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Tourism is a complex industry that involves many different organisations working together to create experiences for visitors. These organisations can be divided into three main sectors: public, private and voluntary. Each plays a vital role in developing, managing and promoting tourism destinations.
Key Definitions:
These are funded by the government and work to develop and promote tourism for the benefit of the country or region. They create tourism policies, manage public attractions and promote destinations.
Examples: VisitBritain, National Tourist Boards, Local Councils
These are businesses that aim to make a profit by providing tourism services. They range from large international companies to small local businesses.
Examples: Hotels, airlines, tour operators, attractions, restaurants
Public sector organisations play a crucial role in developing tourism strategies and creating the right conditions for tourism to flourish. They operate at different levels:
National Tourism Organisations (NTOs) like VisitBritain promote the entire country as a destination, create national tourism strategies and collect statistics on tourism performance.
Regional tourism boards focus on promoting specific areas within a country. In the UK, examples include VisitScotland, Visit Wales and Tourism Northern Ireland.
Local authorities manage local attractions, maintain infrastructure and provide tourist information. They may run visitor centres and organise local events.
Public sector organisations are responsible for:
The private sector consists of businesses that provide services directly to tourists. They are motivated by profit but also contribute to the overall appeal of destinations.
Hotels, B&Bs, hostels, campsites, holiday rentals
Airlines, ferry companies, train operators, car hire, coach companies
Theme parks, museums, historic sites, entertainment venues
Restaurants, cafes, bars, food tours
Companies that package and sell holidays
Retail businesses selling travel products
Private sector organisations are important because they:
The voluntary sector includes non-profit organisations that often focus on conservation, heritage preservation, or community development. They play a significant role in managing attractions and advocating for sustainable tourism.
Examples of voluntary sector organisations include:
Voluntary organisations contribute to tourism by:
Successful tourism destinations rely on partnerships between different organisations. These partnerships can take many forms:
DMOs bring together public, private and voluntary sectors to manage tourism in a specific area. They coordinate marketing, visitor services and tourism development. Examples include Marketing Manchester and Visit Cornwall.
Formal partnerships between organisations to achieve specific goals, such as developing new tourism products or improving visitor experiences. For example, a national park might partner with local accommodation providers to create sustainable tourism packages.
The Lake District National Park Partnership brings together 25 organisations including the National Park Authority, local councils, conservation organisations, tourism businesses and community representatives. Together, they manage this UNESCO World Heritage Site, balancing tourism development with conservation.
The partnership has successfully:
This collaborative approach has helped the Lake District attract over 19 million visitors annually while protecting its natural beauty.
Tourism organisations can significantly influence the development and appeal of destinations:
VisitScotland is the national tourism organisation for Scotland. It has successfully developed Scotland's tourism appeal through several initiatives:
As a result, Scotland attracted 3.5 million international visitors in 2019, spending £2.5 billion. VisitScotland's work demonstrates how a public sector organisation can significantly enhance a destination's appeal.
Tourism organisations are evolving to meet new challenges and opportunities:
The most successful tourism organisations will be those that can adapt to changing visitor expectations while balancing economic benefits with environmental and social responsibility.