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45 49549

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Published on May 2, 2008

Author: Sibilla

Source: authorstream.com

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BTDC PRESENTATION :  BTDC PRESENTATION WELCOME  LEGACY – THE TOURISM 2012 STRATEGY CONSULTATION VISITBRITAIN 19 JULY 2006 OBJECTIVES::  OBJECTIVES: The Overall Objective of the Olympic and Paralympic Games Delivery Programme is: “To host an inspirational, safe and inclusive Olympic Games and Paralympic Games and leave a sustainable legacy for London and the UK.” Drawing on this, the Olympic Games and Paralympic Games Programme Objective 3 is: “To maximise the economic, social and environmental benefits of the Games for the UK.” Slide3:  And the relevant LOCOG sub-objectives which are relevant to tourism are: To maximise the employment and skills benefits for the UK arising from Games-related business. To maximise the wider economic benefits of the Games across the UK, including those for tourism and business promotion. To promote positive images of the UK to an international audience. To ensure that the UK’s diverse communities are engaged with, and benefit from, the changes and opportunities arising from hosting the Games in London. The 2012 OLYMPIC AND PARALYMPIC GAMES OPPORTUNITY::  The 2012 OLYMPIC AND PARALYMPIC GAMES OPPORTUNITY: Estimated that 50%-75% of benefits of hosting the Games could accrue to tourism (in cash terms, between £1.4 and £2 billion); Industry consensus that tourism’s engagement with the Games needs to be co-ordinated; and that work on areas such as product quality should be advanced through the Games context. Need to map our aspirations now, toward::  Need to map our aspirations now, toward: Preparing to welcome the world in 2012; Showcasing the UK at its best; Developing lasting legacy for a thriving, innovative, high quality visitor economy; Advancing our growth and productivity agenda; Meeting challenges – overseas competition; demographic/generational changes; demand for higher standards and value for money; cheaper international travel, etc. Maintaining and extending our competitive position. BACKGROUND AND PROCESS:  BACKGROUND AND PROCESS Tourism 2012 Charter announced at Prime Minister’s Tourism Summit (November 2005); Commits public and private sectors to full and wide consultation across the tourism sector for tourism and London Olympic and Paralympic Games - toward delivering a comprehensive Tourism 2012 strategy. Scope and content of consultation have been discussed with: Central Government Departments with an interest; RDAs; LGA; LOCOG; Devolved Administrations; Representative bodies on the Minister’s T2012 Group (advising on tourism’s Games preparations), including the Tourism Alliance and the British Hospitality Association. Consultation objectives::  Consultation objectives: We want this to be the widest ever consultation of the sector. So we’re using a range of approaches to get to public and private sector players – traditional hard copies, prominence on DCMS website with easy provision for electronic replies, targeted approaches to businesses of all sizes and locations, etc. Consultation (and strategy) will be designed to ensure coordination with plans of other public sector bodies – will use DCMS’s position as Department with primary responsibility for the Games to highlight and develop the tourism agenda. KEY AREAS OF FOCUS:  KEY AREAS OF FOCUS 1. Getting tourism’s Olympic structures right 2. Positioning the UK as a truly world class destination 3. Improving the quality of our welcome 4. Making the links between tourism and the wider 2012 effort 5. Setting ambitious and stretching targets 1. Getting tourism’s Olympic Structures right::  1. Getting tourism’s Olympic Structures right: ensuring that tourism’s national, regional and local interests are fully represented in the wider structures for preparing for the Games; and making sure that the sector’s own 2012 marketing and other structures are fully fit for the tasks ahead. 2. Positioning the UK as a truly world class destination::  2. Positioning the UK as a truly world class destination: ensuring that all promotion of the overseas images of the UK, England and its regions, Scotland, Wales and Northern Ireland and London, fully reflects the strengths of their tourism offers; making the very most of new technologies as marketing and information tools, including the EnglandNet platform; and fully exploiting the opportunities of 2012 in business tourism. 3. Improving the quality of our welcome::  3. Improving the quality of our welcome: significantly improving consumer certainty in the quality of tourist accommodation through the grading schemes; giving work on employment skills a Games focus, as a way of expanding the opportunities of local people to take up employment and contributing to the wider upskilling of the national workforce; and significantly improving our welcome to inbound and domestic visitors with disabilities, in the context of the Paralympic Games. 4. Making the links between tourism and the wider 2012 effort:  4. Making the links between tourism and the wider 2012 effort ensuring that tourism gets the maximum benefit from the Cultural Olympiad and Torch Relay; making the most of Liverpool Capital of Culture 2008; establishing relationships with key broadcasters; and making sure that tourism’s marketing and promotional work is fully joined-up with the 2012 plans for cultural, artistic, heritage and media organisations in the public and private realms, across the whole range of DCMS – sponsored sectors. 