Agenda item

This review considers all aspects of the council’s current tourism support functions.  The report summarises the recommendations and findings made in the strategic review of the tourism service by Blue Sail Consulting and makes recommendations for the future delivery of tourism services by the council.

The Subcommittee will receive a presentation by Adam Bates of Blue Sail, in conjunction with a report from the Group Head of Economy.

            The Chairman welcomed to the meeting Mr Adam Bates, Blue Sail Consulting, who had been appointed to undertake a review of the Council’s tourism function.  The review had considered all aspects of tourism support offered by the authority and its recommendations would be put forward to Cabinet for consideration and decision; the Subcommittee was being requested for their views which would be forwarded to Cabinet to assist their deliberations of the matter.

            Mr Bates gave a presentation which covered his brief for the review and what Arun should be doing to fit in with others in marketing, management, and development to improve the offer in the District and to increase staying visitors over the dominance of day visitors as at the present time.  Tourism was an important sector for the local economy and, whilst there was a good variety, i.e. coast, towns and countryside, it was felt that what was on offer was good not great and that there was a modest impact on tourism spend and jobs.  To encourage visitors to stay, better quality accommodation would be required and experiences provided that were worth travelling for.  The offer therefore needed to be renewed, new markets attracted, year round value for money provided and higher value jobs encouraged.

            Members welcomed the report from Mr Bates, which they had found interesting and informative and then participated in a question and answer session, summarised as follows:-

·         Dominance of day visitors and how best to encourage people to stay in the district to increase the spend.  Mr Bates stated that, fundamentally, Arun had two broad markets i.e. families and couples and that generally speaking people were looking to take short breaks due to changing work patterns.  Rural accommodation was increasingly popular, e.g glamping, and for a significant economic impact Travel Lodges/Premier Inns and mid range accommodation was required.

·         Concern was raised relating to the resourcing of the plan within the existing resource envelope and the three year time frame.  Members were advised that, although there was quite a lot that could be actioned immediately, focus should be given to providing 5 or 6 things that could make the most difference and biggest impact. 

·         Working with partners was highlighted and particular mention was made to the Littlehampton Harbour Board.  Mr Bates agreed that the most should be made of the beaches and River Arun and the opportunities for water based activities, offering a good variety would help get visitors to come and stay longer.

The Chairman thanked Mr Bates for his comprehensive review, useful presentation and attendance at the meeting and invited him to leave if he so wished.

The Chairman then invited the Group Head of Economy to present her report which set out the background to the review, its remit and the four strategic recommendations for the Council’s tourism service contained therein.  Support and any further comments were being sought from the Subcommittee, which would then be indicated to Cabinet when it considered and decided on the matter at a future meeting.  It was also brought to Members’ attention that there would be changes to the service should the recommendations be supported.

In opening up the debate, the Chairman welcomed the report from Blue Sail and expressed her view that that approach was the right one and that a Strategic Tourism Investment Role was required to coordinate and work with businesses and towns and seek investment for the District.

Whilst a concern was expressed that any changes to the service should not be part of the discussion, the Group Head of Economy emphasised that, in supporting the recommendations from Blue Sail, change was inherent to the  direction the Council would be taking, including the cessation of Sussex by the Sea website, removal of the Visitor Information Points at Bognor Regis, Littlehampton and Arundel and the bi-annual Visitor Guide and she wanted Members to be aware of that.  Other Members recognised that that change was contained in the detail of the review and fully supported it as it was recognised that, to achieve an improved role in the tourism sector, things had to move forward and change.

The Subcommittee

RESOLVED

That officers to make Cabinet aware that the review recommendations contained within the Arun Strategic Review of Tourism are supported by the Subcommittee.