Yorkshire Tourism Investment - Case Study Example

Tender submission- GTC, university of Portsmouth, April 2012 This proposal is submitted by Global Travel Consultants, United Kingdom. The firm has many years experience in research in tourism industry as specified in this tender. The firm is pleased to enclose this proposal for your consideration. Prof. Jade Nixon Senior Research Fellow Research proposal summary This research gives an overview of tourism investments from the major public sector in Yorkshire region and other united kingdom’s regions since 2005. It also demonstrates these investments’ key benefits to the region in new and current visitor’s attraction in consider the following major investments in the public sector; heritage, artistic, sports, foods and drinks and good customer service. The proposal provides the methods applied for achievement of the main objectives with incorporation of previous studies on results and outcomes in Yorkshire tourism industry. The appropriate work schedules, budgets, roles and responsibilities are included. Yorkshire tourism industry overview Tourism has been one of the largest industries in Yorkshire with a contribution of more than £6 billion every year to the economy of the region with a support of over 243, 300 jobs which is approximately 11% of the total workforce of the region. The highest proportions of domestic visitors in United Kingdom which are most based on overnight trips come from other parts of the Humber and Yorkshire to this region. The structure for delivery in this region include the regional agency that are responsible for marketing and developing Yorkshire as a whole in addition to six partnership that are sub regional that provide support to the local area (Visit York, 2010). Partnership is a key element employed in this region in order to achieve the industry’s target as everyone who is incorporated in the future of this region in both private and public sector across culture, tourism and all other elements of the economy of visitors has a significant role to play in the industry. The main stakeholder in the marketing strategy in this region consists of the tourism industry and the Yorkshire tourism board. These stakeholders have a significant impact on the economy of this region as in collaboration with all relevant stakeholders, they are required to design and develop a marketing strategy meant for delivering measurable increases in revenue that is generated through tourism (Advance Tourism, 2010). The biggest proportion the tourism economy in Yorkshire and Humber is contributed by the day visits which make a massive amount of more than £3.9 billion per annum to the region which is also equivalent to more than 194 million visitors. The tourism market receives a significant proportion of business trips which make up to 19% of trips overnight in this region only. This accounts for about 250, 000 of the total number of visitors which is also equal to £1.6 billion annually. Yorkshire provides a variety of choices adding up to more than 4, 000 guest houses, hotels, campsites and catering units that are self-contained which is also equivalent to bed spaces that can accommodate the entire France’s population for a single year (Yorkshire, 2011). However, the Yorkshire eight attractions in the group of York big attractions (BAG) include the national railway museum, castle museum, York boat, York minster, Yorkshire museum, York dungeon, Clifford’s tower and Jorvik the eight attractions have invited more than 2 million visitors in 2010. Out of these visitors, 91% were leisure ones which showed a decrease as compared to the previous year on the number of leisure visitors. The numbers of visitors have remain static for a period of six years with a peak in 2006 before a downtown in tourism caused by the credit crunch that was mirrored by the number of visitors to the Yorkshire attractions. The graph below shows the total number of visitors to the big attractions of Yorkshire (Visit York, 2011). In addition to Yorkshire, Leeds and Scarborough coastal resort are the English towns that are most visited by the residents of United Kingdom (Visit York, 2008). Vision and goal Yorkshire’ vision is to be on leading edge on the region. Through a process of working together, with a target of markets that are of high value and also with a focus on the needs of the customers, the region has been one of the leading regional destinations for tourism in the United Kingdom. The stakeholders in this region’s tourism industry always aim to be above the national average in a way that the other regions will aspire to region’s innovation, high quality and an increase in earnings. Major investments in public sector Heritage In 2011, there was an official opening of a route known as new cycle. The route in Yorkshire region was supposed to take the riders through the towns of neighbouring Wolds and Driffield. This route was established as a major regional’s tourism development by east Yorkshire and Visit Hull (VHEY). This new investment is expected to encourage more investments on tourism within the region. With increased number of visitors in this region, the visitor spending in the Yorkshire Wolds supports the economy as well as creating further investment in the business of tourism. The cycle route in the Yorkshire Wolds provides a fabulous attraction which is perfectly connected to this region’s beautiful scenery. In addition, the cycle route is provides a very good