Tourism on the Isle of Man is heading into 2020 and beyond holding a mixed bag of Brexit influences and opportunities. Surely the uncertainty of ‘Destination Boris’ and the shaky European holiday market can deliver positive outcomes in the Manx economy? Any UK resident thinking of travelling into Europe for a break next year will have doubts about border controls, healthcare, phone tariffs and a sinking pound. Surprising as it may seem, the continental heat that matches the ovens at Noa Bakehouse may be too much for many. It’s time for the Isle of Man to provide a breath of fresh and hopefully not too damp air next year.
Now is the time to get smart and make sure our approach for attracting visitors is right. Our independence mantra dictates that whatever happens, we shall always stand tall and this is possibly our best opportunity in the tourism market since the steam ships first set sail from Liverpool over a century ago.
Our product here on the Island is very special, the countryside and scenery is up there with the best in the British Isles. Our Government policies must seek to preserve and enhance care and clever brownfield management. Cultivating a visitor market that enjoys beautiful footpaths, safe cycleways and open spaces will reap rewards. A bold and exciting use of our Biosphere status must be handled tactfully and the quality of our actions and messages must be of platinum value.
Our holiday market has developed well in recent years, as a tour operator I’ve handled thousands of guests and can claim to be more than ‘well acquainted’ with the ‘visitor attraction coalface’ here on the Island. Sometimes I do wonder about perception of fragmented offerings and the impact they have on the visitors. In many ways, the unfinished, unpredictable quirkiness does give an appeal to many. Places closed at peak times, crazy building works, delays on projects and lack of signage raises an eyebrow or two. Paradoxes such as setting foot on a beautiful golf course peninsula situated in an area designated ‘Special Scientific Interest’ whilst being flanked with what looks like a horror set from the film ‘The Shining’ exposes the weaknesses we have in dealing with derelict properties on the Island. We have countless sites lying abandoned with carbuncle appeal. Robust Government policy needs to be employed ahead of any desire to eat into our beautiful countryside.
Sitting on the Visit Agency Board allows freedom of expression amongst my colleagues. It’s quite liberating to be able to make your feelings known with Chairman Ranald Caldwell overseeing proceedings. I’m learning constantly about the mechanisms within Government departments and how other partners in the tourism sector operate. For instance, listening to the challenges faced by businesses in locating kitchen professionals is enlightening. Seeking solutions has been rewarding as our food and drink industry has vast potential with such trusted local provenance ‘on tap’. The food and drink experience on any holiday is vitally important.
Finding time to get the volunteer Agency work done can be a challenge as anyone running their own business will understand. You need to put the ‘beans on the toast’ first and bookings are up again this year. Somehow, you must squeeze the Agency duties in between tasks and bookings.
It’s handy to see how the market is shaping up first-hand whilst being out and about on the road. Engaging with private operators, small museums, Blue Badge Guides, food and drink providers and of course, the visitors makes the job engaging, informative and lots of fun.
The Agency role is important to me and it’s possible to make time to be a constructive member of the team. The professional opinions of other board members are highly valued and as a committee member in various guises over the years, I have to say that the content of these meetings is absolutely fascinating. It’s possible that with some sharp, smart moves, the economy can benefit quickly by attracting the right tourist groups. For instance, the visiting car clubs is a fine example where a valued tourism income is injected into our service industry by high spending visitors. Our roads are inviting for many and equitable decisions regarding road closures can deliver financial benefits to the economy in the right places.
Looking ahead, I’m excited at the prospect of investigating the USA and Chinese visitor markets further. Anybody who has been to York recently will appreciate the value of personal space as overcrowding is a real issue. Our heritage sites can match anything in Britain and our Victoriana transport network is incredibly special. We just need to be intelligent in how we attract the International visitors who may choose to make a Manx diversion across the water. Owning the sea transport service and providing the appropriate service is integral here.
The formation of the tourism strategy ahead has been insightful and I’m hopeful that our push on promoting outdoor activities will be a success. The Island is an adventure playground for all. Simple objectives such as making our coastal walkways more attractive with better access, waypoints and signage have been achievable. I’m super hopeful for a real effort in Government to develop an insatiable appetite to make cycling an irresistible pursuit for local residents and visitors. An imaginative network for cycling will pay for itself in visitor spend and health cost savings if done right. Creativity and boldness will make it happen and the cycling phenomenon will continue to boom.
Into the future, I’m hoping for a stronger partnership with the massive marketing arm of the TT Races to spread the Manx message far and wide. The online following runs into the millions with portals on YouTube and other digital media fronts. Perhaps an Isle of Man TT/Tourism TV Channel will deliver? We have stacks of interesting content relating to the bikes with news, heritage and history. In addition to that, our tourism has a story every day via our events, locations, visitors, cruise ships and wildlife. And don’t forget, almost everybody is carrying a camera around with them these days.
The acquisition of the ferry service is absolutely tantalising and must deliver cheaper fares and in time, new vessels. Decisions being made at Liverpool Pierhead demand scrutiny and must be tailored to making travel to the Isle of Man part of the holiday experience and not tortuous. Similarly, our cruise ship market is growing at pace. Ensuring that our visiting vessels comply with environmental standards is important. In addition to that, our visitors should be given opportunities to enjoy the Island at its very best. This demands skilled engagement with the retail economy, quality transport providers, food and drink establishments specialising in local produce and inviting the best attraction providers. The cruise ship visitors love to be treated to special experiences away from the tourism treadmills they’ve visited prior to landing here.
Our Island once enjoyed a tourism heyday of 1m visitors per year. Making a return to those times is a tad ambitious, however 70m+ trips are made abroad from the UK and tapping into that figure will deliver much needed income. The answer sits in continuing building our identity and reputation in the World travel market and possibly developing more visitor attractions. The Titanic Centre in Belfast gathers in over 840,000 visitors per year and I often wonder if a similar style super technology indoor attraction to celebrate the TT heritage would deliver some serious numbers to our shores.
If you have any suggestions or ideas about tourism growth on the Island, please contact me via email ged@isleofmangolfholidays.com, I would be delighted to know your thoughts.
