A Message from Marc Etches

Welcome to the June edition of our newsletter!

This month the Secretary of State for Culture, Olympic, Media and Sport, Jeremy Hunt MP has delivered his first speech on tourism in which he acknowledged that “the tourism industry is one of our most undervalued national assets”.

He went on to issue a challenge to the industry to drive up the proportion of domestic tourism expenditure in the UK from 36% of total tourism spending to 50%.

In issuing this challenge, the Secretary of State asked stakeholders engaged with tourism to inform him about what needs to be done to support and reinvigorate our domestic tourism industry. The Minister for Tourism and Heritage, John Penrose MP will be undertaking a tour of England over the next three months to gather local views and insight.

I have written to the Minister inviting him to include Lincolnshire. Despite being the second largest county in England, Lincolnshire is a visitor destination that is comparatively less well-known than the Lake District, the Cotswolds and Cornwall.

However, the county does possess authenticity and diversity in its product that can match these successful destinations; from historic market towns such as Stamford to the architectural magnificence of Lincoln Cathedral, from the traditional seaside holidays in Skegness to the Lincolnshire Wolds, an Area of Outstanding Natural Beauty.

17 million tourists generate almost £1 billion of GVA and supports 17,000 jobs in Lincolnshire and with the growing interest in domestic tourism, the county represents a ‘hidden gem’, widely unknown and unexplored.

The key to growing domestic tourism lies in developing a sense of pride of place within communities, and in recognising the vital importance of local knowledge. In 2008, 55% of the total 96 million overnight trips in the UK were business-related (16%) or involved visiting friends or relatives (39%). 42% of all overnight stays are spent in the homes of friends or relatives. For most day trips, consumers do not seek information (52%), but when they do the internet (35%) and friends and relatives (23%) are by far the most important sources.

I hope that these facts combined with an opportunity to discuss our innovative approach to tourism as an important element of the wider visitor economy will encourage the Minister to accept our invitation.

Thank you.

If you missed it - Read an overview of the Secretary of State's Speech on Tourism here.

VL.com named top UK tourism website by TravelMole

Our website has be named as one of the best ‘tourist board websites’ in the country by leading online community for the travel and tourism industry TravelMole, at their annual Web Awards.

Lincolnshire’s narrowly missed scooping gold against strong competition from Yorkshire.com and Visit Blackpool, never-the-less the best ‘Tourist Board Website’ category received more public nominations than any other in the 2010 awards.

This is extremely encouraging and we are very proud that VL.com was named in the top 3 websites among the UK.The judges who oversaw the public nomination looked for websites that ‘broke through the ordinary to impress their clients and visitors’.

Emma Tatlow Deputy Chief Executive and Head of Marketing at Visit Lincolnshire said about the awards, “We’re absolutely delighted, over the past year we’ve been working hard to deliver a website that acts as a 24/7 shop window into the county – showing visitors and residents alike exactly what’s on offer.”

“We’ve had fantastic feedback– not only for the way the website looks, but for its easy navigation and search facilities which are essential for helping people find what they looking for. Being nominated for such a prestigious industry award is the icing on the cake and recognition from TravelMole could mean an increase in business for Lincolnshire’s visitor economy.”

Did you know…

• Visit Lincolnshire receives up to 30,000 unique visitors per month.
• In spring 2010 Visitlincolnshire.com migrated to a new platform to improve performance and functionality.

Do you want to be part of VL.com?

If you want to become part of visitlincolnshire.com please call Gillian for an informal chat. Through the website we share event information, accommodation offers, place to eat and drink, ideas for things to do and much more with local residents and visitors. Gillian Richardson on 01522 561667 or gillian@visitlincolnshire.com

Looking for more information on the TravelMole Web awards, it’s here.

Latest reports show tourism boost for the county

We’ve just received the latest reports from East Midlands Tourism, the tourism arm of the regional development agency emda, evaluating how successfully we promoted Lincolnshire as a visitor destination last year – and the news is good.

The result of the evaluation allow us to improve our promotions of the county, and increase the number of visitors looking to Lincolnshire as a place to visit, eat and explore in the future.

The evaluation focused on our two core marketing campaigns called Big Skies Coast and Essential England, and the key highlights included:

Big Skies Coast Marketing Campaign

• Between 2009/10 the additional visitor spend was £2.5million.

Essential England Marketing Campaign

• Between 2009/10 the additional visitor spend for the county was over £5 million.

As well as the income generated for the local visitor economy, the research also revealed that our marketing materials; including e-newsletters, mailings and visitor guides had proved highly effective in attracting and securing bookings from day trippers and short breaks holiday makers.

If you want more information about getting involved in our latest work and opportunities contact Sharon Stone on 01522 561661 or email sharon@visitlincolnshie.com .

