Culturally Universal or Culturally Specific: A Comparative ...
Malcolm Bell - Cornwall · • Culturally engaging (contemporary and traditional) Tourism • VR...
Transcript of Malcolm Bell - Cornwall · • Culturally engaging (contemporary and traditional) Tourism • VR...
V I S I T C O R N W A L L . C O M
C O R N W A L L T O U R I S M S U M M I T 2 0 2 0
Malcolm BellCORNWALL TOURISM 2040
V I S I T C O R N W A L L . C O M
Destination 2040The Foundations for Future Success
• What has happened since last summit
• The Big issues , Vision, Priorities
• What it means for our Members & Wider Industry
Why The Delay
• Workload and focus on getting it right
• More research results – lapsed and non visitor
• The Big One - Climate Emergency – Climate Change
• Government Policy – Sector Deal and Tourism Zones
• Regional/Local Policy – Local Industrial Strategy
• The Great South West
• Visit Britain 5 Year Strategy
• and Brexit……..
Destination 2040The Foundations for Future Success
Before we look forward
Let’s start by looking back in time
2000 to 2010
2010 to 2020
Destination 2040The Foundations for Future Success
Looking forward
2020 to 2030
Projections for Growth
Growth
Original Forecast for 2030
Revised Forecast for 2030
Additional Tourism Number % Number %
Staying Visitors Trips 510,000 10% 800,000 15.6%
Staying Visitor Nights 1M 5% 2M 10%
Day Visitors 2M 13.6% 2.5M 18%
Overseas Visitors - - 250k 40%
Employment 8,000 14.8% 8,000 14.8%
Spend £521M 26% £750M 40%
Recap on Growth ProjectsRevised Projects
Total Visitors 5M+Total value £2.7BJobs 61,000
Wise Growth
The Principles
V Our Visitors are delighted with the experiences and services they receive and
respect what local communities treasure. They want those protected and improved.
Value over Volume - so that Cornwall maintains and improves its “premium price”
position and top UK holiday region and growing international destination.
E Our Environments [Natural, Ecology, Cultural, Built, Public Realm] is protected and
improved to enhance the quality of life of Cornish residents and maintain and improve theattractiveness of Cornwall to selected tourist markets.
R Residents that accept (and where many welcome) visitors and where there is an
acceptable level of impact on their day to day lives. Residents benefit from the facilities and services supported through tourism.
B Businesses that are competitive, profitable and able to invest in the continuous
improvement in services, new facilities and equally important business productivity, skills and staff/management development.
Wise Tourism Development Principles – “VERB”
Share of Wallet Dangers
• Don’t follow retail vicious circle
• Commodity vs Quality
• Maintain Premium status
• Authentic and Real is NOT price sensitive
Tourism in Cornwall will be Growing
We need to ensure we get the tourism we want
Or we will get the tourism we get
What have we learnt?
The Big Messages from the Review
• Keep Cornwall special with a strong attractive and honest brand
• Climate Change/Carbon – our part in acting & an opportunity
• Cornwall almost at capacity in peak weeks and will be within next few years
• Segmentation during the year and even the week
• Growth UK and Overseas – 85%+ out of peak weeks,
• The Experience Economy – it is about quality real experiences
• Technology is moving fast – Distribution and service opportunities and threats
Our Vision
Vision
Cornwall will be a resilient region with an excellent quality of
life, where local people and our visitors enjoy Cornish
living to the full.
&
Cornwall will be known as a sustainable and inclusive
destination for high quality authentic “experiences” from chosen market segments from the UK and abroad.
The Cornish and their visitors
Destination 2040The Foundations for Future Success
Growth on Cornwall’s terms
&
Quality Authentic Experiences - the key to success
Five Strategic Actions for the Future
1. Key actions and investments to deliver wise growth and a
step change in off peak tourism.
2. Additional targeted marketing re out of peak promotion
(UK and Overseas) and to ensure we gain visitors for the
areas keen to gain from the benefits that tourism provides.
3. Accessible and Inclusive Cornwall.
4. Sustainability is a must.
5. A Competitive and Productive Industry.
Four Essential Action Areas for Success
➢ An intelligence lead, data driven visitor economy
➢ An integrated policy and delivery, placing sustainability, the
quality of life of local people and the protection of the
environment at its core
➢ The selection of the most compatible markets to continue,
grow and develop with professional focused marketing
➢ An engaged, supported and committed industry
What does this mean for:-
• What does this mean for Policy Makers?
