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 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 its 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 but 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.

            Mr Bates highlighted the 4 recommendations contained in the review which would have implications for the way in which the Council would organise and support tourism development in the District in order to meet its wider strategic ambitions.

            Members welcomed the report from Mr Bates and participated in a question and answer session, summarised as follows:-

·         Web sites promoting the District – it was acknowledged that the 3 town websites (Littlehampton, Bognor Regis and Arundel) were good and that Sussex by the Sea should be retired but that there should perhaps be a cloaking page to transfer information across to the towns and the South Downs National Park websites.  Comment was made that Experience West Sussex made no reference to the beach at Bognor Regis, which was felt to be a glaring omission.  Mr Bates stated that views on web sites were very subjective and, from his observation, Experience West Sussex was doing a good job in trying to create a narrative to draw people into the area and inspire them to stay and do different things.  In advising that Experience West Sussex was not just a web site, it also covered marketing and information, the Group Head of Economy requested Members to pass on to her any comments they had about it  and she would take it up with that body.

·         Comment was made that tourism was important to the local economy and must be supported.  It was felt there was a demand for fun seaside activities and events and Bognor Regis needed to focus on its core strengths, e.g. its safe beach.   Mr Bates agreed that events were a powerful tool but thought had to be given to the type and range in order to attract visitors.

·         Concerns were raised at the proposal to shift emphasis away from the Sussex by the Sea website as it was felt that it had been successful in referring people to the other more detailed town website.  It would therefore be a shame to lose it.

As the Chairman was experiencing connectivity issues, the Vice-Chairman took the chair for the remainder of this item and he thanked Mr Bates for a very good report and for his attendance at the meeting.  He invited Mr Bates to leave the meeting.

The Vice-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 and that a Strategic Tourism Investment role was required to coordinate and work with the partners, towns and businesses.  Members were advised that it was being proposed that Sussex by the Sea website would cease operation; the annual Visitor Guide would no longer be produced; and the Visitor Information Points in Bognor Regis, Littlehampton and Arundel would no longer exist in their present format.  The Group Head of Economy acknowledged that there was a lot the team would like to do but the reality was what could actually be done to develop the tourism offer with the resources available.

In opening the debate, broad support of the four recommendations was expressed.  However, other views focussed on the loss of the Sussex by the Sea website and the detrimental impact that would have on attracting visitors to the town, even though it was acknowledged it was dated in its present format and other websites now served that function.

The Chairman stated that the Council did have to reflect on its position with regard to tourism.  Although it was lucky to have strong links with key stakeholders, the Council did have to take a step back to assess who was best placed to deliver certain aspects of tourism. He was therefore of the view that the idea of developing a strategy alongside strategic partners and stakeholders made sense.

In being put to the vote, the Subcommittee did not accept the report’s recommendation and therefore

RESOLVED

That officers to make Cabinet aware that the review recommendations contained within the Arun Strategic Review of Tourism are not supported by the Subcommittee.