Tourism in the United Kingdom of Great Britain and Northern

Ireland (UK)

UK’s position in World Markets

• UK is world no. 6 destinationafter US, Italy, France, Germany and Spain in terms of £

also below China in terms of arrivals

lower growth rate than rivals in recent years

– tourism 4% of GDP

– 5% of the workforce

• UK is world no. 4 source countryafter US, Germany and Japan

UK tourist spend abroad 25% up 2000-2004

– Balance of payments deficit in tourism £17bn

Incoming Tourism

• Top five markets 2004 (1998)• visitors m spending £bn

– USA 3.6(3.9) £2.4 (2.5)bn– France 3.2 (3.2) £0.8 (£0.7)– Germany 2.9 (2.8) £0.7 (0.9)– Ireland 2.5 (2.1) £0.7– Netherlands 1.6 (1.6) £0.6

• Total 27.8 (25.4)m £13(£12.5)bn

Recovered after several years of decline

The issues for British TourismVisitBritain report

• Sophisticated and well informed customers

• Distribution shifting to the internet

• Aspirations of the regions - brand confusion

• Weaknesses after FMD, 9:11

• Proliferation of quality competition

• Changing short-break market due to budget airlines

The role of the NTOHow do you market a product you don’t own?• Theming and branding Promotion

– Tourist promotion & information

• Facilitation of exchanges (Middleton) Distribution

– between elements of the industry

– Joint marketing campaigns

• Quality control and assurance Product• training, advice and research

• Infrastructural improvements– Flagship projects

– grants and subsidies

Morgan 1996

VisitBritainwww.visitbritain.org

• New National Tourism Marketing body

• Strategic policies– price competitiveness– sustainability– partnerships and communication – quality of welcome

• Engage public and private stakeholders in the marketing of Britain

Stakeholders: Collaborative Marketing

Government (Dept of Culture Media Sport)

Industry representative bodies

Scottish Parliament

Visit Scotland 9 English RegionalTourist Boards

Tourism Alliance

British Tourism Development Committee

UKinbound

British Hospitality Association

Film Industry

Visit Britain

Diplomatic services

British Council

Destination Image

SpecificAttributes

Holistic image

Unique

Common

Push factors: personal needs & motives for travel

Pull factors: attractions of the destination

Crompton 1979

Echtner and Ritchie (1991)

Brand identity (Kapferer)PICTURE OF SENDER

PICTURE OF RECIPIENT

EXTERNALISATION

INTERNALISATION

PhysicalFeatures Personality

Culture

Self-imageReflection

Relationship

Marketing Strategy• 27 target countries with offices

• Segmented by key markets, for example:• http://www.visitbritain.com/default.aspx

Segment Countries Products

Youth IrelandCanada

DJs andclubbing

DINKs Australia, F, DIndia, HK

Film locations

Empty nesters US andEurope

Heritage‘jewels’

Seniors NZ, Europe WalkingGardens

Sources

• Visit Britain: www.visitbritain.com/corporate/factsfigures/index

• Staruk.org.uk : more detailed figures on tourism in UK

• Travel Trends 2004 - figures for outbound tourism

– http://www.statistics.gov.uk/statbase/Product.asp?vlnk=1391

• Destination branding (2001) Morgan, Pritchard and Pryde

• Crompton, J. (1979). Motivation for pleasure vacations. Journal of Tourism Research, 6 (4) 408-429

• Echtner, Charlotte M., and J. R. Brent Ritchie (1991). The Meaning and Measurement of Destination Image. Journal of Tourism Studies,2 (2): 2–12.

• Middleton, V (1994)Marketing for Travel and Tourism

• Morgan M (1996) Marketing for Leisure and Tourism