www.nitb.com Summary of Board Meeting 28th November 2007 Attendance Present: Mr Tom McGrath (Chairman) Mr Kevin Baird Mr Lyn Fawcett Ms Andrea Hayes Ms Mandy Martin Mr John McGrillen In attendance: Mr Alan Clarke, Chief Executive Ms Kathryn Thomson, Director of Finance and Business Planning Mr John Rubery, Director of Special Projects Ms Sue Ward, Director of Marketing Ms Rosemary Lightbody, Cultural Tourism Manager (item 4 (i)) Mr Willie Lougheed, Business Tourism and Activities Manager (item 4 (ii)) Mr Jim Daly, Policy and Business Planning Unit Apologies: Ms Aideen Corr Mr John Mooney Mr Patrick Stapleton 1. Minutes of Last Meeting The Chairman advised that minutes are publishable under Freedom of Information legislation and invited those present to declare any interests in relation to agenda items. No declarations were made. Minutes of the last meeting were approved subject to a minor amendment. Matters Arising: Causeway Coast and Glens Heritage Trust – the Board was provided with copies of NITB’s letter advising the Trust that funding could only be provided for a further year. Review of Island of Ireland Markets – the draft report and action plan will be discussed at the next Board Meeting (ACTION: SW). Review of Certification and Classification Schemes – the Chief Executive has written to the Department and sub-group members were copied in on this note. An update will be provided at the next Board Meeting (ACTION: AC). Departmental Audit Committee – Lyn Fawcett had written to the DAC chairman requesting an amendment to the minutes of the 17 May meeting but no response has been received. Risk Registers – At the Departmental Audit Committee on 15 August, NITB highlighted its concern that it has no influence over some significant risks which would have a high impact on its capacity to fulfil its role. NITB has stressed that the Risk Register must record these and agree mitigating actions. While DETI has conceded the need to reflect these risks, the Permanent Secretary had sought assurances that this will not deflect efforts away from addressing those issues which are within NITB’s ability to control. Destination PR – the Board was advised that the Corporate Communications Manager now oversees all media enquiries, with the Destination PR team reporting to her.
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2. Chairman’s Report As this was Sue Ward’s last Board Meeting, the Chairman and Board Members thanked her for her work as Director of Marketing over the past four years. They wished Sue well in her new role with ARENA. The Chairman advised that he had been invited to a recent Motocross event at Moneyglass. The Chief Executive was asked to provide an update on a Northern Ireland Audit Office (NIAO) report into Rural Cottage Holidays Ltd. NITB has received the draft report and is preparing a response. NITB officials will meet with the Department of Enterprise, Trade and Investment (DETI) on 28 August prior to submitting this response. The Chairman then asked the Chief Executive to outline current issues with Tourism Ireland. These involve TI’s organisation of high-profile events in Northern Ireland, without reference to or consultation with NITB. Examples included the launch of TI’s 2008 Marketing Plan in Stormont and corporate hospitality around the Walker Cup. The Board was provided with copies of correspondence between the Chief Executives of NITB and TI, relating to the latter’s proposals for an autumn marketing campaign in Great Britain. NITB feels that more thought must be given to how this campaign should be focused to maximise effectiveness and value for money. The Board expressed frustration that this continued to happen despite assurances from DETI that NITB would be fully involved in the planning and co-ordination of such events, particularly ministerial submissions, and where appropriate would be taking the lead. Members felt that the present situation was resulting in duplication of effort, waste of resources and confused messages to the Northern Ireland tourism industry and media. NITB recently met with DETI to stress once again the need for clear protocols for event planning and media management. The Board recommended that these issues should be highlighted on the risk register, emphasising that if the situation persists it threatens damage to the reputations of both NITB and DETI. To this end it was agreed that the Chairman should write to the Permanent Secretary and that the issues should be included as a discussion item on the agenda of the next Risk Committee meeting (ACTIONS: KT). The Board was advised that 2008 marks NITB’s sixtieth anniversary and an appropriate commemoration would be planned. DETI is reviewing its Corporate Plan and has also commissioned an independent review by Bearing Point of the Strategic Framework for Action. Part of this process will involve interviews with Board Members, who requested briefing in advance (ACTION: KT). While the Board had previously agreed the appointment of a facilitator to complete a combined exercise (to review SFA1, develop SFA2 and develop the next Corporate Plan), DETI had insisted on an independent review of SFA1 only. Members expressed concern that the Department had overruled the Board’s wishes and that NITB would now struggle to meet timelines to dovetail development of a second SFA with its next Corporate Plan. The Board was advised that NITB is looking into the background of a recent Sunday World article, concerning a Northern Ireland promotional video in use on the shuttle bus to Belfast International Airport (ACTION: KT). 3. Chief Executive’s Report The content of the report was noted and the Chief Executive detailed the following issues: Titanic Signature Project – the Board noted Brian Ambrose’s appointment as the charitable trust’s chairman. Timelines for Big Lottery Fund short listing were outlined with a final decision
