www.nitb.com Summary of Board Meeting 28th November 2006 Attendance Present: Mr. Tom McGrath (Chairman) Mr. Kevin Baird Ms. Aideen Corr Mr. Lyn Fawcett Ms. Andrea Hayes Mrs. Mandy Martin Mr. John McGrillen Mr. John Mooney Mr. Patrick Stapleton In attendance: Mr. Alan Clarke, Chief Executive Ms. Kathryn Thomson, Director of Finance and Business Planning Mr. Philip Pentland, Director of Product Development Mr. John Rubery, Director of Special Projects Mr. Bob McMillen, Policy and Business Planning Manager Mr Ronnie Spence, the Change Alliance (as observer only) Apologies: Ms. Sue Ward, Director of Marketing 1. Minutes of Last Meeting The Chairman advised that minutes are publishable under Freedom of Information legislation and invited members to declare any interests in relation to agenda items. He reminded them to return updated register of interest forms as soon as possible and declared that he had been a guest of the Belfast Harbour Commissioners at the Ireland Australia Rugby International in Dublin. This had not involved an overnight stay. The minutes of the meeting of 17 October 2006 were agreed subject to two amendments. Matters Arising: NITB Anniversary – the Chief Executive is to organise a group to consider how the upcoming 60th anniversary of NITB might be celebrated, perhaps in tandem with Bushmills. Board Members will be involved and Aideen Corr expressed her willingness to assist. (ACTION: SW). Bed and Breakfast / Guesthouse Sector - the mediation process is now complete and has resulted in a single representative body for the sector, with its own committee chaired by Mrs Irene Adair. A meeting with the NITB Chairman is to be arranged soon. InvestNI – Mandy Martin, Patrick Stapleton and John Mooney declared an interest and left the meeting. Members noted a number of tourism projects which had received support from InvestNI. Following discussion it was noted the Chairman and CE would be meeting with Invest and would discuss how best to strengthen channels of communication between the two organisations to provide clarity around capacity and capability development and strategy. 2. Chairman’s Report The Chairman welcomed Mr. Ronnie Spence, who was attending the Board Meeting as an observer as part of the strategic review being undertaken currently in NITB.
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The Chairman noted that there was a corporate communications report on the agenda; he remarked that the situation had much improved and the Board should acknowledge the work of both the relevant NITB staff and consultants. NITB must ensure this improving profile is maximised within government circles for the benefit of tourism. It was noted that NITB had won a Gold Award from the Chartered Institute of Public Relations (CIPR) for the C.S. Lewis Story campaign and had also been a finalist for the associated photography. Sickness / absenteeism rates have fallen from 7.6% to 4.2%. There has been a focus on dealing with the long-term sickness issue and the organisation will continue to address this. The Risk Management Committee will meet in early January. A document reflecting best practice has been circulated to its members setting out what the Committee has to do. 3. Chief Executive’s Report The Board noted the report and the following items were discussed: Northern Ireland Affairs Committee Inquiry into Tourism – the main criticisms to the Committee had come from Fermanagh. NITB is currently producing a pack setting out what has been done for Fermanagh in the recent past. There had been two evidence sessions with the Northern Ireland Tourist Industry Confederation (NITIC) and the Chartered Institute of Marketing (CIM). The Board took the view that NITB should give evidence to the Committee as a separate entity from the Department of Enterprise, Trade and Investment rather than as part of the DETI team. Comprehensive Spending Review – NITB had supplied information as requested on the impact of 5% cuts in budget per annum for three years and separately on bids for additional resources. These included £5.1 million p.a. for three years for product and market development plus £61 million as the government share for the Signature Projects. It was noted the Assembly Sub-Group on the economy had used a total figure of £148 million in the Second Report on the Economic Challenges facing Northern Ireland. Members were advised that tourism could benefit from future EU funding; three of the Signature Projects in particular have potential to attract cross-national funds. It was also noted that the bid for the Mournes was an initial figure and would be likely to require additional funds (for example, the National Park will require a visitor facility as well). Lonely Planet – NITB plans to use the recent positive publicity about Northern Ireland in its destination PR. It was felt this should also be picked up by the industry and Tourism Ireland. The Chairman asked if an indication could be given of the worth of the Lonely Planet coverage in advertising terms (ACTION: SW). Belfast Festival at Queen’s – Queen’s University intends to reach a final decision in January about whether or not to continue with the festival, given the funding shortfall. It was noted that the Department of Culture, Arts and Leisure (DCAL) is key to this and Belfast City Council also has an interest. NITB is not a funder but does have an interest in what has been a major event. The Chief Executive was asked to find out if there were any economic impact figures for the Festival and to consider whether it could be shaped to attract more out of state visitors (ACTION: SW). Product Development Plan – a sub-group had been set up to consider priorities for product development and contribute to the drafting of the plan. This useful exercise was in part constrained by NITB’s position as part of DETI, since a number of the ideas would require changes to government policy and the way government funding is handled. NITB is probably not best placed to champion this and it could be taken forward by the industry.
