Guide for Local Authorities
Supporting economic development and your local economy
The recession has brought the economic viability of our cities, towns, villages and rural communities high up the political agenda, both nationally and locally. Support of the tourism industry often viewed as a ‘nice to do’ by some authorities has been quickly identified as a sector that can rapidly bring economic stability and prosperity to an area. As well as the pure economic benefits, a quality tourism offer makes a significant contribution to the wider place shaping agenda helping to make residents as well a visitors feel positive about a locality, a key objective for Members as well as Council Officers. Through working in partnership with organisations such as Tourism South East limited public sector funding can bring maximum benefits for your investment in this vibrant, growing and increasingly important business sector.
Regeneration
Over the coming years the South East is set to benefit from several significant regeneration projects, contributing new jobs and infrastructure to local economies and helping towards place-shaping objectives. Tourism South East works to support this inward investment through development studies, input on planning applications, letters of support and guidance for partners.
Strategic guidance and representation
Tourism South East’s specialists can provide local authorities with expert strategic advice, input and statements of support for documents and toolkits to assist in the incorporation of tourism into frameworks such as Local Area Agreements and the new Comprehensive Area Assessments. Tourism South East provides the authoritative voice of the industry and makes representation to Government on behalf of stakeholders in the interests of tourism. Our senior management team and directorate regularly attend and support key local authority events and meetings where specialist industry representation is required.
Marketing and promotion
2010 has seen the launch of Tourism South East’s inspirational Beautiful South brand. This is the latest step towards our strategic goal of establishing a recognisable brand for the region. Local Authorities are welcome to use this brand thus contributing to its strength and recognition. Under the collective buying power of Tourism South East, the regions destinations can secure much greater added value to their own marketing budgets receiving up to 40% off the costs of major national and international marketing campaigns. The activities target consumer, group and travel trade markets including targeted promotions for festivals, museums and the build up to the 2012 Games.
Campaigns such as Family Fun delivered an additional visitor spend of £6.7 million, whilst Time for Us, aimed at couples aged between 30 and 60 years, returned £4.8 million additional visitor spend.
Data Management and Stewardship
Tourism South East is the lead partner for data stewardship in the region, responsible to VisitBritain for the quality of data being distributed via the National Tourism Open Platform (NTOP) formerly known as Englandnet. Tourism South East has a dedicated data management team that work with local data stewards to help maintain the data held within the regional DMS. For destinations that do not have their own Destination Management System Tourism South East will provide an efficient data steward service that will manage all quality assured accommodation providers, attraction and event records. The team will act as a key point of contact for VisitBritain and product providers to ensure the supply of comprehensive and accurate data to the NTOP.
Market intelligence and research services
Tourism South East’s acclaimed research department provides invaluable market intelligence to industry partners. Local authority partners can benefit from exclusive access to the latest research findings enabling you to stay abreast of industry developments and tourism trends and access our extensive research library for the background information you require. Our specialists offer free advice and can also deliver bespoke research services tailored to your requirements at special discounted rates.
Communications
Local authority partners are invited to benefit from Tourism South East’s professional PR skills and top-level media contacts as we communicate on your behalf. We take multi-media stories regionally, nationally and internationally and it’s all part of the service. Monthly electronic newsletters keep you informed of all industry issues and opportunities and provide a business to business communication channel for you to spread the word about key tourism stories from your area.
Training and skills development
Supporting more than 300,000 jobs in the South East tourism is a hugely significant sector for employment contributing to skills and social inclusion. Tourism South East’s diverse training programme has successfully increased the skills of over 15,000 people throughout the region. The central training team works closely with local authorities to deliver this training to businesses in your local area and gives partners priority opportunities for tailored joint training initiatives.
Business engagement and support
Professional support and advice is available to local authorities from Tourism South East’s wide range of specialist departments including; accessibility, quality and sustainability. Our specialist teams are complimentary to the objectives of local authorities and our support and advice is created in response to business demands at the local level. Working with our partners we have provided direct support to over 12,000 businesses.
Events
Tourism South East’s comprehensive events programme spans from the Annual Members’ Conference to regular local level networking receptions and partnership meetings.
Visitor Services
Tourist Information Centres play a vital role for visitors to the region’s towns and cities. Literally the local area’s shop window, the centres are an essential part of destination marketing and information distribution. Tourism South East’s Visitor Services team provides advice and support to the 73 Tourist Information Centres across the region. If required the team can also offer local authorities economies of scale and improved use of resource through the management and operation of Tourist Information Centres.
