Agenda item

The Tourism Manager presented the West Norfolk Destination Management Plan.  He introduced Paul Searle to the Panel who had been involved in the creation of the Plan and was a Member of the West Norfolk Tourism Forum Executive Committee.  The Tourism Manager explained that the plan had been developed to provide a framework of objectives and actions over the next five years for increasing the value that visitor spending could make to the local economy throughout the Borough of King’s Lynn and West Norfolk.  This approach was being actively encouraged by organisations including Visit England and the Local Enterprise Partnerships.  The plan included proposals on how the overall destination, locations and products could be branded and promoted and provided an understanding of how other destination management organisation and tourism bodies could work to meet the needs of the visitor economy in West Norfolk.  The Tourism Manager provided an overview of key issues reviewed and the resultant aims and objectives of the plan.

A copy of the Tourism Managers presentation is attached.

Paul Searle addressed the Panel and explained that a lot of work had been done to bring the plan into fruition.  He referred to the plan’s objectives and aims and felt that it was important to promote West Norfolk as a visitor destination.  Increasing visitor stay was important and the tourism experience needed to be developed.  Work should be carried out to capitalize on day trippers and encourage them to stay in the area for longer periods.  It was important to continue developing activities and events to give a reason for people to come to the area, which would have a knock on effect on local businesses and the local economy.

Paul Searle congratulated all those involved in creation of the plan and commented that it was supported by the tourism industry.

The Chairman thanked the Tourism Manager and Paul Searle for their presentation and invited questions and comments from the Panel, as summarised below.

Councillor Crofts asked if opportunities could be created for touring caravans to stop in King’s Lynn as most remained along the coast.  He referred to the waterfront area and asked if there was potential for this to be used as a caravan park.  Paul Searle explained that he had not considered the potential for a touring caravan park in King’s Lynn as caravans tended to be located in rural locations; however, this was something that could be investigated in the future if required.  He emphasised the importance of continually offering ideas and encouraging visitors to experience activities and attractions across the local area.

Councillor Mrs Watson referred to the Coasthopper bus service and felt that the service was not as good as it had been previously.  She felt the service did not link up with rail services as well as it had done in the past. She suggested that more could be done to promote Farmers Markets and she commented that she had visited many of these Markets and they always tended to be busy.  She commented that the cover of the Destination Management Plan did not stand out and was too familiar.  Paul Searle explained that this was the first Destination Management Plan which had been created and the plan was not to be confused with a brochure for the area, it would be used by businesses.  The Portfolio Holder for Culture, Heritage and Health reiterated that the document was for businesses and it identified opportunities for them locally, it was not to be confused with a visitor guide.

Councillor Mrs Collingham commented that it was important to improve the King’s Lynn offer as she felt that currently there was not enough to do to spend the day in King’s Lynn, particularly for children.  She explained that the events drew people in, but often not enough cafes etc. were open to support the increased amount of visitors.  The Portfolio Holder for Culture, Heritage and Health, Councillor Mrs Nockolds explained that the Destination Management Plan would be used to encourage businesses to maximise their potential and improve the overall offer of the area.

It was suggested that there was a need for more available activities and attractions during periods of poor weather.  Public conveniences also needed to be improved.  The Tourism Manager explained that in order to capitalise there was a need to promote the attractions available and encourage visitors to stay in the area for longer periods of time.  He referred to the LEADER funding which was available for small businesses in West Norfolk.

The Vice Chairman, Councillor Mrs Wright felt that the area had a considerable Heritage offer and Heritage trails should be promoted across the Borough.  She explained that one of her concerns was the high levels of traffic particularly throughout the summer.  The Tourism Manager noted that this had been highlighted in the plan.

The Chairman, Councillor Mrs Mellish commented that she felt that most of the tourism promotion focussed on the Northern Area.  The Tourism Manager commented that the whole of West Norfolk was considered within the plan with the emphasis placed on spreading tourism visits and spending across the area and more widely throughout the seasons.

Councillor Crofts commented that Norfolk tourism was seasonal and for consideration to be given to encourage off season tourists.

Councillor Baron Chenery of Horsbrugh commented that branding was important and that West Norfolk should be branded separately to North Norfolk.

Councillor Mrs Collingham commented that more activities should be available during wet weather particularly for children and families.

The Chairman thanked the Tourism Manager and Paul Searle for the information provided at the meeting.

RESOLVED: The Regeneration and Development Panel supported the recommendations as follows:

1.    That the Borough Council considers and endorses this plan as the tourism industry’s assessment of the issues and opportunities for sustainably increasing the contribution that visitor spending makes to the economy of West Norfolk.

2.    That annually, the Borough Council receives a presentation and report on the progress and any changes to the Destination Management Plan.