connection from west in Beverly, to north in Malton, in the east at Bridlington and back through Driffield. This cycle consists of a 146 mile ride which is an adventure for five days while enjoying the Yorkshire Wolds’ picturesque villages and rolling valleys. This route also acts as a new and sustainable attraction that increases the visitors with an economically positive impact in the region. This cycle also includes a series of cycle rides such as walk the Wolds pack and big skies rides thus it becomes the cyclists’ ideal grounds. This route has been able to tempt many visitors to further explore and append more and longer in the region due to sustainable attractions which has resulted to increased earnings from the tourism industry with more benefits to businesses and the communities (Driffield Today, 2011). The 2016 Tour de France has been a potential investment for Yorkshire. If the region will win the 2016 tour de France bid as the host for the opening stages, then there is a projected increase in the number of visitors in the region. If the bid would be successful, the route for the tour includes York, Yorkshire dales, Sheffield, hull, Leeds, and Scarborough. This means that the tour would provide a very significant boost in the mentioned areas. Thus, it would be very essential for Yorkshire since all the attraction in the summer seasons will be very positive. With an observed increase in the number of visitors in the Yorkshire region who are also known as British makers of holiday, there is expected to be more rise due to such potential investments as surveyed by the travel survey in Great Britain. From the Great Britain survey on travelling, during the first quarter of 2011, the number of visitors increased by 14%. This depicted more impressive figures on spending for this period with £ 267 spending for the Brits in the region which in comparison to year 2010, has increased to 25% (York Pass, 2012). Open days are also very common in Yorkshire. Open days occur each year and they become better in every New Year (Mitchell et al 2009). These days provide visitors with an opportunity to explore various fascinating heritage within the region. Such events are provided for free but in the process, they create more interest for visiting the region in another time. This provides increase in the number of visitors with a corresponding increasing in earning for this region’s tourism industry (Beverly attractions, 2011). There is also more investment on River-life through treatment works which leads to creation of more environments for Natural River which creates an increase in the variety of wildlife and fish in the rivers. Through this, cities and towns in Yorkshire can rediscover the heritage of their rivers as well as benefiting the local tourists and people. Thus the tourism industry invests amore than £ 227 million for improving the rivers in Yorkshire which later generates more income through beautiful sceneries, variety of fish that is also used in hotels and more wildlife (Yorkshire water, 2010). Economic value of heritage is of importance to policy makers. Yorkshire heritage is a major driver of its economy as it is one of the heavily invested in tourism industry. There is a significant generation from the heritage assets as there are a substantial number of visitors whose principal attraction is heritage (Oxford Economics for HLF, 2009). Good customer service investment This has also been an emerging investment in tourism industry in Yorkshire region. York’s new centre was opened in 2009 and is a new investment in tourism industry meant for provision of information. The centre costs approximately £ 900, 000 and it was named as the largest single investment for providing visitor information in Yorkshire region. The information centre is designed to be used by visitors and residents with the use of the current technology. The centre is improved and modernised with very latest technology in such a way that it promoted the region in a modern way. The facility showcases the entire Yorkshire region, act as a gateway in the region with provision portal where visitors, business and residents learn more about this region. The new investment in provision of the information about the region is a new tourism funding in the region that contributes to 5% earnings from growth in tourism per year. The new information centre for the visitors increases the number of visitors attracted per year with 40% from the former 240, 000 to more than 340, 000 with more ambitions in consecutive years for a figure of more than 400, 000 visitors. This centre offers information on national, regional and local information to visitors and locals, services for booking accommodations, enquiries and ticket sales, sales merchandising, the accepted service in making transactions and one stop shop for national, regional and local information on travelling. This ensures that the number of local and international visitors increases through provision of opportunities in a more flexible way (Visit York, 2009). There is also establishment of a new company that offers customer service training known as gold standard for the leisure and hospitality business in the region. The professionals in this industry came up with new venture known as ‘welcome training.com.’ This venture provides international courses and programs that are meant to increase the profitability of business in tourism industry. This new venture provides knowledge of what is required in the business for more success which includes finance, marketing, training, policies and systems (Northern lights, 2011). Food and drinks Yorkshire and Humber contributes to the greatest business in food and drink in United Kingdom with a total contribution of £ more than 1.7 billion into the economy of the region. For Yorkshire, it has been famous for rhubarb in a way that it boasts as some of the United Kingdom largest producers. They have also gained famous worldwide due to their location worldwide as they are placed between Wakefield, Leeds and Bradford. This makes them to be known as rhubarb triangle. In 2010, Yorkshire gained protected status by European Union due to forced Yorkshire rhubarb. There are also more than 80 real ale breweries whose home is Yorkshire. These breweries produce almost a third of beer in the United Kingdom with also Rotherham hosts a beer festival which is the fourth largest. In 2009, the award on United Kingdom pub of the year went to the Sheffield’s Kelham Island Traven as it was voted the best. In the United Kingdom’s guide on restaurant, Yorkshire has been rated as the most good quality restaurant as compared to any other region that is outside London. This was on the basis of independent reviews that showed the largest restaurant goers survey in the United Kingdom. Yorkshire holds more than six Michelin star restaurants which are seen as more as compared to any other region that is regarded to be outside of London. The 2009 north east award was given to Yorke arms as it was considered the restaurant of the year that provided the good food guide to the readers. In addition to Leeds’ Anthony’s restaurant ranked 25th, the two serve as the only two top 50 restaurants. Harrogate’s Turkish health spar and bath are one of the remaining 19th century seven Turkish baths in the United Kingdom. This has currently been restored as a luxurious with the highest level of standards. In addition the titanic spa in the Yorkshire’s south featured in the world’s independent top 50 spas and was the only country’s first eco-spa. There also more investment on the largest complex in meadow hall, Sheffield in Europe which receives approximately 400, 000 people every week (Yorkshire, 2011). Sports Sports are also major investments in Yorkshire. The 2012 London Olympic and Paralympics games are also a major contribution factor to the tourism industry in Yorkshire. With interests in sports this event will lead to attraction of more visitors as compared to the normal rate of the visitors in this region. As the world is becoming more interested in investing in sports, there will be more people interested in these sports in order to keep themselves updated on sports. The 20112 London Olympic and Paralympics games thus serves as a potential investment as the locals and visitors will be attracted to utilise the golden opportunity in changing the habits of sporting in this region due to lack enough people said to be physically active. This will in turn result to more earnings in the tourism industry due to increased number of visitors in this region. Ponds forge which is swimming pool of Olympic size provides a deepest diving pool in Europe with a viewing platform that is underwater. From the investment opportunities present in Yorkshire in form of sports, the Yorkshire’s sport England was allocated more than 7, 000, 000 £ from the investment fund of the sport community England in 2011 for distribution in the next five years. The sports board in Yorkshire based upon the regional plan priorities for sport invested £7 million for delivering the plan outcomes in the region. For the consecutive five years, the board allocated £600, 000 per annum and made strategic investments with regional partners. This has significantly increased the participation in sport which has been seen as a sustainable active recreation with an aim of being active physical for a long term. These investments in sport are attracting an additional number of local and international visitors as they wish to spend their time to be physically active in addition to enjoying some international events such as the Olympic Games. This increases the amount of income generated in tourism industry in the region (Yorkshire Gold, 2011). Artistic Artistic is also a major investment in Yorkshire tourism. In April 2009, the tourism board in Yorkshire was rebranded in addition to attaining the international campaign as’ welcome to Yorkshire’. Welcome to Yorkshire is the Yorkshire’s official tourism agency with inclusion of the Humber region. This was done in order to represent the tourism industry in the region and also generate a sustainable business in this industry. The main aim of this agency is to transform Yorkshire to the most famous and popular United Kingdom’s destination of tourists. The work of this agency includes business support, major initiatives in marketing, high profile campaigns and fostering and protection of the official Yorkshire brand. Welcome to Yorkshire partners with six sub-regions in this region that form the network for Yorkshire tourism. In the move to make Yorkshire the leading visitor destination in the world, welcome to Yorkshire maintains the £ 10 million funding with an aim of ensuring that there is a lasting legacy from its investments that are most successful. In 2009, a decision to invest £ 30 million was made in the tourism industry. This increased the value of growth in Yorkshire tourist industry to a value