www.nitb.com Summary of Board Meeting 24th June 2004 Attendance Present: Mr Tom McGrath (Chairman) Mrs Irene Adair Mr Lyn Fawcett Mrs Mandy Martin Mr John Mooney In attendance: Mr Alan Clarke, Chief Executive Mr Jim Perry, Corporate Services Director Mr Philip Pentland, Industry Development Director Ms Sue Ward, Marketing Director Mr Mark Lusby, Senior Economic Development Officer, Derry City Council (part) Mrs Louise Browne, Regions & Signature Projects Manager (part) Mr Bob McMillen, Corporate Services Manager Mr Jim Daly, Corporate Services Division Apologies: Ms Andrea Hayes Mr John McGrillen Councillor Jim Speers Location: The Killyhevlin Hotel, Enniskillen 1. Last Board Meeting Minutes of Board Meeting held on 25 May 2004 The Board approved the minutes as an accurate record of the above meeting. The Chairman advised that he had requested a “mid-term” review of the Board’s progress, for the September meeting. The agenda was reordered to facilitate the Walled City of Derry presentation. 2. Chief Executive’s Report The Board noted the content of the report and the following issues were highlighted: Regional Tourism Partnerships – A further “workshop” event will be held in July to take forward discussions with Derry City Council. Tourism Ireland Board Meeting, Belfast, 21-22 June – the main item was a presentation on the North-South Ministerial Council. The Chairman stated that he was writing to Tourism Ireland concerning a minute recording comments about NITB’s absence from TI’s May Board Meeting. Northern Ireland Tourist Industry Confederation – the post of NITIC Chief Executive is being advertised. United Kingdom Tourism Survey – the Board was advised that while NITB provides substantial assistance towards UKTS, sample sizes are too small to give robust results below the UK-wide level. The Board endorsed a recommendation that additional government
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funding should be sought to strengthen the survey, which should belong to government rather than the tourist boards. Strategic Framework for Action: Implementation Process – an Implementation Group has been established consisting of senior officials of NITB, NITIC, DETI and TIL. It is proposed to nominate NITB Board Members to chair five Programme Groups, overseeing the ten Action Programmes in the Framework. The Minister will publish annual reports on their progress. 3. Chairman’s Report Invest Northern Ireland – InvestNI’s report to the May 25 Board was raised and the Board asked what it might do to assist the development of tourism projects, particularly in gaining planning approval. The Board felt that NITB’s responses to DOE on tourism-related planning applications should advocate tourism value more strongly and focus less on environmental impact. It was agreed that there is an issue on how NITB approaches policy matters in terms of reviews and consultations. The Board suggested that a DETI official should be invited to its next meeting to provide input. NITA Awards - it was noted that the Northern Ireland Tourism Awards had been a great success and there had been much positive feedback, both written and by word-of-mouth. Audit Committee – the Board noted that NITB had been commended by the NIAO representative for the revised procedures being put in place. 4. Presentation on Walled City Of Derry Signature Project The Board received details of proposals for the Walled City Signature Project. Copies of Derry City Council’s plan for the “public realm” were circulated. Key issues such as visitor orientation, interpretation, traffic management, the lighting / presentation of the Walls and signage were discussed. The Board suggested that there was a need to preserve a strong image for the city and prevent this from being overwhelmed by retail developments and street markets. With regard to funding there is a need to ensure interdepartmental co-ordination so that all partners can deliver fully on their commitments. A Walled City Management Group is to be established with all the key players represented in its composition. The Board welcomed the plans and felt that these represented a good structure for marketing management of the signature project, but agreed that progress can only be achieved if there is clarity on who is in the lead locally. The Board suggested that it would be useful to have a follow up presentation. 5. Papers for Discussion 5 (i) E-tourism Strategy A strategy for NITB’s e-tourism activities was outlined. It was noted that around 50% of initial enquiries about holidays are conducted on the internet and that there is a need to put in place systems which quickly and effectively capture the attention of potential holidaymakers. The Board suggested with regard to events that there is a need to ensure not only that visitors are aware these are taking place, but also that quick links are available to advise on how to get there and where to stay. This will form part of the functionality of TIDINET and the strategy is intended to be led by the requirements of the user.
