Latest news

Sussex Wine Tourism Hub Feasibility Study

Sussex Modern, the wine tourism development agency for Sussex, is investigating the development of a hub or visitor centre and commissioned TEAM to provide a high level feasibility study for a potential visitor centre.

Wine centres can be categorised into three main groups (albeit these may overlap slightly): Museums / visitor attractions; Centres that are vineyard-specific / private; and Information / orientation centres.  The work outlined case studies of a number of existing wine centres around the world of differing types, scales, and operating models, as well as the core conclusions arising from these.

TEAM also consulted with Sussex’s vineyards to gather their views in terms of what they need or want from a potential hub.

Project completed in January 2023.

Destination Management Plan (DMP) Refresh for Lincolnshire Wolds

As a relatively ‘new’ destination, the Lincolnshire Wolds has the opportunity to pursue a more genuinely sustainable management approach than established areas. Whilst both the existing DMP and the research that underpins it underline the work that is required to build awareness of the destination, a strong start has been made with high quality online marketing tools and stakeholder support from both public and private sectors.

Given the transformational impact of the Covid-19 pandemic on leisure and tourism behaviours, Visit Lincoln and its partners commissioned TEAM to review and refresh their DMP in light of current trends. The work involved: Strategic, Research, Product and Media Review; Consultation and Stakeholder Engagement; Client Group Workshop; Presentation to stakeholders followed by wider consultation to feed into the production of the final DMP.

(Project completed in  February 2023)

Marketing Growth Strategy – Lancashire Visitor Growth Strategy – Marketing Lancashire

Lancashire is a complex destination with different offers (including substantial rural areas and two AONBs) but no strong USPs. TEAM was commissioned to produce a focused strategy that could generate growth for the county (Sept 2019 – Feb 2020).

The work on the strategy included:

• A product audit that focused on the relative strengths and dimensions of Lancashire’s offer against a number of motivational themes, for example Family Fun, Active, Discovery;
• A segmentation and baseline analysis;
• Stakeholder consultation including workshops around the county;
• Site visits;
• A SWOT analysis;
• Steering group workshops;
• Developing aspiration growth targets for the county.

The strategy identified two primary experience themes – Wellness and Discovery, and Fun and Entertainment. Underpinning this was the concept of SMART Tourism which bases tourism development and management on five cross-cutting pillars: innovation, technology, sustainability, accessibility and governance. Specific project areas were identified within each of three strategic priorities.

TEAM also worked with Marketing Lancashire on providing plans that have been revised for post-Covid delivery and integrate Tourism, Culture and Place.

(Project completed in October 2022)

Wrexham Destination Management Plan (DMP)

Wrexham County has been proactively developing its visitor economy for the last decade with numerous successes. In March 2022, Wrexham County Borough Council contracted TEAM to build on these (particularly the WHS and the emergence of Wrexham as a cultural hub) but also to provide a framework to address future challenges and opportunities – e.g.  post-Covid recovery, the City of Culture shortlisting and bid opportunity, Levelling Up, sustainable development, continued development of destination profile, and visitor dwell time and spend.

TEAM’s approach to producing the DMP for Wrexham consisted of: Destination review; Consultation with stakeholders; Primary research; Situation and Options Report; Workshop to discuss ideas, options and priorities for the future to feed into the production of the DMP itself.

(Project completed in November 2022)

Cairngorms National Park Market Research

Cairngorms National Park Authority (CPNA) and its partners commissioned TEAM to carry out market research to guide decisions on how the destination could be most effectively positioned around the themes of sustainability and winter tourism beyond snow sports.

The research consisted of four key elements:

• A review of existing data held by CNPA and its partners;
• Analysis of relevant national and international data;
• Identification of best practices in competitor destinations in relation to sustainability and winter tourism; and
• Focused primary research to ‘stress test’ and augment the findings of the above work.

TEAM produced an Advisory Report setting out the key findings of the research and identifying the key target audience for the Cairngorms winter and sustainability messaging. It then goes on to recommend a positioning and messaging strategy for winter tourism and the key messages that the destination can use to communicate its sustainability initiatives.

(Project completed in July 2022)

Wildfowl & Wetlands Trust (WWT) Visitor Marketing Review

In January 2022, WWT commissioned TEAM to carry out a thorough review of its approach to visitor marketing, with the dual objectives of increasing the number and value of its visitors from 2022 onwards, particularly during quieter periods of the year. The brief was focused on producing actionable recommendations which can be implemented practically by both the national and local visitor marketing teams.

