Tourism Development Programme ‘Design for Tourism’ to Boost Online Success for Local Businesses & Improve Digital Tourism

Jan 2009

The local tourism industry gets the full digital treatment this month with the launch of the Design for Tourism programme which aims to provide tourism sectors and businesses with better online success, skills and exposure.

The launch of the new strategy which, it is hoped, will position local tourism at the very heart of the South West’s online agenda, marks both a critical contribution to the ambitions of the regional strategic framework, and the starting point for making the South West the best place for digital tourism and information.

Tourism businesses will be able to get exclusive access to sector specific design ideas, claim discounts, attend exclusive business related workshops, obtain free resources, get business advice and much more.

On the sustainability front, travel operators and tourism businesses that produce products in paper format can take advantage of digital magazine production, making information more environmentally friendly and expanding distribution on a global scale.

The workshops will be delivered in partnership with the Somerset Centre for Enterprise, Somerset College, and these business boosting workshops are aimed at helping businesses survive the economic downturn by attracting more customers online, and by showing them how they can promote and advance their businesses themselves, saving £100s and expanding their business knowledge at the same time.

Neil Higginson, Director of Enterprise, Somerset Centre for Enterprise, was pleased to offer businesses this unique opportunity to learn from professionals commenting “Many established firms are trying to build online capabilities and are asking some fundamental questions on the appropriateness of their business models and the performance of their websites in this collaborative, technological world. This raises challenges as to what can be done to increase their game, processes and knowledge needed for a successful online presence”.

The strategy divides the programme into 16 steps covering areas such as: web design, branding, promotion, marketing, search engine optimisation, media and creative thinking. It sets out a 'vision' for each area, and makes recommendations on how they can be delivered. It also links with the South West Tourism Towards 2015 strategies by encouraging tourism businesses to succeed online and the objectives of EUROPA Enterprise and the Information Society and European Commission Enterprise Industry and Tourism recommendations for digital content.

"This innovative programme shows how important it is for this region to have a strong online presence if it is to win more business but with so many websites not being effective enough, and the launch of new ways search engines like Google that will relay search results in 2009, we must act to ensure the region's tourism sector does not lag behind," explains programme director, Andrew Knutt. "And it will highlight key areas which we must now focus on to take the local tourism industry forward. Areas such as design and innovation, and the skills gap between website and website owner must be closed if we are to achieve world-class status and remain a destination of choice.”

Andrew has also suggested focusing much of the regional online tourism industry's efforts on three main areas, the 2012 Olympics, local tourism trade, and turning high quality brands such as food and drink providers into world-class brands. “But to do this we must first provide a platform, solutions and support structure to do this, and we are hoping that our programme will provide the starting point for every business no matter how small they are” says Andrew.

Work on further plans for 2009 has already started – with the launch of all workshops in all South West counties, including a ‘Selling food and drink on the Internet’ workshop and a range of e-learning programmes that will bridge the skills gap between owning a website and managing and marketing one effectively.

More Information

ADK Ltd and ADK Design is a Somerset based design, media and business consultancy firm providing a range of design services to the business community. ADK Ltd is an associate of the Institute of Business Consulting, South West Design Forum, vice chair of Somerset Design Enterprise Network, Microsoft Partner, and a Chamber member of Somerset and Taunton. Contact us here.

Design for Tourism is programme provided by several private sector partners and is delivered by ADK Ltd.
The programme was launched on 12th November 2008 and full information can be found at www.designfortourism.co.uk
For further information on the programme telephone Andrew Knutt on 0845 602 6729 or email info@designfortourism.co.uk