Lead Member - Councillor Robert Macey - Portfolio Holder for Culture and Digital

Report of Mark Barrow, Executive Director of Place

RESOLVED:

1.               To approve and publish the Destination Management Plan.

2.               To approve the Council facilitating the creation of a new tourism partnership, with clear governance and terms of reference, comprised of private and public stakeholders including Visit Shropshire, the county DMO, to manage delivery of the DMP action plan. Responsibility for this work is delegated to the Director for Place, in consultation with the Portfolio Holder for Digital and Culture. 

3.               To approve that Shropshire Council work closely with Telford & Wrekin Council, who are about to commence work on a DMP for their unitary area, and  to identify where the obvious points of contact and opportunities for cross-border working will be

The Portfolio Holder Culture and Digital introduced the report, explaining that the Shropshire Destination Management Plan would be the blueprint for how the county intends to manage its visitor economy between 2023 and 2025. Shropshire has not had a whole county plan for some years and it would provide impetus and direction for all with a stake in the sector, and help the sector to gain credibility and recognition as an important driver of the county’s economy.

The Plan would be used as a reference document for future funding and a basis for future bids into government programmes and could be used by developers and tourism businesses to shape their investment and inform, guide, and influence how resources are used and allocated. It was intended to be a living document that is periodically reviewed and adjusted to take account of the operating environment, the needs and expectations of consumers, businesses and communities, as well as opportunities to develop new products and propositions.

Discussion covered the importance of sustainable transport in supporting the visitor economy, the need to encourage day visitors to stay longer, and the population of around 4.5 million people who lived within an hour and a half of the county.  It was confirmed that opportunities for working with Telford and Wrekin would be fully explored and the Plan was welcomed by all.

RESOLVED:

1.               To approve and publish the Destination Management Plan.

2.               To approve the Council facilitating the creation of a new tourism partnership, with clear governance and terms of reference, comprised of private and public stakeholders including Visit Shropshire, the county DMO, to manage delivery of the DMP action plan. Responsibility for this work is delegated to the Director for Place, in consultation with the Portfolio Holder for Digital and Culture. 

3.               To approve that Shropshire Council work closely with Telford & Wrekin Council, who are about to commence work on a DMP for their unitary area, and  to identify where the obvious points of contact and opportunities for cross-border working will be