Tourism

Tourism

The Department for Culture Media and Sport (DCMS) estimates that the 2012 Olympic and Paralympic Games could generate an estimated £2.1 billion in additional tourism benefits for the UK through to 2017.

The Games provide the opportunity for the country to improve its visitor welcome and the quality of experiences that visitors receive.

In the Northwest, tourism is worth an estimated £14.3 billion annually, supporting 220,000 jobs and with an estimated GVA of £5.7 billion. The quality of the tourism offering is recognised at a national level – with the region producing seven finalists and three winners at the Enjoy England Awards for Excellence 2010.

The NWDA and the five sub-regional tourist boards, Cumbria Tourism, Lancashire and Blackpool Tourist Board, Visit Manchester, The Mersey Partnership, and Visit Chester and Cheshire, have identified the following objectives for securing maximum benefit from the legacy of 2012:

1. To bid for and win more major, high profile events 
2. To create bespoke travel packages for Games tourists based on Olympic football at Old Trafford, the ease of entry to the UK through Manchester Airport, the region’s assets, including the Lake District, and the strength of the business tourism offer
3. To increase the number of tourism businesses providing world-class standards of service and quality
4. To maximise supply chain opportunities, build skill levels and improve participation in quality standards

A number of activities are already underway to achieve these:

The NWDA has been supporting the tourism sector through innovative funding streams and leading the development of place-making and management.  You can read more in the Creating Great Destinations Guide’  available from www.nwtourism.net

The sub-regional tourist boards are working to improve skills training and the image of the sector, in line with the National Skills Strategy; and a number of ‘welcome’ schemes and local knowledge training courses have been running for customer facing staff, including staff from accommodation, attractions, shops and taxi drivers. Manchester Airport is on course to being recognised as an example of best practice in the industry, having completed a Ports of Entry Welcome Audit as part of the national Welcome to Britain initiative.

A £2.2 million regional business tourism project is underway to improve the value of conferences, exhibitions and events, and a regional 2012 tourism marketing plan has also been completed and is being developed into a wider tourism legacy plan, in readiness for the emerging Visit England 2012 action plan. 

Opportunities for tourism businesses

There are a number of opportunities for Northwest tourism businesses to get involved in activities being delivered by their tourist board. For more information on quality, skills and training initiatives, please contact your local tourist board 2012 representative:

• Cumbria Tourism: Andrea Runkee
• Lancashire and Blackpool Tourist Board: Steve Partington
• Visit Manchester: Steve Small
• The Mersey Partnership: Steve Fowler
• Visit Chester and Cheshire: Emma Clarke

You can also visit the Visit Britain Tourism 2012 Games website for more information about how the UK is getting ready to host the Games and how tourism businesses can benefit.

Case Studies