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Industrial Strategy Tourism Sector Deal Building a world-class experience economy
Foreword
The United Kingdom is rich We are introducing Tourism Zones, The government will introduce two
in cultural heritage; it offers which will bring businesses and local new T levels in Cultural Heritage and
landscapes of outstanding organisations together to establish Visitor Attractions, and Catering, to
natural beauty as well as vibrant a coordinated strategy for growth help deliver the industry workers
in their local visitor economy and of the future, whilst industry will
city life and urban attractions.
to increase off-season visits. Small deliver 30,000 apprenticeships
From the one thousand years and medium enterprises (SMEs) in per year by 2025 and will lead a
of history of the Tower of these areas will receive targeted mentoring programme aimed at
London to the unique Giant’s digital skills training and be offered supporting 10,000 employees to
Causeway clifftop experience in practical guidance in management and enhance their careers and ensure
Northern Ireland, UK tourism leadership through the Be the Business they can progress within the sector.
offers enduring memories and programme to boost productivity. We will also work together to ensure
experiences for both domestic and We are launching a new independent that the UK becomes the most
inbound visitors. Tourism Data Hub with input from some accessible tourism destination in Europe
of our biggest travel companies - online by 2025, increasing the number of
In 2018, the UK attracted 38 million travel agents, booking platforms, and international disabled visitors by a third.
international visitors and this number banking and credit card companies.
is expected to grow by a quarter by The UK will continue to be Europe’s
This will allow organisations, including leading hub for hotel investment
2025. Tourism is our calling card SMEs, to make the most of the big
to the world, and it has never been for the next decade with industry
data revolution to understand visitor committing to build over 130,000
more important to ensure that Britain activity and product preferences.
continues to be a world-class destination additional bedrooms by 2025, with the
competing for global business. majority of these outside of London.
This Sector Deal backs our small
businesses, our entrepreneurs
and our innovators. It sets out an
ambitious agenda that will deliver
the increases in productivity and
investment that will benefit local
economies right across the country.
2 3
Industrial Strategy Tourism Sector Deal
Alongside the Sector Deal, the
UK government is publishing an
International Business Events Action
Plan. The Action Plan outlines in
detail how the government will
support the business events industry
in attracting, growing and creating Rt Hon Greg Clark MP
international business events to Secretary of State for Business,
bring even greater numbers of Energy and Industrial Strategy
business travellers to UK shores.
Together these measures will ensure
the tourism industry can continue
to grow and benefit every region of
the UK. This Sector Deal will ensure
visitors will continue to offer visitors
both now and in future the very best
experiences of our incredible country. Rt Hon Jeremy Wright QC MP
Secretary of State for Digital,
Culture, Media and Sport
Steve Ridgway CBE
Chairman of the British Tourist
Authority Board and Tourism
Industry Lead for the Sector Deal
4 5
Industrial Strategy Tourism Sector Deal
Executive Summary
The Tourism Sector Deal sets out how the government and
industry will work in partnership to boost productivity, develop
the skills of the UK workforce and support destinations to enhance
their visitor offer.
The government’s modern Industrial With this predicted increase in visitors,
Strategy sets out a long-term there needs to be investment in
plan to boost the productivity and the infrastructure to accommodate
earning power of people throughout and entertain them. 130,000 hotel
the UK. The tourism sector has rooms will be built over the next five
the scale and geographical reach years, representing the largest hotel
to deliver on this ambition. investment anywhere in Europe. 75
per cent of these new rooms will be
Increase in visitor numbers
outside the capital, supporting the
In 2018 the UK attracted 38 million government’s intention that the
international visitors, who added benefits of tourism should be felt
£23bn to the economy1, making across the whole of the UK.
tourism one of the country’s most Significant investment will also be
important industries and the third made in attractions by the private
largest service export. Current forecasts and public sectors —including
predict the sector will deliver a 23 per investment in both our natural and
cent increase in inbound visitors by built heritage, museums and arts.
20252. Domestic tourism is also set to
Investment will also be made in the
increase by an estimated 3 per cent
people who work in the sector, so that
per annum until 20253. In 2018, British
the growth in visitor numbers can,
residents took 119 million overnight
in turn, create equivalent growth in
trips in the UK, totalling 372 million
well-paid employment opportunities.
nights away and spending £24bn4.
The industry will create 30,000
The Deal seeks to develop the apprenticeship starts each year and
infrastructure necessary for this a new mentoring scheme will help
influx of visitors. It also creates a 10,000 employees develop their careers
framework to position industry to take in the sector. This will complement
advantage of new markets as well a commitment by the government
as leveraging initiatives designed to to ensure that our education system
deliver the Grand Challenges relating supports the industry’s needs, including
to the data-driven economy, clean the rollout of two new T level courses.
growth and an ageing society.
6 7
Industrial Strategy Tourism Sector Deal
This will ensure that visitors to
the UK are served by a highly
knowledgeable and skilled workforce.
Visitors of the Future
In recent years, competition around Industrial Strategy
Productivity
the world has seen a race to build the
best understanding of customers, both Foundations
in how they travel, but also how they
Resources will also be better used as search, feel inspired and spend their
a result of this deal, as productivity money. It is no longer simply a A key ambition for the Industrial Strategy is to establish long-
in the sector is currently hampered
by the overreliance on the traditional
case of looking backwards at term partnerships between industry and the government that
trends to understand the future. aim to transform productivity and boost earning power in sectors
July-September peak season. 38 per To be globally competitive,
cent of holidays by inbound visitors we need real-time data and so we will
across the UK.
