innovation in the visitor economy presentation
DESCRIPTION
A presentation on Innovation in tourism by VisitEngland CEO, James Berresford.TRANSCRIPT
James Berresford
Chief Executive
Innovation in the visitor economy
How successful was the debate?
You Tube
− 518 responses , 21 groups (10 non tourism)
− “top influencer” in group with over 19,000 members
− 533 additional followers
− 617 click through
− 175 views of intro video
“I don’t think I’ve seen such a good discussion on LinkedIn for
a long while” Bruce Martin (Social Media expert)
Defining Innovation
“the successful application of new
knowledge” (Technology Strategy Board)
“…the process by which new ideas are successfully
exploited to create economic, social
and environmental value”
(DBIS)
Innovation doesn’t just happen
How innovation works in the visitor economy
Innovation can happen in the same way as other sectors
Those from outside the sector may find it easier with no restraints or market share to protect
− However, some believe understanding of the sector is required
− opportunities for partnerships across sectors?
“…innovation is something that will naturally occur in any
competitive commercial environment, and does.”
LinkedIn contribution
“Where things work really
well is where the two [sectors] combine. i.e. tourism company goes to the tech company and says this is the problem can we solve it.”
LinkedIn contribution
Recognising the barriers
• Challenges for the sector to get started
− Nature of SMEs (owner operated)
− Lack of support networks
− The access to & the skills to interpret research
− Risks (cost of investment vs. fear of imitation)
• Funding not considered as much of a barrier as first thought
Supporting Innovation
Supporting innovation
Research
Networks
Mentoring
KTPs
Supporting innovation (1)
• Research
− Seen as a critical source of inspiration and evidence for investment decisions
− Lots of it but…
• issues with the skill of interpretation
• Access
• Relevance (up to date), cost and access
• Is horizon scanning needed, i.e. what is happening in other sectors or internationally?
Supporting innovation (2)
• Networks
− Are local networks set up to support innovation?
− There is a suggestion that networks for innovation are best facilitated nationally
− Helps to reduce barriers related to fear of imitation/ competition (open innovation).
− Digital platforms present new and interesting opportunities
Supporting innovation (3)
• Mentoring
− BIS suggest SMEs with mentors more than twice as likely to innovate that those without
− Some good general examples but not many tourism ones
• Knowledge Transfer Partnerships
− Potential good intermediary platform for tourism that needs more effective usage
− Relevance to individual SMEs? Networks of businesses are more effective - an opportunity for DMOs?
Private vs. Public
• Private role
− To be the innovators!
• Public role
− Support innovation to happen
• Develop public policy
• Facilitating networks?
• Horizon scanning?
• Digital use is on the rise
• Four innovations yet to be maximised, significantly adapted for the visitor economy
Gamification
Crowd sourcing
Big Data
Geo-tagging
• Our panel will discuss shortly
Opportunities for innovation
Report with full findings in early 2014
More to discuss…