Locum Consulting

Locum Destination Review - Issue 12

The journal of record for the global destination industry

Editorial

Welcome to the latest issue of Locum Destination Review. With the London Olympic bid now underway, we have a series of articles looking at how Britain should be selling itself to the IOC. Former Culture Secretary Chris Smith looks back with shame and amusement at the nation’s last ‘re-branding’ exercise ‹ the Cool Britannia phenomenon. And we hear from two cities who have successfully pitched their wares to the IOC: Turin and Sydney.

With the 50th anniversaries both of the Coronation and of the first ascent of Mount Everest falling, we look at these twin anniversaries - both of which have a significant impact on the destination business.

First, the Coronation. Attempts to sell Britain as a destination often stumble on the hurdle of whether we can use the magnetic qualities of our Royal traditions without undermining a more modernist theme. From their very different perspectives, this dilemma is addressed by VisitBritain’s Tom Wright and by Jacqueline Gazzard of Historic Royal Palaces.

In the 50 years since that first ascent, Mount Everest has undoubtedly become a destination of choice for the outward bound traveller. But while much-needed foreign currency is drawn to Nepal and Tibet, so are some of the less welcome byproducts of mass tourism. Anna Brown lists the pluses - and minuses - of the tallest mountain in the world. And Britain’s best-known climber, Sir Chris Bonington, describes his feelings as he stood on Everest’s peak.
As Liverpool gets the nod to become Europe’s Capital of Culture for 2008, Tim Ambrose takes a peek behind the bidding process and comes up with advice for cities which may be tempted to bid for future prestigious events.

Locum’s resident Galbraith, Dan Anderson offers a simple guide to everyone’s statistical nightmares with his new Economics Without Tears feature, and Managing Director James Alexander looks Under The Microscope at the role of board trustees. Meanwhile, Brandwatch casts a forensic eye over some of our most famous retail names.

Then there’s the new My Favourite Destination feature, in which leading players in the destination industry - both public and private sectors - share with us their own choices of places to visit.

Whether you are involved with Tourism, Regional Development, Heritage, Leisure or any of the other areas we cover, we anticipate that this feature will provide you with some useful tips for making your attraction a ‘must-visit.’ Meanwhile, Dan Anderson focusses on the perennial dilemma facing museums: to ‘make or buy’.

Along with all our regular features, we’re confident that this issue of Locum Destination Review will provide an interesting and stimulating read to all who work in the destination business.