take place in these three months5. This develop a new Tourism Data Hub, which This Sector Deal brings together a This Deal puts small businesses at the
deal sets out how the UK will increase will help Britain make the most of its coalition of government, businesses heart of the sector’s innovation by
the number of off-season visitors tourism offer by understanding the and trade associations who have creating a Tourism Data Hub. This will
via two major interventions. Firstly, motivation and movement of its visitors. a shared ambition to improve the enable the sharing of data from major
the government will create up to five The Tourism Data Hub will be a industry’s performance and help to tourism businesses, which will allow the
new Tourism Zones to support areas ground-breaking new way of helping the fulfil its potential and deliver wide- sector to understand consumer habits
wishing to improve their tourism offer, sector to gain a better understanding of reaching benefits. It reinforces the and target them more effectively.
particularly focusing on those areas its potential market. The UK also has the five foundations of the Industrial
looking to boost off-season visits. ambition to become the most accessible Strategy: Ideas, People, Infrastructure, People
Secondly, business events often drive tourism destination in Europe by 2025, Business Environment and Places, as The government set out in the Industrial
inbound visits outside of peak leisure increasing the number of international well as maximising the opportunities Strategy its vision to create good jobs
season, and the UK government is visitors with disabilities by 33 per cent. from the Grand Challenges. and greater earning power for all. The
launching an International Business tourism sector supports an estimated
Events Action Plan in conjunction with
Ideas 1.6 million jobs across the UK6, giving
the Sector Deal. This plan sets out The Industrial Strategy commits to it the potential to offer development
how the UK will maintain its position establishing the UK as the world’s most opportunities right across the country.
as a leading nation for hosting innovative economy. In the future, the industry will seek to
business events in Europe and sets The tourism sector has always been attract, train and retain a more skilled
out clear steps to bring more major at the heart of new technology workforce. This ambition will be overseen
conferences and exhibitions to the UK. including some of the world’s best- by a newly formed Hospitality and
known websites for booking flights, Tourism Skills Board, chaired by Grant
holidays and accommodation. Hearn, former CEO of Travelodge. The
But there are also obstacles to Board will oversee a significant increase
this innovation, including the high in the number of approved apprenticeship
proportion of small businesses starts to 30,000 a year by 2025 and a
who can find it challenging to mentoring programme to support 10,000
obtain market intelligence for employees to enhance their careers and
accurate business planning. ensure they remain within the sector.
8 9
Industrial Strategy Tourism Sector Deal
Industry will lead a £1m retention and The government wishes to make
recruitment campaign, to demonstrate holidays in the UK available for all
to young people that tourism can and for the UK to become the most
be a life-long, fulfilling, career. accessible destination in Europe. In
recent years the sector has made
Infrastructure significant contributions to improving
The Industrial Strategy commits to accessibility and to support that
upgrading the UK’s infrastructure and laudable, as well as astute, investment
as part of that, the Tourism Sector the UK government will convene a
Deal sets out how the public and conference to share good practice
private sectors will invest in our assets, and discuss where best to target our
from attractions to transport and interventions. The British Tourist
accommodation. This investment will Authority has committed to producing
allow us to prepare for the extra 23 a new space on their website to
per cent visitors we expect annually provide tourists with comprehensive
by 2025 and ensure that our offer accessibility information. Additionally,
remains world-leading in an ever- the organisation will take more
increasing competitive marketplace. steps to ensure that all its marketing
This investment includes the addition of collateral is as inclusive as possible.
130,000 hotel rooms across the UK by There are 200,000 Small and medium
2025, 75 per cent of which are outside sized enterprises in the tourism industry
the capital. Investment is also being that often require business support,
made in attractions across the country from understanding international
from the English Coast Path - the markets to helping them go digital.
longest coastal path in the world - to The British Tourist Authority currently
a new Game of Thrones studio tour in offers a range of support to them
Northern Ireland. The range of tourism and this support will be enhanced
product available and currently in through the Great Britain Tourism
development has never been so varied. Exchange, a business-to-business
platform which connects tourism
Business Environment
suppliers to global distributors.
The UK government’s new International
Business Events Action Plan will
create the right environment for
attracting business events to the UK,
enabling us to maintain our position
as a leading destination for hosting
international business events in Europe.
10 11
Industrial Strategy Tourism Sector Deal
Places Devolved Nations
The Industrial Strategy commits to The British Tourist Authority is the
helping prosperous communities national tourist agency, responsible
thrive across the UK. Tourism is for marketing Britain worldwide and
about place building — its success developing Britain’s visitor economy.
is based on developing and caring However, tourism is a devolved
for local attractions and amenities competence, as such, England,
and managing growth so that Northern Ireland, Scotland and Wales,
investment enhances the lives of each have their own national board
local residents as well as visitors. responsible for attracting visitors. The
In rural areas diversification into UK government, where appropriate,
tourism, by farmers, has helped keep will continue to consult the devolved
their businesses sustainable and governments on future work and
protected our landscape. In many join up on projects the devolved
coastal areas tourism is the lead governments would like to partner in.
employer and source of economic There are also a number of policies
growth. The development of Tourism outlined in this document where the
Zones, will see the government competence is not devolved, most
and industry support the most notably visas and immigration. The
innovative and ambitious areas Skills and Hospitality Board established
to grow their visitor economy. by the industry proposes working with
all four nations on the skills agenda.
12 13
Industrial Strategy Tourism Sector Deal
People
To generate good jobs and greater earning power for all
To ensure high quality tourism training is available, so that the sector can attract,
retain and develop a workforce with the skills it needs both now and in the future.
Government action to support tourism
Skills ``
The government will engage fully
``
The government will work closely with industry during its Post-16
with industry on the rollout Qualifications review to ensure the
of two new T Level courses to sector has an opportunity to feed
help deliver the hospitality and into future policy development.
tourism workers of the future. ``
The Department for Work
``
The government will continue and Pensions will continue its
working with industry, through partnership agreement with the
‘Fire It Up’ and other campaigns, hospitality industry to help provide
to promote apprenticeship and the its customers with a structured
opportunities for careers in the route into work in the Sector.
hospitality and tourism sector.