The review comprised a number of key stages which were summarised in a Final Report: Situation Analysis; Audience Insights Research; Strategy and Positioning; and Recommendations for Implementation. The analysis and recommendations set out give a road map for marketing transformation.

(Project completed in July 2022)

Bed-stock Audit for the South of Scotland

At the end of 2021, TEAM was commissioned by South of Scotland Enterprise (SOSE) to produce a bed-stock accommodation audit for the South of Scotland (Scottish Borders and Dumfries and Galloway). The brief for the audit was to provide not only core factual details on sector, capacity, geography, facilities etc. but also richer content, including employment and Fair Work, Net Zero credentials and accessible tourism.

To achieve the objectives, TEAM sourced and aggregated the widest possible range of sources of accommodation data and listings and integrated them using both digital and manual de-duping. To obtain richer, qualitative information, TEAM also made enquiries direct to operators via a questionnaire, for a deeper dive on issues unavailable from accommodation databases.

The deliverables for the project focused on:

• Dynamic and intuitive displays of data, delivered as: Interactive online mapping of the database (which can be filtered and sorted by many factors and presented as individual heatmap HTML files, for use as a visual aid);
• Master database in Excel;
• Interactive dashboard (a visual display of the most important project information arranged on a user-friendly single screen); and
• A top line report explaining the methodology and high level results, graphics and insights with further commentary, tables and detail in appendices.

(Project completed in May 2022)

Business Events Ireland Roadmap for Recovery & Growth, 2022-2027

In October 2021, Fáilte Ireland contracted TEAM (as lead contractor) and its partners, Irish MICE consultancy SoolNua and British marketing and branding agency Kemosabe, to develop a roadmap to set out Fáilte Ireland’s ambition for Ireland as a leading business events destination by providing a recovery plan that combats the impact of COVID-19 and a growth plan that leverages the opportunity to “build back better”.

Our overall approach was the classical one: commencing with research and consultation, as the basis for development first of the overall strategy and then the action plans, all the time working in close liaison with Fáilte Ireland and partners, particularly in shaping and funding the action proposals.

The Roadmap delivered consisted of three core components: the Strategic Outcomes, which represent what Fáilte Ireland (FI) want to achieve. Secondly a series of Pillars which represent what FI want to do – their action areas. Thirdly, underlying the Pillars, are the Foundation Principles. The analysis and recommendations were presented to Fáilte Ireland’s Business Tourism Recovery Taskforce and priorities determined in February 2022.  The final report was submitted to Fáilte Ireland in March 2022.  Adoption of the report by Fáilte Ireland and its parent government department is awaited.

(Project completed in March 2022)

‘Shape of Events’ Report – working together as a single united industry

TEAM was commissioned by the Business Visits & Events Partnership (BVEP) to prepare its ‘Shape of Events’ Report. Senior Associate, Richard Smith, authored the report with John Gallery, Chair of the BVEP’s Research Group.

The report, published on 6^th September, includes an overview of the current landscape, the impacts of the COVID-19 pandemic and insights into the road to recovery and building back better. The report, sponsored by brand communications agency davies tanner, was compiled using responses from over 300 professionals and organisations from across the UK events sector.

Read the press release here and download the report here.

6 September 2021

ETC releases a new report on ‘The Changing Tourism Environment and its Impact on the Work of National Tourism Organisations (NTOs)’

As a consequence of the Covid-19 pandemic, climate change and the challenges of ensuring sustainability, tourism globally is in a critical period of transition. Recognising this, the European Travel Commission (ETC) commissioned TEAM to prepare a comprehensive report about the impact of the changing tourism environment on the work of NTOs, past, present and future. The study investigates the ways in which European NTOs have been evolving over the past decade and provides forward-looking insights and recommendations for achieving sustainable tourism development. The report also reviews the effect of the COVID-19 pandemic on NTOs and identifies lessons from the crisis that will help to build future resilience for the tourism industry.

The report, prepared by TEAM Tourism Consulting, has been designed as a practical and easy-to-use resource for European National Tourism Organisations to:

1. Help them visualise the ways in which their future roles and responsibilities should transform
2. Propose innovative approaches that can improve their work efficiency and overall value
3. Propose new concepts for measuring the success of strategic and operational activity.

