South West Tourism Growth Fund Travel Trade Fam Trips

In January 2016, VisitWiltshire appointed Purple Sunflower Limited to manage, coordinate VisitWiltshire logo and deliver a programme of international familiarisation visits under the South West Tourism Growth Fund (SWTGF) programme.

The expected outputs of the project were to:Delegate Booklet

  1. Develop a wider understanding of South West England and its offer to the travel trade – outside of the known ‘honey pot’ destinations
  2. Deliver a positive change in perception of South West England as a destination for travel trade focus
  3. Increase business for products and local industry
  4. Establish a long term partnership focus on the travel trade between South West England destinations and partners
  5. Develop long term relationships between industry suppliers and inbound/domestic travel trade
  6. Generate visits and £1.8m spend by 2018
  7. Increase the propensity of operators to sell South West England

Emma worked in conjunction with VisitWiltshire and the South West Tourism Travel Trade group to deliver 16 trade familiarisation trips from January – March 2016.

In response to the brief she:SW Welcome

  • Gathered travel trade requirements from VisitBritain offices/ in market
  • Worked with South West DMOs and key stakeholders to create suggested itineraries based on these preferences
  • Liaised with VisitWiltshire and the South West Trade team to ensure the fam programme maximised opportunities for geographical and product spread. Aligning visits with SWTGF themes wherever possible
  • Gained feedback from VisitBritain offices/in market representatives and amended itineraries accordingly before agreeing with all parties for final sign off
  • Worked with the support of South West DMOs to liaise with suppliers, negotiate value for money and secure involvement in the fam trips
  • Managed bookings for hotels, attractions, transport and tour guides
  • Gathered flight arrangements and delegate information from VisitBritain offices/third party organisations
  • Worked within the agreed budget, tracked spend and logged details for purchase orders. Regularly reporting to VisitWiltshire on financial mattersSW Map
  • Encouraged suppliers/DMOs to participate in the delivery of the fam trips and briefed accordingly
  • Created a staff information pack including the final itinerary, supplier contacts and delegate information as a briefing for tour group leaders/support staff
  • Worked with a designer to create a branded delegate welcome pack, including an introduction to the region, final itinerary and supplier directory
  • Acted as a point of contact during the fam trips via telephone and email
  • Ensured South West Tourism Travel Trade Group and VisitEngland had a delegate contact database for post trip follow up
  • Devised a fam trip product database that could be filtered for future reference

“Emma did a fantastic job managing a complex programme of 200 international tour operator visits to South West England in February and March 2016. Emma is extremely professional, super efficient, and a fabulous project manager. Highly recommended!”
David Andrews, Chief Executive, VisitWiltshire

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