Sector action to support tourism
``
The sector will create 30,000 ``
A new industry mentoring
apprenticeship starts each year programme will be developed
by 2025, covering all grades, to support 10,000 employees
from entry-level roles up to each year. This will aim to
degree-level apprenticeship, and enhance careers as well as
across a range of disciplines. helping to ensure talented people
``
Employers will commit over £1m of remain within the sector.
funding to an ambitious retention ``
The sector will increase
and recruitment programme the percentage of the
to revolutionise the pipeline of workforce receiving in-work
talent that joins the sector. training to 80 per cent.
14 15Industrial Strategy Tourism Sector Deal
Places
The Industrial Strategy seeks to develop prosperous communities
throughout the United Kingdom.
Developing the visitor economy and places that people want to visit.
Government action to support tourism
``
The government will pilot up to five ``
Tourism Zones will also receive
new Tourism Zones to increase a range of support co-ordinated
visitor numbers across the country. by central government.
More information about the
bidding process will be released
later in the year, with a view to
commencing projects in 2020.
Sector action to support tourism
``
Tourism Zones will be developed ``
A range of larger businesses have
and delivered by businesses offered training and support for
local authorities and Local small and medium enterprises
Enterprise Partnerships (in within Tourism Zones.
England) who will determine the
specific priorities of an area.
16 17Industrial Strategy Tourism Sector Deal
Business Environment Infrastructure
To be the best place to start and grow a business A major upgrade to the UK’s Infrastructure
To improve the productivity of the tourist industry and establish the UK To ensure the tourism sector can support the government’s ambition
as a global leader by increasing visitor numbers throughout the year. to deliver a major upgrade to the UK’s infrastructure.
Government action to support tourism Government action to support tourism
``
Alongside the Sector Deal the he UK government will achieve
T ``
The UK government will make ``
The UK government will launch
UK government’s International this by providing support in relation travel to the UK and around the a new £250k competition to
Business Events Action Plan 2019- to the six key drivers that event UK easier for tourists through the improve broadband connectivity
2025 has been published and sets decision makers consider when development of its Maritime and in conference centres. This will
out the steps the UK government determining where to host an Aviation strategies, as well as a be a UK wide competition.
will take to support the UK to event, from providing government number of rail policy developments. ``
The UK will build on its excellent
maintain its position as a leading advocacy to financial support. ``
The UK government is investing existing offer, to become the most
destination for hosting international in a number of projects across accessible destination in Europe.
business events in Europe. the Museums, Heritage and ``
The British Tourist Authority
Arts sectors that will enhance will increase their publicity
visitor’s experience. These include about accessible travel and
Sector action to support tourism supporting the conservation provide inbound visitors with
work at Wentworth Woodhouse, increased information about
``
The Events Industry Board, set up These priorities are being the development of a new the accessibility offer in the UK
to advise government, has identified considered by working groups interpretation centre at Jodrell through a brand new website.
two priority areas which they set up by the Board and will Bank and the development
can help and support - skills and report later in the year. of England’s Coast Path, the
infrastructure. world’s longest coastal path.
18 19Industrial Strategy Tourism Sector Deal
Sector action to support tourism
``
Industry will create an extra ``
The sector will support the UK
130,000 bedrooms across the UK government’s ambition to be
by 2025 - a significant increase of 21 most accessible destination in
per cent in accommodation stock. Europe. They will take forward a
``Industry will continue to invest number of measures, including
in tourism attractions and better coordination of accessible
innovative products, to remain a itineraries online, and increasing
global leader in the experiences the visibility of people with
the UK offers visitors. accessibility issues in promotion
and marketing campaigns.
20 21Industrial Strategy Tourism Sector Deal
Ideas
To be the world’s most innovative economy
To increase the capacity of the sector to innovate by accelerating the
development of digital technology and reducing barriers in the sector
Government action to support tourism
``
The government has supported ``
The UK government has provided
the British Tourist Authority £40k to the Tourism Alliance
development of Tourism Exchange in England to carry out further
Great Britain. Launching in research on how, where and why
June 2019, this is an online businesses within the sector
business-to-business platform, obtain advice on compliance,
which will connect tourism which will inform the shape
suppliers to global distributors. of further advisory services
including Primary Authority.
Sector action to support tourism
``
The industry and British Tourist for location, activities and products
Authority will work together to in real time. It will also enable the
create a new, independent Tourism sector for the first time to gather
Data Hub, which can help the better data about the people
sector across the UK to better choosing not to holiday in the UK.
understand visitors’ preferences
22 23Industrial Strategy Tourism Sector Deal
People Case study: Birmingham City Airport
As one of the UK’s major for roles in the Airport’s supply chain
The Industrial Strategy aims to boost productivity by backing international gateways and a including security, customer service,
business to create good jobs and increase the earning power of supporter of over 30,000 roles in the retail, catering and ground handling.
people throughout the UK West Midlands, Birmingham Airport The Airport also engages with The
has been developing its employment Prince’s Trust, where they fund the
The People element of the Tourism - who account for over 85 per cent of pipeline, ensuring visitors to the UK
Sector Deal outlines how the sector, those who work in the sector7. Annual ‘Get into Airports’ programme, a
will continue to receive a world class pre-employment course supporting
the UK government, and the devolved churn, however, is high (industry service. Working with Solihull Council,
administrations will work together estimates that gross labour turnover in unemployed young people. The
the Airport has supported the Youth 2017/18 programme saw 51
to invest in the millions of people hospitality is around 30 per cent, with Promise Plus programme. The
who have been at the heart of pub operators estimating churn levels completing the programme and
Airport has been working with local 39 young people offered positions
hospitality and tourism economy. as much as 75 per cent and above)8. young adults ‘Not in Employment, at the Airport. Ensuring a vibrant
The people who work in hospitality and Developing the workforce Education or Training’ to support and skilled talent pipeline is key
tourism are not only the cornerstone of their journey towards sustainable to the Airport’s expansion plans,
Industry has committed to a number
the sector’s growth in recent years but employment or training. Over 60 as it intends to increase capacity
of programmes to help attract and
also form one of the fastest growing Youth Promise Plus participants by 40 per cent by 2033.