The project involved a substantial programme of research and consultation and starts by reviewing the evolution of European National Tourism Organisations (NTOs), together with changes in the tourism environment, during the period 2008-2021, at the European level and for five individual countries.

The report sets out ‘The ETC Vision for Europe’s NTOs’ and a set of Strategic Objectives relating to it. Each of the Strategic Objectives contributes to several of the UN Sustainable Development Goals.

In order to deliver these objectives, there are three Strategic Priorities for NTO Action and eight Critical Success Factors for NTOs. The Strategic Priorities are:

1. Ensuring tourism’s sustainability
2. Strengthened destination management (DM)
3. Digital transformation in the tourism sector.

And the Critical Success Factors for NTOs are:

• Strategic direction and leadership
• Effective partnership building
• Funding for transformation
• Real-time market insights
• Focused performance measurement
• Digital transformation education for NTO staff
• Crisis management/ communications readiness.

The Report reviews each of the Strategic Priorities and Critical Success Factors in turn and recommends potential areas for action by NTOs.  In each case, there are case studies of existing initiatives by NTOs in Europe and other parts of the world, demonstrating innovative approaches.

Please click here to read ETC press release for summary of key conclusions and here to access the full report.

26 July 2021

A national online distribution strategy for visitor experiences in the Republic of Ireland

During the summer of 2020, TEAM and CT Consults prepared a national online distribution strategy for visitor experiences (including tours, attractions and events) for Fáilte Ireland, the tourism development authority for the Republic of Ireland.  Based on a programme of research and consultation, the report set out an overall strategic approach, designed to “…enable consumers to discover and book Irish experiences through the channels that are most convenient for them and that offer them the best value — while helping the Irish experiences sector to operate more efficiently and to grow.”  It included a three-part action plan, focused initially on engagement, education and support for experience suppliers, with the objective of ensuring that every supplier has the booking and operational management solution that will best need their needs, enabling distribution through their own direct sales mechanisms and through the most cost-effective intermediary channels.

Later in 2020, Fáilte Ireland commissioned two pilot projects, one in Ireland’s Ancient East, the other in Ireland’s Hidden Heartlands, following which, it is rolling out a national programme called ‘Digital that Delivers’ during the second half of 2021.  Our partner, CT Consults, is one of three companies managing this large scale project, the aim of which is to ensure that the providers of visitor experiences in Ireland have the digital capabilities, skills and know-how to improve their booking revenues and operational efficiencies, their websites and their online marketing, to cross-sell with other attractions and to bolster Ireland’s online appeal to potential visitors.

6 July 2021

World Class Visitor Centre Case Studies

In October 2020, Visit Greenwich and the Old Royal Naval College Greenwich commissioned TEAM to prepare cases studies on world class visitor centres to inform and inspire the Greenwich tourism stakeholders in their desire to create an outstanding and innovative visitor centre which would tell the story of Greenwich in general and the old Royal Naval College in particular.

In an initial stage, a long list of potential case studies was compiled, subsequently scored against broad criteria of relevance to Visit Greenwich in a view to select a shortlist of centres.  Extensive desk research was carried out on the shortlisted centres and three case studies were chosen by the client for in-depth interview, in order to gain more detailed insights.

Generally, the key purpose of a visitor centre is a balance of three main elements:

• Visitor attraction, with interpretation
• Visitor information
• Destination orientation element, cross-selling the wider destination.

These core functions may be complemented by secondary activities, typically commercial or supporting the main centre functions – e.g. temporary exhibitions, events, venue hire, retail, café/restaurant etc.

The top six centres identified in our research for aspects of relevance to Visit Greenwich, including the main interpretation / storytelling techniques and the way they are used, were: La Cité du Vin (France), Roman Rimini Visitor Centre (Italy), Dublin Visitor Centre (Republic of Ireland), Pont du Gard WHS Centre (France), Bannockburn Visitor Centre and Battle Experience (Scotland), and Derry Visitor Information Centre (Northern Ireland).

We provided many pointers for Visit Greenwich’s strategic discussion about the evolution of its centre – primary purpose(s), audience, positioning, interpretation, commercial activity.

March 2021

Changing environment for NTOs

In October 2020, TEAM started work for the European Travel Commission on the preparation of a new Handbook on The Changing Tourism Environment and its Impact on the Work of National Tourism Organisations (NTOs). The overall objectives are:

• To illustrate how NTOs’ mandates and responsibilities, financing mechanisms and understanding of tourism success have evolved over the past decade.
• To examine how the changes in the tourism environment have impacted the work of NTOs.
• To provide strategic recommendations that will encourage and support NTOs in adopting strategies and activities for the sustainable development of tourism.

