Our ThinkingNick Brooks-SykesNorthwest Regional Development Agency

Creating Great Destinations Visitor Economy Conference 2009

Nick Brooks-SykesDirector of Tourism

So what makes a place a destination?• Visitor attractions and hotels – of course

• But just as important…- Architecture, design, landscape, public realm- Good shops and shopping environment- Places to eat, drink and socialise- Events, festivals and activities- People, community and culture- Ease of getting around - The buzz of a place

• Great places to live make places that people want to visit

Evidence gathering and knowledge building• Who is visiting – where, why, when, how long, spending• Economic impact of the visitor economy • Pilot projects to test new approaches – destinations and

sectors• Rigorous evaluation

• Action which is Focused, Tailored, and Influential

A few key insights into our visitor economy• Contribution to the Northwest’s economy - £14.3 billion• Importance of day visitors - £9 billion• Importance of the visitor economy supply chain – £2 billion• Visitors are looking for a range of experiences during a trip – but ‘something for everyone’ doesn’t work• Importance of distinctiveness and authenticity• Importance of quality of public realm, built environment and ‘atmosphere’

What we are doing to support destination development• Investing in our 5 tourist boards • Investing in our regional attack brands • Investing in latest technology to provide excellent visitor information• Investment in specific sectors • Building partnerships• Investing in signature projects• Practical tools to help make better destinations• Interpretation and dissemination of our research• Celebration of the best

Making Great Destinations

• Destination development fit with place shaping agenda• A strong sense of the place• Understanding of what potential visitors are looking for• A clear vision for what development is appropriate - for

the place, its people and its potential visitors• Partnership and collaboration• Money, commitment and time

The Principles of Nurturing Distinctive Areas1. Focus on micro areas that have a distinctive character in terms of the nature

of the built environment and the experiences that cluster there.2. Establish an appropriate partnership vehicle in each micro area for

pushing through improvements.3. Be clear as to the type of experience that is being created and the type of

customer that is the primary target.4. Develop anchors that will attract the right type of person to each sub

destination.5. Be selective in accepting tenants, aiming for those that will enhance the

experience that is being created.6. Give each micro area a brand name and style.7. Invest in built realm that is consistent with the nature of the experience

that is being created and provides signals as to the type of area it is.8. Encourage a programme of events and festivals that is of a style and

nature that fits the vision for the area.