During the event, our team provided a series of short, sharp presentations which aimed at bringing our partners up to speed with our national and international work - from major events to inward investment - and highlighting opportunities for them and their businesses. Partners also heard from VisitEngland chief executive James Berresford, about the national tourism landscape, the growth strategy for tourism and major new funding programmes which are underway and set to benefit our region this year.

1. 11 June 2015
Partner Update Meeting

2. Welcome
Sarah Stewart, Chief Executive

3. New partners

4. • Invest Newcastle – Catherine Walker, Inward Investment Director.
• The national tourism landscape and North East England Tourism Awards launch
– James Berresford, VisitEngland CEO.
• Domestic and international leisure campaigns – Kathie Wilcox, Head of Marketing
and Communications, and Becky Madeley, Marketing Manager.
• Festivals and events – Carol Bell, Head of Culture and Major Events.
• Optional walking tour with Ed Young, Newcastle City Guide.
On the agenda

5. Welcome
Antony Michaelides, The Assembly Rooms

6. ANTONY MICHAELIDES
The Assembly Rooms
ROOMS DEDICATED TO THE MOST ELEGANT
RECREATION

7. Invest Newcastle
Catherine Walker, Inward Investment Director

8. Invest Newcastle

9. Invest Newcastle
A service delivered by NewcastleGateshead Initiative on behalf of Newcastle.
• Business as usual, same team, same values.
• New logo and refreshed collateral.
• Newcastle City Council funding confirmed and increased.
• Widened remit to include Science Central marketing.
“We will operate our inward investment service on a flexible boundary basis, drawing on assets and
opportunities available across the region, and working constructively with other areas.”
- Pat Ritchie, Newcastle City Council

15. Invest Newcastle
A service delivered by NewcastleGateshead Initiative on behalf of Newcastle.
• Retain client-led, impartial focus, optimising return from brand value.
• Private-sector-led Invest Newcastle Advisory Board:
• Support the business-winning team to attract inward investment.
• To act as advisors, share expertise and intelligence.
• To act as ambassadors for Newcastle and the North East.
• Working constructively alongside, and with, the regional gateway.

16. Invest Newcastle
A service delivered by NewcastleGateshead Initiative on behalf of Newcastle.
• Allows private sector to support activity under the Newcastle brand:
• Where it will have the most traction internationally.
• That allows them to achieve corporate sales or profile objectives.
• Deliver public / private activity where there isn’t regional appetite.
“The Invest Newcastle approach gives the private sector almost everything we have asked for including the
brand, regional integration and private sector involvement.”
- Michael Spriggs, Chair, Invest Newcastle Advisory Board

17. Invest Newcastle
Newcastle @ MIPIM Cannes 2016
Who’s it for:
Professional service providers, developers, construction partners and supply chain, agents, facilities management companies, local authority partners,
residential house builders, city / city-region stakeholders and agencies.
What will it do:
Raise the profile of Newcastle and the North East as an investment location and highlight the quality and professional expertise that exists within the
construction and real estate sector. Activity will lead with the Newcastle brand while highlighting the North East offer.
Timings:
Running from September 2015 – March 2016
Activity:
Programme of activity at MIPIM Cannes 2016 including full management of a series of audience-specific events, partner welcome drink, PR and
media activity to highlight partnership, partnership events with strategic partners, assistance with meetings (setting, information provision etc.)

18. Invest Newcastle
Newcastle / India market development programme
Who’s it for:
Landlords, agents, professional services companies, local authority partners, universities, UK-based hotel groups.
What will it do:
It will target corporate businesses in key Indian cities that have opportunity to work with UK partners as inward investors / corporate occupiers,
research partnerships, to acquire new skills and talent, to develop new products etc.
Timings:
Running from May 2015 – March 2016
Activity:
Includes two market visits, an inward delegation visit, profiling and networking opportunities with key industry clusters in market, an event in market
(possibly run in partnership with UKTI), representative attendance at a minimum of two leading conventions in market.