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due in November. NITB held a series of well-received stakeholder briefings in Titanic Quarter. Members commended Kerrie Sweeney and her Regions and Signatures South team for their work to date on the project. Assembly Committees – NITB officials gave evidence recently both to the Enterprise, Trade and Investment Committee and the Culture, Arts and Leisure Committee. Arising from discussion of the latter, the Board was advised that there is now some uncertainty regarding the transfer of the Northern Ireland Events Company. Visitor Figures – it is proposed to formally launch the final 2006 visitor figures with the Minister to highlight the economic impact of tourism. Rural Development Programme – NITB has met with Forest Service and the Department of Agriculture & Rural Development (DARD), to ask that NITB’s strategic objectives are reflected in administration of the Programme. DARD’s Minister has expressed a view that while NITB and Invest NI should contribute strategic direction, the Programme should focus on smaller projects. NITB’s concern is that if funds will be administered through a range of local partnerships there will be little co-ordination of effort. European Union Funding – NITB had met with Fáilte Ireland to discuss joint priorities for Interreg funding. This would need to be approved by their respective parent departments in government; however, DETI had separately recommended that the funds should be used solely for the Causeway Visitor Centre, although NITB had not been made aware of this. Members commented that funding had already been earmarked for the Centre within the Investment Strategy for Northern Ireland. The Board felt that the meeting with Fáilte Ireland had represented a businesslike and constructive effort to use funding appropriately, and expressed disappointment that parallel discussions appeared to be progressing at central government level. It was stated that at a senior level, DETI has recently queried NITB’s strategic leadership role. This arises from the Department’s view that NITB cannot be considered accountable for delivery of those strategic objectives which rely on implementation by other stakeholders. The Board was unanimous that NITB is best placed to provide the strategic overview and set the vision for tourism. Members were advised that DETI had established a steering group to oversee evaluation of the Strategic Framework. This is composed primarily of DETI officials with only Kathryn Thomson representing NITB. A paper on Interreg priorities will be provided for information at the next Board Meeting (ACTION: KT). 4. Papers for Discussion 4 (i) Cultural Tourism Strategy: Political Tourism NITB’s new Cultural Tourism Manager, Rosemary Lightbody, presented an updated Cultural Tourism Action Plan. At its core is a product framework for which a product audit is underway, to ensure that each element provides something for visitors to see or do. Political tourism currently enjoys a high profile and there is a clear need to consider ways of expanding this product; opportunities cited were tours of Stormont and Northern Ireland’s historical links with the presidencies of the USA and Israel. Visitor interest in murals was highlighted; their content has broadened in scope to cover global issues and social issues such as trade union heritage. Members asked what NITB’s role should be in promoting political tourism. Evolution of the product has seen the development of tours of West Belfast with guides exchanging groups on the peace lines. The Chief Executive outlined a recent issue regarding the editorial content of podcasts produced for interactive walking tours of Belfast. The Board agreed that in dealing with groups promoting political tourism, NITB must be sensitive to how information is
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presented and ensure that in addition to a rewarding experience; visitors receive a balanced view that teaches them more about Northern Ireland. Members conceded however that such tours will always tell their stories from a certain perspective and NITB should not act as a selfappointed editor or censor. It was noted that NITB was criticised previously for not doing enough to support or promote tourism in these areas of Belfast. The Board agreed that advice from DETI would be welcome and suggested that in the longer term, a solution might be to ask those producing interpretative material to establish an independent editorial board which can impartially assess its narrative balance and content. NITB’s role should be simply to facilitate visitors in finding the tours, but in doing this it should emphasise that content may represent a particular perspective. It was suggested that it might also be useful to bring together those parties with an interest in political tourism with a view to drawing them into the process and discussing the issues – City Hall was suggested as a possible venue and the Chief Executive is to contact Paul Maskey MLA (ACTION: AC). The Board also agreed recommendations in the paper for the way forward. They stressed the need to ensure that political tourism remains within the context of the cultural tourism action plan and feeds into the other elements of that plan such as food, houses and gardens. It was also suggested that further work should be done to assess the volume and value of the product and to this end some work will be taking place around the autumn visitor attitude survey. 