retain talent in the industry, including
sectors of UK employment. Future have received support in applying
a pledge to provide 30,000 new
economic growth and productivity
apprenticeship starts every year,
gains in this dynamic sector will
in England, by 2025. These new
also, undoubtedly, be driven by the enhance our understanding of the These new technical learning
apprenticeship will offer a wide range
commitment and competence of the specific actions needed to mitigate opportunities will offer students a mixture
of occupational advancement at all
workforce - and the Tourism Sector against workforce shortages - in terms of classroom learning and ‘on-the-job’
levels, from entry level to degrees,
Deal will be a pivotal vehicle for of roles, skills and locations. In this way experience during an industry placement
and across a variety of disciplines
supporting the personal development in-work training programmes will be of at least 45 days. This is another avenue
- with support through the UK
of the people who already make more targeted and the percentage of to ensuring future talent has a better
government’s ‘Fire It Up’ programme
UK tourism a global exemplar. the workforce receiving training rises expectation of hospitality and tourism
to promote the opportunities.
This workforce is part of a rich and to 80 per cent by 20219. An annual roles - as well as the undeniable rewards
Industry as also resolved to deliver a survey will be created to understand of working in one of the most flexible,
diverse employment ecosystem
mentoring programme— building on sector workforce needs in more lively and convivial sectors in the country.
including travel agents, tour operators,
existing initiatives—that will support detail and to monitor progress.
bed and breakfast hosts, museum These two new T levels will create
career development for 10,000
guides, cruise captains, restaurateurs, New qualifications fantastic opportunities for those who
employees each year. Mentors
bar staff and pub managers. wish to work in catering or at attractions,
will signpost personal training To support this ambitious programme,
The bedrock of the experience that sees and development opportunities but the hospitality and tourism sector
the UK government will continue to work
domestic and foreign visitors repeatedly through clear demonstration of provides a vast array of roles and careers
closely with industry to develop vocational
return to their favourite British appropriate career pathways. - from bar staff to global hotel managers.
qualifications, including the two new
destinations is created by people who T levels which will cover Catering, and
Additionally, industry will continue to
work in hotels, pubs and restaurants Cultural and Heritage Visitor Attractions.
work with the government to further
24 25Industrial Strategy Tourism Sector Deal
To that end, government will engage Hospitality and Tourism
with industry during the review of Skills Board Case study: Greene King
post-16 qualifications at level 3 and The hospitality and tourism sector
below so that stakeholders are able have committed over £1m of In March Greene King launched The apprenticeship and recruitment
to inform future policy development. funding to an ambitious programme The Stepping Up Report, setting programmes aim to encourage
Not all the sector’s prospective talent to revolutionise the pipeline of its ambitions to encourage greater people to make hospitality a
needs highly technical training, but talent that joins the sector. This social mobility. In addition to career and provide clear career
many school leavers will derive a long- means working in a different and Greene King’s commitment to progression in the industry.
term benefit from targeted guidance more proactive way with schools, train 20,000 apprentices by 2022,
that shapes practical skills and delivers colleges, universities, older workers, the group is also formulating a
applied learning—underpinning a JobCentrePlus, returners to work, new recruitment programme
successful transition into high quality, charities and hard-to-reach groups. for ex-offenders and plans to
sustained, employment. This multi- increase internal appointments.
agency engagement will also contribute
to policy development of the emerging
National Retraining Scheme. It will combine a new digital approach pre-interview support, even more
to promoting the multitude of careers people will be able to emulate the
in the sector with more traditional millions of others that are thriving as
routes as part of a cohesive campaign a result of the wealth of opportunities
to support recruitment and retention from a career in hospitality and tourism.
- with hospitality and tourism career These are significant commitments
showcases in sector hot spots. It will and will not be easily achieved. Delivery
be localised so that employer needs will be overseen by the Hospitality and
in different areas are considered and Tourism Skills Board. The Board will
will reflect the different educational be chaired by Grant Hearn, former
frameworks, current initiatives, and CEO of Travelodge. This will feed into
general landscapes of the four nations. the Tourism Industry Council, which
It will also, most importantly, mean will task the Skills Board with fulfilling
there is increased support for reaching the Sector Deal ambitions. The Board
marginalised and hard-to-reach will, additionally, identify long-term
potential employees, including those workforce progress goals, such as a
in rural areas who are often isolated target for reducing employee churn and
and find it harder to access education measuring the employment prospects
and employment in their localities. of participants in the mentoring
The Hospitality and Tourism Skills scheme, all of which will be measured
Board will build on the partnership by an annual workforce survey,
created with the Department for Work administered by UKHospitality and
and Pensions through Hospitality the British Beer and Pub Association.
