www.nitb.com Summary of Board Meeting 5th June 2007 Location: Belleek Pottery Attendance Present: Mr Tom McGrath (Chairman) Mr Kevin Baird Ms Aideen Corr Mr Lyn Fawcett Ms Andrea Hayes Ms Mandy Martin 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 Sue Ward, Director of Marketing Ms Louise Kearney, Head of Organisational Development Ms Gillian Magee, Marketing Planning & Intelligence Manager (part) Mr Noel Sweeney, TTC Consulting (part) Mr Ian Henderson, TTC Consulting (part) Mr Norman Houston, Department of Enterprise, Trade and Investment (part) Mr Bob McMillen, Policy and Business Planning Manager Mr Jim Daly, Policy and Business Planning Unit Apologies: Mr John McGrillen 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. Matters Arising: Finance Report – the Board stressed that minutes should record suitable detail in relation to the report. Business Eye Awards – Members were advised that NITB had corresponded with Tourism Ireland in relation to its sponsorship of an award at the event. Causeway Coast and Glens Heritage Trust Core Funding – It has been communicated to the Trust that funding will be up to a maximum of £40,000 and is conditional on CC&GHT developing a programme of activity which meets NITB’s needs. Additionally NITB has advised the Trust in writing that this will be the last year in which funding can be provided. The Board asked for a copy of the letter to be included with its next set of papers for information (ACTION: JR). 2. Chairman’s Report The Chairman reported that feedback on the recent Northern Ireland Tourism Awards was generally very positive. Members recommended that in future, the script for the event should highlight more clearly the criteria on which NITA winners are selected (ACTION: KT). There was some discussion about whether it was preferable to have an Outstanding Contribution
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Award or a Chairman’s Award. There are no nominations in the category – awards are made on the Chairman’s recommendation. The Board commended Rachael Harriott of the Communications team, for suggesting the Travel Writer of the Year Award. The Tourism Workshop, held in the Newcastle area, was noted to have been a great success and Members commented in particular on the many compliments for the gala welcome event held at Castle Ward. The Chairman reported that he and the Chief Executive had met with the new Minister for Enterprise, Trade and Investment. The meeting had been broadly positive, with some discussion of NITB’s staff complement and structure, and whether it is appropriate for the organisation’s role. The Board considered this point and was advised that the Corporate Communications team had produced a booklet as a tool to communicate NITB’s remit and the value of tourism to the industry and general public. Copies were circulated and Members stressed the need for documentary evidence to back up assertions. The Board was advised that an organisational review is underway to align structures from senior management downwards with corporate and strategic objectives. This work is due to be complete in the autumn. The Senior Management Team is undertaking a programme of media activity in the coming weeks to raise NITB’s profile and awareness of its activities. 3. Chief Executive’s Report The Board noted the content of the report and the following issues were highlighted Titanic Signature Project – The Big Lottery bid documentation was made available for scrutiny by Members. The Board commended Kerrie Sweeney and her Regions and Signature Projects team who had worked through the recent Bank Holiday weekend to complete the bid by the submission deadline. The Titanic Alliance has been incorporated as a charitable trust with Alan Clarke and Noel Cornick of DETI acting as trustees, to progress the bid. Some concern was expressed that Belfast City Council’s support for the bid is wavering in favour of its Giant’s Park Project. Smithsonian Folklife Festival – NITB’s Director of Finance and Business Planning and Business Tourism / Events Manager undertook a week of intensive media interviews in Washington recently in the run-up to the Festival. It is clear from this activity that while there is a great goodwill towards Northern Ireland and a significant improvement in its image as a safe destination, there is still a well of ignorance to be addressed (for example, only one of five newspaper editors were aware of the direct air route from Newark to Belfast). Enterprise, Trade and Investment (ETI) Committee – the Chairman and Chief Executive are due to give evidence to the Assembly’s ETI Committee on 12 June. Northern Ireland Events Company – the Board was advised that the Minister for Culture, Arts and Leisure has suggested that NIEC might remain within DCAL. Concern was expressed that as NIEC currently operates with an interim Chief Executive and skeleton staff, specialist knowledge of events handling is being lost in advance of the transfer. 4. Papers for Discussion 4 (i) Cultural Tourism Strategy A final draft Strategy was presented for the Board’s approval. Three key areas of focus are identified for NITB: Built Heritage, Signature Projects and Living Culture. Within these are priority areas of work to create opportunities for cultural tourism. NITB proposes to work with strategic partners in each of these priority areas to develop tailored cultural tourism products and marketing initiatives. Prospective strategic partners will be required to meet set criteria in order to participate.
