Supporting a thriving English tourism industry
Raising awareness of England’s tourism offer. Driving up quality and customer service. Encouraging visitors to explore further. Through our engagement campaigns and business support we’ve advised the English tourism industry on ways to grow.
Ensuring English tourism delivers for visitors
This year we continued to work closely with destinations, attractions, accommodation suppliers and other businesses in the tourism sector to ensure visitor expectations are met. Whether it’s showcasing the best of the sector, creating ambassadors, encouraging tourism operators to consider accessibility, or providing a Business Advice Hub for micro/small to medium sized businesses, 2015/16 saw us continue to work with stakeholders at every level to remain competitive and meet customer needs.
Raising awareness of the tourism offer
From showcasing the quality and vibrancy of the industry to highlighting what tourism adds to the economy, English Tourism Week celebrates our dynamic sector and the people that work within it.
In 2016, we launched the week with a video message from its patron HRH Prince Charles. We promoted the video via a tweet that received 107,356 impressions and generated widespread media coverage. We also continued to work with destination organisations and local businesses, encouraging them to run events and create special offers for visitors to discover the destinations on their doorstep. Over 300 businesses shared their events and offers on our online guide and harnessed the power of social media to share what was happening across the country, achieving a social reach of close to 1 million.
We also worked to create ambassadors who would champion the importance of English tourism in Parliament. Framed by the latest performance figures we once again supported the Tourism Alliance in hosting a parliamentary reception, which reached 70 MPs. On top of this, we matched MPs with destination organisations in their local constituencies and invited them to visit local businesses during the week to deepen their understanding of the value of tourism to the local visitor economy.
135 million opportunities to see through English Tourism Week media coverage
643 pieces of coverage were generated
Our Tourism Superstar competition received 12,500 public votes
Regional PR activity generated 27 broadcast media pieces including Sky TV, BBC and ITV
We achieved over 295,000 impressions for #ETW16 and associated hashtags
70 MPs engaged with at the Tourism Alliance's parliamentary reception
Celebrating tourism’s brightest stars
English Tourism Week also saw the culmination of two of our programmes to help develop quality, customer service and excellence within the industry.
2016 saw 11 finalists, nominated by our destination partners for Tourism Superstar, in association with the Daily Mirror. The shortlisted nominees were filmed and put to the public vote on the Mirror website. The competition received 12,500 votes and reached a potential national audience of 12 million, with the winner – Lilian Groves from Durham Cathedral – announced during English Tourism Week.
Our Awards for Excellence celebrated the very best of the sector, recognising achievements in customer service, sustainability and accessibility. The Awards – which attracted over 400 applications across 16 categories – were presented at Blackpool’s Winter Gardens, with this year’s Outstanding Contribution to Tourism Award going to the BBC Countryfile team.