Visit Isle of Wight (VIOW) has announced that a marketing group from the Island’s British Holiday & Home Parks Association (BH&HPA) are the latest sector to join the tourism industry Board.
With a product range that includes static caravans, camping, touring, motorhomes and holiday flats, the eight participating holiday parks that have joined the board under the BH&HPA sub group banner are Appuldurcombe Gardens Holiday Park, Cheverton Copse Holiday Park/Heathfield Park, Grange Farm, The Old Mill Park, The Orchards Holiday Park, Sandhills Park, Waverley Park Holiday Centre and Whitefield Forest Touring Park.
In 2012, VIOW reported that tourism visitor spending has pumped an extra £20 million into the Isle of Wight economy this summer. The headline figure in the third quarter report for the Island, put together by Tourism South East (TSE), also showed the highest number of short-break (one to four nights) visitors in 8 years – 37% more than 2012.
However, not all accommodation sectors saw a dramatic improvement last year and many of the Island’s holiday parks have set up a marketing group and are now working with the DMO to see what can be done collectively to improve the situation.
Research shows that when it comes to making holiday choices, women are the key decision makers and as part of their spring marketing campaign, VIOW is running a series of printed and digital advertisements in national women’s magazines focussing on “small and friendly, independent holiday parks”.
David Thornton, Chief Executive, VIOW said:
“In 2013, the static caravan and chalet market, which represents as much as a quarter of the Island’s bedstock, didn’t do as well as other areas and the Board recognised that it needed to work with this sector of the market to help it attract more visitors.
“These first-class holiday parks, independently owned and operated where the personality of each property is its key strength, will form the focus of the new advertising campaign”.
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In addition, a new landing page for the parks promoting a range of value-added deals will be launched on the Visit Isle of Wight website to coincide with the advertising campaign.
Tim Gray of The Orchards Park has been elected BH&HPA DMO representative, while Cherry Sanders of Appuldurcombe Gardens Holiday Park will attend monthly Marketing Panel meetings.
Tim said:
“The Island has some of the best holiday parks in the UK and we are looking forward to working with Visit Isle of Wight and helping to market the Island as a first-class holiday destination”.