4 (ii) Walker Cup NITB’s Business Tourism and Events Manager Willie Lougheed outlined for the Board a programme of promotional activity planned around the Walker Cup at Royal County Down, including familiarisation visits for media. The Board was advised that as this amateur tournament is strictly controlled by the sport’s governing body (the Royal and Ancient), the opportunities for active participation are somewhat limited, although the event does normally attract a good media presence. Contacts have been established with the BBC with a view to ensuring that its coverage features the scenery of Northern Ireland as prominently as possible. 4 (iii) NITB Resource Allocation Following discussion at the last Board Meeting, details were provided of NITB’s staff allocation against key areas of activity. This demonstrates that 85% of staff members are in frontline services. The work will inform the upcoming organisational review taking place in autumn, assessing how appropriate the existing allocation is for NITB’s delivery. Members asked if the current staff resource is considered to be applied effectively and were advised that the purpose of the review is to assess this and realign resources if necessary. Discussions touched on representation at events and the Board was advised that clear protocols are in place for overseas trips. Work is ongoing to ensure that at local events, attendance is appropriate. An update on the review will be given at the next Board Meeting (ACTION: LK). 5. Papers for Noting 5 (i) Marketing Teams Report The Board received an update on the Marketing Division’s activities. PR coverage was highlighted. Usage of NITB web facilities is up, but there is a need to encourage return visits. 5 (ii) NITB Operating Plan 2007/08 – Quarter I Report Members noted the report on progress against key organisational objectives. 5 (iii) Finance – Quarter I Report
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The content of the report was noted. The Board was advised that expenditure during the first quarter is usually low and increases during the year as activities progress. 5 (iv) Complaints – Quarter I Report The report was noted and the low level of complaints about NITB services highlighted by comparison with the same period last year. 5 (v) Corporate Communications – Quarter I Report Members commended the good coverage achieved in recent months and remarked that this assists NITB in communicating its message that tourism is a major economic driver. This theme has been picked up recently by other agencies and government, notably by the Strategic Investment Board in the introduction to its recent annual report. 5 (vi) Tourism Performance Update – Quarter I Report Visitor figures for the first quarter of the year were highlighted. It was emphasised that these are based on low sample sizes and estimates at this early stage need to be treated with caution. Indications are that visitor-spend from Great Britain and the Republic of Ireland is lower. In particular there is a need to address the low penetration of the GB market. However, Northern Ireland has broken its previous record for room occupancies, achieving 77% in June. The Board asked if a way could be found to communicate this good news quickly to the industry (ACTION: JR). 5 (vii) Use of Consultants The Board noted a report detailing NITB’s recent use of consultancy services. Usage is generally confined to unavoidable instances, such as professional and technical support required in special cases by the Marketing and Product Development Divisions (for example, data collection on behalf of the Research and Evaluation team). Members asked if the data collection process had been assessed and were advised that this was reviewed in 2005 to ensure it was robust. Recently the Research and Evaluation team has been required to provide additional services, collating data in support of special projects such as Titanic. The increased workload associated with these ad-hoc activities has necessitated additional support. The need was stressed to continue to assess the quality of consultancy work and to have transparent tendering processes. 5 (viii) Tourism Ireland Draft Corporate Plan 2008-10 The Board was provided with a copy of NITB’s input to DETI’s response to the consultation on the Plan. DETI is to update the Board at the next meeting (ACTION: DETI). 6. Any Other Business There were no other substantive items of business. 7. Date of Next Meeting The next Board Meeting will take place on Tuesday 25 September at the Armagh City Hotel. This will be preceded by dinner in the hotel on the evening of Monday 24 September.
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