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Resources will be tied primarily into developing interpretation for the Signature Projects and to elements of Living Culture. What is required from cultural tourism providers is that they identify strategic products which NITB can assist them to refine and market. The Board asked how the Strategy could help those who in the past were critical of NITB’s approach. It was stated that NITB is maintaining regular contact with the Orange Order with a view to promoting key events of the Twelfth celebrations online. NITB is also due to meet in the near future with Foras na Gaelige and the Ulster Scots Agency. Members also asked with whom NITB would deal in future on Ulster Scots and Irish language issues, and were advised that liaison will be with the relevant government bodies (respectively, the Ulster Scots Agency and Foras na Gaelige). Implementation will be a matter of urgency and the document will be reviewed as NITB takes it forward. The Board suggested that consideration should be given within the review of organisational structures to devoting additional staff resources to cultural tourism to ensure delivery. Members stressed the need for NITB to be fearless and present the Strategy positively. They further commented that the Strategy’s development had been instructive in demonstrating that it is impossible for NITB to do everything and its true role must be to assist other bodies in the cultural arena to develop their tourism potential. Approval was granted by the Board to issue the Strategy to key stakeholders for consultation, with an update to be given to the Board in September (ACTION: SW). 4 (ii) Review of the Island of Ireland Markets The Board was joined by NITB’s Marketing Planning and Intelligence Manager Gillian Magee, who introduced Noel Sweeney and Ian Henderson of TTC Consulting. They presented the preliminary results of a review of the tourism market in the island of Ireland, looking at key segments and barriers to growth, and outlining strategic recommendations. Arising out of this work a further extensive series of telephone interviews is to be undertaken during the summer both North and South of the border. Discussing the findings, Members felt that the report reinforced what was already largely known. They suggested that a focus on short breaks and day trips means that ROI and domestic visitors only receive a very limited experience of what Northern Ireland has to offer, which does not inspire them to take longer trips. Some opportunities exist to encourage further trips, for example in the introduction of rail passes for pensioners. The Board agreed that once the research is complete, the information needs to be disseminated quickly to the industry so that they can start acting on it and begin to stimulate investment. It was stressed that research indicates that if people have sufficiently strong motivators for coming to Northern Ireland – for example, trips for golfing – then negative issues such as the strong pound or safety / security perceptions become less relevant. The greater Dublin area is still seen as presenting the best prospect. There was some discussion of NITB’s Dublin office, which in its layout is a very traditional shop with the purpose of attracting “walk-in” queries. Most tourist bodies now carry out promotion primarily via the web and it was suggested that this should be looked at in terms of the cost per booking. The next step in the study will be to undertake a detailed phone survey to see if the report’s draft recommendations tally with what potential visitors want. The timescale for this was outlined and it was agreed that a draft final report and action plan should be available for the Board in August (ACTION: SW). The Board thanked Gillan and the consultants, who left the meeting. Norman Houston of DETI also joined at this point. In further discussion the Board queried the need for expenditure on consultancy work generally and suggested that a better approach would be to develop staff competencies within NITB. Where necessary, outside expertise could be found at a low cost by using undergraduates and postgraduates specialising in relevant issues.
