The Policy recognises that England must broaden its “offer” so that other parts of the country can match London’s excellent performance as an international “attract brand destination”.  VE, through its destination management practices and through its Pathfinder Destinations will seek to ensure continued improvement of the visitor product throughout England, and to work closely with London in ensuring that its full gateway function is realised. 

The Policy is explicit in saying that “the Government will work in partnership with the industry to drive up productivity in our visitor economy, so Britain remains an internationally competitive and attractive destination for both foreign and domestic travellers to visit in future”.  VisitEngland welcomes this move.  Marketing of England will be key to VisitEngland’s organisation in future and to this effect the team have lead on the development of a new All-England Marketing Strategy which seeks to deliver a step-change in consumers’ attitudes and propensity to holidaying in England.  That said, continual improvement of the product in a hugely competitive world is vital.  Measures to look at include management and leadership skills, to explore all-weather products, to look at developing rural opportunities for the growth of tourism and to research “and identify shortfalls in our visitor economy” are all highlighted in the Policy and will drive this improvement work.  VE’s England Brand Tracker will provide increasingly useful information to inform product development and the Rural and Seaside Action Plans (to be published in June) have been developed to drive improvement in these core areas of the English holiday experience.