Further statistics from the evaluation showed that:

• 95% of people said that the visitor guide ‘Visit Lincolnshire 2009’ had a positive influence on their decision to visit.
• 95% of people said that the visitor guide ‘Skegness & Mablethorpe 2009’ had a positive influence on their decision to visit.
• 81% of people found out about the Lincolnshire coast through Visit Lincolnshire’s website, adverts and brochures.
• £39.50 is the average spend per person per night for staying visitors, £24.50 average spend per person per night for day visitors on the Lincolnshire coast.
• £48.04 is the average spend per person per night for staying visitors, £39.88 is the average spend per person per night for day visitors throughout the county.
• 96% of are likely to recommend Lincolnshire to friends, relatives or colleagues.

Business Opportunities Conference - Working Together for 2012

Wednesday 14 July 2010

9.45am for a 10.15am start

Market Rasen Racecourse

Cost: Free of charge

If you’re looking for opportunities to promote your business and contribute towards Lincolnshire’s visitor economy don’t miss this free event organised by Visit Lincolnshire and the Lincolnshire Sports Partnership.

The event has been organised to help you maximise the opportunities sporting events can bring to businesses across Lincolnshire. And over the next 10 years the UK will host a number of global events like the 2010 Ryder Cup and the 2012 Olympic Games, through to the 2014 Commonwealth Games and the 2015 Rugby World Cup.

To help you find out how to benefit please attend the conference ‘Going for Gold’ at Market Rasen Racecourse on Wednesday 14 July 2010.

The programme offers an insight into the important role sport plays in the visitor economy, informative sessions on 2012 Olympic Games and Lincolnshire’s involvement within it, plus useful workshops around the importance of a great welcome and marketing.

This event is ideal for all businesses from accommodation providers, the leisure sector and sports clubs.

There will also be a keynote speaker, a number of exhibitors who can help you benefit from these opportunities and you will enjoy a Tastes of Lincolnshire lunch.

For a booking form please email sharon@visitlincolnshire.com or call 01522 561661

Stay one step ahead - free expert advice

We’re offering a limited number of guest accommodation and self-catering businesses free advice and support when it comes to making the first step in the National Accessible Scheme.

'One Step Ahead' is easier than you think and opens up your business to those who are less mobile, families and elderly guests.

If you want to be one of the first for free help contact Christopher at onestepahead@live-tourism.co.uk.

SO Festival 2010- perfect for attracting visitors!

Events act as a hook for attracting visitors and we need your help to promote the SO Festival in Skegness on Thursday 22 to Sunday 25 July.

The festival programme has been announced and it will take Skegness by storm with exciting events for all the family; including comedy, cabaret, opera, theatre on the beach and so much more. The finale of the festival is a breath taking fireworks display.

If you want to support the festival why not share it with your visitors via your website or by placing leaflets in your attraction or accommodation.

The full programme can be seen here www.sofestival.org, and for more information contact East Lindsey District Council or call 01507 601111

Follow the festival on Twitter! twitter.com/sofestival

Visit Lincolnshire's AGM – 14 October

Wednesday 14 October 2010

10.00 am for a 10.30 am start

RAF Scampton

Come and join us at our Annual General Meeting to hear about our 2010-11 plans for promoting the visitor economy in the county, plus key achievements from 2009/10.

We will also have a keynote speaker from RAF Scampton and a tour of the museum – which is on the same site as the infamous Red Arrows.

For more information please contact Sharon Stone on 01522 561661 or sharon@visitlincolnshire.com

Photo Competition for Visitor Guide! – 26 July

Just over one month left to enter our photography competition...

We launched it to find a new cover image for the county’s flagship visitor guide Visit Lincolnshire 2011, and we’d like to invite you and your visitors to take part.

The winning photo will be printed on 70,000 visitor guides and distributed all over the UK.

The guide attracts visitors to Lincolnshire for short breaks boosting the current worth of Lincolnshire’s Visitor Economy, at £958 million.

“Images are an essential part of the visitor guide and we have launched the competition to give residents and visitors the opportunity to show what they see as the most iconic images of the county,” said Emma Tatlow, Head of Marketing at Visit Lincolnshire. “After all, who knows the most picturesque areas better than residents and visitors?”

The deadline for entries is 26 July, 20 photos will be shortlisted and exhibited for two weeks in the in Kodak Express shop, Guildhall Street, Lincoln for people to view.

The winner will be picked shortly after the exhibition and will have the honor of their photograph being the front cover of the Visit Lincolnshire Guide 2011.

See our website to for more details of entering!

Aviation Opportunities

This year is the 70th anniversary of the Battle of Britain and we’re flying the county flag to highlight Lincolnshire’s aviation history to visitors and local residents – and you could be doing the same.

(Did you see our national press coverage in the Telegraph?)

Many residents and visitors will be seeking to pay tribute, and see for themselves, a sample of the UK’s aviation heritage.