Works—so that, with the right
26 27Industrial Strategy Tourism Sector Deal
Places Tourism Zones
The ambition behind Tourism Zones is that they are focused on
Developing the visitor economy and developing places that people addressing local market failures in the visitor economy
want to visit Each Zone will focus on delivering The strategy would need to set
The UK government has demonstrated but many places suffer from issues increased productivity at a local out plans for addressing local
its ongoing commitment to developing surrounding seasonality; around 38 level by initiatives such as enhancing market failures which are holding
tourism product over the last seven years, per cent of inbound holiday visits are tourism product, extending the back productivity in the area.
from the £40m Discover England Fund, made in the three months between tourism season and investing in skills. Winning strategies are likely to be those
to the £78.8m given to tourism projects July and September10. This creates a Tourism is often place specific and with plans that address market failures
through the Coastal Communities Fund. number of barriers as it can lead to it is the uniqueness of a place that and barriers to productivity, including:
The Coastal Communities Fund has high staff turnover and low productivity makes it attractive to visitors. This
been used to support a range of tourism as businesses close or reduce activity means that, although areas may have ``
Options for extending the
initiatives from establishing the National in the winter months. For example, in similar issues around seasonality, tourism season outside of
Coastal Tourism Academy, to supporting 2018 the room occupancy rate in the solutions may be unique to an area. the summer months;
heritage railways such as the North York UK was 85 per cent in July but just The UK government will be piloting up ``
Proposals for investing in the
Moors, and pier and lido restoration 63 per cent in January11. If we are to to five Tourism Zones, and hopes that skills of the local workforce;
including Clevedon Pier in Somerset increase productivity in the sector we bids will reflect the rich diversity of the ``
Options for making the visitor
There are already excellent products need to ensure that we increase visitors country including rural and coastal economy more accessible;
in every region of the country, which in the traditional off-peak season. areas, as well as urban destinations.
``
Investment opportunities to
attract significant numbers of domestic Areas will become Tourism Zones via enhance and innovate the visitor
and international visitors each year, a bidding process; receiving targeted experience, for example by
support from government if successful. promoting a destination’s heritage
Case study: Diageo/Johnnie Walker Bids should align with any Local attractions or by creating an
Industrial Strategy for the area. attraction around intangible assets;
In 2018 Diageo announced a around Scotland where whisky Collaboration ``
Options for ‘small-scale’
£150m investment to transform its is distilled and hear the stories The government expects Tourism infrastructure developments;
Scotch whisky visitor experiences of the people who produce it. Zones to develop from stakeholder ``
A commitment to measuring job
in Scotland. The investment will This investment in product collaboration, therefore in order quality within the Zone, with a
facilitate immersive experiences creation and visitor dispersal inturn to become a Zone, businesses, clear plan for reporting on the
that will connect visitors to the supports these local economies Local Enterprise Partnerships in metrics chosen and how this
heritage and science behind and communities. Diageo invests England, Destination Management information will be used to increase
an iconic Scottish product. £1m per year in its Learning for Organisations and Local Authorities the provision of good work; and
The Edinburgh location will be Life programme, which to date has will need to join together to develop
directly linked to four distilleries— created opportunities for over 1,300 a strategy for how they plan to
Glenkinchie, Cardhu, Caol Ila and people with almost 80 per cent grow their local visitor economy.
Clynelish—encouraging people to going on to sustained employment.
visit the beautiful rural communities
28 29Industrial Strategy Tourism Sector Deal
``
In support of our Clean Growth Grand ``
Working with large tech companies to Successful bids should be able to We also expect Tourism Zones to
Challenge, a commitment to develop deliver targeted digital skills training demonstrate, in a compelling way, share their progress and lessons
and adopt a sustainable development to small and medium enterprises how they are able to overcome the learnt with other destinations.
plan to reduce environmental impacts who lack a digital presence. local market failures preventing
within the Zone and to report on ``
Working with Building Digital UK productivity growth.
progress in order to drive change. to provide extra support to Zones
Further information on the support on to receive full fibre access, if they
offer will be provided in due course. fall into the ‘final 10 per cent’. Case Study - Be the Business Cornwall Peer Network
Should the devolved administrations ``
Working with the British Tourist
wish to pursue the Tourism Zone Authority to help ensure product and Be the Business has built a In Cornwall, members of the
concept, then the UK government promotion development is supported collaborative peer network in hospitality network are identifying
will work collaboratively with them by the latest market research, Cornwall made up of over 150 small common challenges and Be
to ensure a similar support offer to including data from the Tourism Data and medium sized businesses within the Business is helping them
that available in English zones. Hub and customer insight data. the hospitality sector, where business to mobilise around solving them.
Government Support leaders are coming together to share Using action learning sets, businesses
Bidding Process business ideas and solutions, both
Some examples of support on offer to are able to find common solutions
Tourism Zones will be chosen through in person, as part of masterclasses
successful bids are likely to include: to their business challenges through
a bidding process - run by the British and networking events, and questioning in a structured and
``
Potential access to Be the Business’ Tourist Authority. Bids should align online via digital platforms. trusted environment with fellow
benchmarking tool to assess with Local Industrial Strategies (where
Business improvement hospitality business leaders and
the current productivity and relevant), cover a geographical area
networks facilitate the sharing managers. The purpose of this
competitiveness of SMEs in the sector. that can be marketed effectively to the
of best practice between firms that learning format is to give business
Access to Be the Business’ insights on consumer, and not require substantial
otherwise might not gain exposure leaders refreshed thinking and
building collaborative peer networks transport infrastructure investment
to more efficient ways of working. renewed confidence to go and
focused on business improvement to facilitate. Government will not
To date, Be the Business work has develop their plans and chart a clear
and developing leadership and stipulate Tourism Zone size - as this
shown many small and medium path to improved productivity.
management skills in SMEs, based should be determined by bidders.
on learning from a pilot with sized firms do not have a peer Moreover, Be the Business’
All bids will need to have a Chair and a
hospitality businesses in Cornwall . network with whom they can work in Cornwall is developing a
decision-making board for accountability
discuss business development and deeper understanding of how to
``
In addition, potentially working purposes. Boards must contain
how to increase productivity. engage with a wider audience of
with Be the Business during the representatives from local authorities;
hospitality business leaders.
development of Tourism Zones to Destination Management Organisations
provide expert mentoring to small and Local Enterprise Partnerships (in
businesses leaders in the sector, England). It should also include members
including by potentially contributing from key tourism businesses (attractions,
experienced business mentors accommodation etc.) that will play a
from leading large businesses major role in delivering the strategy.
within each zone where relevant.