• What does this mean for business support and training
organisations?
• What does this mean for businesses?
• Camping and Glamping
• Holiday Parks
• Self-catering
• Hotels
• B&B
• Attractions and Activities
• Food and Drink Sectors
Recap on the Drivers for Holidays & Breaks in Cornwall
Interest & Passion Driven
Make Memories With
Loved Ones Reconnect
TravellingRecharge
Visiting Friends and Relatives
Recap - Mega Consumer Trends
Keep these trends in your mind when in business planning
Some Key Changes in Next Ten Years
• Sharing Economy Challenge - AirBnB +
• Ageing Population
• Stressed working population
• More about fulfillment than acquisition of things
• Growing Population National & Local
• Tourism Growing UK & Worldwide
• Explosion of Experience Economy
• Cultural Tourism – Traditional & Contemporary
• Climate Change Action - CO2 – Less Flying Electric Car – Driverless cars
• The Internet of Things – Voice and intuitive
• Accessibility Challenge
• Inclusion - Dementia
• Digital privacy and drop off/out and JOMO
• Cyber fears security issues
Biggest Issues for Cornish Tourism in the next decade
Product Development Priorities
• Off peak product development, events and themes especially the spring
• Labour Supply, Staff Costs and Multi skilling and training/development issues
• VR and AI developed to compliment experiences
• Well-Being and Mindfulness
• Health Tourism – self prescribing
• Explosion of Experience Economy – quality, authentic and personal
• Cultural Tourism Traditional/ Contemporary
• Climate Change Actions & Electric Car
• Accessibility and Inclusion Challenge
Market Development Priorities
• Baby Boomers growth market for Cornwall
• Hard working couples and families with eco issues and “Greta Pester Power”
• Overseas Tourism Promotion USA, Australia, German Speaking, Italy, Benelux
• Experience Promotion - Personalised
• Cultural Tourism to match visitor segments
• Climate Change & Low Carbon Actions
• Low Carbon Cornwall
• Voice activated search plus other technology
• Accessibility promotion
• Inclusion - promotion, Autistic, Dementia +
Thoughts on what this mean for:-
What does this mean
• Camping and Glamping
• Holiday Parks and Resorts
• Self-catering
• Hotels
• B&B
• Attractions and Activities
• Food and Drink Sectors
What Does this mean for Attractions
Product Development Priorities
• Its all about the experiences not big built assets
• You are or must be a VENUE for experiences –“sight-doing” not site seeing
• Develop real and authentic, personal experiences
• Culturally engaging (contemporary and traditional) Tourism
• VR and AI develop to complement experiences
• Maximise Climate Change and carbon reduction actions
• A must - Electric Car charging points to more than meet demand
• Accessibility and inclusions Development plans – changing places
Market Development Priorities
• VFR Market
• Programme of events and experiences
• Travellers – re heritage and cultural
• Multi generation and Skip Gen Market
• Growth in ethnic minority families
• Greta Pester Power – “Guilt Free Feeling”
• Overseas Tourism Growth for some
• Target segments re Experiences not activities
• Promote Cultural Events to match your visitors
• Demo Climate Change & low Carbon Actions
• Voice activated search plus other technology
• Promote honestly Accessible and inclusive
• VR and AI developments
What Does this mean for Self Catering
Product Development Priorities
• Network with experience providers in the location to deliver “total experiences”
• Network with nearby “facilities” to improve appeal to counter seasonality
• Climate Change and Low Carbon Actions
• Full recycling and food waste composting
• A must - Electric Car charging
• Maintain Cornish distinctiveness
• Accessibility Challenge
• Inclusion - Dementia friendly plus
Market Development Priorities
• Tackling “super agencies” with more personal high-quality customer service
• Reconnect market
• Recharge market
• Hard working couples and families
• Overseas Tourism Growth – Dutch/German
• Promote Experience not just S/C
• VR and AI developments
• Cultural Tourism to match visitor segments
• Promo Climate Change/Low Carbon Actions
• Segment the year and experiences
• Accessibility and Inclusion promotion
What Does this mean for Hotels
Product Development Priorities
• You are only part of the experience
• Increased and improved facilities
• Health, Well Being and Mindfulness improvement related services
• Voice activated search/services plus other technology
• Climate Change Low Carbon Actions
• Food Choices, Intolerances & Allergies
• Minimise food waste
• A must - Electric Car charging
