Destination Britain North America Serves Up Banner Event

Christopher Rodrigues, chairman of VisitBritain
Christopher Rodrigues, chairman of VisitBritain

By Ana Figueroa

Scotland may vote to opt out of Britain today.

But the country was very much part of Britain this week, at Destination Britain North America (DBNA). Sponsored by VisitBritain, the seventh annual event brought a dash of England, Scotland and Wales to the Cosmopolitan of Las Vegas.  

The DBNA brought together some 183 buyers, suppliers and travel trade media, including Travel Agent. The turnout exceed last year’s event by 20 percent, a factor highlighting the vitality of the North American market. 

Scotland in the News

Tourism officials, of course, backed off from commenting on the upcoming Scottish vote for independence. Some suppliers, such as Lynda Denton, representing Gretna Green on the English-Scottish border, voiced a strong “no” to the break-up of Britain.

Other Scottish suppliers said they hadn’t yet made up their minds on the vote. But most agreed that there’s no such thing as bad publicity.

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“It’s not unusual for folks to ask, ‘where in England is Scotland located? Now, they definitely know it is a separate country. And in a funny way, it’s probably going to help boost tourism,” said Graeme Bowie, sales manager for Historic Scotland.  

Karen Clarkson, vice president North America, VisitBritain
Karen Clarkson, vice president North America, VisitBritain

No Standing Still

Throughout the three-day conference, officials emphasized the special relationship between the U.S. and Britain. In terms of numbers, the U.S. holds the top slot in market value for inbound tourism (2013 spend exceeded $4 billion). 

But Britain isn’t resting on its laurels. 

DBNA seminars emphasized the importance of attracting new visitors. That means foregoing traditional demographic measures for the psychographic profiles in vogue these days.

Motivation, personality type and range of interests are a more effective way to target potential travelers, said VisitBritain’s vice president North America, Karen Clarkson

“Active adventure-seekers come in the age range from 18-80,” she added. 

Clarkson also emphasized that social media savvy is no longer a luxury for the travel professional. 

“Traveler-to-traveler postings are more important today than ever. The good news is that Britain is extremely Instagrammable,” said Clarkson. 

Social media marketing consultant and HARO (Help a Reporter Out) creator Peter Shankman
Social media marketing consultant and HARO (Help a Reporter Out) creator Peter Shankman

Seminars by experts elaborated on the themes Clarkson introduced.

Social media marketing consultant and HARO (Help a Reporter Out) creator Peter Shankman tracked the growing influence of social media on business. And Skift.com founder Rafat Ali spoke about targeting visitors with a Millennial mindset.  

Christopher Rodrigues, chairman of VisitBritain
Christopher Rodrigues, chairman of VisitBritain

Networking Pays Off

Still, the vast part of the show focused on good old-fashioned networking. Suppliers and tourism officials used 4,500 “speed dating” appointments to tout Welsh food, high-end shopping districts, big bus tours, haunted castles, quaint villages and sleek-high tech viewing towers. 

Gastropubs, country house restaurants and the burgeoning “filed to fork” movement were key DBNA buzz words. 

“Dining and the culinary scene are probably the most surprising aspect of Britain for the visitor right now,” Christopher Rodrigues, chairman of VisitBritain, told Travel Agent. 

Poolside decor at the event
Poolside decor at the event

Indeed, lunches, receptions and (of course) tea breaks showcased such British delicacies as bacon sarnies, marrow on toast and ale and oxtail soup.

This being Las Vegas, there were also plenty of margaritas sipped beneath three-foot-tall chandeliers. And small bites and cocktails were served poolside, beside shimmering neon-lit Union Jacks

Cocktail receptions provided networking opportunities.
Cocktail receptions provided networking opportunities.

Worthwhile Endeavor

Opinions of the event were quite favorable, based on suppliers, wholesalers and agents with whom Travel Agent spoke. 

“It’s quite an investment to come here of course. But, I’ll get business from it. Maybe not for 2015, but for 2016 or down the road. I’ll see bookings come in from someone that I’ve met here in Las Vegas. It’s very worthwhile in the end,” said Mike Dewey, manager of the Hard Days Night Hotel in Liverpool, England.

“I thought I knew quite a bit about Britain. But I’ve learned so many new details here. As soon as I get back, I’m going to use them to start planning some trips for clients. In fact, some of the attractions I’d like to experience myself,” said Phyllis Jager, a travel consultant with Andrew Harper in Chicago, Ill.