Key aspects of the changing environment impacting on NTO activities include: digital technologies and applications; the need for new business models;  NTOs involvement in destination management; and to play an active role in achieving the UN’s Sustainability Development Goals; Sustainability and the elimination of overtourism; and the impact of Covid-19 and potential future emergencies and disasters on tourism.

The work programme will involve desk research, gathering and analysis of NTO data, stakeholder interviews, input from a panel of expert strategic thinkers, case studies of good practice, vision and strategy development.  The final output will be a practical, easy-to-use handbook to help ETC’s NTO members to transform their future roles and responsibilities and to develop innovative approaches to improving their cost-effectiveness and defining “tourism success”.

8 February 2021

Revising the business model for a major visitor attraction

The significant impact of the Covid-19 pandemic on tourism and recreation is such that when travel resumes again tourism and hospitality operators will be operating in a very different environment.

Recognising this, one of TEAM’s clients in Northern Ireland, Mid and East Antrim Borough Council, recently asked TEAM to review and revise the business model for its main visitor attraction, The Gobbins, and assist the Council with setting out a new, more dynamic vision to ensure its future prosperity as a world-class, must-visit location.

Using directly relevant expertise in visitor attractions management, TEAM has produced a model that will identify the effect on business of three different scenarios relating to the impact of Covid-19 on tourism and recreational travel.  The main report was submitted for consideration by the end of June.

9 September 2020

Estimating the economic value of Tourist Information Centres in Ireland

With visitors to destinations being able to access a wide range of information through their smartphone, there has been increasing debate about the role and value of tourist information centres within destinations.  A key consideration in such debate is the economic benefit that derives from the operation of such centres.  It was in this context that, in February of this year, TEAM was asked by Fáilte Ireland (the tourism development authority for the Republic of Ireland) to provide a method for calculating the economic benefit.

There was not the time or funding to undertake primary research, so TEAM undertook a desk research exercise. It involved reviewing all readily available research that had been undertaken on TIC impacts – the most relevant of which were from England, Wales and Australia.  The outputs from these studies were used to develop a series of ratios that could be applied to TIC visitor data, in order to calculate impact.  On this basis, TEAM produced an interactive model that could be used to calculate the impact of each of Fáilte Ireland’s TICs according to its circumstances and visitors flows.  The work was completed within five weeks.

5 July 2020

New book: Tourism Routes and Trails

Tourism Routes and Trails is about tourism on the move, with journeys that extend over multiple sites, a territory or landscape. The three authors of the book David Ward-Perkins, Christina Beckmann and Jackie Ellis are all consultants or partners of TEAM. This book investigates why routes and trails are such powerful vectors of tourism, and how they impact tourism businesses, local populations and other stakeholders. It includes a rich selection of contemporary examples and cases, showing the reader best practice as well as illustrating challenges and risks.

19 February 2020

Arzamas-Diveevo tourism cluster

Arzamas-Diveevo tourism cluster, Nizhny Novgorod Oblast, in rural Russia, is famous for its religious heritage. Working with Strelka-KB, a Moscow-based urban design consultant, TEAM Associate David Ward-Perkins developed a tourism design and strategy to open up the small town of Arzamas and its surrounding villages, for cultural tourism.

19 February 2020

Pilot Destination Management Plans for Rhodes and Santorini

In April 2019, EBRD, with financial support from the EU, commissioned three tourism consultancies (TEAM, Toposophy and Yellow Railroad) to prepare Destination Management Plans (DMPs) for the islands of Rhodes and Santorini, together with a Guide to the Preparation of DMPs, to be used as the basis for tourism planning in other Greek destinations. The primary purpose of the project was to create a clear vision for sustainable tourism development and identify priorities for destination management in each island.  The EBRD specified that the plans should be designed to: Maximise destination performance (e.g. visitor spending, longevity of tourist season) and develop solutions to avoid or minimise negative impacts of tourism; Facilitate the development of experiences that meet visitor needs and expectations, reflect the destination vision and brand and facilitate the elements of a journey within a destination; and Engage local stakeholders and communities in shaping the future of their destination. The project concluded in January 2020.

