Q: When is a strategy not a strategy? A: When the DCMS puts out its new Tourism Policy

Or: ‘How to make friends and state the bleeding obvious’

OK, so I have had more fun making up titles for this response to the Departure of Culture Media and Sport’s Tourism Policy (DCMS) than I fear I will have writing about it.  But it has been “out there” for a while now, so write about it I must.

It is long – too long to summarise here – and if you are interested you can read it all here (or for a short version, the DCMS press release here).

Perhaps I am naive, but if I see a document introduced by our PM with words ‘Policy’ written on it, I want to see some policy; not a rather obvious route map for some vague changes to our tourism future.

There are some (try finding them) bold statements, but, to be honest, these have been trailed for so long now that they don’t feel new. They include:

• Raising the proportion of domestic breaks from 20% to 26% (yes yes, you have been telling us that for months.  Plus, what tourism business or DMO would not like more domestic visits? It’s what the Government is DOING to help us do this that is the question?)
• Putting the power back into the hands of local providers and businesses (oooh ahh – that’s an exciting one.   Oh, no, wait!  Several DMOs are already there or are in midst of doing this..)
• Raising the UK “experience”.  OK – perhaps some issues to address there.  But again, a huge surprise to one and all?  Don’t think so.
• Making the most of the Royal Wedding, Olympics, World Cup events etc. Well, not to put to fine a point on it: Durrrrrrrr…
• Moving tourism outside London. Well, as a Devon resident, I have to say I agree with this, the call of the regions must be clearer and louder.  But, wait a minute; it costs a FORTUNE to take the train to get anywhere.  Joined up government thinking – I am not so sure.

I think you get the picture.  It is all a bit: “What I was told on my Summer Holidays by John Penrose”.

BUT (and this is an important but) the intent is there….

And, perhaps that is the most important point: The fact that the importance of domestic tourism to our economy is being heralded at the highest level is HUGE.    

The championing of an industry which not only brings in £££s, is a major employer but also is the root of so much of our national pride, is a good – make that GREAT – thing and one that perhaps in the spirit of the (gasp) ‘Big Society’ should be supported at every level.

I live on the front line of domestic tourism here in Devon, and without thinking TOO hard, I can see many opportunities for PR:

• Helping tourism businesses promote themselves nationally and internationally through integrated campaigns  – using social and traditional media
• Focusing on niche products and appealing to audiences not by location but by activity (opening new, international, communications channels)
• Considering how we talk about Devon and the SW, how it resonates and how we need to speak to audiences of all ages
• Looking to offer services to associated groups and giving the power of PR and branding to businesses which might not be able to afford it 
• Offering a bridge to national tourism services, such as Visit Britain, and making the most of nationwide campaigns

The Government’s Policy document is, if nothing else, a springboard (or kick up the backside if you will) for us to start SHOUTING about our tourism offering and recognising that we have something that is really worth sharing.