Month: November 2024

VisitBritain, the UK’s national tourism agency, plays a pivotal role in attracting international tourists by promoting the unique offerings of the UK through various strategic initiatives. It uses a combination of digital platforms, marketing campaigns, and partnerships to position the UK as a top destination for global travellers. In addition to airlines, travel agencies, international companies, and the official tourism bodies for London, England, Scotland, and Wales, it collaborates with UK Trade & Investment.

A key tool in its strategy is the VisitBritain website, which features a dedicated section for businesses, providing essential resources to help them engage with and benefit from international tourism. This section is meticulously designed to support businesses in understanding and catering to diverse visitor needs while maximising their market reach.

The “Welcome International Visitors” section emphasises the importance of cultural awareness and hospitality. It equips businesses with insights into the preferences and expectations of tourists from different countries. For example, it provides advice on language services, payment preferences, and cultural nuances to ensure international visitors feel valued and understood during their stay.

The “International Visitors by Market” section provides businesses with detailed market intelligence, including data on visitor demographics, spending habits, and travel motivations from various countries. By offering these insights, VisitBritain empowers businesses to tailor their products and services to specific markets, enhancing their appeal to international audiences.

The “Promote Your Business Overseas” section highlights opportunities for businesses to participate in VisitBritain’s global marketing campaigns, trade shows, and digital promotions. This includes guidance on collaborating with VisitBritain’s international offices and using their platforms to showcase UK destinations, experiences, and products to a global audience.

Through these initiatives, VisitBritain not only enhances the UK’s appeal as a destination but also enables local businesses to become active participants in the global tourism market. This integrated approach drives economic growth and ensures that the UK remains competitive in increasingly dynamic tourism industry. 

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References

VisitBritain (n.d.) How to attract international visitors. Available at: https://www.visitbritain.org/business-advice/how-attract-international-visitors (Accessed: 25 November 2024).

UK Government (n.d.) VisitBritain. Available at: https://www.gov.uk/government/organisations/visitbritain/about#:~:text=VisitBritain%20(VB)%20is%20the%20national,%2C%20England%2C%20Scotland%20and%20Wales (Accessed: 25 November 2024).

Playing the game ‘Tour Operator’ taught me that every tourist is unique, with diverse needs and preferences requiring tailored travel arrangements. For instance, some may prefer flying business class, while others prioritise specific activities, such as cultural experiences, during their holiday. Additionally, accommodation preferences vary, ranging from standard rooms to VIP suites, emphasising the importance of customising each travel package to suit individual requirements.

This game demonstrates the critical role of staff, such as hotel employees, pilots, and cabin crew, in delivering exceptional customer experiences. Hotel staff ensure that guests’ accommodation needs are met, offering tailored services such as room upgrades or specialized amenities. Pilots and cabin crew play a key role in ensuring safe and comfortable journeys, with cabin crew also focusing on providing personalised in-flight services. This showcases the importance of teamwork, professionalism, and attention to detail across all touch points of the customer journey in the travel industry.

The insights gained from this game also highlight the vital role of the Chain of Distribution in meeting diverse customer needs. Tour operators act as intermediaries, collaborating with airlines, hotels, and local activity providers to ensure that all aspects of a tourist’s holiday are seamlessly organised. This coordination ensures that individual preferences, such as specific travel classes, cultural experiences, or unique accommodation types, are effectively delivered through a well-structured distribution network.

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References

Carl et al. (2023) Tour Operator, Zatu Games. Available at: https://www.board-game.co.uk/product/tour-operator/ (Accessed: 19 November 2024). 

Investopedia (2023) Distribution Channel. Available at: https://www.investopedia.com/terms/d/distribution-channel.asp (Accessed: 13 November 2024).

Tourism Teacher (2024) The Chain of Distribution. Available at: https://tourismteacher.com/the-chain-of-distribution/ (Accessed: 13 November 2024).

 

 

 

 

According to Investopedia & Tourism Teacher, (2023 & 2024), The Chain of Distribution, is the mechanism that moves products or services from the manufacturer to the end user. Depending on the product type, these chain stages can vary, but generally speaking, they consist of the the following:

Producer

The person who starts the production process, such as the product’s manufacturer or originator. Before the products are into the distribution chain, the manufacturer creates and supplies them.

Wholesaler 

Wholesalers frequently buy goods in bulk from manufacturers and resell them to retailers in smaller amounts. By serving as middlemen, they provide retailers with bulk rates and lessen the effort for producers. 

Retailer

Retailers purchase goods from distributors (or occasionally directly from manufacturers) and resell them to final customers.  They may be supermarkets, internet merchants, or smaller shops that provide goods in amounts that are handy for the consumer. 

Consumer

The final phase of the supply chain, during which the final consumer buys the product for their own usage. All of the chain’s earlier phases ultimately aim to reach the consumer.

Additional procedures, such as agents or brokers, may occasionally be necessary to help connect wholesalers and retailers. Additionally, by avoiding some conventional steps in the process, e-commerce platforms have become essential in modern distribution systems, offering direct contact between suppliers and consumers. 

In my opinion, In the tourism industry’s chain of distribution, the wholesaler or tour operator section is not always necessary. Sometimes, travelers can book directly with service providers (like airlines, hotels, or attractions) instead of going through an intermediary.

In these cases, the distribution chain is more direct, and the steps can skip the wholesaler, allowing consumers to book directly with travel agents or online, which is increasingly common with online travel agencies and direct bookings through provider websites.

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References

Investopedia (2023) Distribution Channel. Available at: https://www.investopedia.com/terms/d/distribution-channel.asp (Accessed: 13 November 2024).

Tourism Teacher (2024) The Chain of Distribution. Available at: https://tourismteacher.com/the-chain-of-distribution/ (Accessed: 13 November 2024).