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Many people have been keen to criticise the Dome but the travel industry has done us proud and sales through the trade have exceeded our initial targets. This strong trend looks set to continue.

Mark hayes

When the original visitor targets for the Dome were set and agreed with the Government in 1997 it was done in an atmosphere of enthusiasm and optimism for this exciting new Millennium project.

With the benefit of hindsight the considerable challenges of getting a visitor attraction up, running and profitable from a standing start were not sufficiently allowed for.

Last year the UK’s biggest pay-to-visit attraction was Alton Towers. This well run, established, and famous brand attracted 2,650,000 visitors in 1999.

The Dome had exceeded this figure in the first five months of its operation. This is a great achievement.

However, against expectations of 12 million visitors it will always be seen as disappointing. But the sales figures for the travel trade have always been a happier story.

The excellent trade support and sales figures do not really come as a surprise if you bear in mind the way that the industry thinks.

The trade is often accused of failing to understand the potential for profit in domestic tourism but quality companies will always see an opportunity when it presents itself.

The trade has risen above the hype and got on with selling Dome breaks, tours and daytrips. The industry has proved to be a very effective sales channel for the Dome.

Commissions paid to the trade are good value compared to the costs of selling through other channels.

The trade has provided an essential endorsement of our product – how many extra people have visited the Dome despite their media-prompted misgivings simply because their agent, operator, coach company, or ground handler has recommended it.

We have also benefited hugely from the sales and marketing efforts undertaken by our trade partners in the UK and overseas.

The sales targets for Dome tickets sold through the industry will be hit and exceeded by the end of the year and it is a tribute to the trade that it has achieved this against a background of inconsistent consumer demand and an unprecedented level of hostile media coverage.

The additional Millennium Commission grant announced last week will ensure that the Dome stays open until the end of the year.

Astute members of the industry will foresee increased demand for the last three months of the Dome’s current existence. We have reduced rates dramatically from October 1 onwards and I fully expect the trade will once again capitalise on the opportunity.

“The trade has risen above the hype and got on with selling”