Niche Tourism as an Agent of
Growth
Phil Evans
Head of Strategy
VisitEngland
Niche Tourism as an agent of growth
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Tourism is growing everywhere…but so too are the options for visitors
Domestic mass market tourism can no longer offer a growth solution
The ‘typical’ domestic summer holiday has changed beyond recognition
The industry needs to adapt to ever-changing consumer behaviours
Opportunities to contribute to the national growth target
Tourism is growing everywhere?
…maybe not everywhere!
Londonunlimited ® PPD001
Londonunlimited ® PPD001
Londonunlimited ® PPD001
Londonunlimited ® PPD001
Londonunlimited ® PPD001
The Move from Mass Tourism
Accommodating new kinds of tourism
Londonunlimited ® PPD001
Londonunlimited ® PPD001
Changing Consumer Behaviours
Opportunities for Growth
There are many opportunities to move away from what
is commonly seen as mass tourism
Value for time
Developing new niche products:
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Food and Drink
Walking, Cycling and Activity Breaks
Nature Tourism
Re-focusing on traditional strengths
Industrial Heritage
Accessible Audiences
Arts, Crafts and Learning
Developing Local Identity
A destination doesn’t need to have a unique World Class Heritage
Site to develop its own identity- we are lucky in England to have
multiple options but the same rules can be applied almost anywhere
National Tourism Academy at Bournemouth
philip.evans@visitengland.org