Press release 28 April 2016
South West England put firmly on the map for International visitors
South West destinations and businesses have recently taken part in an extensive programme of activity aimed at putting the region firmly on the map for international tourists. A programme of travel trade activity led by VisitWiltshire has included Showcase South West, the biggest ever trade event of its kind for the South West, which took place last month at The Riviera International Centre, Torquay, in partnership with VisitEngland and the European Tourism Association (ETOA) as part of the South West Tourism Growth Fund programme.
Targeting buyers seeking to learn more about the South West by adding new attractions and accommodation to their programmes, the event successfully held over 1,200 1:1 business appointments; attracting 83 suppliers and destinations from the South West of England giving them the opportunity to present their product to over 50 operators specialising in the target markets of USA, Germany and German speaking markets, Netherlands and Flemish Belgium, Australia, New Zealand, Rep of Ireland and Scandinavia.
A new guide aimed to encourage more South West businesses to work with the international trade also launched in March. The guide for South West businesses is the first ever guide of its kind for the region. 1,500 copies were distributed direct to businesses, via DMOs and to 40 South West businesses who attended trade-specific workshops in February and March.
Complementing the guide, a new South West Travel Trade Directory for overseas and London-based international tour operators is also now available. The directory features the best of South West product and is distributed to 22,000 key international travel trade contacts in target markets and available to UK-based operators and ground handlers. Content includes a new South West Travel Trade Map with drive times and distances, key towns, cities, culture and heritage; 4 new themed itineraries, a guide to active, countryside and inspirational places to visit in the South West, and accommodation and attraction listings.
VisitWiltshire and the newly formed South West Travel Trade Group have been working with VisitEngland on this programme, which also included hosting 180 trade familarisation trips to South West England in February and March, supported by VisitBritain, and bringing together partner destinations from across the region.
In market projects include a joint funded trade campaign with DFDS and House of Britain in the Netherlands, a South West England roadshow in Germany and a travel trade supplement in Australia. In addition Team SW exhibited at a number of international trade events and exhibitions including Vakantiebeurs, Salon de Vacances, ITB, Dublin Holiday World, Showcase Britain Americas & Nordics, as well as key UK events such as BIM and Explore GB.
Sally Balcombe Chief Executive of VisitEngland and VisitBritain said: “The partnership-led programme of activity to promote the South West of England as a fantastic place to visit and do business aims to increase visitor numbers, spend, and job growth to the region. More international tourists are travelling across English regions than ever before with visits to the South West up 6% to 1.9m in the first nine months of 2015, and this trade activity should only enhance these figures.”
David Andrews, Chief Executive VisitWiltshire says “We’ve been delighted to have had such a positive response from international operators to what has been the biggest ever focused drive to win international travel trade business for the South West. Particularly as we’re already seeing a number of new South West programmes being developed as a direct result of it. There’s a real appetite among regional DMOs to work together, and the newly formed SW Travel Trade Group is currently developing plans for an ongoing programme of trade activity in partnership with VisitEngland and VisitBritain.
ENDS
Press enquiries: For more information, please contact Kaye Woodhouse Tel: 0207 578 1244 Email: kaye.woodhouse@visitengland.org
About the South West Tourism Growth Fund
- A £5m South West Tourism Growth Fund for tourism investment was announced by Government on the 5th March 2015. The total programme expenditure will be £7.2 consisting of the core £5m funding from Central Government and £2.2m estimated match funding from partners in the public and private sectors. Match funding will be both cash funding and in-kind. The programme aims to deliver an additional £60m in international visitor expenditure and create 1,000 jobs.
- VisitEngland is the accountable body, working closely with a programme board made up of representatives from South West England tourism bodies, and with international delivery partner VisitBritain and a number of partner organisations from across the South West of England
- The aim is to profile and promote South West England internationally to grow leisure and business visits, put the assets of the South West firmly on the international map and deliver both long term economic impact and the foundations for a lasting legacy for the visitor economy of the South West.
- The South West for this purpose is defined as the old Government Office regions of Bath, Bristol, Gloucestershire, Wiltshire, Dorset, Somerset, Devon, Cornwall and the Isles of Scilly
- The target markets are:
- USA
- Australia/New Zealand
- Netherlands and Flemish Belgium
- Germany and German speaking European regions
- Scandinavia
- Republic of Ireland
Press enquiries: For more information, please contact Kaye Woodhouse Tel: 0207 578 1244 Email: kaye.woodhouse@visitengland.org or Florence Wallace, PR Manager, VisitWiltshire flowallace@visitwiltshire.co.uk Tel: 01722 341309