www.nitb.com Summary of Board Meeting 25th September 2007 Attendance Present: Mr Tom McGrath (Chairman) Mr Lyn Fawcett Mr John McGrillen Mr John Mooney In attendance: Mr Alan Clarke, Chief Executive Ms Kathryn Thomson, Director of Finance and Business Planning Mr John Rubery, Director of Special Projects Ms Louise Kearney, Head of Organisational Development & HR Mr Bob McMillen, Policy & Business Planning Manager Mr Jim Daly, Policy and Business Planning Unit Apologies: Mr Kevin Baird Ms Aideen Corr Ms Andrea Hayes Ms Mandy Martin Mr Patrick Stapleton 1. Minutes of Last Meeting As a quorum was not present it was agreed that any decisions will be ratified when the Board next meets. 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. Mr McGrillen mentioned that item 5 (ii) - Interreg Priorities - might include projects with which Down District Council is involved. It was agreed that if these arose in discussions he would withdraw as necessary. Minutes of the last meeting were approved subject to ratification. Matters Arising: Review of Island of Ireland Markets – an update would be given later in the meeting. Departmental Audit Committee – No response had been received to Lyn Fawcett’s letter to the DAC chairman requesting an amendment to the minutes of the DAC meeting on 17 May. The Board agreed that the Chief Executive should write to follow this up (ACTION: AC). 2. Chairman’s Report The Board discussed attendance at meetings held away from headquarters and suggested consideration should be given to structuring discussions at Board dinners around formal presentations by the local tourism stakeholders. The Board also suggested that Members should be consulted on possible dinner invitees and industry nominees could be sought through RTPs. The Chairman commented on a perceived lack of clarity on arrangements for his own and the Minister’s attendance at the recent Walker Cup events. The tournament was strictly controlled by the Royal and Ancient Society, providing only limited promotional opportunities; also the hotel itself had changed timings for the serving of a meal. NITB supplied a comprehensive Northern Ireland briefing for television commentary by Peter Alliss. Feedback on this TV coverage had been extremely positive. Additionally NITB’s Business Tourism Manager is
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exploring the possibility of Rory McIlroy taking on an ambassadorial role. The Board suggested that a follow-up exercise should be carried out to determine the value derived by tourism from the event and report back to the Board in 3-4 months time (ACTION: WL). 3. Chief Executive’s Report The content of the report was noted and the Chief Executive detailed the following issues: Giant’s Causeway Visitor Centre – the Department of Environment Minister indicated that she is “minded” to approve a planning application from Seaport Investments for a visitor centre on an alternative site. As a result, while funds had been ring-fenced for the public sector project, DETI’s Minister considers that to continue at this stage would not be good use of public moneys and has put the project on hold. Senior NITB officials have been invited to give evidence to the Assembly’s Enterprise, Trade and Investment Committee on the matter. Members recommended the inclusion of the issue on the risk register, and development of a media strategy to handle potential queries (ACTION: KT). Members expressed concern that the recent developments may delay the urgent need for permanent visitor facilities at the Causeway. It was further noted that the Visitor Centre represents just one strand of the Signature Project, and funding is necessary both for the Masterplan for the greater Causeway Coast and Glens area, and the Management Plan for the World Heritage Site. These aim to encourage longer stays in the area as the “dwell” time for visitors at the Centre and the stones themselves is generally quite short. The Board was adamant that any Visitor Centre solution must integrate the whole Causeway experience and critically, deliver value for money to visitors; separate admission charges for the Centre, stones and parking will not work and if the Seaport proposal proceeds it must do so in partnership with the National Trust and Moyle District Council. The Chairman remarked that it will not matter who delivers the Centre so long as the product is truly world-class. Members recommended that learnings from the development process for the public sector project should be made available to a private developer if their proposals go forward. Rural Cottage Holidays: Northern Ireland Audit Office report – the Board was advised of an approach from the Belfast Telegraph which suggested that it had sight of the draft NIAO report. This had been reinforced by a telephone conversation between the Chairman and David Gordon. Members expressed dismay that the press had apparently been provided with a draft report which was not yet agreed. It was recommended that the Chairman should write to the Comptroller and Auditor General protesting in the strongest terms (ACTION: AC). Senior Management Team Restructuring – the Minister has just given NITB approval to a revised Senior Management Team structure. There was some concern at DETI’s delay in approving the proposals, which were discussed by the Board sub-committee at the start of the year. This has caused additional pressure due to vacancies in the two Director posts. Interim reporting arrangements were outlined and it was noted that pending the appointment of the new Directors the associated corporate risk has been escalated in the register. Members mentioned that their induction to the Board in 2003 had involved a very useful engagement with managers and suggested a similar exercise in the near future would reinforce strategic objectives (ACTION: KT). Mournes Signature Project – NITB had recently had a useful meeting with key stakeholders and the Action Plan is now with local authorities. A separate meeting had been held with local authorities involved in the Armagh Down Tourism Partnership, looking at the Mournes and Christian Heritage Signature Projects and considering the local area brand.