30 31Industrial Strategy Tourism Sector Deal
Making Travel Easier
Visitors and their experiences must remain at the heart
of tourism policy.
The government wants to make system, we intend to introduce an
international travellers’ trips to the UK Electronic Travel Authorisation (ETA)
as easy as possible and ensure that scheme which will require visitors
from the moment they book their travel and transit passengers who do
arrangements, visitors have a positive not normally need a visa to obtain
and welcoming experience of the UK. permission prior to travel. This will be
The vision for the future of crossing the a simple online system which is more
border, and the government’s intentions light-touch than a visa requirement,
for the future immigration system more and an ETA will be valid for multiple
widely, is set out in the ‘The UK’s future entries over an extended period.
skills-based immigration system’ White Since 2008, ePassport gates have been stakeholders across the whole of the In addition, as set out in the
Paper published in December2018, available to British and EU nationals. UK on the proposals in the White Paper. Department for Transport’s Aviation
with automation, streamlining and EU nationals will remain eligible to Ministers have already held a meeting 2050 Strategy Green Paper, the
digitisation at the heart of the future use them once the UK leaves the with the Tourism Industry Council and government is also committed to
strategy, all of which will contribute EU. As a result of recent changes, further engagement events will take improving service at the border, whilst
to improved customer service. visitors from Australia, Canada, place throughout the year. The Home maintaining the security of the UK,
Japan, New Zealand, Singapore, Office has also launched five advisory helping to make it smoother for eligible
We want to ensure that European groups – forums for detailed discussions passengers, including tourists, to enter
tourists can continue to come to the South Korea and the United States are
now able to use ePassport gates at over 2019 – as the policy, system the UK. The government proposes to:
UK in ever increasing numbers. Free design and implementation plans are
movement for EU and EEA citizens is ports across the UK and juxtaposed ``
Work with industry to consider
controls11 in a move designed to have developed. Membership details for a new operating model between
ending, the government is therefore each advisory group are published on
putting in place arrangements to transformational impact on their government and the aviation
border experience. This change is a gov.uk. Through listening to priorities, industry, enhancing collaboration and
ensure that the experience for EU concerns and ideas about the future
citizens coming here as visitors is as prime example of sending the message considering options to encourage
that the UK is open and welcoming. system, the government will ensure that innovation and new technology;
smooth as possible. The government it supports the UK’s dynamic economy,
does not intend to require visitors who For those nationalities who do require allowing business and employers to ``
Review the current Service Level
are citizens of current EU Member a visa to visit the UK, visit visas are have access to the skills and talent Agreement and process for
States to obtain a visit visa. Tourists already available globally for six- they need from around the world, passenger waiting times at the
will continue to enjoy a generous month, two, five and ten-year validity ensuring they can continue to compete border to ensure it is robust, and
entitlement to spend up to six months with multiple entry. Over 99 per on the world stage, whilst supporting appropriately balances security
in the UK. Visitors coming to the UK cent of all non-settlement visas are higher productivity and wages in and service at the border; and
for short-term business reasons will processed according to the criteria the UK and ensuring net migration
be able, as now, to carry out a wide set out within the Service Standard. ``
Ensure the sustainability of
is reduced to sustainable levels. funding services at the border
range of activities, including permitted The government is currently engaging
paid engagements. Under the future through a new funding model.
with business, employers and other
32 33Industrial Strategy Tourism Sector Deal
Business Environment Business Events
The UK is a world leader in hosting international business events.
To improve the productivity of the tourist industry and establish In 2017 we held 592 international association meetings, behind
the UK as a global leader by increasing visitor numbers, especially only the USA (941 meetings) and Germany (682 meetings)12
in the shoulder season In 2017, business visits made up To achieve this the UK government
almost a quarter of all international is publishing a comprehensive
visits, accounting for 8.4 million trips, International Business Events Action
Case study: Celtic Manor with delegates spending £4.5bn13. Plan 2019 - 2025 as part of the Sector
60 per cent of business visitors Deal. The Action Plan outlines in
say they are likely to return to the detail how the UK government will
The Celtic Manor Resort in The scale of this project has positive
area they visited for business for a support the business events industry
Newport, South Wales, is already implications for the wider region,
holiday or short break14. Those who in attracting, growing, creating and
a five-star destination for golf, as the 5000+ delegate capacity
have visited are also 16 per cent retaining international business events.
leisure and business and has is likely to significantly increase
more likely to invest in Britain15. It builds upon the Business Visits and
been voted the UK’s Best Hotel overall room occupancy in the
Events Strategy published in 2015 and
for eight of the last nine years at area, creating around 1,000 jobs The UK government’s ambition has been developed in close partnership
the Meetings and Incentive Travel and bringing a projected £70m per is to make the UK a more with the Events Industry Board16.
Awards. To build on this success, annum into the local economy. competitive host for these events,
it is now investing significantly in In line with the development of the with the aim of maintaining our
expanding its collection of hotel International Convention Centre, position as a European leader.
properties and improving its Celtic Manor is investing more than
product offering to draw larger an additional £100m in ancillary
conferences and events to Britain. infrastructure and is expanding its
Most notably, its joint venture accommodation portfolio with the
partnership with the Welsh acquisition and building of hotels
Government in the £84m on and around its 2,000 acre
International Convention site, taking total spend to around
Centre Wales will be opening £200m. It also plans to open a
in summer 2019. 175-bedroom hotel in Cardiff,
broadening its brand presence and
expertise into a new location.