By working together we can help raise the profile of aviation in Lincolnshire and ultimately boost the visitor economy of the county.

Created in December last year, the Aviation Heritage Lincolnshire project will ensure individual aviation museums in Lincolnshire benefit from a shared marketing approach in order to attract more visitors; this will be co-ordinate with support from Visit Lincolnshire.

Over the coming three years many events are being planned to celebrate aviation heritage in Lincolnshire; visitors and local residents will be looking for more information so why not contact the Aviation Heritage Partnership team to discuss how you can support the project, and how the project can help boost business for you!

Useful website - www.aviationlincolnshire.com

For more information or to receive updates on the project that you can share with your customers please contact Phil Bonner phil@visitlincolnshire.com or Dave Harrigan david@visitlincolnshire.com – tel 01522 561672.

Advertise in 2011

Want to know more about advertising on the 2011 visitor guides? All the information is here.

Headline events for the summer

If you are looking for event to share with your visitors’ have a look at visitlincolnshire.com, it is the perfect place to find ideas and information about things happening around the county.

Headline events coming soon…

June 27: World Egg Throwing Competition, As seen on TV! The fifth world egg throwing championship is going to be held at Thorpe Latimer, near Sleaford.

June 30: Presentation on Canadian Airforce in Lincolnshire, A presentation evening about the history of the Canadian Air Force in Lincolnshire. In aid of Help the Heroes. Book online today!

July 3 & 4: RAF Waddington International Air Show, Celebrating the 90th anniversary of the first ever RAF Air Show, at Hendon, the 70th anniversary of the Battle of Britain and 35 years of Airborne Early Warning. The largest of all RAF Air Shows it offers a truly unforgettable day's entertainment for the whole family.

July 3 & 4: Stamford Riverside Arts Festival 2010, sees Riverside celebrate our 10th Anniversary under the Riverside branding, although the festival can trace its roots back to the early 1980s under various names including Music on the Meadows.

July 5: The Eagles Squadron of Kirton in Lindsey, Spend an evenng of history with a presentation about the Eagle Squadrons in aid of Help for Heroes and the Lincolnshire Air Ambulance. Tickets are limited so book your ticket online today!

July 10: Battle Proms Picnic at Burghley House, The Proms is the quintessential British summer event, and the Battle Proms is the only way to do it in style! We invite you to sit back and enjoy an evening of exceptional, soul-stirring entertainment in a truly stunning setting. Gather the troops, pack up your picnic, and raise a glass to this unique flag-waving, breathtaking celebration that you will never forget; it’s the ultimate proms in the park!

For more information see our website.

VB’s picture of international tourism

Packed full of tasty bites about tourism in Britain and a sneak preview of its contribution to the visitor economy.

Secretary of State Speech on Tourism 2012

The Secretary of State for Culture, Olympics, Media and Sport, Jeremy Hunt MP has just given his first address on tourism in Weymouth, outlining the Government’s direction of travel in what he has identified as one of his key areas of responsibility.

He highlighted the vital importance of tourism to this country, not only as Britain’s fifth largest industry worth £115 billion and supporting 1.5 million people in jobs that cannot be outsourced or offshored, but also as an industry with huge potential for growth.

He recognised that in spite of tourism’s potential, there were some real causes for concern – the decline in visitor numbers in 2009 and the 0.7% predicted decline for 2010, as well as the increased competition, particularly from countries that have established tourism as a clear priority.

Whilst tourism will not be immune from the pain of the spending decisions that lie ahead, he stated that this Government would take a different approach to tourism.

He ran through his two key, immediate priorities for tourism:

• First, making sure we have a lasting tourism legacy from hosting the 2012 Olympic and Paralympic Games for the whole of the country.
• And secondly, boosting domestic tourism by rediscovering and reinvigorating what UK destinations have to offer.

His vision for the Games is to deliver £1 billion of PR and marketing, showcasing the whole of Britain in our top developing and mature markets and creating a new fund, match-funded by the industry.

VisitBritain already has a clear and established strategy to leverage the Olympic and Paralympic Games and has been working with the Secretary of State on how to deliver his vision. Detailed plans as to how the fund will work will be published by the end of September.

He also called for industry officials to help draw up a plan to reinvigorate domestic tourism to boost the tourism spend of UK residents on domestic holidays from 36% to 50%. VisitEngland have been in discussions with him. And John Penrose will be travelling around the country to seek industry views.

We are delighted that our new Secretary of State has prioritised the delivery of a lasting tourism legacy from our hosting of the 2012 Olympic and Paralympic Games and look forward to working with the Secretary of State and Tourism Minister to deliver the best marketing strategy ever seen from a host nation and securing sustainable growth for Britain’s tourism industry to ensure that Britain remains a world-class tourist destination.

This extract was taken from VisitBritain’s Special bulletins