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The Board stressed the need to have easy-to-use online facilities, both for visitors and the industry, and suggested that it would be useful to have an idea of expenditure to date on this together with outputs / measures. 5 (ii) Tourism Development Scheme – Down Cathedral The Board approved funding for the project. 5 (iii) Rural Cottage Holidays (RCH) Ltd The Board gave its consent for NITB to proceed on the basis of recommendations made in the recent report on the future of RCH. 5 (iv) Strategic Economic Vision for Northern Ireland The Board was advised of a DETI initiative to develop a strategic vision for the future of the Northern Ireland economy. The Board agreed that there is a need to see that tourism is given its appropriate place within such a vision and suggested that emphasis should be placed on the unique benefits of tourism to the economy. 6. Papers for Noting 6 (i) Tourism Performance Update The Board was advised that the figures were derived from the UK Tourism Survey, and asked if it was possible to compare spend and outputs from this year and last year’s Spring / Autumn Campaigns. The Board also suggested that if Corporate Plan targets have been exceeded, this success should be publicised. 6 (ii) Industry / Stakeholder Survey The Board was advised of progress. A report will be provided to the September Board Meeting together with an Action Plan. The Board stressed the need to ensure that occupancy surveys are as representative as possible and asked for details of how the monthly prize is awarded. 6 (iii) Funding Update An update was given on progress with all schemes of financial assistance administered by NITB. The Board noted the content of the report. 6 (iv) Budget Bid An update was given on NITB’s budget bid. Additional funding will be critical to ensure the implementation of the Strategic Framework in full. The bid has now gone to DFP and a response is awaited. The Board recognised the work involved in preparing the bid. 7. Board Committees and Organisational Issues 7 (i) Complaints Report The Board noted the content of the report and asked about the new switchboard system. This was due to be in place by the end of July but the organisational restructuring may mean that this takes a little longer. Board Members commended the main switchboard operator for her courteous treatment to callers. An updated events newssheet is being produced for distribution over the summer. The Board recommended that in future this should contain details of the criteria for having events included in tourist information, so that event organisers are clear on what to do and who they should contact. The Board was advised that a process map is being produced for this purpose. The Board queried why Tourism Barometer figures on nitb.com had not been updated since January. It was explained that the January figures represent the final set of figures for the 2003-04 Barometer, and that a new set of top-line figures had just been produced which
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comprise the first set for the new Barometer exercise. These should be added to the website soon. The Board emphasised that it is essential that information on nitb.com is relevant and current. 7 (ii) Minutes of NITB Audit Committee The minutes were noted. The Board asked about cover for liability of NITB staff when acting as directors of external companies. It was confirmed that this matter was currently under consideration by NITB’s insurers. 8. Any Other Business 8 (i) Fact Sheets Two information sheets aimed at service providers were circulated for information. These were produced by NITB in anticipation of an influx of French and Spanish visitors following the establishment of the new air routes and offer basic facts which may be useful to those dealing with visitors, together with a few simple phrases in each language. 8 (ii) Events The Board asked how the return on investment in events is assessed and was advised that the new funding structures have a built-in evaluation mechanism. NITB will also be required to monitor how events organisers use funding to securing third-party contracts, ensuring that their processes comply with appropriate statutory requirements. It was noted that this will have resource implications 8 (iii) Signature Projects A comprehensive update on progress will be provided at the September Board. The Board also asked for a short paper outlining all the key Causeway issues. 8 (iv) PR It was recognised that there were several interested parties involved in the event to mark the inaugural EasyJet flight from Paris which meant that NITB was unable to secure as much PR coverage as had been anticipated. The Board was advised that a rebuttal had been issued in response to a recent opinion piece aired on Radio 4 criticising Northern Ireland tourism. The Chairman advised that a response was also being produced to an article on the Strategic Framework, published in the First Trust Bank’s Economic Review. It was agreed that a comprehensive discussion should take place at the September Board Meeting on NITB’s PR plan and measures of performance. 8 (v) Board Update Bulletin The Board was advised that an update would issue over the summer months. Consideration was also being given to the format and content of a regular news bulletin for the industry. 8 (vi) Regional Tourism Partnerships It is proposed to review progress on RTPs at the September Board Meeting. 9. Next Meeting The next Board Meeting is due to take place in NITB Headquarters, St Anne’s Court on Wednesday 15 September 2004.
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