Destination Marketing – Tourism in difficult areas revisited

Announcing the third Sheffield Hallam University Destination Marketing Symposium to be held on Wednesday 24th February 2016, Adsetts 6619, Sheffield Hallam University, 14.00-16.45 hrs

Symposium Theme  

The annual destination marketing symposiums* held at Sheffield Hallam are intended to unite theory and practice in destination marketing, and are free events aimed at students, academics and practitioners, especially. This year’s topic is Tourism in difficult areas revisited, marking the publication 25 years ago of an academic piece written by Peter Buckley and Stephen Witt. Entitled “Tourism in difficult areas: case studies of Bradford, Bristol, Glasgow and Hamm” and published by Tourism Management in September 1985, the article traced the recent emergence of destination marketing in former industrial cities, concluding that the “development of tourism in difficult areas is a feasible strategy to increase employment and prosperity.” 

The February symposium begins with a retrospective recalling what it was like back in the 1980s as Bradford and other European cities were beginning to develop and promoted themselves as holiday and convention destinations, activities formerly more or less the preserve of capital cities and seaside and spa resorts. Three illuminating presentations follow in which DMO executives consider the situation in the ‘here and now’ of today, setting out the destination marketing approaches currently being pursued in Glasgow, Birmingham and Leicester to boost image and otherwise flagging economies. All of which prompts many questions, not least of which is whether or not with hindsight tourism is the “feasible strategy” Buckley and Witt made it out to be; Glasgow by common assent has more than maintained the momentum established in the nineteen eighties and is now a premier league tourism player, but can the same be said of Bradford, Bristol and Hamm? A generation on from Buckley and Witt’s thought-provoking article, marketing ‘difficult areas’ as tourist destinations remains quintessentially problematic.

These and other fundamental questions inform this half-day symposium in which leading academics and experienced practitioners will present and stimulate audience discussion and debate. Students, academics and practitioners are equally welcome, and places - allocated on a first come, first served basis - are free. So reserve your seat here!   

 * The symposium has been awarded Association for Tourism in Higher Education (ATHE) 2015 'Making the Case' Award for a Teaching Project sponsored by VisitEngland http://athe.org.uk/prize-awards/ 

Download the TiDA 1 Document

Download the TiDA Revisited Document


Symposium Programme

14.00-14.10:  Welcome and introduction 

Peter Schofield, Professor in Tourism and Services Management, Sheffield Business School, Sheffield Hallam University

TOURISM IN THE ‘DIFFICULT AREAS’ – A 1980’S RETROSPECTIVE

14.10-14-30: Pioneering destination marketing in the ‘difficult areas’: Bradford 1980 

John Heeley, Visiting Fellow, Sheffield Business School, Sheffield Hallam University

CONTEMPORARY CASES                        

14.30-15.00:  People Make Glasgow

Tom Rice, Head of Marketing Communications, Glasgow City Marketing Bureau

15.00-15.30:  Richard the Third and all that 

Martin Peters, Chief Executive, Leicester Shire Promotions 

15.30-16.00: More Birmingham 2015

Tim Manson, Operations & Policy Director, Marketing Birmingham

PULLING TOGETHER THE STRANDS

16.00-16.30: Questions from the audience and closing observations by Peter Schofield

16.30-17.00: coffee and networking



Welcome & Introduction (7.33)
Peter Schofield, Professor in Tourism and Services Management, Sheffield Business School, Sheffield Hallam University


Pioneering destination marketing in the ‘difficult areas’: Bradford 1980 (23.45)
John Heeley, Visiting Fellow, Sheffield Business School, Sheffield Hallam University


People Make Glasgow (28.50)
Tom Rice, Head of Marketing Communications, Glasgow City Marketing Bureau


Richard the Third and all that (26.33)
Martin Peters, Chief Executive, Leicester Shire Promotions 


 More Birmingham 2015 (37.53)
Tim Manson, Operations & Policy DirectorMarketing Birmingham


 Questions from the audience and closing observations by Peter Schofield (31.25)