Issue - meetings

The Panel will receive a presentation on this item at the meeting.

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