of £ 7 billion from a value of £ 5.9 billion in a period of one year only. In the year ending 2010, the £30million investment has boosted the industry by creating new jobs amounting to 4, 000. Through the welcome to Yorkshire brand, is it evident that the growth of tourism in this region will continue at a significant rate which will also play an essential role in the economy of Yorkshire. In the year 2011/12, there was also an additional investment of £ 10 million which shows that there is a continued support in Yorkshire’s tourism industry where through a lot of impact on marketing campaigns and the design of events which will result in bringing more tourists in this region (Travel Trade Guide, 2008). Yorkshire comparison with other cities in United Kingdom In comparison to the cities within United Kingdom, Yorkshire faces a regional competition which comes from London, Scotland, West Midlands, East of England, and East midlands, North West, South East and South West. This shows that all these stated areas within England can be ranked above Yorkshire. However, other areas such as Wales and north east can be ranked below Yorkshire. In addition, for all these areas, it is evident that tourism is a major source of revenue with London generating the highest amount of revenue and also with a higher number of employments. This means that there is high investment which is making effective competition against these areas to be challenging (Tourism Alliance, 2010). Internationally, Yorkshire competition is in most of the times influenced by the Britain level competition. As there emerges new destinations in the market, the standards of products and services will rapidly improve across emerging range of market and the international competitions tends to be intensified (Visit York, 2009). Proposed research and methods From the research, Yorkshire consists of a wide range of experiences available to offer their visitors countryside, across the city and in the coastal locations. There is also a strong and an increasing urban offering that provide a range of historical and cultural experiences, it there is an outstanding landscape with national parks and outstanding areas of natural beauty. In addition, there are more than 3, 000 accommodations and more than 400 attractions for visitors which include sporting attractions and heritage attractions. The following tourism experience are the particular strengths Yorkshire tourism industry; visitor attractions, interesting sites, quality accommodation, coastline, historical environment, attractions, gardens and homes. With a stock of strong unusual and unique venues and a diverse and extensive offer on business tourism, Yorkshire tourism industry is faced with the following challenges; deliverance of an experience that is world class, delivery of the best return based on investment, developing a brand position that is compelling and securing and inspiring visits in a market that is competitive (T. Travers (2006). For Yorkshire to achieve its objectives, there are key challenges that needs addressing. In order to do this, there is a need for Yorkshire region to outperform the levels of national growth and also to ensure that it improves its competitive position in markets of tourism (Hall & Coles, 2008). Marketing objectives Each challenge will be addressed using various marketing objectives; 1. In order to deliver investment’s best return, the objective involves attracting a significant business tourism proportion in addition to international visitors while at the same time working on growing the return from core markets domestically through focusing the visitors of high value. This objective is involves acquiring of previous data on business and international tourism and domestic tourism since 2005 with involvement of relevant stakeholders. 2. In order to deliver an experience that is world class, the objective involves developing visitors’ world class experience which will exceed every expectation in a consistent manner. It involves meeting with stakeholders and reviewing availability of information, ease of booking, quality of accommodation and range of facilities 3. For securing and inspiring visits in a market that is competitive, the objective involves implementation of a communications program that is customer focused to convert understanding and awareness to visits. Involves development of a program for marketing communications and customer focused campaigns internationally and domestically for additional business generation. This is achieved through evaluation of previous data. 4. For development of a brand position that is compelling, the objective is to position Yorkshire brand as a choice destination for target markets priority in relation to the key competitors and achieve increases that are measurable in awareness of destination brands of key sub-regions. It will involve implementation of high profile campaigns. These include domestic campaigns, campaigns on destination brand, day visits, information and booking. 