January 2020

Snapshot of TEAM’s activities in 2018/19

2018 was a most interesting and busy year for TEAM Tourism Consulting, both in the UK and further afield (particularly in Ireland and the Middle East); and the first quarter of 2019 was equally so. TEAM’s expertise and experience in the areas of the development of Visitor Experience Development Plans; travel trade; tourism strategy and heritage tourism has been particularly in demand.

In England, TEAM was pleased to assist in Discover England Fund related projects, including the second stage of travel trade research for VisitEngland involving concepts testing for fourteen DEF products among a sample of international tour operators and UK based DMCs.  TEAM also worked on Product Audit for England’s World Heritage Sites for Cumbria Tourism, the ‘North of England Cities Experience’s DEF Project (covering the cities of Manchester, Liverpool, Leeds, Hull and Newcastle Gateshead) for Liverpool Vision; ‘US Connections’ Research for Destination Plymouth and partners;  and product research and concept testing in the US market for England’s ‘GREAT South West Peninsula’. Now, in April 2019, TEAM is about to embark on a travel trade evaluation for the ‘Uncover the Cotswolds’ project.

TEAM also prepared some luxury tourism case studies for VisitBritain, a review of the VisitEngland Awards for Excellence Programme (with Live Tourism) and was commissioned by the West Midlands Growth Company to help with the development of their 10-year tourism strategy for the West Midlands to 2029.

In Scotland, TEAM was selected by VisitScotland and Scottish Enterprise to produce a market assessment for the South of Scotland tourism experience.

In Northern Ireland, our associates have been busy on a variety of projects, from visitor information provision review for Mid and East Antrim Borough Council and in the Newry Mourne and Down District Council (started in 2019), to the preparation and presentation of a Northern Ireland ‘proposition of scale’ workshop and outline narrative and a review of Tourism Northern Ireland Research programme (started in 2019) for Tourism Northern Ireland . TEAM has also just started working on a feasibility study for the creation of a long-distance heritage/pilgrimage trail in Northern Ireland.

IN THE REPUBLIC IRELAND, TEAM has continued its collaboration with Fáilte Ireland, focusing on developing visitor experience development plans for various areas along the Wild Atlantic Way – Connemara/The Burren; Three Heads; Malin Head and Inishowen Peninsula; Haven Coast and Clew Bay. Also for Fáilte Ireland, TEAM worked on the development of tourism concepts on the theme of Viking heritage in South East Ireland (followed up by market validation research) as well as on scoping solutions for national distribution strategy for visitor experiences. In addition, TEAM is also working for Clare County Council on a major programme of work to develop an innovative Tourism Strategy.

IN OTHER PARTS OF EUROPE, TEAM partnered with VVA for a study on Passion Communities for the European Travel Commission. In France, TEAM and ID-Tourisme are working on an ecotourism project for the region of Sud Provence-Alpes-Côte d’Azur.

IN THE MIDDLE EAST – In Oman, TEAM partnered with MAZARS to deliver a Marketing Plan and Tourism Facilities Audit for the Oman’s participation at Expo 2020 for Oman Ministry of Commerce and Industry.  TEAM (in partnership with THR) was also selected by Muscat National Development & Investment Company (ASAAS) to produce a Tourism Development Master Plan for the Governorate of Musandam.  In the Kingdom of Saudi Arabia, TEAM prepared a Visitor Experience Development Framework for the Provinces of Al Jouf and Hail, following which we participated in a major workshop for the Saudi Experience Development Programme, for the Saudi Commission for Tourism & National Heritage.

IN CANADA, TEAM worked on a product Development Strategy for Tourism Saskatchewan, along with the Canada Tourism Planning Group.

Northern Ireland’s food hub

Northern Ireland is positioning itself as a major food destination, and Strangford Lough is seen as a potentially major food hub. The Borough of Ards and North Down is investing in farm-to-fork initiatives and promotion of its exceptional seafood, working with both producers and retailers, and has engaged Place Solutions, partnering with TEAM, to help develop a leading food and drink strategy and offer.

Abu Dhabi’s leisure tourism ambitions

Abu Dhabi is emerging as a major leisure tourism brand, with its Yas Marina Formula 1 circuit, attractions such as Ferrari World and, soon, a Warner Bros. theme park – all in one place. Miral Asset Management, responsible for Yas Island as a visitor destination, commissioned TEAM to help take its visitor services to a world-class level, in line with their 2021 Vision.

The Western Silk Road

Review of the current tour guiding industry in Northern Ireland

Delivering a visitor economy product development programme for coastal West Sussex

Destination benchmarking