In the first of our new exhibitor Q&A series, Graham Richardson, tourism liaison manager at Bournemouth, Christchurch & Poole Tourism, talks about the importance of hospitality and tourism to the UK’s economic recovery and how businesses must adapt to the challenges ahead.
What’s the best business advice that you’ve heard recently?
Maintain regular contact with your customers / stakeholders. Let them know what you are doing, how you can support them and that you are still there for them.
How important will tourism be to the UK’s economic recovery in the months ahead?
It will be vital in supporting the economy to regain lost ground as the Hospitality and Tourism industries are the third largest employers in the UK and the industry is worth £130 billion nationally. This can help to kick-start the economy and help drive it towards recovery by getting the public back out again — satisfying the predicted rise in day visits and domestic staycations and then having the multiplier effect on the economy.
How can tourism businesses adapt / prepare?
Much of this depends on how the lockdown will be reversed and in what order.
It is expected that initially there will still be much uncertainty over the virus. There will still be certain regulations to follow eg social distancing, restriction on numbers within premises, and hygiene standards etc. Tourism businesses will need to adapt their operations to meet and to give reassurance to customers that their operation is safe.
Keep informed of what is happening in the market place to better understand what research data is being formulated, what forecasts are being made, what other similar businesses are doing / planning. Work with their local trade associations to be part of a bigger team.
Businesses also need to review their target audiences and adapt their communication channels / messages accordingly. They need to understand what markets are likely to come back first and whether businesses can match that demand. It is predicted that millennials will be first to return with older people less likely to do so initially. Staycations and city breaks are also predicted to rise but much of this depends on when full restrictions are lifted, so the full impact may not be until 2021. International visitors are also predicted to be slow in recovery, so businesses in this sector will need to diversify into other markets.
What do you think are the main challenges ahead?
- Ensuring businesses can survive the current impacts – making sure they are fully aware of all government / business support that is available and that it is being accessed and used.
- Trying to re-start businesses up again not fully knowing what the future will look like, and taking on board / implementing the likely restrictions that will be imposed in an economically viable way.
- The survival of many tourism businesses. The longer restrictions continue – cash flow is desperately needed and the peak Summer period is fast approaching.
- Reduced capital investment in the tourism industry, as business prioritises survival over investment, which will reduce innovation and quality.
- A fear from local resident populations in tourist areas of an influx of outsiders potentially bringing virus with them.