Malcolm Bell - Cornwall · • Culturally engaging (contemporary and traditional) Tourism • VR...

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VISITCORNWALL.COM CORNWALL TOURISM SUMMIT 2020 Malcolm Bell CORNWALL TOURISM 2040 VISITCORNWALL.COM

Transcript of Malcolm Bell - Cornwall · • Culturally engaging (contemporary and traditional) Tourism • VR...

Page 1: Malcolm Bell - Cornwall · • Culturally engaging (contemporary and traditional) Tourism • VR and AI develop to complement experiences • Maximise Climate Change and carbon reduction

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

Page 2: Malcolm Bell - Cornwall · • Culturally engaging (contemporary and traditional) Tourism • VR and AI develop to complement experiences • Maximise Climate Change and carbon reduction

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

Page 3: Malcolm Bell - Cornwall · • Culturally engaging (contemporary and traditional) Tourism • VR and AI develop to complement experiences • Maximise Climate Change and carbon reduction

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……..

Page 4: Malcolm Bell - Cornwall · • Culturally engaging (contemporary and traditional) Tourism • VR and AI develop to complement experiences • Maximise Climate Change and carbon reduction

Destination 2040The Foundations for Future Success

Before we look forward

Let’s start by looking back in time

Page 5: Malcolm Bell - Cornwall · • Culturally engaging (contemporary and traditional) Tourism • VR and AI develop to complement experiences • Maximise Climate Change and carbon reduction

2000 to 2010

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2010 to 2020

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Destination 2040The Foundations for Future Success

Looking forward

Page 8: Malcolm Bell - Cornwall · • Culturally engaging (contemporary and traditional) Tourism • VR and AI develop to complement experiences • Maximise Climate Change and carbon reduction

2020 to 2030

Page 9: Malcolm Bell - Cornwall · • Culturally engaging (contemporary and traditional) Tourism • VR and AI develop to complement experiences • Maximise Climate Change and carbon reduction

Projections for Growth

Growth

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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

Page 11: Malcolm Bell - Cornwall · • Culturally engaging (contemporary and traditional) Tourism • VR and AI develop to complement experiences • Maximise Climate Change and carbon reduction

Wise Growth

The Principles

Page 12: Malcolm Bell - Cornwall · • Culturally engaging (contemporary and traditional) Tourism • VR and AI develop to complement experiences • Maximise Climate Change and carbon reduction

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”

Page 13: Malcolm Bell - Cornwall · • Culturally engaging (contemporary and traditional) Tourism • VR and AI develop to complement experiences • Maximise Climate Change and carbon reduction

Share of Wallet Dangers

• Don’t follow retail vicious circle

• Commodity vs Quality

• Maintain Premium status

• Authentic and Real is NOT price sensitive

Page 14: Malcolm Bell - Cornwall · • Culturally engaging (contemporary and traditional) Tourism • VR and AI develop to complement experiences • Maximise Climate Change and carbon reduction

Tourism in Cornwall will be Growing

We need to ensure we get the tourism we want

Or we will get the tourism we get

Page 15: Malcolm Bell - Cornwall · • Culturally engaging (contemporary and traditional) Tourism • VR and AI develop to complement experiences • Maximise Climate Change and carbon reduction

What have we learnt?

Page 16: Malcolm Bell - Cornwall · • Culturally engaging (contemporary and traditional) Tourism • VR and AI develop to complement experiences • Maximise Climate Change and carbon reduction

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

Page 17: Malcolm Bell - Cornwall · • Culturally engaging (contemporary and traditional) Tourism • VR and AI develop to complement experiences • Maximise Climate Change and carbon reduction

Our Vision

Page 18: Malcolm Bell - Cornwall · • Culturally engaging (contemporary and traditional) Tourism • VR and AI develop to complement experiences • Maximise Climate Change and carbon reduction

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.

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The Cornish and their visitors

Destination 2040The Foundations for Future Success

Growth on Cornwall’s terms

&

Quality Authentic Experiences - the key to success

Page 20: Malcolm Bell - Cornwall · • Culturally engaging (contemporary and traditional) Tourism • VR and AI develop to complement experiences • Maximise Climate Change and carbon reduction

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.

Page 21: Malcolm Bell - Cornwall · • Culturally engaging (contemporary and traditional) Tourism • VR and AI develop to complement experiences • Maximise Climate Change and carbon reduction

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

Page 22: Malcolm Bell - Cornwall · • Culturally engaging (contemporary and traditional) Tourism • VR and AI develop to complement experiences • Maximise Climate Change and carbon reduction

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

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Recap on the Drivers for Holidays & Breaks in Cornwall

Interest & Passion Driven

Make Memories With

Loved Ones Reconnect

TravellingRecharge

Visiting Friends and Relatives

Page 24: Malcolm Bell - Cornwall · • Culturally engaging (contemporary and traditional) Tourism • VR and AI develop to complement experiences • Maximise Climate Change and carbon reduction

Recap - Mega Consumer Trends

Keep these trends in your mind when in business planning

Page 25: Malcolm Bell - Cornwall · • Culturally engaging (contemporary and traditional) Tourism • VR and AI develop to complement experiences • Maximise Climate Change and carbon reduction

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

Page 26: Malcolm Bell - Cornwall · • Culturally engaging (contemporary and traditional) Tourism • VR and AI develop to complement experiences • Maximise Climate Change and carbon reduction

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 +

Page 27: Malcolm Bell - Cornwall · • Culturally engaging (contemporary and traditional) Tourism • VR and AI develop to complement experiences • Maximise Climate Change and carbon reduction

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

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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

Page 29: Malcolm Bell - Cornwall · • Culturally engaging (contemporary and traditional) Tourism • VR and AI develop to complement experiences • Maximise Climate Change and carbon reduction

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

Page 30: Malcolm Bell - Cornwall · • Culturally engaging (contemporary and traditional) Tourism • VR and AI develop to complement experiences • Maximise Climate Change and carbon reduction

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

Page 31: Malcolm Bell - Cornwall · • Culturally engaging (contemporary and traditional) Tourism • VR and AI develop to complement experiences • Maximise Climate Change and carbon reduction

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

Page 32: Malcolm Bell - Cornwall · • Culturally engaging (contemporary and traditional) Tourism • VR and AI develop to complement experiences • Maximise Climate Change and carbon reduction

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

Page 33: Malcolm Bell - Cornwall · • Culturally engaging (contemporary and traditional) Tourism • VR and AI develop to complement experiences • Maximise Climate Change and carbon reduction

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

Page 34: Malcolm Bell - Cornwall · • Culturally engaging (contemporary and traditional) Tourism • VR and AI develop to complement experiences • Maximise Climate Change and carbon reduction

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

Page 35: Malcolm Bell - Cornwall · • Culturally engaging (contemporary and traditional) Tourism • VR and AI develop to complement experiences • Maximise Climate Change and carbon reduction

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

Page 36: Malcolm Bell - Cornwall · • Culturally engaging (contemporary and traditional) Tourism • VR and AI develop to complement experiences • Maximise Climate Change and carbon reduction

• Draft Report writing fully completed – End of Feb

• Draft Summary Document complete – End of Feb

• Feedback from interested parties

• Members workshops April onwards