Local or regional tourist boards — commonly known as destination marketing organizations (DMOs) — are valuable resources for travel advisors to help clients with travel planning.
To provide consistency for travelers, plus government support for destinations to improve their offerings and infrastructure, the U.K. is consolidating its vast DMO network under a new program that will create nationally accredited tourist boards known as Local Visitor Economy Partnerships (LVEPs).
“When a DMO is performing at its best, it’s not just doing marketing and promotion; it’s ensuring the destination remains sustainable, competitive and compelling,” said Nick de Bois, chairman for British Tourism Authority. “In England, however, our DMOs are not structured, funded or supported in a way that allows them to maximize their potential.”
At the time of publication, there were 26 recognized LVEPs under the new system's pilot program in England.
Credit: 2024 Visit Britain
According to de Bois, the current collection of DMOs in England makes up “a complicated patchwork quilt, with each DMO managed and led differently."
And that's where the new LVEP program that de Bois is spearheading comes in.
“There was an overriding call for a degree of coherence,” de Bois wrote in his review of England’s DMO system. “Everyone wanted a simplified structure with clear channels of communication between DMOs and national government; a clear definition as to what a DMO is and what it should do; and a common understanding of expectations, roles and priorities.”
There are currently 26 recognized LVEPs under the new system's pilot program in England, but the portfolio will ultimately encompass destinations across England, Scotland, Northern Ireland and Wales. Accredited LVEPs will benefit from resources and guidance provided by VisitBritain and VisitEngland in areas such as product distribution, business support, funding bids and marketing.
Destinations designated as LVEPs are poised to offer a seamless experience for travelers and travel advisors.
The LVEP program now includes destinations such as London & Partners, Cotswolds Plus, Visit Isle of Wight, Visit Worcestershire, Coventry & Warwickshire (representing Shakespeare’s England and Destination Coventry), South Yorkshire and West Yorkshire, according to Andrew Stokes, director of VisitEngland.
“This initiative, stemming from the U.K. government’s response to 'The de Bois Review,’ aims to streamline destination management by reducing the fragmentation and duplication in the current DMO landscape."
What Does This Mean for Travel Advisors?
The LVEP program is structured in three tiers: individually accredited LVEPs; Destination Development Partnerships (DDPs), or coalitions of several LVEPs; and destination organizations, which are current DMOs that will continue to operate but not be considered accredited LVEPs and, therefore, ineligible for government grants
“With national recognition and support from VisitBritain and VisitEngland, destinations designated as LVEPs are poised to offer a seamless experience for travelers and travel advisors,” said Stokes of VisitEngland. “The expert advice, tool kits and training programs will help LVEPs provide relevant information to tourists and travel advisors to ensure an enjoyable travel experience, positioning England as a compelling destination for international visitors in the years to come."
Although agents may not notice a significant difference in forward-facing contact with individual U.K. destinations — and many of the same people may still be the point of contact — the program's ultimate goal is to improve product offerings by allowing LVEPs to collaborate as DDPs, therefore taking advantage of additional resources. (For example, England’s current North East DDP pilot includes NewcastleGateshead Initiative, Visit County Durham and Visit Northumberland.)
“The integrated product offering is the prize,” de Bois of British Tourism Authority explains. “In the past, we've had people looking through the lens of a local authority rather than looking through the lens of the consumer or tour operator. Some of our best offers have come when people have collaborated and not sought to compete.”
So there will be less, de Bois says, but in this case, less means better and more.