5. Measurement of success The strategy is expected to make real difference in tourism in terms of generated revenue. The success will be measured on the grounds of the following targets; Achievement of more that 5% annual growth of the value of revenue from visitors Increase in domestic visitor value from £ 2000 million in 2005 to more than £2700 million by 2013 Increased international tourism proportion from 14% to 25% or more of overall revenue on staying visitors Increase in satisfaction of visitors by 1.5% per year to 2013 Improve the current position of Yorkshire amongst the brands in English region. The key performance indicators (KPI) will require identification for any planned activity with a rigorous and an ongoing monitoring. Strategic themes The following four strategic themes are essential for achieving the market objectives; 1. Identification of target markets, 2. Delivering of an experience based on world class, 3. Development of brand strength and, 4. Securing and inspiring visits (Advance Tourism, 2010). References Advance Tourism. (2010). The Tourism Marketing Strategy for Yorkshire & Humber 2006–2010. Growing tourism business, 1-13. Beverly attractions. (2011). Heritage Open Days: Free To Explore Beverley Guildhall. Retrieved on 17 April 2012 from: http://www.hu17.net/heritage-open-days-free-to-explore-beverey-guildhall/ Driffield Today. (2011). Cycle route to boost tourism. Retrieved on April 17, 2012 from: http://www.driffieldtoday.co.uk/news/local/cycle-route-to-boost-tourism-1-3584199# Hall, C.M. & Coles, T. (2008). International Business and Tourism: Global Issues, Contemporary Interactions. London: Routledge. Mitchell, N., Rossler, M., and Tricaud, P. (2009). World Heritage Cultural Landscapes. A Handbook for Conservation and Management. World Heritage Papers 26. UNESCO. Northern lights. (2011). Leading tourism experts urge Yorkshire businesses to invest in good customer service. Retrieved on April 17, 2012 from: http://www.northernlightspr.com/leading-tourism-experts-urge-yorkshire-businesses-to-invest-in-good-customer-service/ Oxford Economics for HLF. (2009). Economic Impact of the UK Heritage Tourism Economy, 1-43. Travel Trade Guide. (2008). Yorkshire. Retrieved on April 17, 2012 from: http://www.uktourismpro.net/theguide.php?area=Yorkshire. T. Travers. (2006). Museums and Galleries in Britain: Economic, Social and Creative Impacts. London School of Economics. Tourism Alliance. (2010). Britain’s best opportunity for sustainable economic growth and new employment. The voice of tourism. 1-5. . Yorkshire water. (2010). River-life. Retrieved on April 17, 2012 from: http://www.yorkshirewater.com/our-environment/riverlife.aspx Yorkshire. (2011). Yorkshire Facts. Retrieved on April 17, 2012 from: http://www.yorkshire.com/mediacentre/yorkshire-facts York Pass. (2012). Increase in Yorkshire tourist numbers. Retrieved on April 17, 2012 from: http://www.yorkpass.com/specialoffers-delete/Yorkshire-News/Increase-in-Yorkshire-tourist-numbers/ Visit York. (2010). Regional visitor survey 2009/10- York summary. Working together to grow region’s economy, 1. Visit York. (2011). York big attractions group visitor monitor 2010. Summary report, 1. Visit York. (2009). Business tourism conference venue report; York highlights 2008. Working together to grow region’s economy, 1. Yorkshire Gold (2011). Becoming a World Leading Sporting Region. Retrieved on April 17, 2012 from: http://www.yorkshire-gold.com/sport/ Visit York (2009). New Tourism Investment - Ambitious plans to make York leader in information provision. Retrieved on April 17, 2012 from: http://www.visityork.org/media/news/releases/NewVIC-May09.aspx Visit York (2008). York: A Vision for Tourism: Distinctive, Quality, World Class, 1-13. Proposed project time table The scheduling of the 10 months implementation of the objectives is as shown in the Gantt chart. The implementation of objectives is sequential with some overlapping since some of the activities are dependent on previous objectives thus, running simultaneously. Marketing objectives M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 Objective 1 Clarification & review Stakeholders meetings Objective 2 stakeholder meetings Review Surveys Objective 3 Evaluate the previous data Collected from existing sources program dvpt for marketing communication Objective 4 Data analysis Gaps identification High profile campaign implementation Objective 5 Measurement of success Estimated costs Costs Amount in £ Staff costs £6,000 Research team travel £1,000 Stakeholder meetings £2,000 Survey costs £2,000 Overheads costs £3,000 Total £14, 000 Notes: The costs of staffs reflect the day rates and the committed days committed of the named staff. Travel is by key project members to stakeholder meetings. The costs of meetings on Stakeholders reflect 2 workshops estimated 2 consisting of 10 delegates each and include delegate rates on venue and travel cost provision for delegates Overhead include estates costs, and any telephone, email and postal charges in relation to project management and survey delivery Project Team The project team will involve 2 researchers and an administrator with Prof. Jade Nixon as in overall management and integrates the team members’ contribution. Prof. Jade will be assisted by Prof. Angelina Washington from Global Travellers Consultants (GTC) and Mr. Denzel Watson will provide administrative support, survey and meetings for the project. There will be adoption of team approach in relation to task requirements. The expertise of team members is reflected in the roles given (CVs enclosed). Name Grade/ Job title Role in the project Committed days Daily rate (£) Prof. Washington Director of GTC Market dynamics Market share Market size Tourism flow 20 Prof. Jade Senior Research Fellow Lead researcher Performance indicators Resource economics 210 Mr. Watson Centre Manager Survey, Meeting, and project administration 30 Read More