To receive a verbal update on the above titled item by Julia White, Visitor Manager (RBWM).

Julia White, Visitor Manager outlined the presentation to the Forum. Members were informed that three task groups had been set up which included:

·         Marketing and product group ( Chaired by Anna Bishop, Ascot Racecourse)

·         Travel and Transport Task Group (Chaired by Ben Smith, RBWM)

·         People Task Group. (Chaired by Mandy Lane, LiveTourism)

Updates on marketing and products included details of longer stay messaging being incorporated into email signatures, automated responses and on partner websites. Reciprocal links between attraction partner websites had been provided to encourage longer stays in the borough. Following on from the success of “London’s Country Estate”, attraction partners had begun using this in their editorial, advertising and signage campaigns. It was highlighted that there was an opportunity to develop the business tourism product to incorporate attractions into residential conference programmes. MICE activity had been carried out which highlighted the attraction and leisure available on offer to help extend stays. Work was being carried out to develop the family product such as redesigning the Attractions Leaflet and developing a  family selfie trail.

The Travel and Transport task group had reviewed and rewritten travel information on the www.windsor.gov.uk website which had proved to be more helpful and had highlighted ease of travel by public transport in the borough. The Forum were informed that discussions with London Heathrow had taken place surrounding the reduction of car journeys between the borough and airport and that an on-demand bus service had been highlighted as a point of particular interest. There had also been discussions regarding bike hire schemes, joint up travel and transport communications across all channels and this included improved variable messaging, rail service improvements and the future of Crossrail.

Forum Members were told that the People Task Group with the help of Dr Karen Cripps at East Berkshire College had carried out research into industry perceptions of skills shortages and potential gaps in the RBWM tourism and hospital industry. Members were told that plans were underway to attract and retain young talent through apprenticeships and equipping young people with the necessary soft skills. It was also noted that an online destination training course was being developed and that this could be used as a bolt on for businesses when conducting their own induction training, however a sponsor was still needed for this piece of work.

At the conclusion of the presentation, Members discussed whether there were any plans to increase the number of digital screens around the borough and it was confirmed that there were 6 in the information centre area and 3 across the town with no future plans to increase the number. Members were keen to understand how RBWM tourism had been increased by the Royal Wedding and whether there had been any plans to sustain the increase. It was stated that there were financial challenges with budgets and that there was no extra funding available to carry out an economic impact assessment of the event  nor any specific marketing activity to capitalise on the increased tourism in the borough. Louisa Dean, Communications & Marketing Manager stated that tourism was now a part of the communications/marketing unit and had been supporting the Visit Windsor Team. Work had been carried out to captivate the new and different audiences and to keep engagement on all social media platforms. Members also highlighted, in regard to the skills research, that there were some notable gaps in skill sets across the borough and they welcomed the planned activity to promote more apprenticeships for the young people throughout the borough.