The Chairman has requested that the Committee receive a presentation on tourism, followed by the opportunity for wider discussion. 

Contact:  Gemma Davies, 01743 258985

Members considered a presentation (copy attached to the signed minutes) on Tourism and the wider visitor economy in Shropshire.  The Director of Place and Enterprise covered the contribution of tourism to economic growth, the impact it had in terms of visitor numbers in the county, the growth of the visitor economy in Shropshire, Shropshire Council’s input to date and support for the visitor economy in future.

It was envisaged that tourism would mostly be driven by the private sector with the Council’s role being strategic and one of co-ordination, working in partnership and offering leadership when needed.

Mr Michael Connor, Chairman of Shrewsbury Tourism Association, Mr Paul Davis, Chairman of Shropshire Hills Tourism and Mr Dilwyn Jones, operator of the Sabrina Boat in Shrewsbury were present at the meeting and the Chairman invited them to address the Committee.  

Mr Connor articulated the wish for a specific Council officer lead on tourism to co-ordinate the work of all the different groups in the county.    Shrewsbury Tourism had benefited greatly in the past from the Council’s co-ordinating role and it wished to promote 3 – 5 day stays involving visits to other parts of Shropshire.   He said the Council’s policy of developing sustainable partners was welcome but at the current time there did not appear to be anyone to contact in relation to the visitor economy, or a willingness to invest to earn.   He referred to the financial value of tourism in Shropshire which supported thousands of jobs.  He also reported that Shrewsbury Tourism employed a Tourism Officer for one and a half days a week and but financial help was needed to increase her hours.

Mr Davis, referred to the large number of organisations involved in tourism in Shropshire and the need for them to work together better.  He reported that the National Trust had turned away 1000 cars during the last August Bank Holiday Monday at Carding Mill Valley and there had been great potential to disperse tourism traffic to other attractions in the county.  Co-ordination was needed to address this sort of issue and he emphasised the need for an officer to act as a contact point or conduit.  Shropshire Hills Tourism was made up of volunteers who had been very disappointed that there was no longer a tourism officer at the Council. 

Mr Jones, owner of the Sabrina Boat in Shrewsbury emphasised the importance of tourism to businesses in the county, for example, it was not possible to grow his own business until Shrewsbury itself grew more.  He referred to the constraints caused by an inadequate taxi, train and bus network.  He pointed out that the Shrewsbury BID was primarily focused on the town centre and added that Shrewsbury Tourism would become stagnant without any financial or officer support. He warned against the dangers of having many fragmented groups and websites and felt that a Council Officer needed to act as liaison. 

Several Members of the Committee concurred with the need for the Council to take a co-ordinating role and felt that an officer should be designated to provide practical support for the visitor economy alone.  Members heard that a review of the Economic Growth team was about to take place. 

One member referred to the local MPs support for up-front investment in tourism as the potential was so great.  He asked that innovative ways to increase potential be explored, for example Brexit meant that farmers would need to diversify.

Another member acknowledged the important work of volunteers in tourism but said that it was difficult for volunteers to co-ordinate and oversee the whole agenda and she felt this was a role the Council should play.  For example, the story of industrial revolution in Telford and Wrekin appeared to complement the rural story in Shropshire, and there should be a way to build on this.  Another member referred to the importance of the Severn Valley Railway and reported that a local Tourism Group in Bridgnorth had recently been disbanded.

Another Member pointed out how the Council was struggling in the face of severe cuts and had to make them even if it did not want to, especially when tourism was so important to the county.

The Chairman felt that an officer was needed to lead and understand what was happening in the tourist economy in the county. He suggested that another Task and Finish Group on Tourism be formed to look at these issues but the Director asked for an opportunity to distil the information shared during the meeting.  It was agreed that he would discuss this with the Chairman outside of the meeting.  The Director emphasised that the Council was not divesting itself of any role in the Visitor economy, it was a key part of the new Economic Growth Strategy, and it was being considered as part of the review of the Economic Growth Team. 

The Director highlighted the financial restrictions facing the Council but that it was committed to running a stakeholder event focusing on the issues raised.  In the meantime he confirmed that the officer contact for those involved in tourism was Tim Jenkins and the Committee welcomed this information. 

The Head of Economic Development referred to opportunities presented through a funding call out for ERDP money and a meeting was to be held shortly at which the Shropshire Outdoor Partnership Manager would be attending. 

The Chairman thanked officers, members and visitors to the Committee for the useful discussion which would help inform future thinking.