34 35Industrial Strategy Tourism Sector Deal
The Action Plan sets out what support expertise amongst Destination The Events Industry Board has the UK more competitive. These
the UK government will provide in Management Organisations. identified two priority areas —skills priorities are being considered by
relation to the key drivers that event 4. Arrivals and Welcome: The and infrastructure — which it believes working groups set up by the Board
decision makers consider when Border Force and UK Visas and will support government in making and they will report later in the year.
determining where to host an event: immigration will provide a relevant
1. UK government advocacy: by support offer to delegates.
Case study: Upcoming Sporting and Cultural Events
offering Ministerial support to 5. Capacity and connectivity: UK
accompany bids, Ministerial government will run a new £250,000
attendance at events, assistance The Premier League, Wimbledon and is committed to ensuring that we
scheme to improve broadband
with bringing in influential speakers The Ashes all form integral parts of continue to be a world leader in
connectivity in conference centres,
and hosting delegations, where the UK’s identity and visitors often hosting international sporting events,
enabling them to receive full
appropriate. endeavour to include a visit to one which is exemplified by its role in
fibre access. Details and criteria
of these events in their itinerary. In hosting the 2022 Commonwealth
2. Financial support: by continuing to will be announced later this year.
particular, the Premier League is Games in Birmingham.
fund the Business Events Growth VisitEngland will also undertake
an extremely powerful global brand It’s not only in sporting events
Programme run by the British Tourist research to assess the capacity and
and in 2014, more than 800,000 we excel - The UK has a strong
Authority and exploring whether the availability of venues in England.
international visitors attended a tradition of hosting other types
size and scope of the fund can grow. 6. UK government coordination: by
Premier League football match of cultural events - for example
3. Destination marketing and providing a single point of contact to during their visit to Britain17. the Queen’s Diamond Jubilee,
promotion: the British Tourist coordinate the government’s support
The UK is a world leader in hosting which was also hosted in 2012,
Authority will continue to deliver its offer and setting up a consultative
major sporting and cultural events. enabled us to show the world our
Business Events Growth Programme panel of industry leaders.
The London 2012 Olympic and unique history and heritage.
and its core business event support
Paralympic Games were highly Over the course of the next
work. This includes destination
successful in showing visitors and three years the UK will play
promotion, financial support and
viewers from across the world that host to a number of high-profile
workshops to build capacity and
the UK is a must-see destination events. These include:
with a tourism offer that is second
to none. The hosting of global ``
2019 Cricket World Cup
sporting events allows visitors ``
2020 UEFA European
to the UK to experience sporting Championships
matches where the competition,
as well as the infrastructure and ``
2020 400th Anniversary of
experience, are of the very highest the Mayflower voyage
global standards. Since 2012, over ``
2021 Rugby League World Cup
90 major international sporting
``
2021 Coventry City of Culture
events have been secured for the
UK, including 37 World and European ``
2021 Women’s Euro Football
Championships. The government Championships
36 37Industrial Strategy Tourism Sector Deal
Accessibility
``
2022 Commonwealth Games 3) E
xtend the period of awareness:
``
2022 Festival of Britain maximising opportunities before,
during and after the event. Through the Future of Mobility and Ageing Society Grand
The UK government is committed to
leveraging the opportunities these
Our strategy for major events Challenges, we want to ensure accessible transport for everyone.
major events provide by working is threefold: i) Pre event - build One in five people in the UK has an impairment and those with
with the British Tourist Authority relationships with key stakeholders health conditions, and their travelling companions, are estimated
to support host destinations to: and start brand marketing to to spend £12bn on trips in England each year18
build awareness; ii) During the
1) Understand the opportunity - event – use PR to showcase the Although this is a significant spend, Industry has already developed an
event related vs event motivated destination; and iii) Post event – there are a number of opportunities extensive collection of best practice and
visitors: Major events can have the invest in tactical marketing to drive to grow this figure further. Half new initiatives. Visit Wales, VisitScotland
dual effect of attracting visitors conversion and deliver the legacy. a million British adults cited ‘lack and VisitEngland all have dedicated
to the event itself and acting as a of accessibility provision’ as the web portals providing business advice.
showcase for the wider destination. y focusing on these areas,
B reason they did not take a domestic However, as a nation we need to
the UK government hopes trip in the last 12 months19. make sure this excellent work is being
2) Think national: events can to use events to encourage
In 2016, Britain scored just 25 per publicised and increasing awareness
make people think differently visitors to enjoy everything
cent on its accessibility credentials of existing resources is a key aspect
about the whole country, that the nation has to offer.
in the National Brands Index20 and of promoting Britain as an accessible
not just the host venue.
0.6m inbound visitors in 2018 had destination. Visit Wales has produced an
a disability21. The Nation Brands accessibility film, promoting some of the
Index suggests that Britain, like its fantastic accessible attractions available
competitors, is not widely recognised in Wales—including surfing, falconry and
for its accessibility (France scores steam train trips. More work like this is
22 per cent and Germany 27 per needed and industry work will include
cent). The sector will strive to see better coordination of accessible
this figure rise over the next five itineraries online and increased
years. The government and industry visibility of people with accessibility
will work together to make the UK issues in the British Tourist Authority’s
the most accessible destination in promotion and marketing campaigns.
Europe by 2025, with a target of
increasing the number of inbound
visitors with a disability by 33 per
cent by 2025. This target will be
measured by metrics obtained from
the International Passenger Survey.
38 39Industrial Strategy Tourism Sector Deal
Promoting destinations as welcoming The industry will also facilitate
and accessible will be a key part discussions to try to standardise Case Study: Titanic Belfast
of Britain’s brand proposition. The accessibility provisions across the
British Tourist Authority will commit to UK and to work collaboratively
increasing the visibility of people with across destinations. The Titanic Belfast attraction visual impairments, the experience
disabilities and accessible destinations has been recognised as one uses bright lights, sound effects,
Making tourist experiences more of Britain’s 20 most accessible contrasting text on panels, narration,
in its imagery and content, with an accessible will have a wider impact
aim to incorporate accessibility into attractions following its pro- and tactile areas to make the
- benefiting groups such as parents active approach to accessibility attraction as immersive as possible.
major ongoing campaigns such as ‘I with prams and the elderly too.
