New Government Policy Reaffirms Role of Technology and Partnership

The recent unveiling of the government's Tourism Policy has further reaffirmed the need for new types of tourism partnership and technology-led approaches to delivery.

Launched on 4 March by the Tourism Minister John Penrose, the new strategy calls for a reduction in government subsidy with the trade providing greater commercial steer and input. It advocates the emergence of public-private partnerships that enable micro-businesses to pay their way towards marketing activities and product development.

Our Affiliate Solution provides an ideal platform for this trade-led approach. By enabling providers to participate in marketing, bookability and e-shop schemes on a ‘pay as you go' basis, solutions can be largely funded through business participation. Our Managed Services option also enables activities such as data stewardship and membership sign up to be handled in a more cost effective and sustainable way through working with NVG as a commercial partner. Indeed we are already working with organisations such as the North East Hotels Association and Shakespeare Country to put these new groundbreaking models into practice.

The strategy also the emphasises the importance of growing the domestic ‘staycation', capitalising on major events such as the Royal Wedding and Olympics and moving towards independent and visitor-led quality initiatives. Destinations can leverage technology to realise many of these objectives, using bookability, ticketing, event information and visitor review capabilities that can work together to achieve maximum ‘realtime' impact. This is in addition to providing information about all weather attractions, better pricing information and ‘on the move' content through mobile technology - also endorsed by the new strategy.

Technology is one of the most effective ways destinations can enhance their performance and reach while simultaneously developing micro-commercial relationships with the trade - something that is absolutely at the heart of the new political tourism landscape. Call NVG today if you would like to find out more how we can help.