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Titanic – NITB had facilitated a visit by the Big Lottery Fund. A further round of shortlisting will lead to a decision in November. Dog Attack – the Board discussed a widely reported attack by Rottweilers on a child holidaying in County Antrim and noted NITB’s correspondence with both the girl’s family and other families staying at the same premises. Indications are that the industry felt NITB had responded well to this serious incident. Members commended staff for the action taken and professional handling of the incident. Smithsonian – the Board was notified of the background to an event peripheral to the recent Folklife Festival in Washington. At the request of the Department of Culture, Arts and Leisure, a representative of NITB had participated. It was now clear that DCAL had not provided sufficient information on sensitivities associated with this event and NITB is following this up. The order of subsequent agenda items was changed. 4. Papers for Discussion 4 (i) Tourism Ireland Board Meeting / VisitBritain Board Meeting The Chief Executive reported on TI’s Board Meeting of 13 September. A presentation on the Great Britain market indicated that some of NITB’s points have been taken into consideration with regard to segmentation and destination-specific short breaks. The other major agenda item was a web plan which was felt to be somewhat vague. The Chairman reported on his attendance as observer at a recent VisitBritain Board Meeting. Current concerns are the severe impacts on business of foot and mouth disease and recent flooding. Additionally a reduction in high-spending American visitors has been identified, as a result of the pound’s continuing strength against the dollar. Comments were also made about the low level of NITB’s statutory fees for certification, compared with those in the rest of the UK. The issue had been raised at the European Parliament. 4 (ii) Interreg Priorities The Board was provided with a document agreed by NITB with Fáilte Ireland and the Special European Programmes Body, identifying priority areas for Interreg IV funding. This was felt to contain a good balance of projects and Members suggested the inclusion of marine tourism in Strangford. Government departments have expressed other views (for instance DETI considers that the funds should be used for the Causeway Visitor Centre). The Board felt that this highlighted concerns around the undermining of NITB’s strategic leadership role and lack of consultation by DETI. The Chief Executive was asked to write to DETI expressing NITB’s concern that the Department was carrying on parallel discussions on funding for tourism projects (ACTION: AC). The Board asked if NITB was similarly discussing strategic priorities in the Rural Development Fund with the Department of Agriculture and Rural Development. It was confirmed that NITB has stressed the need for RDF to reflect tourism objectives and met with DARD to discuss its Local Development Partnerships. The Board emphasised that NITB should have a say in seeing that these funds are used appropriately and suggested that a DARD representative should be invited to attend the next Board Meeting to present on the plan (ACTION: AC). 4 (iii) Bank Mandates – Cheque Signatories The Board approved an updated list of cheque signatories for NITB. 4 (iv) Proposed 2008 NITB Board Meeting Dates The Board was presented with a list of proposed dates for meetings for next year and was asked to confirm their suitability to the Policy and Business Planning Unit.
