IATO

INDIAN ASSOCIATION OF TOUR OPERATORS

PROFILE
National body of the tourism industry. It has over 1100 members covering all segments of Tourism Industry.

Built Heritage - Sectoral Importance

Attractions are at the heart of tourism 2004 41.4m visits to attractions 2004 21.6m were visits to built heritage properties 2004 50%+ of visitor paid and free admission was to built heritage

Built Heritage Sectoral Importance

Recorded visits do not include visits to non-staffed, free heritage sites, trails etc Thus significance is even greater than records suggest Iconic significance evident in marketing and advertising imagery of UK

Natural Heritage - sectoral significance

Visitor Attitude Survey 2004 4 of 5 Top Attributes associated with UK are environment focussed Scenery, Nature, Wildlife, Wilderness 95% would recommend Scotland as a wildlife destination following visit

Natural and Built Heritage sectoral significance

Much more difficult to estimate use and visitation Value is huge in terms of iconic and marketing significance Antidote to stress / escape / relax

Operation and Management of these vital visitor resources

Natural Heritage Organisations National Park Authorities Local Authorities National Trust British Waterways Historic Scotland, English Heritage etc etc etc

THE TRADING ENVIRONMENT

Foot and Mouth/war/terrorism Strength of Sterling/EURO Cost of Fuel Limited resources (finance, people, knowledge, skills) Visitor Sophistication Nature and Extent of Competition The leisure Pound/Euro/Dollar

THE COMPETITIVE ENVIRONMENT

Leisure Consumer Competition any other expenditure possibility for the leisure Retail and Retail Malls as leisure destinations 24 hour opening, free car park, branded food and beverage, entertainment and activities, crche and cinema, child focus

WHAT KIND OF BUSINESS ARE YOU IN?

Conservation Science Education Preservation Heritage Visitor Attraction Leisure Entertainment

TOURIST BEHAVIOUR AT UK ATTRACTIONS

Aspects of Operation
Attraction Retail Catering Other TOTAL

Dwell Time
53 minutes 9 minutes 11 minutes 6 minutes 79 minutes

THE CUSTOMER
Everyone is a customer for every element of a property Service to the customer is the imperative that drives the organisation Differentiate the offer Offer a distinctive experience, service and product

Responding to a competitive environment

Four Case Studies of Heritage Operations responding to competition and increasing market share Harewood House, Near Leeds The Judges Lodging, Powys Perthshire Archaeology Week 2003 Chatsworth House and Gardens, Derbyshire

Harewood House
One of the UKs most innovative meeting, fair, sales and exhibition venues Grounds that are maximised for rental, visitation, expenditure and profitability Thomas the Tank - most profitable single event weekend Annual venue for UK Caravan Club Exhibition

Harewood Innovations
Art at Harewood Cookery Schools and Festivals of Food and Drink Christmas Craft Fair , Dinners and events at Harewood Harewood Proms Upstairs and Downstairs

The Judges Lodging, Powys

Animation of a minor heritage property in a marginal tourism destination Development of a range of narrative interpretation, exhibitions, dynamic exhibitions Diversity of experience Winner Interpret Britain and Local Museum of the Year

The Judges Lodging, Powys

Wander through, sit in chairs, history you can touch, history in your hands, Below stairs, the cells, voices from the past, The law and its guests, tragic tales, Winter events: Halloween, Ghost Tours, Memory Cells, Victorian Christmas, Winter indulgence dinners

Perthshire Archaeological Week

Animation of archaeology sites Week long programme of events Building on huge media interest 1000 additional visitors Significant local usage and discovery of richness of sites, content and heritage Economic Impact 93,786

Perthshire Archaeological Week

Utilisation of curators, education officers and interpretation staff to animate properties Adding value, creating an experience Delivering passion and passing on enthusiasm Delivering real economic impact

Chatsworth
Chatsworth Retail and Catering - Sales 8.5million per annum Chatsworth Christmas - extended operation performance by 3m Chatsworth branding potential just beginning to be recognised Much more than heritage, landscape and gardens

Chatsworth
620,000 visitors to house, garden, farmyard, playground (March - Dec) 20,000 visitors to events 500,000 visitors to Park and Woods How is the spirit of the place communicated ? How to integrate the history, future and current visitor experience.

Chatsworth
Dont touch, dont run, dont eat, dont shout, dont walk, dont come 3 or 4 generations of local visitors have memories of paddling in the cascade Farmyard and Adventure Playground account for one third of paying visitors Interpretation, communication, entertainment and education

Chatsworth
Behind the scenes in the house and garden, led by members of staff explaining their own work Ill never complain about paying to look around a house again Chatsworth - a perfect mix of high culture and tasteful populism

The Eden Project

At the Eden Project, a horticulturists reputation is damaged if the catering is poor. - Tim Smit