Published earlier this year, Walpole’s tourism manifesto, What it’s Worth: Enabling the Return of the £30bn High-End Tourism Sector, identified the UK as having been Europe’s number one high-end tourism destination pre-pandemic. Given that affluent international visitors to the UK spend 14 times that of mass tourists – making a powerful contribution not only to the country’s world-leading hotels, but to the whole high-end ecosystem of culture, entertainment, and retail – and with the knowledge that our high-end tourism offer generated more than 30% more revenue than France, Italy or Spain, and two thirds more than either Germany or Switzerland, we see high-end tourism as a crucial growth driver for this country. In the light of the Chancellor’s announcement of the reintroduction of tax-free shopping, Walpole asked its members to share their thoughts on the value of the high-end visitor, and to let us know what they were doing in their own businesses to drive the appeal for this important customer group.
"People often get the wrong idea about the luxury tourist industry. Ensuring its survival post-Covid is more about the ‘halo effect’ on local communities than it is about maintaining the lifestyles of the rich and famous. Yes, local businesses here in Staffordshire benefit from the international tourists who visit us here at World of Wedgwood but the actual impact they have on the local economy and community goes much deeper than a simple transaction.
Every pound spent by our high-end visitors helps us to protect craftmanship; from the unique pottery skills that you see in our Barlaston factory, skills that have been passed down from generation-to generation to the hyper local artists and makers that are supported through our gift shop Josiah and Co.
Our brand is especially popular with Japanese and Chinese tourists, who, due to our location outside of London and the restrictions on international travel are scarce at the moment. Ultimately more investment into quality overnight accommodation and transport connectivity is needed to bring high net worth visitors here. When tourists do return, they will have so much to explore, we have recently upgraded our Wedgwood brand experience, which includes the V&A Wedgwood Collection, our much loved factory tour, pot throwing and retail, washed down with a glorious Wedgwood afternoon tea. In addition we have a new fine dining restaurant space – Lunar, overseen by the highly acclaimed Michelin star chef, Niall Keating, (who just happens to be from Stoke!) In the Summer, we look forward to local distillery Sixtowns, opening its doors onto our courtyard for cocktails, gin school and tours.
Ultimately, World of Wedgwood is a site that fosters creativity, giving the local community opportunities on site that enable us to protect the craft that ‘the Potteries’ was founded on. Premium paying tourists who connect with the brand at World of Wedgwood are ultimately helping to protect these skills for many generations to come."