5. Setting ambitious and stretching targets::  5. Setting ambitious and stretching targets: setting appropriate strategic targets which take full account of the scope of the Games opportunity, to replace the existing aim of £100 billion industry by 2010. The Secretary of State will launch the four-month consultation process today at the Leeds Business Conference. Plans for the consultation include::  The Secretary of State will launch the four-month consultation process today at the Leeds Business Conference. Plans for the consultation include: a wider hard copy mail-out of the full consultation (up to 5000 copies); a leaflet for mailing to businesses through trade associations, and to local authorities, etc. (Print-run in the hundreds of thousands.); targeted hard copies of the full consultation sent to up to 500 individual tourism businesses across the UK, identified by trade associations; a dedicated webpage on the DCMS website with full facilities for electronic responses; and promotion through the use of existing national and regional tourism events over the summer and autumn. KEY QUESTIONS::  KEY QUESTIONS: Getting tourism’s Games structures right: 1. DCMS considers that the position of tourism in the wider 2012 organisational structures is sufficient to ensure that its interests are fully represented and acted upon. Do respondents agree? 2. How appropriate are the examples of previous Games to the new operational structures needed to co-ordinate the tourism preparations for 2012 at national, regional, and local levels? 3. Are new operational arrangements, for instance a new, joint unit, needed to co-ordinate the Games marketing and other activities of VisitBritain, Visit London, LOCOG and other relevant organisations? If so, what form should these take? Positioning the UK as a truly world class destination:  Positioning the UK as a truly world class destination 1. What new marketing approaches are needed in the run-up to the 2012 Games? (Responses from organisations which are in a position to work with VisitBritain, Visit London, and other marketing bodies would be particularly appreciated)? 2. How can the 2012 Games contribute to the further development of London’s key gateway role? 3. How can the London, England, and UK tourism industries increase levels of tourism during the Games themselves? Is this a reasonable challenge? 4. Aside from EnglandNet, how should new communications technologies contribute to the marketing of London, the English regions, and the UK in the context of the 2012 Games? 5. How can the Games be used to increase business tourism in the UK: Should a joint VisitBritain/Visit London Olympic Business Tourism Unit be established, or are the present structures sufficient? And how relevant is the International Conference Centre proposal to increasing business tourism in the UK? Improving the quality of our welcome :  Improving the quality of our welcome 1. Should a UK–wide percentage target be adopted for disability access, covering the whole accommodation sector rather than just the National Accessible Scheme? 2. Should any or all of the following be made conditions of participation in the accommodation quality schemes: clear signposting of available accessible facilities? the reservation of accessible rooms? independent audits of accessible facilities? Are the suggested Britain and England targets for accommodation quality scheme participation reasonable and achievable? 4. What additional practical incentives for quality scheme participation are possible? Cont…:  Cont… 5. Are separate targets for quality scheme participation needed for London? If so, what would be reasonable targets for 2008, 2012 and 2016? And is there scope for London-specific incentives to participation? 6. What are the possibilities for Games-themed workforce skills projects and initiatives – including effective links with the London 2012 Pre-Volunteering Programme? What could best be done to improve the London/England/UK welcome in areas not covered by the grading schemes or workforce skills improvements, or in addressing disability? What steps could be taken to improve the welcome for international and/or domestic visitors using the UK’s transport network, in the context of tourism’s preparations for the Games and/or the full exploitation of the legacy? Making The Links:  Making The Links 1. Do respondents have further proposals for cross–sectoral Games-related events and activities over 2008-12 which would add significantly to the appeal of the UK as a tourist destination, or to the growth of the domestic tourism market? 2. Is there significant scope for further cross-marketing work between tourism, the BBC, and other broadcasters? Ambitious and stretching targets:  Ambitious and stretching targets 1. What form should any new strategic growth target take? Should it cover the industry’s percentage rate of growth, rather than turnover? And should it run to 2012, or to a later date? 2. Should any new growth target be reset in the light of changes in the accuracy of data on the domestic market, and TSA methodology – even if this results in an apparently lower target to 2010? 3. Should new and separate targets be adopted for inbound and domestic tourism, and for productivity growth? And are such targets likely to enjoy popular understanding and support? END:  END

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