ローカル・ビジターエコノミー・パートナーシップ認証制度の確立と試験的取組

英国イングランドにおけるDMO の抜本的構造改革

抄録

UK Government Department for Digital, Culture, Media & Sport（DCMS）had officially announced a radical restructuring toward destination management organizations（DMOs）across England. The government is to provide £4 million for a new accreditation scheme that will highlight the best DMOs. Under the scheme, DMOs will be renamed Local Visitor Economy Partnerships（LVEPs）to capture the wider strategic focus to make destination great place not only to visit but also to live, work, study and invest. The funding is also used to create a pilot in North East England, giving one top-tier LVEP and a group of LVEPs the opportunity and investment to restructure under a new model. The drastic restructuring came following independent review into DMOs, carried out by the Chair of VisitEngland's Nick de Bois. The de Bois review found that the landscape is over-crowded and fragmented. De Bois recommended a tiering model for DMOs including multi-year core funding. The aim of this paper is to explore the newly created accreditation scheme of LVEPs on top of the pilot taking place at North East England under the brand name of Destination North East England, collaborated with three LVEPs: Newcastle Gateshead Initiative as the top-tier, and Visit Northumberland and Visit County Durham as the second-tier, and four municipal governments.