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Governments tourism chief comes to meet Lakes hoteliers

Richard Spencer - Monday, June 01, 2015

James Berresford, the CEO of Visit England (VE), the national Tourist Board for England, came to speak to the Lake District hoteliers recently on the challenges and opportunities facing his organisation over the next 5 years. These were seen as:

  • the decline of public funding for tourism - except in Scotland and Wales
  • new roles for both VE and Visit Britain
  • a new responsibility for VE to create memorable visitor experiences 
  • delivering a new £10 million national marketing campaign
  • ensuring visitors are attracted to and dispersed from London
  • gathering research and intelligence on tourism for the government
  • refresh the national tourism strategy 
Finally James took questions from members on a variety of topics that covered:
  • concerns around nuclear waste and wind turbines and their potential impact on the image of the lakes
  • HS2 might benefit London as much as the North
  • An absence of major events could constrain the growth of the lakes
  • the financially challenging environment of the future meant industry groupings or "clusters" would be required to fill the vacuum.
James concluded by showing the members some recent research that highlighted that the Lake District was the top destination in England for visitor satisfaction. You can see those slides here.   

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