Issue - meetings
Destination Marketing Plan
Meeting: 05/09/2017 - Planning, Housing and Economic Development Policy Development and Scrutiny Panel (Item 22)
Destination Management Plan
The Panel will receive a presentation on this item at the meeting.
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Minutes:
Jim Oribine, Visit Bath introduced this item to the Panel by giving them a presentation. A copy of the presentation can be found on the Minute Book and as an online appendix to these minutes, a summary of the presentation is set out below.
A Destination Management Plan (DMP) for Bath and North East Somerset (2017 – 2022)
The DMP is a roadmap for stakeholders in
tourism in Bath and North East Somerset
It marshals the evidence, considers the issues and seeks to provide
a robust, realistic and forward looking plan in a succinct and
clear document which partners can endorse.
Methodology
· Process managed by Bath Tourism Plus on behalf of B&NES.
· Steering Group comprising representatives from the public sector and private sector businesses.
Consultation & Research
· Wide consultation with individuals, sector groups, and B&NES councillors
· An enterprise survey with local tourism businesses
· Site visits to observe key facilities and services in the city and the surrounding area
Evidence Base
· The performance and economic impact of tourism in Bath and North East Somerset, including visitor profiles
· Competitor analysis
·
The policy context for tourism – locally, regionally and
nationally
Significance of the visitor economy
· An estimated 9,358 people employed in tourism across B&NES, around 10% of total employment
· The total annual expenditure associated with tourism trips to the B&NES area is £436.09m
· 6.2% average annual increase in direct spend by domestic staying visitors in recent years
DMP Proposition
· An overarching Vision for the destination
·
5 Aims for tourism development in Bath & North
East Somerset
· 5 Strategic Objectives as a framework for action
· A series of Priorities for Action
The Vision
“Bath fully delivers on its potential as an iconic visitor destination on the international stage; a vibrant 21st century spa and wellbeing resort that capitalises on the city’s cultural heritage, World Heritage Site status and its connections with the surrounding rural landscape.”
Aims
· To strengthen the local economy and spread prosperity throughout Bath and North East Somerset by growing the year-round value of tourism in a sustainable manner
· To strengthen the appreciation and conservation of Bath as a World Heritage Site together with the area’s wider historic, cultural and natural assets
· To foster and sustain distinctive high quality local businesses
· To enhance the quality of life of local residents, through improved facilities, services, environment and experiences
· To provide visitors with a high quality and fulfilling experience, encouraging longer stays and more return visits
Target Visitor Markets
· Domestic short breakers – with an emphasis on Sundays -Thursdays when there is capacity in all parts of the sector
· Overseas visitors – with an emphasis on European markets France and Germany, and long-haul USA
· Day visitors – from home & on holiday elsewhere, eg London
· Family market - wanting a rural holiday with family-friendly attractions, events and activities and/or to visit Bath
· Local residents and those visiting friends and relatives
· Business tourism
Strategic Objectives
· Compelling promotion: To present Bath and the rest of North East Somerset, its distinctive assets and ... view the full minutes text for item 22
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