After 3 years as Chief Executive of Bath Tourism Plus (BTP), this is my final week before I up sticks to Manchester to start a new role as Director of Tourism. As I close the door on my Georgian era, I have been asked by many to reflect on my achievements.
Now, if you know me, you will know that I don't really crow, much preferring to 'get on with the job' and leaving others to take their own views on my actions. But, as I am getting older, I thought that it might be a good idea to note some highlights, before I forget them! So, looking back, here are some things that spring to mind:
BTP now has an established track record of delivering
considered, high profile marketing and PR campaigns that deliver significant
results (our RGF funded activity alone has to date generated £43.3million of incremental business in the area); we have forged strong
partnerships with B&NES, Bristol Airport, First Great Western and many
private sector businesses (our membership has now topped over 510); both our
turnover and our commercial activities have increased; our Christmas Market
continues to be the UK’s favourite and is recognised for the significant
business that it drives into the area, whilst the Great Bath Feast which I established three years ago is already becoming a calendar favourite; and we continue to provide quality
visitor information in a wide range of formats – from our Visitor Information
Centre to our website and app.
Looking ahead, there are many great opportunities and some
challenges! I look forward to visiting the new Rec and seeing the new additions
to the city’s accommodation stock at The Gainsborough, Z Hotel and Apex Hotel.
It would also be good to see the transport strategy in action – with more of
the city centre becoming pedestrianised or shared space. Ongoing investment in
cultural events and the management of the World Heritage Site will continue to
deliver economic returns far beyond their costs. The challenges are really
about not being complacent – even in such a beautiful destination, competition
from other destinations (including Manchester!) is fierce.
And then there is the question of how to make Bath Tourism
Plus less reliant on public funding, even though we already generate 80% of our
own budget through membership and commercial activities. There are doubtless
some new activities that will contribute to this, but the question is best
answered by Bath’s tourism businesses – the beneficiaries of BTP’s activities –
and how much they value a dynamic, peer-leading destination marketing
organisation.
