Agenda item

RECOMMENDATIONS

The Policy committee are asked to:

1.    Note the findings outlined in the baseline report

2.    Comment upon the emerging themes and priorities

Councillor Lucille Thompson, Cabinet Member for Business and Culture, introduced the item regarding the latest findings in preparation for producing a new tourism strategy. The introduction included the following points:

1.    The visitor economy was highly important to the district, generating £292 million annually and supporting approximately 5,760 jobs from 8 million visits.

2.    The district’s offer included heritage, history, market towns, the South Downs National Park, and numerous vineyards.

3.    Key findings from the consultation indicated that most visitors were day-trippers, resulting in a lower spend per visitor compared to neighbouring areas.

4.    While Winchester City was accessible, reaching the rural district was more challenging.

5.    There was potential to strengthen the narrative around heritage, culture, the landscape, and the district's vibrant festival scene.

6.    Feedback from businesses highlighted a desire for more collaborative marketing, an effort to attract younger visitors, and improved wayfinding.

7.    The current visitor motivation was mainly heritage, indicating missed opportunities with sectors such as family short breaks and younger visitors.

Andrew Gostelow, Service Lead - Economy & Tourism, provided a further introduction which included the following points:

1.    The consultation also provided an understanding of what the industry required from the council, which included continuing its role in destination management and acting as a convener and supporter for the local industry.

2.    The next steps involved further consultation with an advisory group of key stakeholders, followed by wider industry consultation, with the aim of bringing the final strategy to the cabinet for endorsement by the end of the financial year.

The committee was asked to note the findings outlined in the baseline report and to comment upon the emerging themes and priorities.

The committee proceeded to ask questions and debate the report. In summary, the following matters were raised.

1.    Clarification was sought on the visitor profile, specifically the majority of visitors who were day-trippers.

2.    A question was asked regarding the consultation undertaken with rural businesses and their specific needs, including the potential market for active outdoor enthusiasts.

3.    A series of questions were asked regarding visitor spend, including why a low percentage of visitors (2.7%) accounted for a high percentage of spend (19%), and what actions the council could take to encourage longer stays and increased spending, such as addressing the availability and affordability of visitor accommodation.

4.    A question was asked about the potential tensions between different strategic objectives, such as preserving heritage while attracting younger visitors, and whether the strategy aimed for transformational or incremental change.

5.    Clarification was sought on the approach to physical signposting and wayfinding within the city and market towns, specifically whether it should be strong or subtle to align with the new strategy.

6.    A series of questions were asked about the economic impact of festivals. This included whether visitor and spend data included events like the Boomtown Festival, the financial contribution of the Foodies Festival, and whether a case could be made for extending events like the Hat Fair if they were shown to benefit the wider local economy.

7.    A question was asked how the strategy would address the opportunities for tourism growth given the constraints of the public transport network and whether the Park and Ride service could be more effectively promoted to visitors as part of the strategy.

8.    A question was asked whether the upcoming Norman Millennium in 2027 could be utilised in the tourism strategy, given the district's Norman links.

9.    A question was asked about how the council would encourage collaboration between competing businesses and whether there had been any indications of private investment to support the strategy's implementation.

10.A question was asked about any potential 'quick wins' identified in the baseline report, such as updating information on third-party websites.

These points were responded to by Andrew Gostelow, Service Lead - Economy & Tourism, Adam Bates, Blue Sail, and Councillor Lucille Thompson accordingly.

RESOLVED:

1.    That the baseline report and outline recommendations for the Winchester District Tourism Strategy 2026-2030 were noted.

2.    The committee acknowledged the challenges highlighted, including the need to diversify the visitor market, encourage business collaboration, and secure investment to deliver the strategy.

3.    The committee supported the progression of the strategy based on the work undertaken.

4.    Officers were asked to:

                                          i.         Confirm whether the recent Foodies Festival at River Park was subsidised by the council.  

                                         ii.         For future, specific festivals, such as Boomtown, to analyse the town centre footfall data to identify any significant differences.