Agenda item

To receive a report from the Economic Development & Regeneration Manager updating Members on the current impact tourism has on Mid Devon’s local economy and how we can develop the sector over the next 5 years.

The Group had before it a report * from the Economic Development & Regeneration Manager updating Members on the current impact tourism has on Mid Devon’s economy and how the Council could develop the sector over the next 5 years.

The contents of the report were outlined with the following points being referred to:

·         5% of all employment within Mid Devon was related in some form or another to tourism.

·         The majority of visitors already lived within the region and of those the majority were older adults without children.

·         The Destination Management Plan by its nature needed to be a partnership strategy with a strong brand.

·         The face to face surveys had asked standard questions which meant that they were comparable across districts. Only 40% of respondents had mentioned anything they were dissatisfied with. Overall there had been very good satisfaction results.

The Group made the following comments:

·         The results were open to interpretation and the sample of people surveyed had been small.

·         The SWOT analysis had considered an ageing visitor profile as a weakness, however, they could be considered as a strength and the ‘grey pound’ needed to be looked at more positively.

·         Surveys, by their very nature were just a snap shot of opinion at a particular moment in time.

·         The Council needed to be careful about the amount of weight subscribed to some of the conclusions within the report.

·         Interviews had been conducted at a limited number of locations.

·         Mid Devon had to work harder at promoting itself compared to other districts due to not having a coast to attract visitors to.

·         The survey had cost £6k to undertake, it was suggested that this may not have been a big enough investment given the limitations of the data and the importance to Mid Devon of moving forward in the right direction on tourism.

·         Poor signage within Tiverton was a problem and previous concerns had not been addressed. Similar signage problems existed elsewhere in the district and better liaison was needed with Devon County Council.

·         The Tiverton Coach Park needed to be more widely promoted and advertised.

Discussion took place regarding the Tiverton Attractions Group which had suffered poor attendance in the recent past but was showing some signs of reinvigorated interest. It was important for this group to be on board with the Destination management Plan especially in relation to the branding issue.

Members had been keen for work to be undertaken in this area and this had proved to be a good start. There were many opportunities that could be developed such as promoting and developing heritage roots, linking the market towns together, promoting the unspoilt countryside and celebrating some of the finest food producers in the country.

RECOMMENDED to the Cabinet that the draft Destination Management Plan be approved for consultation bearing in mind the comments and concerns of the Policy Development Group with regard to the small sample of people interviewed, the number of locations where this had taken place and the need for caution when considering the conclusions in the survey.

(Proposed by the Chairman)

Note: * Report previously circulated, copy attached to the signed minutes