Refocus and reform VisitEngland to become an industry-led body charged with driving up productivity in our visitor economy.

VisitEngland welcomes the recommendations made in the policy for its own future.  In particular, the prospect of having the status of a national body to develop and promote English tourism in parallel with VisitScotland, Visit Wales and Northern Ireland.  VE is already refocusing into a small, “highly efficient, industry-led national body for English tourism”.  Working within its reduced four-year funding agreement, concentrating its efforts around marketing, industry advice and partnerships.  This will place it in a position to allow it to “act as the national body for English tourism firms and destinations” and to “act as a source of best practice” and ensure that DMOs have a preponderance of places on its Board.  In its position as the “tourism body of last resort” VE will establish a new Destinations Forum and a new industry experts group.  It welcomes the opportunity to offer advice “to local tourism bodies which are developing new projects to promote their destination” in partnership with local tourism businesses through the sharing of best practice and the provision of market information.

VisitEngland’s business model has been evolving over time to ensure a greater understanding of industry’s productivity challenges and to therefore better support the public and private sectors.  VE’s research programme has been developed to provide the most relevant insights and will continue to assist the industry in identifying, showcasing and communicating examples of best practice.

VisitEngland is already reviewing its approach within the context of a reduced CSR settlement (34% over four years) and against the backdrop of the changing tourism delivery landscape. The Policy recognises the importance of business tourism and VE will work with England’s major business tourism destinations to promote business tourism internationally and to implement the Business Tourism Action Plan. In support of domestic tourism VE will deliver innovative nationwide marketing campaigns in conjunction with the public and private sectors.  It will be the “brains trust” for tourism offering expert advice, data and brand analysis and an effective network for English tourism.