PRINCIPLES OF THE MODEL
1. The Isle of Wight Council:
·
Will be responsible for
funding the Tourism Partnership to achieve the aims, which the Council may
describe, but as a minimum to deliver the objectives of the Community Strategy
and also the emerging Tourism Development Programme.
2.
The Tourism Partnership:
Key Functions:
·
Marketing
Activities - to establish broad
objectives and a delivery strategy for them.
·
Commissioning of research
and development – to inform the above.
·
Press and PR in a strategic context
Key Responsibilities:
·
Will be responsible for
broadly describing to the Council how it will attempt to achieve the aims set
for it and for producing an annual action plan and targets that it expects to
be achieved in return for its funding.
·
It will contract with
the delivery arm for the achievement of the targets it describes and will
monitor the effectiveness of it in so doing.
·
It will also monitor the
effectiveness of the targets in achieving real improvements in all tourism and
related industries on the Island and seek to identify other targets where this
is not being achieved.
·
It will become the sub
region for the Regional Tourist Board however that ends up being described.
·
It will own the brand of
the Isle of Wight for marketing and promotional activities.
Membership
and Staffing
·
The main board of the
partnership will comprise representatives from: -
·
ITIA
·
Other tourist related
businesses on the IW
·
Regional Tourist Board
·
IW Council
·
Cross Solent Travel
Operators
·
The Partnership will
require a small staff in order to service the needs of the board and also to
produce and monitor the service arrangements with the Delivery Arm.
3. The Delivery
Arm:
Key
Functions:
·
Call Centre
& Distribution
·
Delivery of research and development.
·
Press and PR in a specific context. (eg related to publications or
events)
·
Sales &
Publications
·
Exhibitions
·
TIC’s
Key
Responsibilities:
·
For achieving the
targets set for it by the Partnership.
·
Will be responsible for
specifically describing to the Partnership the means by which it will achieve
the targets set for it and the milestones that it will use to measure its
success on the way.
·
Its services will be
available to all tourist and related industries on the IW subject to any
reasonable restrictions that the Partnership may legally pose (eg grading).
·
It will advise the Partnership
on all matters in relation to the setting of a tourism development strategy and
any potential target markets that it sees for the Island.
Staffing
·
Staffing will in the
main be drawn from the existing staff of Isle of Wight Tourism.
4.
ITIA
·
To remain a membership
organisation that seeks to develop and lobby for improvements in support of the
tourist industry in general and its members in particular.
·
It will provide a range
of member benefits that will assist them in the development growth and general
management of their businesses.
·
It will provide some
funding to the Partnership with for which its members will receive access to
the services of the delivery arm at preferential rates to non-members of ITIA
(subject the minimum acceptable standards still applying).
·
The members of ITIA
should also be members of the RTB as part of the sub regional
agenda/discussions.
ISSUES TO BE RESOLVED (In no particular order)
1.
How to ensure fast
turnaround times on R&D to enable the industry to respond quickly to changes
in the marketplace.
2.
How to coordinate
sponsorship for the many tourist related activities.
3.
Clarify who might run
the ITIA membership scheme.
4.
TUPE issues in relation
to existing IWT staff
5.
What package of benefits
could be created to assist the development & growth of ITIA?
6.
How to amend the current
objectives and membership of the Tourism Partnership.
Contact : John Metcalfe tel 01983 823285
Head of Community Development & Tourism
Isle of Wight Council
D
PETTITT
Honorary
Secretary
