www.nitb.com Summary of Special Board Meeting November 15th Attendance Present: Mr Tom McGrath (Chairman) Mr Lyn Fawcett Mrs Mandy Martin Mr John McGrillen Mr John Mooney In attendance: Mr Alan Clarke, Chief Executive Mrs Jean Stratton, Director of Organisational Development Ms Kathryn Thomson, Director of Finance & Business Planning Mr Jim Daly, Policy & Business Planning Unit Apologies: Ms Andrea Hayes Councillor Jim Speers Ms Sue ward 1. The purpose of the meeting was to consider NITB’s budget priorities for 2006-07, in the wake of government announcements of draft budgets and priorities for 2006-07 and 2007-08. There are significant implications for delivery of the Strategic Framework for Action. The Senior Management Team tabled a draft paper outlining the specific priorities and implications for NITB, which will form the basis of a response to be submitted to DETI by Friday 18 November. 2. Priorities have been based on the Strategic Framework for Action and the Corporate Plan. It was emphasised that these are integrated documents and alteration to one area has implications for and effects on others. 3. NITB has identified twelve key priority areas including strategic leadership, delivery of signature projects, industry capability, e-tourism, market and product development, positive Northern Ireland image, visitor servicing, quality of service, advocacy, research, key communications and the new Causeway Visitor Centre company. Each area was discussed in depth. 4. The group discussed areas where NITB adds value, and what it does that no other body can that is important. Responses to the Review of Public Administration consultation have highlighted the continuing need for a single co-ordinating agency overseeing tourism issues. The Board agreed that it is critical that DETI supports NITB in fulfilling its role as the strategic leader for tourism and that if Regional Tourism Partnerships are seen as a priority, then funds must be found to implement them. Members were advised that NITB has earmarked £0.5m for this purpose and will discuss further with DETI to see if additional resources can be earmarked from DETI’s budget. 5. John McGrillen joined the meeting at this point. The Board discussed skills and innovation. A recent workshop conducted with Scottish Enterprise had highlighted an essential role for NITB in addressing a capability gap within the industry. Capability development would be linked to the Winning Themes within the Strategic Framework. The Board emphasised that this was an area of rapid change, with the potential to become a great strength for NITB’s relationship with the industry.
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6. The Chairman asked if there were any areas of work which might be transferred to Tourism Ireland. The Board was advised that NITB proposes to move away from promoting domestic tourism and to concentrate more on the key ROI market which is underplaying at the moment. 7. The Board agreed that much good work is being done in collaboration with Tourism Ireland on promoting a positive image for Northern Ireland through journalist visits and familiarisation trips, and this should continue. It was noted that the Board had agreed that NITB should continue to organise Northern Ireland Tourism Workshops for the foreseeable future. NITB must continue to do core research, but it was suggested that other work should perhaps be agreed with NISRA. Key communications must be linked to the Strategic Framework. 8. The Board discussed alternative delivery mechanisms. Reduced promotion of domestic tourism had already been outlined. It was also recommended that NITB reduces its activities in relation to events, concentrating on supporting NIEC and generic promotion of groups of events centred on short breaks. The Board agreed that this was prudent and supported a recommendation that NITB should reduce its business tourism role, allowing the two city convention bureaux to handle associations / conventions. 9. NITB will also look at reducing the staff resource dedicated to day-to-day liaison with TIL. Members discussed the possibility of charging the industry for inclusion in NITB publications. The Board agreed that if NITB proposes to focus on the ROI market, the Dublin office should retain its existing central location. The Board suggested that the industry could be charged a hire fee for the use of the Dublin office for promotional events or meetings (ACTION: SW). 10. Strategic implications of the proposed budgets were discussed and the Board expressed concern that NITB would lose focus and strategic influence, particularly on Signature Projects, if TDS funding was diverted to local government. The paper included details of how the work of NITB’s Marketing and Industry Development Divisions would link to economic drivers outlined in DETI’s Economic Vision document. 11. The Chairman suggested looking at areas where savings would be made. Members were advised that core funding would no longer be provided to the RTOs, to Sperrins Tourism and the Causeway Coast & Glens Heritage Trust. Savings would also be made by reducing events and business tourism activity as outlined. The Board was advised that renewed focus on promotion in ROI would not mean an increase in spending, but instead a realignment of promotions and campaigning resources. 12. The Chairman remarked that the new budget structures would have implications for NITB’s image, particularly in relation to the proposed reduction in events activity. He stressed that NITB must communicate to the Department the likely consequence and the potential for negative reaction, and to advise them in advance that future queries relating to events funding would refer to the limitations of the new budgets. The Board suggested that the RTPs could be asked to look at promoting domestic tourism, once they are operating. 13. The Board recommended that as the strategic leader for tourism, NITB should make a strong case for Invest Northern Ireland’s tourism funding to be realigned away from capital projects to focus on developing the skills and innovation capability that Northern Ireland now needs (ACTION: AC). Influencing skills training is recognised as a key priority for NITB in 2006-07. The Board suggested that if the industry places value on work to improve skills then it must be willing to pay for training and development opportunities such as the upcoming 2006 masterclasses being organised by NITB. The Chairman cited discussion to this effect at a recent VisitBritain Board Meeting. 14. The Board discussed golf promotion and the resources needed to implement the golf tourism strategy were outlined.
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15. The Board asked if there was any scope to wire funds. It was noted that this cannot be done from the Tourism Development Scheme, which is being reviewed currently to see if it meets all NITB’s priorities. The Chairman suggested NITB should carry out a root and branch review of its human resource. However, NITB will have an obligation to maintain sufficient resources to ensure that priority areas of work are delivered in full. A realignment of budgets away from promotion and marketing towards administration has already taken place and staff structures may be realigned similarly. This would also involve looking at staff skills and competencies, and perhaps retraining where necessary. 16. Other possible savings were discussed, such as reducing costs for using call centre facilities and storing literature. Reliance on consultancy work could be reduced by utilising the skills of staff more fully. NITB should look at developing income streams from provision of research information and library services. It was noted that other national tourist boards would publish such information on their websites. 17. The Board approved the proposed response to DETI and recommended that this should include cross-referencing to indicate to the Department where changes in one area of work will have effects or implications for others. The Board stressed again the need to communicate to the Department the consequences of the budget limitations, whether good or bad; in particular there is a need to be prepared for negative reactions to a reduced focus on matters such as events funding. Members recommended too that NITB should draw up a list of action points arising from the budget, for implementation as soon as possible. 18. In closing the meeting the Chairman suggested that the Board should take time at a future meeting to discuss its relationship with Tourism Ireland, within the context of a general debate about the future purpose and direction of national tourist boards. The meeting concluded.
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