VisitEngland

VisitEngland, a new leadership and stakeholder board for England's tourism industry, launched in October 2007 

VisitEngland has been developed following two years of consultation with around 70 ‘Partners for England' representing the strength and depth of the nation's £70 billion visitor economy. Together with the board, they will ensure that the views of local and regional stakeholders are heard at a national level. The board has been drawn from the public and private sectors to unite an often fragmented industry so businesses benefit from improved profitability, quality and access to customers.

Hugh Taylor, VisitEngland Chairman, says: "In the past, England's visitor economy has suffered as different elements of the industry follow their own agenda, battling each other for international and domestic travellers. In facing the challenges of the summer, we have seen that by aligning strategies and uniting behind initiatives and activities, the whole can be greater than the sum of its parts.  For the first time, national and regional tourism bodies, local authorities and the private sector have agreed to work together through VisitEngland."

Under the aegis of national tourism agency VisitBritain, the VisitEngland board is responsible for:

• Consulting on, developing and delivering a strategy that supports English tourism
• Future planning, priority- and scenario-setting
• Coordinating, focussing and encouraging implementation at all levels
• Liaison with different elements of government for the benefit of England's tourism industry
• Undertaking actions that are important for the development of the English visitor economy 
• Ensuring alignment with regional and local marketing objectives and overseeing the Enjoy England marketing strategy
• Steering the improvement of tourism data, research and intelligence within England

Tourism Minister Margaret Hodge says: "With our heritage, culture and wealth of natural attractions, England has so much to offer visitors. We are fantastically successful at attracting people from around the globe, as well as tempting domestic tourists to enjoy the many great destinations on their doorstep.  As we prepare for the once-in-a-lifetime opportunity of the 2012 Games, it is particularly fitting that businessesare coming together to form VisitEngland. Working as one is sure to reap rewards, and help bring people back time and again."

VisitEngland has evolved from the successes of the England Marketing Advisory Board (EMAB), which since 2003 has - through Enjoy England campaigns - helped persuade 20% of the population to holiday at home. It also oversees the development of EnglandNet to extend the marketing reach of English tourism products through a national database and drive industry commitment to quality and ‘star-rating' schemes.

Tom Wright, Chief Executive of VisitBritain, responsible for Enjoy England marketing, says: "80% of tourists' spending comes from Britons' visits within their own country, but unprecedented growth in cheap flights overseas and a strong economy means that domestic tourism is facing increasing competition. Industry's support for a board will ensure that our marketing can be even more successful."

The Partners for England Forum will be launched in the new year to consider, debate, comment and influence England's tourism strategy. It will steer and act as an expert advisory panel for VisitEngland in delivering its leadership role, priorities are agreed,  issues understood and required actions undertaken.

Juliet Williams, Chairman of South West Regional Development Agency, adds: "Industry is united in addressing the challenges facing domestic tourism in England.  Members of the Partners for England Forum will meet twice a year and act as an expert advisory panel and encourage the tourism communities they represent to commit to national goals."