Heritage Tourism in England's Northwest

Working with our research partners Bluegrass, we took a market-focused perspective to developing heritage tourism in the Northwest. We audited what is currently on offer and explored what motivates and inspires different types of visitors to visit heritage destinations, attractions and experiences.

Led by insights from focus group research we developed a set of recommendations around Marketing, Product Development and Place for the Heritage Tourism Steering Group (made up of NWDA, English Heritage National Trust, Heritage Lottery Fund and NW Tourist Boards). 2010.

SOUTHPORT BUSINESS TOURISM

Blue Sail helped the classic conference resort of Southport to take a fresh look at its approach to business tourism in the light of new investment in the product - from the multi million pound redevelopment of its convention centre to a clutch of smart new hotels.

We worked with Sefton Council and its private sector partners to develop a new Business Plan for business tourism - looking at market conditions, the resort's competitive position and target markets, as well as resources and organisation.

forest heath visitor economy framework

Forest Heath District Council commissioned us to develop a framework for the development of the visitor economy, engaging the private sector and voluntary sector in the process. The area is known as a world leader in horse racing at Newmarket but it has much else to offer in its history, market towns, heaths and forests. Our work focussed on:

- Product Innovation and Quality
- Marketing and Communications
- Business Support and Skills Development

And we emphasised the importance for a District Council of cross-authority with Cambridgeshire, Suffolk and the East of England.

Tourism Strategy for Cardiff

Cardiff Council commissioned Blue Sail to develop a new Tourism Strategy for the city. There has been tremendous progress in Cardiff's visitor offer, not least at Cardiff Bay, and the aim is to carry forward the momentum of development and to strengthen partnership working to provide a first class experience for all visitors.

In consultation with public and private sector interests Blue Sail looked at the key markets for Cardiff and at the experiences the city offers. We provided recommendations for further product development, for the public realm, infrastructure and transport and for visitor services and information. The Strategy is accompanied by a practical action plan.

Strategic Priorities for Portsmouth

We were commissioned to make topline recommendations for strategic priorities for tourism in the historic island city of Portsmouth - building on the work public and private sector partners had already done in agreeing their City Growth Strategy.

Our work included producing a summary of the main strategies, reports and groups that impact on Portsmouth's visitor economy.

Partnership and Strategy Development

We developed and ran a series of four Think Tanks for a consortium of Surrey local authorities - Elmbridge, Guildford, Mole Valley, Waverley and Woking - engaging their key internal and external stakeholders. We drew conclusions from the sessions about how they could work together to manage and strengthen the visitor economy.

For the local authorities, this project was about strengthening their partnership, agreeing a strong strategic direction, and some clear next steps. As well as achieving these aims, the four Think Tanks involved a total of nearly 60 public and private sector delegates in stimulating interactive sessions, engaging them in the process, benefiting from their valuable thinking and insights, and establishing consensus.

south east wales Tourism Strategy

We were commissioned by Capital Region Tourism to review and revise their Tourism Strategy for South East Wales, in the light of the new strategic environment, and product and market developments. Our challenge was to build on what was working well while identifying the priority focus for the regional agency and its partners over the next few years.

STRATEGY WORKSHOPS

We often run workshops to help clients agree a vision, sort out priorities, and put their strategies into action.

For example, we worked with senior people across three departments at the London Borough of Hackney to revisit their tourism strategy and bring it to life together - in one intensive day of interactive creative sessions and action planning. We brought together public and private sector decision makers in Basingstoke to take a fresh look at their Events Strategy and agree a way forward. And we worked with cultural leaders in Newcastle/Gateshead to create a vision for culture in the cities 10 years from now.