To receive an update from the Visitor Economy Team on the changes to the Council’s approach to supporting the tourism sector. With a brief update on the current work of the Council with the Destination Partnerships to implement the tourism strategies.

The Visitor Economy Manager thanked Members for their ongoing support and allowing her the opportunity to speak to them about the changes within the Visitor Economy Team and the new working practices these changes had brought about. She explained that the changes had happened more quickly than expected due to the necessity of financial savings being brought forward, with funding reductions expected in the 2016/17 budget being made a year early.

She continued that since becoming a Unitary Council in 2009, Shropshire Council had employed two dedicated Tourism Officers with time also allocated to the Visitor Economy Service Manager to work at a strategic level as part of the wider service.  From 1^st August 2015 the Tourism Officer posts would cease and would be replaced by the single post of Visitor Economy Development Officer. 

Members noted the importance of the tourism sector to the Shropshire economy, with 14,500 people employed in the industry, and highlighted in the Shropshire LEP and ESIF strategies as an investment priority.  The Visitor Economy Manager described the resilience of the tourism sector and the work already undertaken by the Council’s tourism section to develop robust strategies and build strong partnerships.  She continued that the growth structures and growth agenda plans were in place. 

The Visitor Economy Manager continued that she was concerned that the Visitor Economy Development Officer post concentrated on strategic aims rather than hands on involvement in the tourism sector, and as such was not in such a good position to react quickly to promotion opportunities as had happened with obtaining the funding to promote Much Wenlock during the Olympics.  She reported that the team were working with other partners to consider the best way to enable other organisations to take on this function.  A Member suggested greater Parish and Town Council involvement.  The Visitor Economy Manager agreed that this was one possibility and she was also looking to private businesses to take on some of the work. 

In answer to a Member’s question, the Visitor Economy Manager explained the role of the Visitor Economy Officer to concentrate on:

·         Developing the Council’s own tourism assets, such as the museum.  To include marketing and sponsorship; 

·         Providing strategic support to the sector;

·         Leading on commissioning for the Visitor Information Service;

·         Acting as conduit for large organisations such as Visit England and Visit Britain;

·         Working with the LEP Tourism Group to shape tourism priorities around European funds.

·         Day to day support with businesses.

In response to a Member’s query, the Visitor Economy Manger explained that she had concerns regarding the Council’s ability to develop large bids for European funding and seize investment opportunities when they arose at short notice.  The Chairman suggested that this may be a useful subject for a Task and Finish Group to consider.  Members expressed support for the establishment of a Tourism Task and Finish Group.

Members discussed increased partnership working with Telford and Wrekin Council, and the way in which visitors to the County did not perceive boundaries between the administrative areas.  Members noted that the tourism-specific opportunities for European funding were concentrated on non-urban areas therefore Telford, Ironbridge and Shrewsbury would not be directly eligible.  The Chairman suggested that this could be another potential area for the Task and Finish Group to consider. 

A Member asked whether the previous targets for increasing visitor numbers to the County remained sufficiently ambitious and whether there was a clear plan to achieve these numbers.  He suggested that this could also be examined by the Task and Finish Group. 

In response to a Member’s question requesting examples of the new structures adding value to the tourism sector, the Visitor Economy Manager explained that all points of the post as outlined earlier in the meeting would provide general support to the sector together with the improved ability to develop strategic support.  She continued that once the new post had bedded in it would be easier to understand the level of capacity.  The Chairman again suggested that this issue could be explored by the Task and Finish Group.

A Member asked about the success criteria for the newly established post.  The Visitor Economy Development Officer stated that resilient organisations seeing this as an opportunity to provide leadership and become proactive in the sector would vindicate the decision made.  Also finding the additional capacity to develop a strong, significant, strategic project would be seen as a huge success. 

The Visitor Economy Development Officer reminded Members of recent or forthcoming BBC programmes based in Shropshire where tourism officers had provided information and support.  He added that he aimed to continue in this role as those programmes were seen by millions of viewers and attracted both visitors and employers to the County. 

Agreed: that the Chairman be given delegated powers to work with the Visitor Economy Manager to establish the terms of reference to set up a Tourism Task and Finish Group.