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4 (v) Board Correspondence The Board noted the annex of recent correspondence and discussed a letter regarding a complainant’s difficulty in booking hotel accommodation listed in a short breaks campaign offer. Members stressed that such offers must make it absolutely clear to customers that they are likely to be subject to availability. 4 (vi) Senior Management Team (SMT) Details were provided of the proposed new SMT structure approved by DETI, arising from the Strategic Review conducted by Change Alliance. Primarily this will fulfil NITB’s strategic leadership remit by permitting the Chief Executive to become more industry-facing and to lobby key partners at the highest level; he will spend less time on corporate and operational matters, which will be overseen by a new Chief Operating Officer. The new structure reflects a renewed focus on industry capability and product development. The need was stressed for a Product Development Director with significant project management experience. This is to ensure delivery of the Signature Projects in full. Similarly the new Marketing Director will be tasked with building the industry’s capabilities rather than developing promotional campaigns. A Director of Planning and Partnerships (working title) will also be recruited specifically to bring influence to bear on tourism stakeholders in government so that they contribute to delivering NITB’s strategic objectives. As approval had only been granted by DETI the previous day a written paper was not available. Some details of the structure were new, but Members were reminded that the Board had discussed early proposals at its meeting on 20 March in Limavady and gave consent at that stage to develop and implement the new structures. It was emphasised that recruitment must be conducted quickly now that DETI had approved the proposal. Further detail on the next stage (the organisational review) is to be provided at the next Board Meeting (ACTION: LK). 5. Papers for Noting 5 (i) Tourism Ireland Recent issues of concern, including Tourism Ireland’s organisation of events in Northern Ireland without due reference to NITB, were felt to have placed the Chairman in a difficult position. Under the circumstances he felt he had no option but to support NITB’s executive by withdrawing from participation in the TI events, unless issues could be resolved satisfactorily. NITB and Tourism Ireland officials met with DETI on 24 September to discuss a way forward. NITB has stressed the need to develop a Memorandum of Understanding, setting out clear protocols for joint working and communications. It was suggested that there is a lack of will on DETI’s part to manage these issues and that the MOU should be a three-way agreement between NITB, TI and the Department itself. The Board agreed that NITB’s participation in the TI Marketing Plan launch scheduled for 29 November would be conditional on agreement of the MOU. The Board suggested that the Minister should be invited to dinner with the Board in the near future (ACTION: AC) to ensure the issue remains a priority. NITB will be carrying forward work on the Memorandum over the next few weeks. 5 (ii) Review of Island of Ireland An update was given on work to develop a marketing strategy within the island of Ireland. Areas requiring strategic consideration include core and secondary markets of short break takers and the means needed to attract these; there is also an issue of accommodation supply and demand, particularly outside Belfast. The review also considered Dublin as a gateway to Northern Ireland. On this latter point the Board discussed the role of NITB’s Dublin office. Other tourism agencies are moving away from this “shopfront” model and if thought is to be given to alternatives, these must be supported by a clear business need.
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Debate turned to the issue of accommodation supply and planning issues. It was noted that the issues on which individual planning offices consult NITB are not consistent. The Board is to discuss planning in depth at a future meeting. 5 (iii) Tourism Ireland Draft Corporate Plan A revised draft Plan has been issued for consultation. This appears to take on board some recommendations already made by NITB. Targets had been split but still appear modest and it was suggested these need more emphasis on promotable visitors. The Board’s view was that there should be some premium for Northern Ireland’s growth. It was observed that UK regional performance targets represent a reasonable benchmark of what Northern Ireland could be expected to achieve and Mr Fawcett undertook to provide these for the Board. It was felt also that brand tracking must assess not just consumer interest but actual purchases, and that targets should be set for air routes. Members noted the substitution of the phrase “stretch growth” for “helping Northern Ireland to achieve its potential”, (which itself had replaced the notion of “catch-up”). As consultation is underway Members were invited to provide input to the Chief Executive as soon as possible. The issue of businesses accepting or not accepting Euros was discussed and the Board suggested that Regional Tourism Partnerships and Visitor and Convention Bureaux should be asked to undertake a study of the issue (ACTION: KS). 5 (iv) Evaluation of Strategic Framework for Action Progress with BearingPoint’s review of the SFA was reported. There were concerns that the report was developing into a critique of NITB and the breadth of stakeholders’ views is not being fully reflected. One key finding was the absence of a forum to monitor other stakeholders accountable for elements of the Framework’s delivery. Originally the Tourism Strategy Forum was intended to fulfil this function but its membership mix had not been considered suitable for that purpose. It was observed that participation and quick progress in delivery appears to be dependent upon funding being available from NITB. Members remarked that the review process seems to be more preoccupied with setting boundaries for NITB than assessing the SFA’s success. They asked if it was possible to redress inaccuracies at this stage and were advised that BearingPoint and DETI had declined to attend the Board Meeting. The Board suggested this represents a chance to define roles and responsibilities and move on to develop a new Strategic Framework. By doing this the first time round, NITB had filled a vacuum and produced a vision to which all with a stake in tourism had signed up. The Board requested sight of the draft report when it becomes available and suggested convening a Special Board Meeting on 4 October to devote further time to the issue (ACTION: KT). 6. Any Other Business 6 (i) Tourism Ireland As a follow up to the Special Board Meeting of June it had been agreed that a further meeting with TI’s Chief Executive and Chair would take place. Since then the liaison group had been established and it was agreed the group should be allowed to complete its work on a Memorandum of Understanding before a further meeting is arranged. 7. Date of Next Meeting The next Board Meeting will take place on Monday 5 November in Belfast, venue to be confirmed.
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