19. Tourism
Sarah Stewart, Chief Executive

20. The national tourism landscape
James Berresford, CEO, VisitEngland

21. James Berresford
Chief Executive
VisitEngland

22. • In 2014, visitors to England spent an estimated total of
£82bn
₋ £18.1bn was spent by British residents on domestic overnight
trips
₋ £45.1bn was spent on tourism day trips
₋ An estimated £18.9bn was spend by international
visitors
• The English visitor economy contributes £106bn to the
national economy (direct and indirect impacts), and
supports 2.6 million jobs

23. The role of VisitEngland
• Champion the sector and drive forward the industry’s
shared Strategic Framework for Tourism
• Support local areas grow their economies through tourism
• Advise Government on English Tourism issues
• Provide official intelligence on tourism and visitor economy
in England
• Promote England's tourism offer

24. Themed Campaigns
• Holidays through History
• Cycling
• A Taste of England
• Romance
• Heritage in Spring
• Family in Summer/Big Summer
Holiday
• Be Part of History: Rugby

25. • Media breakfast at ABTA
convention with partners
• Trade workshop with England’s
Heritage Cities
• Travel Trade Master class for
Destinations planned for Spring
2015
Travel Trade

26. Holidays at Home
are GREAT!

27. Thematic Approach
• Capability Brown
Tercentenary
• Summer of Sport in
RWC 2015
• The 400th Anniversary
of Shakespeare’s death

28. I need information
Offers
Ideas
Availability
New news
Tactical
etc
Quality
Expertise
Knowledge
Relevant
Real time
Right channel

29. • Our shared growth ambition
• 5% average growth, year on year, in the
value of tourism since 2010
• 7% uplift in jobs since 2010 = 178,000
• Currently being refreshed in 2015

30. The strategic objectives are to:
Vision
Increase the
contribution of
tourism to the
English economy
Increase
tourism
employment and
local prosperity
Strengthen the
competitiveness
of businesses
and England’s
tourism offer
A globally competitive tourism
industry that acts as a key driver
to the economy and of local
prosperity across England

31. These objectives will be achieved by:
Investing in the infrastructure and environment on which
tourism growth relies
Attracting & retaining motivated people and developing
their skills
Increasing the visibility & understanding of England’s
tourism offer
Overcoming barriers to business competiveness and
investment
Investing in tourism products and experiences in line with
market trends & strategic needs

32. People visit places – great destinations
Another reason for a joined up destination approach

33. How Satisfied Are Visitors to English Destinations?
Source: VE Brand, Communications and Satisfaction Tracker
Source: VisitEngland Brand & Satisfaction Tracker 2013-14 data
Overall
Performance
Likelihood to
Recommend
Likelihood to
Revisit
Competitive
Advantage
TRI*M
Index:
94
90
50
70
30
Likelihood to
Recommend
85%
excellent/
very good
86%
definitely/
probably
78%
definitely/
probably
66% much/
slightly
better

34. 94
ENGLAND
Cornwall
Lake District
x
Northumberland
Yorks Dales York
Bristol
Manchester
Gt Yarmouth
Essex
Leeds
East Sussex
ScarboroughLake District North York Moors
Liverpool
Bath
Cotswolds
London
New Forest
Isle of WightTorquay
Yorkshire Coast
97
x
x
Kent Coast
Durham
Warwickshire
Gloucester
-shire
Staffordshire
Lincoln
Eastbourne
Peak District
Skegness
Notting
-ham
Suffolk
Cambridge
Newcastle
Blackpool
Chester
Bournemouth
Wey-
mouth
Somerset
Oxford
StratfordShropshire
Brighton
Wiltshire
Derbyshire
Other Devon
Birmingham Other
Norfolk
x
x
Canterbury
34
95
96
105
108
94
90
95
100
81
82
100
74
75
92
74
100
102
104
111
85
91
87
102
100
101
10486
88
91
92
83
8389
91
95
96
97
80
91
94
99
82
85
Total Hants
91
95
Kent Total
8282
94
92
89
98

35. Futures…a
need to future
proof

36. 1. Demographic trends
• The population is changing – over the next 10 years, the number
of older people will increase
...and as baby boomers hit retirement age, catering for this group
(who don’t behave like “old” people) will be vital
• There’s also been a mini baby-boom – leaving the “squeezed
middle” to care for (and finance) the growing numbers of young
and old
• There are increasing numbers of UK residents born outside the
country – but their leisure habits are often poorly understood
• The traditional family unit is less common than it once was – but
this isn’t always recognised by businesses

37. 2. Technological trends
• Since 2006, there has been an increase of over 100% in the
number of domestic trips booked online…
• ...mobile devices have changed how we use the internet…
• ...yet not all businesses have a website yet (and if they do, it’s not
always mobile enabled)
• Near universal internet penetration in the UK + proliferation of
holiday-related UGC mean that the consumer has more
information than ever before to help make a decision

38. 3. Leisure time / economic trends
• Despite the recession, spending on leisure and recreation has held
up – money may be tight, but work life balance is vital
• ...but value-seeking (and the role of great deals) will remain
crucial
• It’s not just about “the big holiday” any more - the average
English holiday is getting shorter and shorter with people taking
portfolios of trips
• ...and we’ve changed how we plan – last minute is ever more
common, making it hard for businesses to predict customer flows

