Economic evaluation: experiential tourism to extend the visitor season in the French-English channel
This project contributes to realise the potential of common natural and cultural assets to deliver innovative and sustainable growth in the French-English Channel (FCE) region.
Start date1 July 2020
Funding sourceEU Interreg Experience
The amount allocated for this scholarship is £14,500 per year, plus all travel and data collection expenses are covered by the project.
You will contribute to a large Interreg funded project to reduce seasonality in the Oct-March period by supporting the development of experiential, sustainable tourism offer that improves the economy, contributes to healthy communities and preserves the environment.
Your particular role will be to conduct quantitative forecasting and evaluation of the economic impacts of the project. This €23.5m project will provide data from over 200 new sustainable tourism interventions over 6 regions, giving unprecedented access to appraise how different variables relating to the context and implementation of the interventions affect the outcomes.
The FCE region currently uses a destination-based tourism approach based on conventional, mass-market locations during peak season. Modern travellers are losing interest this type of holiday. Experiential tourism is a growing travel trend based on regional uniqueness. Travellers seek off-the-beaten path, ‘live like a local’ authentic experiences throughout the year. Regions inside and outside the EU have shifted from destination-based approaches to successfully harness this new experiential trend to extend the season. The FCE region is not popular with experiential travellers despite abundant potential. Current offer does not target the off-season or meet modern expectations, limiting competitiveness in the global tourism market.
To break the cycle and successfully extend the season, EXPERIENCE will develop a new tourism strategy to tackle all the challenges at once. We will capitalise on successes with experiential tourism observed in other countries. We will apply this to the FCE region to attract off-season visitors.
The new strategy is composed of 5 delivery plans designed to break existing tourism convention and bring global innovation in season extension to our region. We will:
- Unite and train traditional (tourism offices) and atypical actors (foresters / artisans) to recognise unique regional tourism selling points
- Create new off-season tourism offer, harnessing regional selling points to create exciting itineraries
- Adapt regional summer tourism infrastructure for off-season use
- Promote the FCE region for experiential tourism Oct-Mar
- Ensure offer is demand-driven for continued off-season visitors growth in FCE region
With a budget over €23m, we will test the strategy across 6 pilot regions (Brittany, Pas-de-Calais, Compiègne, Norfolk, Kent, Cornwall) each with diverse characteristics representative of other FCE regions and wider.
You will contribute to deliver primarily:
WP5 - Investment sustainability & legacy transfer
- A1 Co-learning and expertise transfer Participate in collaboration workshops; develop innovative and cost-effective tourism economic (including but going beyond turnover and job creation) indicators applicable to the six target regions and with potential for transferability; Deliver plan to evaluate economic impact of project actions
- A2 – Forecasting and evaluation To work closely with the six partner destinations to prepare economic forecasts for the impacts expected based on their project plans, and to conduct performance evaluations mid term and end of project.
In order to deliver WP5, you will be expected to work closely with the team delivering WP1-4 to understand the nature of the project.
You will need a degree (First) or taught postgraduate (distinction).
The scholarship is open to UK and EU students.
English language requirements: IELTS overall score of 7.0 or above with a minimum of 6.5 in each component (or equivalent).
Please note that you will be required to engage with the project partners in, and travel regularly to, the six regions of the project: Brittany, Pas-de-Calais, Compiègne, Norfolk, Kent, Cornwall. All travel and data collection expenses are covered by the project.
Fluent French is desirable.
How to apply
Applications should be sent through the Hospitality and Tourism Management course page.
Applicants will need to clearly state the studentship title and supervisor on their application.
Interviews are expected to take place towards the end of November 2019.
Hospitality and Tourism Management
Seasonality is a difficult and complex challenge to address. Impacts include lower visitor numbers, lower visitor spend, reduced employment and lower admission rates to attractions. This imbalance is seen in 6 pilot regions:
- Cornwall 3,285,000 (73% visitors Apr-Sept). 1,215,000 (27% visitors Oct-Mar). Tourism worth £1.9 bn, supporting 44,000 jobs yet one of poorest EU regions
- Pas-de-Calais 368,545 (66%). 125,305 (33%). Shorter stays and lower occupancy rates in off-season (1 night vs. 1 week in summer)
- Brittany (Morlaix & Côtes d’Armor) 2,828,700 (84%), 538,800 (16%). 40% of accommodation is campsites, closed Oct-Mar. 90% of all visitors arrive by car
- Compiègne 186,481 (55%), 31,702 (45%). Only 6% of visitors are foreign despite proximity to Paris airports/Eurostar
- Norfolk 26,157,040 (56%), 20,551,960 (44%). Visitors to heritage assets drop by 35% Oct-Mar
- Kent 35,733,500 (55%), 29,236,500 (45%). Only 31% of visitors to England visit outside of London yet they seek heritage (81%) and countryside (78%).
Previous tourism initiatives have only tackled 1 or 2 challenges. This does not have lasting impact on visitor numbers. To break the cycle of seasonality and compete in the global tourism market, we must develop a new tourism strategy to tackle all of these challenges at the same time. This is the only way to secure lasting growth in visitors Oct-Mar. Real change requires substantial investment and innovation towards each challenge. EXPERIENCE will address C1-5 simultaneously at 6 FCE pilot sites.
The new strategy is composed of 5 delivery plans:
- WP1 targets C1: we will unite traditional and atypical actors: SMEs, Very Small Businesses (VSBs), cultural sites, networks and associations (campsite owners, artisans, museums, chambers of commerce, Gîtes de France). We enable actors to understand and develop their unique tourism potential. This very innovative approach has not been applied in the territory
- WP1 targets C2: we will identify skills gaps and create bespoke training to target needs of regional actors. We support actors to collect and use data to inform business plans. We provide bespoke business support and mentorship adapted to help traditional and atypical actors to understand trend expectations and meet demand. Cutting-edge branding and customer satisfaction techniques are applied to tourism e.g. trend books: inspirational visuals, key words, target group attributes allowing actors to respond to future change
- WP2 targets C3: we will use the unique tourism potential of traditional and atypical actors and assets to develop competitive new tourism activities Oct-Mar. Wild mushroom foraging, followed by an open-fire cooking lesson, complimented by a moonlight classical music concert will be packaged into themed itineraries (e.g. Go Wild). We develop 1500 new tourism activities unique to Oct-Mar, 6 new off-season events and 600 themed experiential itineraries for different durations to increase length of stay (long weekend, 1-14 nights). 33% of itineraries will be disabled-friendly
- WP3 targets C4: we will adapt key tourism infrastructure and create access for Oct-Mar visitors combining functionality with iconic tourism landmarks. We will create luminous paths inspired by local artists (Van Gogh example in Netherlands) and exciting accommodation in heritage lighthouses to compliment WP2 itineraries
- WP4 targets C5: we will use cutting-edge techniques to concept-test itineraries on consumers and travel industry before release. Promoted via innovative campaigns: sneak previews to generate testimonials, personality quiz to find your ideal itinerary (shareable on social media) etc. Interactive trip-planning platform allows visitors to build ideal holiday
- WP5 will develop indicators to track output economic, social, environmental performance and sustainability, ensuring offer is demand-driven and responds to the new strategy.