Wye Valley and Forest of Dean Tourism Forum 2016

Big screen – Big adventure

Ian OfficerChairman

Wye Valley and Forest of Dean Tourism Association

Welcome

Second annual tourism forum Focusing on our Big Screen – Big Adventure Looking back, looking forward and learning about new

opportunities

Setting the scene

The Forest of Dean welcomes over 2.5 million day visitors a year 266,300 staying visitor trips (equating to 946,000 visitor nights) Total visitor related spend of £134,831,000 An estimated actual employment of 3,139 8% of a proportion of all employment

About the Association

The Association delivers four key functions:

To represent the local tourism industry at local and national level To promote and raise the profile of Wye Valley and Forest of

Dean To support members to improve and market their businesses To enable member businesses to work together

Our focusPartnership

•Develop effective partnerships with key stakeholders and external funders – obtain external funding for investment in activities

•Ensure the WVFOD partnership is represented at the highest level

•Develop and implement a DMP for the area, working with partners

Profile

•Maintain and develop the profile of the WVFOD with local business groups and local media

•Review and report statistics and outputs/outcomes

Membership

•Maintain and increase members and financial support from external businesses

•Ensure members are prioritised in all activities and communicated with effectively

•Develop key account focus for high profile members

•Improve quality of members offer

Marketing

•Develop on-line and off-line marketing activity to increase visitors and spend to the local area

•Focus on key themes – Heritage/Culture, Food/Drink, Nature/outdoors, Attractions/Activities

•Increase press/PR activities

•Develop opportunities for members to support activities (such as group marketing)

Our foundations

A dedicated Destination Management Plan with short, medium and long term aspirations for destination development.

Operational plans Key indicators of impact across the board Effective partnerships with key stakeholders and external

funders. External funding for investment in new developments and

activities.

In 2015 we focused on … developing the tourism offer

Improved member communication Focused networking events and speakers Development and training opportunities Ensure members are prioritised in all activities Develop opportunities (group marketing, food and drink, film tourism) Continue to build on team #DeanWye.

In 2015 we focused on … developing the tourism offer

New members, restaurants, activities and new products Training over 100 members on social media activity and World Host Members making connections and developing products Members meetings and events

In 2015 we focused on … Understanding the issues

Developed a destination management plan focusing on:

Better connectivity, better communications Road/rail improvements Partnership working Focused investment Exceptional quality of place Skills and welcome in the sector and a passion for the

industry Clear data, intelligence and forecasting

In 2015 we focused on … our strategic alliances

Destination Management Organisation - Key strategic partners Forest of Dean District Council Monmouthshire Council Forestry Commission AONB Hartpury College Gloucestershire LEP Gloucestershire College

For 2016 strategically, we will …

Work with our strategic partners and members Focus on what matters Measure our impact

The Forest Awakens

Maureen McAllisterExecutive Director

Wye Valley and Forest of Dean Tourism Association

A whistle stop tour of what we do …

Destination Marketing Website Publications Social media and digital activity Press and PR Training and business development Networking and business to business communications Representation, updates and information Partnership development and strategic alliances

Destination marketing

Focus on key themes:

Heritage and Culture – our story Food, Drink, local produce and local artisans – our authenticity Nature and outdoors – our fresh air and freedom Attractions and activities – our fun and games

On-line and off-line marketing activity to increase visitors and spend to the local area.

Website

The website is performing well with on average 69% new visitors and 31% returning visitors to the site

500k annually

An average 2 months sees 101,430 uniquevisitors, viewing 592,773 pages (4.34 pages per visit)

Site duration has increased further to an average of 3.32 mins

We’re developing our online presence

Mobile friendly site Improved copy, design and imagery Better booking options Scoping third party on-line promotion Foreign languages for key pages

Publications

Visitor guide Eating out and attractions guide Maps and walks guides Distribution

2015 big wins … social media

Twitter @DeanWye (5,551 followers)

#DeanWye (current reach of 251,427 for last month)

Facebook (3,244 likes)

Pinterest (225 followers)

Instagram (370 followers)

Blog has an increased readership Consumer newsletter reaches over 35,000 people / 107,117

opens

2015 big wins … Film and TV

2015 big wins … Press and PR

National and regional coverage – press releases and photo opportunities

Press trips and liaison with key media partners Local media (tourism specific and importance of tourism) Estimate reach (June 2015 – March 2016) 3,288,518,708 An advertising value of £1,895,748 (print only)

We’ve developed great stories

Our top tens Our hero images Our experiences | Your experiences Our scoops!

2015 big wins … Press and PR

2015 big wins … Press and PR

2015 big wins … Press and PR

2015 big wins … Press and PR

2015 big wins … never missing a trick!

2015 big wins … never missing a trick!Home of sport – BRONZE MEDAL

2015 big wins … never missing a trick!Rugby World Cup

2015 big wins … never missing a trick!#UnexpectedGB

2015 big wins … never missing a trick!StarWars

2015 big wins … never missing a trick!StarWars

2015 big wins … never missing a trick!StarWars

2015 big wins … never missing a trick!StarWars

2015 big wins … maximised partnerships

South West Tourism Growth Fund Cotswolds DMO Forest of Dean District Council Coleford Town Council

2015 big wins … maximised partnerships

South West Tourism Growth Fund

2015 big wins … maximised partnerships

South West Tourism Growth Fund

2016 – looking forward into a galaxy far, far away

PR, PR, PR – focus on our key stories, raise our profile Digital and on-line activity Partnership working Increase membership and member support Develop strategic partners and funding opportunities

Continue to put the Forest of Dean and Wye Valley firmly on the map!

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