To receive an update from the Visitor Economy Manager on the Visitor Economy Team’s approach to supporting the tourism sector, and on progress made working with the Destination Partnerships and delivering the Visitor Economy Strategies in northern Shropshire, Shrewsbury, Shropshire Hills & Ludlow, and Bridgnorth.

The Tourism Officer described the localities covered by the four Destination Partnership areas which comprised of North, South, Shrewsbury and Bridgnorth, and the partnerships which supported them. 

The Visitor Economy Manager explained that Shropshire Council worked closely with the private sector, voluntary sector and other members of the public sector to provide robust structures, clear strategies, actions and plans to continually improve the visitor experience and encourage tourists to return to the area and stay longer. 

Members noted that tourism was an important aspect of Shropshire’s economy and that the Visitor Economy Team was working closely with the Business Growth Re-design Team. It was acknowledged that as the Business Growth Re-Design Team developed their commissioning model, the Visitor Economy team would work with them to map over the visitor economy delivery options into the commissioning model. 

Work with the Local Enterprise Partnership (LEP) partners to promote the whole area was discussed and the possibility of increased access to European Funding was noted. 

Mandy Thorn, the Chairman of the Shropshire Business Board, was invited to speak.  She expressed support for the work that had been undertaken to promote the visitor economy and emphasised the importance of continuing to bid for European funding. She added that with regard to the application for LEP funding, it was important to demonstrate when bidding, that projects could be delivered.  The Deputy Portfolio Holder for Business Growth added that Central Government and European Funding providers also considered evidence of job creation as an important application criteria for a successful funding bid.

In response to a Member’s query, the Visitor Economy Manager agreed that it was vital to identify and use existing resources to their best advantage as well as working with partners to ensure efficient use of all resources. 

A Member asked for clarification of the Cambridge Model referred to in the report and the Visitor Economy Manager agreed to ascertain whether it took into account internal county tourism and displaced expenditure.

Members asked for information regarding the promotion of Shropshire overseas, as it was recognised that overseas visitors were likely to stay longer and spend more. The Visitor Economy Manager explained that limited resources meant that promotion overseas had to be targeted and that particular areas of the world had been identified.  He continued that much of the promotion work was done through building good working relationships with overseas press officers.  A Member suggested that with such a small budget it was necessary to identify and prioritise emerging markets. 

In response to a Member’s query the Visitor Economy Manager agreed that much work was undertaken with large national bodies, such as the National Trust and Visit England, to encourage them to promote the area nationally. 

Referring to tourism promotion within Shrewsbury the Visitor Economy Manager explained that the earlier reports had been based on the expected development of the Riverside that had subsequently not gone ahead, and advised that the figures would be revised through Destination Shrewsbury.  The Visitor Economy team would work closely with the Shrewsbury Business Improvement District (Shrewsbury BID) once it was in a position to do so.  She confirmed that there was a group within Shrewsbury BID dedicated to marketing.

A Member asked for information relating to the total spend on the Tourism Economy related to the number of jobs in the sector and how this related to other sectors of the economy in the county.  It was estimated that this sector accounted for in excess of 10% of the jobs in the County.  A Member commented that the Visitor Economy team comprised of three people who supported 10% of the work force in the county.

Members advocated a greater role for local Members and Town and Parish Councillors in the promotion of tourism projects in the county, and recognised the importance of working with neighbouring counties and countries and to adopt a holistic approach for promoting the region.  .

Resolved:

·         That the recommendations in the report be noted by the committee;

·         That the significant contribution made by the visitor economy to the global economy of Shropshire both through the support of employment and visitor spend also be noted; 

·         That further information be made available to the Committee once the outcome of the LEP bid be known; and

·         That the potential for Members as a resource for promoting Shropshire be explored.