• Deliver or Maximise Accessibility and Inclusion issues
Market Development Priorities
• Travellers – especially Overseas
• Reconnect market
• Baby Boomers growth market
• Hard working couples
• Promote your and others in the area quality, authentic and personal experiences
• Capitalise on Overseas Tourism Growth –USA
• VR and AI developments
• Promo Climate Change/Low carbon Actions
• Accessibility and Inclusion promotion
What Does this mean for Bed and Breakfasts – Guest Houses
Product Development Priorities
• Differentiate from Hotels and AirBnB –distinctive luxury with personal service
• Breakfast a key driver and differentiator
• You are only part of the experience
• Network with experience providers in the location to deliver ”total experiences”
• Climate Change Low Carbon Actions
• Food Choices, Intolerances & Allergies
• Minimise food waste
• A must - Electric Car charging
• Deliver or Maximise Accessibility and Inclusion issues
Market Development Priorities
• Passions and interests market
• Lone Living Market
• Baby Boomers growth market
• Hard working couples
• Promote your and others in the area quality, authentic and personal experiences
• Capitalise on Overseas Tourism Growth –Australian, Dutch, German
• Promo Climate Change/Low carbon Actions
• VR and developments show you are special
• Accessibility and Inclusion promotion
What Does this mean for Holiday Parks – Holiday Resorts
Product Development Priorities
• Out of peak weeks the focus of development and not growth of stock
• You are a VENUE for experiences
• Explosion of Experience Economy –quality, authentic and personal
• Climate Change Actions
• Food Choices, Intolerances & Allergies
• Min Food waste as a virtue
• A must - Electric Car charging
• Accessibility Challenge
• Inclusion - Dementia friendly plus
Market Development Priorities
• Hard working families
• Baby Boomer out of peak
• Greta Pester Power
• Overseas Tourism Growth - Dutch
• VR and AI developments and ExperiencePromotion
• Cultural Tourism to match visitor segments
• Promote Climate Change Actions
• Low carbon Cornwall
• Accessibility promotion
• Inclusion - promotion
What Does this mean for Activity – Experience Providers
Product Development Priorities
• You are a curator, facilitators and/or deliverer of the experiences
• Build and stay on trends suitable to Cornwall from the explosion of Experience Economy – quality, authentic and personal
• Low carbon, low impact experiences
• Interactive Cultural/Creative Tourism Experiences
• Use of VR and AI as appropriate
• Minimise carbon/climate change
• Accessibility Challenge
• Inclusion - Dementia friendly plus
Market Development Priorities
• Making Memories and sharing them
• Don’t forget the Baby Boomers growth market
• Lone Living Market
• Back to basics
• Greta Pester Power – low impact fun
• Overseas Tourism Growth
• Experience Promotion
• Interactive Cultural Tourism to match visitor segments
• Promote Climate Change Actions
• Accessibility promotion
• Inclusion - promotion
What Does this mean for Camping and Glamping
Product Development Priorities
• Network with experience providers in the location to deliver ”total experiences”
• Network with nearby “facilities” to improve appeal to counter seasonality
• Climate Change and Low Carbon Actions
• Full recycling and food waste composting
• A must - Electric Car charging
• Maintain Cornish distinctiveness
• Accessibility Challenge
• Inclusion - Dementia friendly plus
Market Development Priorities
• Interests and Passion market
• Recharge market
• Hard working families
• Back to basics – low carbon – eco market
• Overseas Tourism Growth – Dutch/German
• Promote Experience not just S/C
• Promo Climate Change/Low Carbon Actions
• Segment the year and experiences
• Accessibility and Inclusion promotion
What Does this mean for Food and Drink
Product Development Priorities
• You are also VENUE for experiences –alfresco, feast nights and next trend but with a truly Cornish feel
• Allergies, choices – vegan, vegetarian and intolerances
• Local – quality, authentic and personal
• Climate Change Actions – food waste
• A must - Electric Car charging
• Accessibility Challenge
• Inclusion - Dementia friendly plus
Market Development Priorities
• Baby Boomers growth market
• Reconnect Market
• Make Memories – not the usual brand experience
• Overseas Tourism Growth
• The Experience Promotion
• Promote Climate Change Actions
• Accessibility promotion
• Inclusion - promotion
• Draft Report writing fully completed – End of Feb
• Draft Summary Document complete – End of Feb
• Feedback from interested parties
• Members workshops April onwards