Principles for Success

Principles for Success has been produced to inform the development of plans in the new Local Enterprise Partnerships and within Local Authorities; to guide the Destination Management Organisations; and to provide guidance for tourism businesses and associations. 

This guidance document builds on the work of South West Tourism (the former Regional Tourism Board for South West England) and maintains the focus provided by the regional tourism strategy Towards 2015.

Tourism will be one of the keys to economic recovery in South West England.  It already supports a significant proportion of employment in the region and there are great opportunities to grow the volume and value of tourism to local economies.

The Coalition Government has set out its policies - businesses will lead the charge on growing the economy.  Tourism can be an engine of growth if we work together and focus on priority areas.   VisitEngland has a mission "To maximise tourism's contribution to the economy, employment and quality of life in England".  The quality of the natural environment in the South West is what resonates most with visitors and is a key attractor.  Businesses want to promote the South West as the cleanest and greenest place to visit in England.

Princples for Success focuses on four priorities areas with defined actions for collaborative work between stakholders:
Priority 1: Marketing to drive sustainable growth
Priority 2: Offer visitors compelling destinations of distinction
Priority 3: Champion a successful, thriving tourism industry
Priority 4: Improve the quality of the visitor experience

The overall national target for tourism is 3% growth in value of visitor expenditure per annum.  Measurement of the contribution to this target made by South West destinations will need to be one of the indicators of success. The UK also has a target of reducing greenhouse gas emissions by 34% by 2020 (from 1990 baseline). This presents a further challenge for the industry and one for which robust measurement is essential.

James Berresford, Chief Executive of VisitEngland, supports the Principles for Success document and has said: "It is encouraging and rewarding to see that its priorities and actions complement the national priorities as set out in VisitEngland's Strategic Framework for Tourism, particularly in the areas of research and sustainability.  These facets are central to the wise growth of tourism in England and I am pleased that this document, driven by the South West Tourism Alliance, will help to support the development of key destinations within the South West in these vital areas."

He continued: "The tourism offer in Cornwall, Devon, Dorset, Somerset, Wiltshire, Bath, Bristol and Gloucestershire is clearly second to none.  I hope that the principles and initiatives highlighted in the document will continue to drive up the performance of business in these destinations as we rise to the challenge set down for domestic tourism in the new Government Tourism Policy.

Link to Principles for Success

Link to VisitEngland Strategic Framework for Tourism

Link to Government Tourism Policy