Grow your business in overseas markets through ‘Discover England’s Fund’ Waterway Network

About the Project

The Midlands is at the heart of England's waterway network. Our canals and waterways are remarkably different from routes found anywhere else in the world because of their age, design and natural linkages between countryside and urban destinations. Overseas visitors using the waterways get the opportunity to see our rich heritage (both pre- and post- Industrial Revolution) and experience English life on and around it.

Visit England want to use our unique waterways as a basis for developing and promoting short breaks and longer holidays for active and curious lovers of hidden and 'off the beaten track' England. These breaks will be characterised by walking, cycling, boating or staying by canals and rivers. They want visitors to experience life in the slow lane with time to live alongside English people as they visit pubs, take afternoon tea, do some shopping, delight in arts and culture or participate in unique and memorable experiences.

Visit England is keen to increase the knowledge of, and propensity to visit England's 'Heartland' through the travel trade supply chain. They are using this project to increase bookable, commissionable product along intuitive routes created by the waterways. The aim is to use distinctive and attractive itineraries to create unique, memorable English holidays which encourage repeat visits. Birmingham and East Midlands Airports are prime gateways for the area to attract international visitors.

The Research

Research by VisitBritain identified that international tour operators offer a cost-effective access and distribution route to customers all over the world and are looking for new bookable products and experiences to sell to their customers.

Target Audience

• 45-65 years old, German and Dutch visitors
• From regions with direct flights to BHX & EMA
• Repeat visitors keen to see more of England
• They love the outdoors and gentle adventure, are fond of England, enjoy a slower pace
• This offer is ideal for the FIT (Free Independent Traveller), couples or small groups of friends and family
• Their interest will be piqued through themed routes –all along, or alongside, waterways –Shakespeare's England, vibrant city culture, castles and stately homes, canals and industrial heritage, Ironbridge Gorge World Heritage Site

The Project

60 businesses (limited to this number) have the opportunity to participate in this new International Tourism Market programme, initially targeting German and Dutch visitors who love England. Participants will acquire the skills to work with tour operators and to package product or services to entice overseas visitors to our (internationally) less well-known region. Through a series of workshops and one to one support with the selected businesses, there will be an opportunity to create new itineraries featuring accommodation, activities and experiences for German and Dutch visitors. The bookable products and experiences created will be made 'travel trade ready' and then taken direct to selected tour operators and travel agents to sell to their customers.

The Benefits

A targeted marketing campaign:

• Creative concept developed to offer identity to the project and the region
• Brochure - distributed at travel trade shows with project and product information
• Project merchandise distributed at trade shows - to offer inspiration to the trade
• Website - portal for project partners and trade to access information and supportive tools
• In-market PR - targeting both trade and target market
• Media - targeting both trade and target market - Including educational visits – inviting trade operators to the area to experience a couple of itineraries
• Press visits – journalist trips to write up offer
• Travel Trade shows - opportunity to meet with key operators to discuss and develop the products as project offer, Key ones:
  • ITB (Berlin)
  • Vakantiebeurs (Utrecht)
  • VIBE - exposure to all Visit Britain in-country heads of PR and Heads of Marketing
• Discover the Heart of England – two day event invitation through UK Inbound - UK-based trade operators who arrange inbound visits coming to the region, experiencing fam trips and exhibition format to meet trade partners who have come through the project,

Get involved

If you are ready to grow your business in overseas markets, please get in touch and register your interest through a short qualifying questionnaire.

Criteria

The programme is supported and funded by Discover England and is available to tourism businesses across the Midlands region located within 1 mile of the canals. There is a nominal charge of £25 per business to demonstrate commitment to the project and meet private sector match funding requirements.

What has been achieved so far

The project aims to work with businesses to develop itineraries and experiences. To give you an idea of what has been achieved by businesses in Warwickshire, ideas emerging include:

• Bikes, Boats and Fast Cars – Cycle ride, cruise and meal in waterside pub plus Coventry Transport Museum visit
• Gin Cruise – local gin tasting cruise with dinner
• Kayak tour of Birmingham Canals with audio commentary
• Boat and Balti Experience with cookery class
• Victorian kitchen and gardening experience with afternoon tea at waterside visitor attraction

Leicester & Leicestershire

Themes for Leicester & Leicestershire to explore further could include the King Richard III Story, linking boats and our heritage railways (with dining experience on GCR), exploring a link between the waterways and the experiences and attractions around Market Harborough and Lutterworth, holidays with e-bikes along the tow path, links between the National Space Centre, Abbey Pumping Station and Belgrave Hall, gastronomic experiences etc.

If you have any questions about the project, please contact Sally Coleman, Strategic Tourism Manager in the first instance sally.coleman2@leicester.gov.uk or 0116 454 6161 after 23^rd October.

Project supported by Visit England and the West Midlands Growth Company

Image Source: (Valley Cruises, 2018)