Tourism Development Plan the 2020 Vision for Tourism
TOURISM DEVELOPMENT PLAN
The 2020 Vision for Tourism
Working Smarter Towards a Sustainable Future
October 2005
CONTENTS
Executive Summary Introduction The Value of Tourism The Challenges for Tourism The 2020 Vision Strategic Hierarchy TDP Framework Key Customer Groups Destination Management Bedrock for Development J Skills and Training J Quality of the Natural and Built Environment J Transport Infrastructure Sector Specific Issues J Commercial Accommodation J Tourist Attractions J Eating Out J Arts and Entertainment J Festivals and Events J Outdoor Activities J Retail Green Tourism Plan Destination Marketing J Building a Compelling Brand J Improving level of Public/Private Sector Marketing Spend J Using Technology J Optimising Yield and Seasonality Working Smarter J Who are the Key Players ? J The Role of IW Tourist Board J Encouraging and Enabling New Development J Monitoring and Evaluation Appendices Contact
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EXECUTIVE SUMMARY
The impact of tourism on the Isle of Wight is extensive. The island’s economic, environmental and social well being is fundamentally influenced by the way in which the tourism industry operates. Tourism is worth over half a billion pounds to the islands economy. It currently generates £360 million of direct tourist expenditure, £25 million from visiting yachts and a further £150 million through the multiplier effect on suppliers and income induced spending. It also supports over 20% of jobs on the island. It is an industry with the capability to have long term sustainable growth and the value to the island by 2020 could increase by over 40% if it responds to the changing markets and customer needs. However, the future of tourism presents a number of challenges. Projections show that, over the next twenty years, tourism worldwide will grow both in terms of visitor numbers and revenue generation. During this period,
The 2020 Vision for Tourism
Working Smarter Towards a Sustainable Future
October 2005
CONTENTS
Executive Summary Introduction The Value of Tourism The Challenges for Tourism The 2020 Vision Strategic Hierarchy TDP Framework Key Customer Groups Destination Management Bedrock for Development J Skills and Training J Quality of the Natural and Built Environment J Transport Infrastructure Sector Specific Issues J Commercial Accommodation J Tourist Attractions J Eating Out J Arts and Entertainment J Festivals and Events J Outdoor Activities J Retail Green Tourism Plan Destination Marketing J Building a Compelling Brand J Improving level of Public/Private Sector Marketing Spend J Using Technology J Optimising Yield and Seasonality Working Smarter J Who are the Key Players ? J The Role of IW Tourist Board J Encouraging and Enabling New Development J Monitoring and Evaluation Appendices Contact
3 5 6 11 15 18 20 21 24
24 26 30 33 33 39 41 43 45 47 51 53 56 57 58 59 60 64 64 66 68 69
73
2
EXECUTIVE SUMMARY
The impact of tourism on the Isle of Wight is extensive. The island’s economic, environmental and social well being is fundamentally influenced by the way in which the tourism industry operates. Tourism is worth over half a billion pounds to the islands economy. It currently generates £360 million of direct tourist expenditure, £25 million from visiting yachts and a further £150 million through the multiplier effect on suppliers and income induced spending. It also supports over 20% of jobs on the island. It is an industry with the capability to have long term sustainable growth and the value to the island by 2020 could increase by over 40% if it responds to the changing markets and customer needs. However, the future of tourism presents a number of challenges. Projections show that, over the next twenty years, tourism worldwide will grow both in terms of visitor numbers and revenue generation. During this period,