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Text will be finalised on 4 December then the document will go to government departments and agencies for comment followed by ministerial approval for the draft and public consultation by the end of January, although this may be influenced by what is happening with the Assembly and the run up to any elections (ACTION: JR). It was felt that there is a need to create a visualisation of the Signature Projects, perhaps by comparing them with other well-known icons, to help understanding and secure buy-in. Cultural Tourism – the Chairman remained concerned about the situation regarding cultural tourism and asked for a presentation at the next Board Meeting specifically on the Irish / Ulster Scots issue (ACTION: SW). Members made a number of points, highlighting in particular that it is not NITB’s job to develop these sectors and its work should be driven by customer demand rather than any particular special interest group. Balance is important and how the whole question is handled is an issue; it will be necessary to raise the debate to a more strategic level and escape the mire of detail. Inshore Lifeboat – staff activities had now raised over £8,000 of the £25,000 needed to sponsor an inshore lifeboat on the north coast in memory of David Roulston. 4. Papers for Discussion 4 (i) Mid-Year Review The Chief Executive reported on NITB achievements and activities in the year to date. The following points were raised in discussion: St. Patrick’s Trail – the Board had previously agreed a trail route, but there are sites such as Slemish that are not joined to this but were to be treated as separate entities. It was agreed to get the core work finished and then look at how the trail might be extended. There is a growing realisation in the Republic of Ireland that a real opportunity now exists to work together on the project. Evaluating marketing campaigns and activities – Tourism Ireland is working on this, as is VisitBritain. It is a difficult area to analyse but it is accepted that a tool is needed to help measure outcomes and assist with resource allocation. (ACTION: SW) Causeway Signature Project Visitor Centre – a protocol is to be presented to the Audit Committee on funding issues. There has also been a meeting with the main partners on the interpretative element of the project and NITB is working to secure their greater involvement. Regional Tourism Partnerships – the required change in mindset from marketing organisation to wider regional development activities has still to be achieved, a situation not helped by Tourism Ireland encouraging them to spend on marketing activity. With implementation of the Review of Public Administration becoming imminent, NITB will have to look at what offers both a good value for money in regional terms and delivery of the Strategic Framework for Action. St. Patrick / Christian Heritage and Mournes Signature Projects – NITB is committed to delivering all five Signature Projects. These are seen as equally important parts of an overall package; however, circumstances have led to an apparent imbalance in funding towards the three other projects and concerns that these projects are being left behind. The Chairman asked for a brief progress report to be presented at each Board meeting (ACTION: PP). 4 (ii) Tourism Development Scheme a) Delegated Authority for TDS Approvals - The Board agreed to delegate authority to a group comprising the Senior Management Team plus two Board Members to expedite the approval of TDS projects. Approvals could be sought by written procedure without the group having to
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meet. The Board asked to be kept informed of approvals, to facilitate an overview of the strategic shape of the programme (ACTION: PP). b) Kevin Baird declared an interest in the project resulting from his previous employment with the Heritage Lottery Fund. The Board approved an offer of financial assistance of £196,275 representing 37.3% of total project costs and 39.55% of total eligible costs. 4 (iii) Titanic Signature Project – presentation and update Mandy Martin declared an interest as the East Belfast Partnership’s representative on the Steering Group. A presentation was given covering issues including the visitor attraction, the Big Lottery Fund application, research and the Thompson Dock and Pump House element of the project. The following points were raised: The need to ensure that the visitor attraction is of a sufficient standard to do justice to the themes and to acquire iconic status. This is an area that cannot be skimped on and it was suggested that a visit to the Titanic Visitor Centre in Cork might be useful. The Titanic Alliance requires to have formal status and to be bedded down. The Board was concerned that as the project develops momentum there may be a possibility that the various small groups of enthusiasts could be alienated. These groups are vital for energy on the ground and must be kept on board.
