England: Domestic Tourism Marketing Strategy
Visit Britain - 2003
Following the merger of the British Tourist Authority (now Visit Britain) and the English Tourism Council (now Visit England), a new focus was placed on developing domestic tourism in England. This was against a backdrop of devolution in Scotland and Wales, whose recently devolved administrations had committed considerable funds to increasing both domestic and international tourism for their countries. England was a new player on the field of domestic tourism marketing and therefore had to play catch up with considerably less funds than its UK competitors. A pioneering strategy was required to guide the marketing of England within the UK.
A marketing strategy was developed, which established a vision and outlined the roles, responsibilities and objectives of the various organisations in the public and private sectors in England.
This identified five main strategic areas to be addressed:
- Understanding market potential and consumer motivation
- Communicating England’s appeal to those consumers who represented the country’s best prospects
- Making it easy for consumers to access information and book England
- Engaging England’s public and private stakeholders in growing domestic tourism
- Advising on product/service quality improvements and infrastructure development needs
A clear marketing strategy, which provided a roadmap for developing England’s domestic tourism – and in particular to stem the decline in English domestic tourism
- Buy-in from commercial and other stakeholders into a new approach to marketing English domestic tourism.