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4 (iii) Review of Certification and Classification Schemes Future options were outlined for certifying and classifying accommodation. The Board’s subgroup met on Monday 4 June to consider the alternatives and recommended Option 4 (making classification as well as certification compulsory for all types of accommodation). Sub Group members advised that similar new schemes in other countries are also adopting this approach. It was stressed that the scheme’s primary objective must be to provide security for visitors. Members also discussed the sub-group’s composition; until her term on the Board expired, Irene Adair represented the interests of the bed and breakfast sector. Lyn Fawcett represents the self-catering sector, as the owner of a number of cottages. The Board reaffirmed the composition of the group as appropriate. DETI’s Departmental Audit Committee had discussed fees and recommended that a charging structure must be established which will allow NITB to review and adjust fees going forward. The next step will be to meet with DETI for further discussion – it was suggested that the subgroup should meet with the Department as a matter of urgency (ACTION: AC). 4 (iv) Northern Ireland Events Company (NIEC) The Board received an update from Norman Houston on the transfer of NIEC from DCAL to NITB, proposed as part of the Review of Public Administration. The current arrangements are that the two bodies will merge on 1 April 2008, with NIEC staff joining NITB under Transfer of Undertakings (Protection of Employment) Regulations (or TUPE). NIEC itself would be wound down at the end of 2008 and DCAL will be responsible for resolving any legacy issues. It has been agreed that the funding of community festivals will not transfer to NITB as these represent an issue of social cohesion rather than a tourism matter. The Board was advised of a number of significant and economically valuable events secured for Northern Ireland in the next few years, including the World Fire and Police Games in 2013 and the Motocross des Nations. A number of other high-profile events are in the final stages of negotiation. The Board discussed concerns that a good deal of specialist expertise might be lost through attrition prior to the transfer, given that NIEC is presently operating with an interim Chief Executive and skeleton staff. The Board was advised that NIEC events negotiators have been offered fixed-term contracts which would carry them through the transfer process, in order to encourage them to stay. DETI asked for NITB’s assistance in working with NIEC and offering reassurance to its staff. The Board noted the update and Mr Houston left the meeting. 5. Papers for Noting 5 (i) Northern Ireland Affairs Committee – Government Response The Board noted the Minister’s response on behalf of DETI to the Committee’s report. NITB had provided input to this and Members expressed disappointment that not all the Board’s recommendations were included in the Department’s final reply. The NIAC report had commented on the requirement for DETI to report on its relationships with its arms-length bodies such as NITB. This had been raised by NITB at the Departmental Audit Committee on 17 May but was not recorded in the minutes, and is to be followed up in writing (ACTION: LF). 5 (ii) Tourism Ireland Board Meeting Members noted the Chief Executive’s report from the last TI meeting. Discussions had centred on sub-brands and the concept of “super-regions”. The Board agreed that greater clarity is required on Northern Ireland’s status within the super-regions structure. 5 (iii) Draft Minutes of NITB Audit Committee Meeting on 24 April 2007
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The Board noted the draft minutes of the meeting. 5 (iv) Draft Minutes of NITB Risk Committee Meeting on 20 April 2007 The Board noted the content of the minutes. 5 (v) Draft Minutes of Meeting with Tourism Ireland on 17 May 2007 The minutes were noted and the Chairman thanked Lyn Fawcett and Mandy Martin for their participation. In turn they expressed their appreciation of the preparatory documents sent to them by NITB prior to the meeting. The Board is due to meet with the Chairman and Chief Executive of Tourism Ireland on Monday 11 June at NITB Headquarters. This meeting has been requested by TI’s Chairman. 6. Any Other Business 6 (i) Walled City of Derry – Built Heritage Programme The Board’s approval was sought for the provision of Integrated Development Fund (IDF) assistance to develop two key sites in the built heritage element of the Walled City Signature Project. These developments will improve cultural tourism stock for visitors to the city. This assistance is being administered through NITB’s Tourism Development Scheme on behalf of IDF and will also be subject to approval from the Department of Finance and Personnel. The Board approved assistance (proposed: MM, seconded: JM) of up to £674,000 to the redevelopment of the Derry Playhouse and £938,000 for renovations to the First Derry and Claremont Presbyterian Church (ACTION: KT). 6 (ii) Risk Register The Board discussed views expressed by DETI at the Departmental Audit Committee that NITB’s Risk Register should not include any risks over which the organisation has no control. Members felt that the Register was relevant and appropriate, and that it was proper to take into account matters (such as bird flu, for example) which might present significant strategic challenges for NITB. The Board agreed to refer the issue back to NITB’s Audit Committee for further discussion (ACTION: KT). 6 (iii) Signature Projects The Board noted with concern comments in the Minister’s speech at the NITA awards regarding planning matters at the Causeway and on the Mournes, which appear to indicate a shift in the Department’s thinking on funding for Signature Projects. 6 (iv) Ulster Grand Prix The Chairman brought to the Board’s attention correspondence from David Burnside regarding future funding for the Ulster Grand Prix. He had spoken to Mr Burnside. 6 (v) Destination PR The Board discussed a complaint regarding a NITB staff member’s refusal on cost grounds to assist two journalists hoping to undertake Northern Ireland trips. Members felt that this issue should have been handled at a more senior level and were advised that the matter is under investigation. The Board suggested that such media requests should be handled by a dedicated account manager (ACTION: KT). 6 (vi) Northern Ireland Hotels Federation Arising from recent correspondence the Board was advised that the Director of Marketing is to meet with NIHF to discuss options for sponsorship of next year’s Tourism Workshop. 7. Date of Next Meeting A special Board Meeting with the Chairman and Chief Executive of Tourism Ireland will take place on Monday 11 June at NITB Headquarters. The next Board Meeting proper is due to take place on Tuesday 21 August, again at Headquarters.
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