Memorandum submitted by Tate
RESPONSE
The challenges and opportunities for the domestic
and inbound tourism industries, including cheap flights abroad,
and their impact on traditional tourist resorts
For the industry as a whole, one of the greatest
challenges is competition for the leisure time of both existing
and potential visitors. The volume of attractions has increased
significantly in the last five years as have the expectations
of visitors. We not only compete with other museums and galleries
but outside the cultural arena with, for instance, online, sports
and retail experiences.
For larger tourist organisations like Tate,
the main challenge is keeping Tate front of mind and ensuring
previous visitors return to Tate on future visits to London. This
applies to both domestic and overseas markets. We need to continually
communicate the dynamic nature of our programme and will more
frequently use targeted digital media to reach both domestic and
inbound visitors.
Our positioning for new and emerging markets
must be clear and inviting to challenge preconceptions of London
as an expensive destination. In addition, cheaper flights abroad
and choice of destinations present a particular threat in terms
of domestic tourists and preconceptions of London not only in
terms of cost but other issues such as safety.
There are a number of opportunities which can
be developed as we cater for more sophisticated audiences with
high expectations. Travel is developing in a way that focuses
more on experience and participation and Tate can satisfy the
needs of these travellers. As a leading London visitor attraction,
we already offer a unique and vibrant programme to these markets
and need to build upon this, particularly in the run up to 2012
and beyond.
We need to look at how and when we communicate
with inbound visitors and establish the optimum methods of communication
for different markets. Advocacy and word of mouth are key as we
have seen with the huge success of websites such as www.tripadvisor
so does this mean more traditional reference points such as travel
agents will disappear from the high street?
The effectiveness of DCMS and its sponsored bodies
(such as VisitBritain) in supporting the industry
We work closely with both Visit Britain and
Visit London and have developed a number of successful joint projects
and campaigns eg A Picture of Britain at Tate Britain during the
summer of 2005.
There is a challenge during the next five years
to develop clear remits and ways of working to ensure organisations
within the sector are informed and involved in the development
of new strategies.
The structure and funding of sponsored bodies
in the tourism sector, and the effectiveness of that structure
in promoting the UK both as a whole and in its component parts
No comments.
What data on tourism would usefully inform Government
policy on tourism
There is a proliferation of data available from
both government and non-government organisations and the challenge
is to use this in a co-ordinated and effective way to the benefit
of the tourism industry. Compiling of data on the needs and expectations
of niche markets would be particularly beneficial.
How to derive maximum benefit for the industry
from the London 2012 Games
The maximum benefit is likely to depend on awareness
raising and therefore the period in the lead up to the Games is
critical. The impact of the Games on tourism should be felt in
the long term if the strategy is right. The promotion of Britain
(and London) as a lively cultural destination and a special place
during the "Olympiad" is vital. This promotion should
be holistic, ie look at the overall offer for London around 2012
rather than just the games themselves.
Liverpool 2008 can be used as part of this campaign.
Success will be judged on the impact on international tourism
to London and Britain beyond 2012.
March 2007
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