10 October 2007

It has been developed following two years of consultation with around 70 ‘Partners for England’ representing the strength and depth of the nation’s £70 billion visitor economy. Together with the board, they will ensure that the views of local and regional stakeholders are heard at a national level.

Created by the industry for the industry, VisitEngland’s chairman, members and observers have been drawn from a broad cross-section of the public and private sectors. They will provide invaluable insights into areas that influence England’s tourism industry.Their contributions will enable VisitEngland to unite an often fragmented industry so that businesses can benefit from improved profitability, quality and access to customers.

Hugh Taylor, VisitEngland chairman, says: “In the past, England’s visitor economy has suffered as different elements of the industry follow their own agenda, battling each other for international and domestic travellers. In facing the challenges of the summer, we have seen that by aligning strategies and uniting behind initiatives and activities, the whole can be greater than the sum of its parts. For the first time, national and regional tourism bodies, local authorities and the private sector have agreed to work together through VisitEngland to make the best use of money spent on tourism initiatives.”

Under the aegis of national tourism agency VisitBritain, the VisitEngland board is responsible for:

• Consulting on, developing and delivering a strategy that supports English tourism
• Future planning, priority- and scenario-setting
• Coordinating, focussing and encouraging implementation at all levels
• Liaison with different elements of government for the benefit of England’s tourism industry
• Undertaking actions that are important for the development of the English visitor economy 
• Ensuring alignment with regional and local marketing objectives and overseeing the Enjoy England marketing strategy
• Steering the improvement of tourism data, research and intelligence within England 

Tourism Minister Margaret Hodge says: “With our heritage, culture and wealth of natural attractions, England has so much to offer visitors. We are fantastically successful at attracting people from around the globe, as well as tempting domestic tourists to enjoy the many great destinations on their doorstep.

“As we prepare for the once in a lifetime opportunity of the 2012 Games, it is particularly fitting that the many diverse businesses that make up our tourism industry are coming together to form VisitEngland. Working as one is sure to reap rewards, and help bring people back time and again.”

VisitEngland has evolved from and builds on the successes of the England Marketing Advisory Board (EMAB), which since 2003 has – through the Enjoy England campaigns – helped persuade 20 per cent of the population to holiday at home rather than abroad. As well as marketing, it oversees the development of EnglandNet to extend the marketing reach of English tourism products through a national database and drive industry commitment to quality and ‘star-rating’ schemes.

Tom Wright, chief executive of national tourism agency VisitBritain, which continues to be responsible for Enjoy England marketing, says: “80 per cent of tourists’ spending comes from Britons visits within their own country, but unprecedented growth in cheap flights overseas and a strong economy means that domestic tourism is facing increasing competition. Industry’s support for a board that they themselves have helped shape will ensure that our marketing can be even more successful.”

Additionally the Partners for England Forum will be launched in the new year to consider, debate, comment and influence England’s tourism strategy on an ongoing basis. It will offer a steer and act as an expert advisory panel for VisitEngland in delivering its leadership role, ensuring that the priorities are agreed, the issues understood and the required actions undertaken by all involved.

Juliet Williams, chairman of South West Regional Development Agency, adds: “Industry is united in addressing the challenges facing domestic tourism in England. Members of the Partners for England Forum – drawn from senior decision makers and influencers across the private and public sectors – will meet twice a year and act as an expert advisory panel and encourage the tourism communities they represent to commit to national goals.”