39. The way the wind is
blowing
• The number of domestic
overnight trips taken in
England fell back by 9% in
2014, while expenditure
declined by 3%
• The North / South divide

40. 11,696
13,389
13,893
15,593 15,340
14,753
14,211
14,706
15,289 15,461
16,811
17,404
11,284
12,207
13,275
13,942 14,293 14,252
12,932
12,568
12,996 12,846
13,516
14,193
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Inbound Visits (Millions) – All Purposes
London Rest of England
However recent years have seen stronger growth in
London than in the rest of the country
Source: International Passenger Survey

41. Structural Change
• The Triennial Review of tourism
• Select Committee
• Product development and
experiential tourism
• It is going to be challenging
National balance
International competition
Phase 2 of savings
Fewer, stronger destinations
• Delivering great experiences

42. The Awards for Excellence continue to be a great opportunity
to showcase England’s fantastic experiences.
Matfen Hall Hotel
Large Hotel of the Year - Gold Winner
The Cycle HUB
Tourism Experience of the Year
Highly Commended
VisitEngland Awards for Excellence 2015
Promoting Excellence

43. North East England Tourism Awards
• Entries now open
• Closing date 4 September
2015
• Ceremony at Newcastle Civic
Centre, 24 November
• 15 categories
• northeasttourismawards.com
NorthEastTourismAwards
@TourismAwardsNE

44. Domestic and international leisure campaigns
Kathie Wilcox and Becky Madeley

45. Domestic campaigns

46. • Spring campaign: 25 April - 30 June.
• ‘Win your ultimate Geordie Weekend’.
• Press partnership with The Guardian.
• Metro and regional listings magazines.
• Outdoor posters.
• Online advertising inc. video.
The Tyne is now

47. • Over 3,000 entries so far.
• 27,000 unique users of our
microsite on theguardian.com
• 29,000 views of the campaign
commercial on YouTube as of
yesterday.
The Tyne is now

48. International campaigns

49. Scandinavia campaign
• 300k fund.
• Promoting North East England.
• Working closely with VisitBritain and
partners across the North East.
• Get involved through offering
competition prizes and support with
media visits and familiarisation trips.

50. • £10m national fund for international marketing – profiling the whole of the North
of England.
• Key markets: USA; China; Australia and New Zealand; Germany; Netherlands.
• Activity: consumer campaigns; connectivity; travel trade; business visits and
events – to be delivered by 31 March 2016.
• Delivery partners: VisitEngland coordinating; VisitBritain and destinations across
the North collaborating to deliver.
Northern Tourism Growth Fund

51. Our role

55. • Provide content for the three themes:
• Vibrant cities.
• Coast and countryside.
• History and heritage.
• Offer in-kind support for media visits.
• Donate competition prizes.
• Provide support for familiarisation visits.
How partners can get involved

56. Rugby World Cup

57. Festivals and events
Carol Bell, Head of Culture & Major Events

58. Jun 4 – 14 Jesterval
¡Vamos!
19 – 21 Virgin Money Cyclone
19 – 27 The Hoppings
Jul 10 – 11 English Schools Athletics Championships
17 – 19 North Pride
SummerTyne Americana Festival
30 Jul – 2 Aug Westfield Health British Transplant Games
Summer highlights

59. Sep 6 – 13 Tour of Britain
12 – 13 Great North City Games
Morrisons Great North Run
Oct 3 – 10 Rugby World Cup matches
23 – 25 Craft Beer Calling
23 Oct – 2 Nov Juice Festival
Nov 6 – 8 BBC Radio 3 Free Thinking Festival
Autumn highlights

60. • RWC trophy tour 30 July – 1 August.
• Fanzone running from 25 September.
• Falcons Legends event at Kingston Park,
Friday 2 October.
Rugby World Cup

61. • City-wide programme.
• Running from 2 – 11 October.
• EAT! food market running in the city centre.
• Showcasing some of the region’s best
food producers.
• Live music and street theatre.
Rugby World Cup

62. Nov 12 – 15 Lumiere in Durham
28 Nov – 31 Dec NewcastleGateshead Winter Festival
Dec 9 – 13 Enchanted Parks
31 New Year’s Eve Celebrations
Feb 7 or 14 Chinese New Year 2016
Winter highlights

63. Closing remarks
Sarah Stewart, Chief Executive

64. Thank you

65. 11 June 2015
Partner Update Meeting