APPENDIX 38
Letter from Mr Martin Cummings, Proprietor
of Amberley Castle
I am very happy to respond to the initiative
created by a fellow hotelier, Mr Martin Skan of Chewton Glen,
to hopefully add positively to your committee's task of selecting
a new Chairman of the BTA.
The one contribution I can't help with is just
who should have the job but what that person (male/female) should
bring to the table, I have no difficulty with. Your final choice,
be it good or bad, will send a signal to us all at the coal face,
that you consider that our industry has come of age—or not!
Tourism and Hospitality as with all products
comes in terms of value; there is a low end, middle and top of
the market. The latter market has been somewhat neglected in the
past and yet its revenue contribution to the economy is most marked.
BTA statistics that allow the public to believe that inbound visitors
are at an all time record year on year are somewhat questionable
regarding Europe. They turn out to be back packers, language students
and many, many day-trippers. We know that this results in a poor
revenue stream and in the case of the latter, more often litter
than expenditure. We need to see through this to maximise GDP
contribution.
Exports are the lifeblood of the balance of
payments for our country. Manufacturing exports are simple to
appreciate but you have to turn them upside down to understand
the contribution from tourism. Here exports are actually imports.
Imports are people that choose to come to this country and bring
their foreign currency with them—no letters of credit here
just cash in hand. Trouble is few from Europe do this, for we
still hear the BTA/ETC trumpeting Sun Sea and Sand yet our main
appeal to Europeans should be based upon History, Cultural and
Heritage, for we are well endowed with one and have precious little
of the other, quality that is! Our new BTA Chairman needs to appreciate
this.
I particularly single out Europe because as
a market it is for Martin and I closer to us than is Scotland,
Ireland and for that matter Wales and potentially bigger. America
has always been our second market and can be relied upon for continued
support, despite difficulties at the moment. We receive 5 per
cent of our customers from over the stream as opposed to 20 per
cent-40 per cent from over the pond! The potential is considerable
and with 350 million today, shortly to be 450 million, the best
available market of any if we can tap into it. Our own efforts
of late have meant taking on a PR company in Brussels, much European
press hospitality and some super resulting coverage. Our men and
women at the top must be able to grasp this initiative and hopefully
speak a few languages to boot.
The best way to penetrate this and other markets
is not the provision of offices and personnel around the world,
often as I have found, hidden! It is to use the media especially
television with advertisements linked to communication, ie Internet,
fax, telephone and e-mail. Not a lot of people know that because
it's too simple, no doubt effective and would save money in rents
and staff. Media coverage with online communications is the future.
In the same way that Banks do not need umpteen high street offices
anymore—nor does the BTA need them abroad. Save money and
put it to TV advertisements. It is direct, works and available.
One person needs to know this, our new Chairperson!
I could go on endlessly—you either understand
marketing or you do not, let's hope he or she does.
Ours is a great industry, it's growing on the
back of peace and security and will continue to do so. In our
industry computers can't replace people and therefore jobs will
always be looking to be filled. 4 per cent of today's workforce
of 26.2 million people work in tourism, hospitality and leisure
and create 5 to 6 per cent of GDP, as long as leisure time grows
so will our industry. How could we accept that the head of such
momentum could effectively be part-time?
I am reminded of the cross party decision by
Mr Blair to appoint Chris Patten to be our man in Europe—he
was not wrong! Now we wish for a person with integrity, honesty,
diplomacy and ambition, but above all an ability to market. Do
not let us down, please!
31 October 2002
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