For many agents, the domestic market is one they rarely promote but this could be changing, according to the new VisitEngland chief executive James Berresford.
Due to a combination of factors – such as believing customers only book domestic breaks direct – agents rarely sell more than a city break and a show in the UK.
Berresford believes that, while some agents are beginning to wake up to the potential of the home market, more could benefit from it.
He said: “I’ve seen a pleasing rise in the number of travel agents becoming more focused on England. However, we have a job to do to further convince them that the product is there to be sold.”
The former Northwest Development Agency director of tourism and culture joined VisitEngland following its launch in April this year, giving England its own stand-alone marketing board for the first time in 10 years.
Berresford is confident there is much to market. He said: “The England that I’m selling is one where we have the heritage and culture that stretches back thousands of years, but also one that is very modern.
“We are a vibrant, forward-looking culture with a history that allows us to develop a range of products.”
Berresford is drawing up a marketing strategy to be unveiled at World Travel Market in November. He said: “The primary market is the domestic one. Europe, Australia and the US are still hugely important and we will be active in those markets.
“However, we need to invest our money where we get the greatest return, and in the short to medium term that is in the domestic market.”
While he agrees the pound’s fall against the euro and the dollar has helped to make England an attractive destination, Berresford is keen to ensure the country’s marketing strategy does not rest on chance.
He added: “The challenge is to have a long-term sustainable industry, not one that says exchange rates are good this year, and we can take advantage of that.”
Overseas, he believes effective targeting of the business market will help drive the leisure sector too. He said: “I call it business tourism because a business visitor will consume similar products as a leisure visitor would. When people come over on business they want to visit a restaurant, or theatre. If they have had a good time, then they will come back for leisure purposes.
“We want to attract people into the country, whether it is business, and leisure tourism, or visiting friends and relatives.”
While Berresford admits tourism as a whole has suffered due to the recession – VisitBritain has recently released figures showing there was an overall 9% drop in inbound tourism – he is optimistic about the future of England’s tourism. He said: “It will return. It is a very resilient industry.”
Domestic tourism by numbers
- £16.43m: The amount spent on the 96 million overnight domestic trips taken in England in 2008.
- £10.75 million: The share that went to the leisure market.
- 30,621: The number of establishments in England offering serviced accommodation in 2008.
- 60%: The proportion of British adults who have taken a short break or holiday in England within the past year.
- 2.06m: The number of visitors to the Tower of London in 2007.