Marketing Plan
Marketing Plan - 2012-13
Introduction
2011 has seen a time of change in Brighton & Hove, the UK and worldwide not experienced for many years.
Economic uncertainty both in the UK and European Union continues, as does political and social change in many parts of the world. All of these factors and more – not least unusually high temperatures in late spring early autumn - impacted on people’s travel plans both in the UK, Europe and across the world.
The wider economic position will of course continue to have an impact on tourism in 2012 and beyond. In this “age of austerity”, public sector budgets will face ever increasing pressures and this will of course have a direct impact on the resources available to VisitBrighton to enable us to activity market Brighton & Hove in the UK and overseas.
All is not “doom & gloom” for tourism in Brighton & Hove however and we can take courage from our results in 2011. As we moved into 2011, we faced similar pressures. However, visitor figures show that Brighton & Hove’s tourism offering remains resilient to pressures.
Our website – www.visitbrighton.com – received record visitor numbers of over 1.5 million, an increase of over 20% in 2010. Further, leisure accommodation bookings made by VisitBrighton in 2010 increased by almost 20% when compared to 2010 and visitors to the Visitor Information Centre increased again to over 360,000.
The city has also continued to receive awards as one of the best destinations in the UK, with recognition by the Sunday Times Travel Magazine and Coast magazine among others.
VisitBrighton Marketing for 2012/13 will seek to deliver growth in key visitor markets and segments to aid our Partners and the wider tourism economy of Brighton & Hove. Fundamentally, we will look to present the city as a perfect destination for a 72 hour short break at any time of the year, with a focus on longer stays during the main season.
