VisitEngland launches new Strategic Tourism Framework

VisitEngland, the country's national tourist board, have launched the first Strategic Tourism Framework for ten years, developed in collaboration with organisations and individuals across both private and public sectors including South West Regional Development Agency.

This Framework highlights the action needed to maximize the tourism industry's contribution to England's economy, employment and quality of life.

The visitor economy in the South West is worth £8.8 billion and supports 194,000 FTE (Full Time Employment) jobs.  Throughout England tourism supports 150,000 businesses both directly and indirectly, and has an interdependent relationship with a range of sectors, including farming, transport, retailing, sport, museums, galleries and the arts.

To ensure England retains and grows market share in an increasingly competitive industry, a detailed ten-year Strategic Framework has been created to provide focus and challenge for an industry that is set to deliver an additional £50bn in visitor spend and over 225,000 jobs. By achieving such growth, tourism would significantly outstrip the performance of most other major sectors of the national economy such as manufacturing.

A ‘no growth' scenario for the tourism industry would result in significant job losses and the demise of a wide range of tourism businesses which is why it is vital that this Action Plan succeeds.  

The Strategic Framework was launched during British Tourism Week on the 18th March at the Best of Britain and Ireland Show at London's Olympia. Various programmes and activity that make up the Action Plan will include new events in England for the Cultural Olympiad, the launch of an online sustainability programme, an exciting new transport partnership, research around existing quality schemes and new welcome initiatives.

To find out more about the Strategic Framework and to view the images and video footage from the launch, click here.

James Berresford, VisitEngland's Chief Executive commented:
"England is a fantastic country whether visitors have a couple of hours to spare, a long weekend, or a 2-week holiday. Tourism needs and indeed deserves much greater recognition for the positive impacts it brings to the economy in terms of income, skills and jobs. It is an excellent route into employment at all levels which is why the prospect of increasing the number of jobs the industry supports is so exciting. This Framework strives for an even higher standard of quality and service so that we improve our offering, increase jobs, spend and growth and champion a competitive industry".

Sir Harry Studholme, Chairman of South West Regional Development Agency welcomed the Strategic Framework
"Tourism is vital to the South West economy, so I was delighted to pledge support to VisitEngland and delivery of the England Tourism Strategic Framework at the launch this week, the aspirations for growth in terms of tourism expenditure and employment, with strong emphasis on working in partnership to improve the quality of the total visitor experience fits the aspirations of the RDA and the region as a whole". 

Maureen McAllister ,  Director of Tourism at South West Tourism said:
"It is excellent to have both VisitEngland and a clear, focused and inspiring strategic framework - one which will ensure we maximise our energy and resources at the right time in the right places. We, in the South West, have already pledged our support to this framework and we're looking forward to playing our part in it's delivery.

The time is right for the public and private sector to work together to realise the vision - to maximise tourism's contribution to the economy, employment and quality of life in England. "

The National Maritime Museum Cornwall demonstrates the high quality experiences on offer in the South West, having been named Large Visitor Attraction of the Year 2008-2009 at the South West Tourism Excellence Awards.  It is offerings such as this which showcase the opportunities available within the industry. 

Museum Director, Jonathan Griffin commented:
"It is really good to have a strategic approach to English tourism at such an important time.  There has been a real renaissance in the offer for tourists in recent years and quality has been driven up through vision and hard work.  Too often tourism has been the industry that dare not speak its name, but now we have the product to really compete, especially here in Cornwall. The Framework will help us all to work towards a successful future."

Pictured: James Berresford, VisitEngland's Chief Executive, Lady Cobham, Chair of VisitEngland, Sir Harry Studholme, Chairman of South West Regional Development Agency

Date added: Thursday 25th March 2010
Latest updated: Thursday 8th March 2012