Travel For...’, in order to leave lasting for both guests and employees. Working with organisations such
Visitors over 55 spent £2.3bn in the
impressions with potential visitors UK in 2017 and with an ageing global As well as having fully accessible as AutismNI, Titanic Belfast has
about the accessible experiences population it is a key market for exhibition, banqueting and external implemented a number of autism
that can be found in Britain. businesses to target in the future22. plaza facilities, Titanic Belfast have friendly features such as improved
worked to improve transport to the pre-visit information, Autism friendly
venue via the full accessible Belfast sessions, quiet spaces in galleries,
Case Study: National Trust Glider bus service and accessible and ear defenders – winning them
parking spaces. Free carer entry and an Autism Impact Champion award.
on-site wheelchairs are also available. Titanic Belfast’s recruitment
The National Trust has been working commitment to people with
to improve accessibility to its places disabilities, allowing them to bring a Optimising the visitor experience and staff training strategies hold
for a number of years in order to companion or carer free of charge. to ensure everyone can engage accessibility as key tenets and the
ensure that all visitors are able to with Belfast’s Maritime heritage has attraction is working to reach out
Development of on-site facilities has been a key part of Titanic Belfast’s into the local community to invite
enjoy their time visiting National been a priority, with a revision of
Trust properties and locations. accessibility strategy. In addition to groups of all ages and abilities to
design standards to include facilities the multimedia audio guides available experience the story of the Titanic.
The Trust has made improvements such as Changing Places across for guests with hearing loss and
to the presentation and content their estate, and the expansion of
of their accessibility information, accessible accommodation. The Trust
ensuring visitors can feel confident has also implemented access audit
about the facilities available when reviews, and participates in England’s The The British Tourist Authority has The British Tourist Authority will
choosing a property to visit. In Inclusive Tourism Action Group, to agreed to produce a new consumer provide further business support
addition to these improvements, the routinely identify where additional web page, providing inbound visitors to small and medium enterprises to
Trust continues its long-standing improvements need to be made. with disabilities information and encourage all organisations to consider
itinerary suggestions that will aim to whether their offer can be enjoyed by
enable everyone to travel in the UK as everyone. Additionally, government
independently as possible. and industry will explore even more
This will make visitors trips to the UK ways to work together to increase
easier, meaning that they feel assured access and participation for all.
and confident that the attractions,
transport, and accommodation
providers have the necessary facilities
to meet their individual needs.
40 41Industrial Strategy Tourism Sector Deal
The government will convene a UK
conference on Accessibility Tourism,
with key government officials, the
The conference agenda will include
best practice sharing, how to prioritise
making business changes and potential
Infrastructure
Department for Work and Pensions economic and social impact.
accessibility sector leads, major To ensure the tourism sector can support the government’s
charities and tourism stakeholders. ambition to deliver a major upgrade to the UK’s infrastructure.
Transport We are proposing a new industry wide
In addition to making it easy to travel Passenger Charter that will seek to
Case Study: Wadworth Pubs – Dementia Friend Initiative to the UK, it is essential that it is easy increase awareness of consumer rights
for visitors to move around the country standards across aviation, improve
45 per cent of international visits A Dementia Friend learns a little easily. This is particularly important to passenger services and promote
include at least one visit to a pub bit more about what it’s like to live the UK as 46 per cent of international best practice in the aviation sector.
and pubs are key to our international with dementia and then turns that visitors are nervous about driving here24, As an important part of the government’s
offer23. Wadworth, the independent understanding into action — anyone in particular because we drive on the long-term Aviation Strategy, we
family brewer and regional pub of any age can be a Dementia Friend. left-hand side. Therefore, a range of are proposing a new industry wide
operator based in Devizes in Wiltshire Those attending the Dementia alternative public transport options are Passenger Charter that will seek to
has engaged with the Alzheimer’s Friend sessions learn more about needed and the government is committed increase awareness of consumer rights
Society Dementia Friends campaign dementia and the small ways they to improving the passenger experience standards across aviation, improve
with its brewery and south west can help. The Wadworth face-to- in the aviation, maritime and rail sectors passenger services and promote
pubs attending Dementia Friend face sessions are being run by in both the short and long term. best practice in the aviation sector.
sessions. 43 people working in and Wadworth’s own Dementia Friend’s ‘The Future of Mobility: Urban Strategy’ The government is currently consulting
running their Wadworth pubs have Champion, Marie Wood who also lays out the principles by which the UK on measures to improve the flying
so far attended the sessions with looks after the brewery’s training will support advances in data science, experience for all passengers as part
more to come. The sessions are and development programme. artificial intelligence and sensing of the wider Aviation 2050 Strategy.
being organised by Wadworth to technology to increase the speed of
ensure that people with dementia transport innovation. Cleaner transport, The government believes that forecasted
and their carers can enjoy their automation, new business models and aviation demands up to 2030 can be met
visits to a Wadworth pub and know new modes of travel promise to transform through a Northwest runway at Heathrow
their needs are better understood. how people, goods and services move. and by Airports beyond Heathrow
making best use of their existing runways,
Aviation subject to environmental issues being
The Department for Transport is addressed. To ensure additional growth
developing an Aviation Strategy is sustainable and delivers the full
- Aviation 2050 - setting out the benefits for the consumer and industry
government’s long term vision for while minimising the impacts on local
aviation to 2050 and beyond, which is communities, the government proposes
of particular importance to tourism. to work in partnership with the industry
to deliver on a number of policy areas
being developed as part of the Aviation
Strategy 2050 consultation document.
42 43You can also read
