fund criteria (spring) Programme criteria developed (spring) Launch bidding (summer) Commence work with bidders For you Provide feedback Form partnerships Identify quick wins and longer term product development opportunities Identify customer focused research required to support bids
Examples of collaboration Northern & South West Tourism Growth Funds
For further information: www.visitengland.com/biz DiscoverEnglandFund@visitengland.org