4 (iv) Golf Tourism / Walker Cup The Board was advised that NITB is assessing opportunities to promote the golf product and Northern Ireland generally around the Walker Cup. This is the amateur version of the Ryder Cup (between Great Britain & Ireland and the USA) and will be held at Royal County Down on 8-9 September 2007. While it is much less commercialised than the Ryder Cup, it receives major coverage in the US and will be broadcast by Sky. NITB will investigate sponsorship options with TV providers (ACTION: SW). 4 (v) Operating Plan 2007 – 08 Timetable The Board noted the Operating Plan timetable and agreed to devote a substantial element of the February meeting to considering the plan. 5. Papers for Noting 5 (i) Quarter II Reports a) Operating Plan 2006-07 - The Board noted the update and asked if it could see a monetary value against critical elements of the plan and greater clarity against some of the targets. b) Finance - The report was noted and it was agreed that a proposed new layout for this should be circulated to Board Members for comment (ACTION: KT). Finance reports will remain quarterly. c) Corporate Communications - The Board complimented the Communications team’s work. A number of points arose in discussion: There will be further developments in stakeholder management; Further meetings are planned with political parties, MPs and the Assembly sub-group to raise tourism on their agenda; Work will be progressed on PR / stakeholder engagement plans for the St. Patrick and Mournes Signature Projects; With reference to the RoI market, Destination PR is covered but an opportunity exists to strengthen corporate PR. d) Complaints - The Board noted the complaints report. A recent complaint about an accommodation establishment and what NITB had done about it had been brought to the
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attention of a Board Member; this has been referred to the Chief Executive who undertook to investigate. (ACTION: PP). e) Tourism Performance - The latest update on performance was provided. While a lot of positive things are happening, the Great Britain market is fragile and the Chairman and Chief Executive are to meet Tourism Ireland’s Marketing Director to discuss this. The fashionability of Ireland out of the USA has decreased and there have been problems positioning Ireland in the GB market, although this does not explain why GB business has been increasing to the Republic but not to Northern Ireland. It was decided to invite Tourism Ireland’s GB Manager to an NITB Board meeting in the New Year (ACTION: SW). f) Customer Relationship Management (CRM) Report - The Board noted the report. Members raised the issue of the difficulty of getting from the Tourism Ireland website to www.discovernorthernireland.com. It was also felt there was room to be more dynamic in the area of web promotion. 5 (ii) Tourism Ireland Board Report, 25 October The Board noted the summary report which included a review of North America, the Ryder Cup, the Smithsonian Exhibition and the Tourism Ireland draft Marketing Plan 2007. 5 (iii) Winning Themes Update The Board noted the update on progress during 2006. 5 (iv) Peace II Programme – Final Outcome The programme had a very successful outcome and NITB had spent its full allocation of £12.6 million, providing financial assistance to 54 projects. The Funding and Monitoring team had worked hard to successfully deliver closure within the required timeframe. Thought was being given to organising possible PR activities to profile the projects and the programme. 5 (v) 2007 Board Dates Board dates for 2007 were confirmed. 6. Any Other Business 6 (i) Belfast City Council Tourism Sub-Committee It was reported that a committee member had been very critical of NITB at a recent meeting of the Tourism Sub-Committee. 6 (ii) HR Manager It had been decided to await the outcome of the Strategic Review exercise before taking any further action regarding this post. 7. Date of Next Meeting The next Board Meeting is due to take place at NITB Headquarters, St. Anne’s Court on Tuesday 2 February 2007.
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